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Webinar - Jobs To Be Done: Understanding Your Members' Needs


New products and services have abysmal success rates – almost 90% fail to gain traction with customers each year. How can you and your credit union team improve these odds? You need to base your next innovation on a clear understanding of your members’ important challenges – or their jobs to be done.

Based on Harvard’s Clay Christensen theory, the Jobs-To-Be-Done framework is based on a simple but profound insight: people don’t really buy products or services; they “hire” them to get a job done. By focusing on your member’s emotional, social and functional needs, you can discover the true motivations people have for buying, engaging and becoming a member – and then develop solutions with confidence.

In this webinar, Uwe Hook, founder of Hook Consulting, and CO-OP Chief Experience and Marketing Officer, Samantha Paxson will explain this proven approach, best practices and case studies of its impact.


In addition, each webinar participant will receive a free download of the Credit Union Jobs To Be Done Research Report.


Live Webinar: Jobs To Be Done: Understanding Your Members' Needs
Date: Wednesday, June 7, 2017
Time: 11:00am PT / 2:00pm ET
Duration: 60 minutes



Uwe Hook
Principal, Hook Consulting


Samantha Paxson
CMO CO-OP Financial Services

Webinar Registration

Based in Rancho Cucamonga, Calif., CO-OP Financial Services is a financial technology company that harnesses the vast breadth and depth of our insights, network and connections in order to provide a customizable suite of tools and services for credit unions. With a motto of "Be There, Be More", CO-OP's business lines include ATM/Branch, Card Payments, CO-OP Member Center, Digital Delivery, Engagement, Security Innovations and THINK.