Research

Outcome Expectation Mapping

Customers judge us by outcomes. Outcome Expectation Mapping reveals what "success" looks like to them for each job. This 90-minute exercise highlights gaps between customer expectations and our current delivery. It's not always easy to put ourselves in the customer's shoes, so be prepared for some lively debate.

Duration
1.5 hours
Group Size
8-15
Category
Research
Difficulty
Easy
Define expected outcomes for key customer jobs. Distinguish between required and desired outcomes. Map current delivery against expectations. Identify critical outcome gaps.
Customer outcome expectations mapped. Clear understanding of customer success criteria. Solutions aligned to expected outcomes.
Anchor discussions in actual customer feedback. Challenge assumptions about what customers really want. Sometimes, what we think is important isn't what the customer values. Consider doing a dry run to refine the job statements.

  1. Job Selection (10 min): Choose the customer jobs to map. Focus on high-impact areas.

  2. Outcome Brainstorm (30 min): What outcomes do customers expect from this job? Capture everything.

  3. Categorization (20 min): Distinguish between required (must-have) and desired (nice-to-have) outcomes.

  4. Gap Analysis (20 min): Compare current delivery to expected outcomes. Where are we falling short?

  5. Prioritization (10 min): Which gaps matter most to the customer? Focus on what will drive satisfaction.

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  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

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  • Job statements (pre-defined).

  • Outcome mapping template (digital or printed).

  • Gap analysis matrix (spreadsheet or whiteboard).

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  • Facilitator Guide (PDF)
  • Participant Workbook Template
  • Presentation Slides
  • Printable Materials

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