What Is Switching Behavior in JTBD?

Switching behavior refers to the circumstances and forces that drive customers to stop using one product ("fire" it) and start using another ("hire" it). Understanding switching behavior is critical for identifying opportunities to win over customers from competitors or retain your existing users.

Why Do Customers Switch Products?

What Drives Switching Behavior?

1. Push Factors: Dissatisfaction with current solutions (e.g., poor performance).
2. Pull Factors: Attraction of alternative solutions (e.g., better features or pricing).
3. Anxiety of Change: Concerns about switching costs or risks.
4. Habitual Behavior: Resistance due to familiarity with existing products.

What Are Examples of Switching Behavior?

1. A customer switches from cable TV to streaming services due to cost savings and convenience.
2. A business switches from spreadsheets to project management software for better collaboration.

How Can Companies Address Switching Behavior?

1. Reduce friction by offering seamless onboarding experiences.
2. Highlight clear benefits of switching in marketing messages.
3. Address anxieties by providing guarantees or free trials.