Victor, Apotheker In Sofia

The customer job method is based on the empathy and diversity of the participants. Last June, for example, I discussed the problem of a pharmacist with a number of international participants in an old city district of Pavlovo in Sofia. 

Pharmacist Victor had a clientele that was aging more and more. He had reason to believe that his clients got into trouble more often and ended up in the ER relatively often. High time for Victor to take action.

In all fairness, Victor doesn’t exist. With Rob Punselie I invented Victor for the Workshop ‘Customer loyalty in the digital age ‘. And we also made up a 72-year-old customer Nicolas, who has worked all his life in the metal industry in the Sofia area.

Nicolas has had more headaches recently, but is reluctant to take the medication. Not even because they are so expensive. He likes to walk in the neighborhood and walks his regular circle, likes to sit on his regular bench in the park. Nicolas, who wants to live here in his own place until the end.

Nicolas, resident of the Pavlova neighborhood of Sofia

As fictional as they are: Victor and Nicolas have helped as personas in our online workshop for the OmnichannelX conference . Several international participants took part in this. Central to our workshop was Nicolas’ Customer Job ‘ Staying healthy ‘.

Strength of conviction and capacity

During the Zoom session, we completed the ‘Customer Job Canvas’ with the participants. By empathizing with Nicolas’s questions about the customer job ‘ staying healthy ‘, it became increasingly clear what was important to him in this regard. After all, his life in the neighborhood with the people of the neighborhood was everything to him. This also allowed us to map the desired results and solutions for Nicolas.

This gives pharmacist Victor a precise picture of the world of elderly patients in his neighborhood, such as Nicolas: what is their concern and how do they deal with their health? If Victor’s solutions fit in precisely with this, he can reduce the mortality rates in his neighborhood. In this way, this pharmacist keeps his neighbors out of the hospital for as long as possible.


Together with international participants from completely different companies, we came to the same insights. Spectacularly realistic. It was nice to see how you can also get a creative atmosphere digitally in an online workshop. I thought it was fine to compare it with the 200 post- its that you can paste live in a design thinking session.

Customer Job Canvas ©️ ContentKings

Customer Job method

In the end, we identified more than 120 questions and solutions. We brought these together in 8 different clusters with solutions. The sweet spot was with a large number of matching solutions. Matching for both Victor and Nicolas. And we were able to combine them into 4 good ideas:

  1. a different layout of the pharmacy, with a more accessible entrance and a coffee corner,
  2. monthly meetings in the neighborhood about relevant conditions for the elderly (or rather: staying fit and thus saving money),
  3. a ‘ staying healthy ‘ check, with both an app and a quiz,
  4. starting a collaboration in a ‘health center’ with a fitness center in addition to the pharmacy and collaboration with the local supermarket for nutritional advice.

One of the participants of the workshop was the city pharmacist. She said that a number of the invented solutions – as we speak – were in her pipeline. We all became more and more enthusiastic along the way. We realized what emerged in the workshop: we created the pharmacy of the future!

A place where people meet, where you can drink coffee and network with people from the neighborhood. With a different layout: a waiting room, a delivery room and a private room. So that the pharmacist can help the customer one on one.

With monthly meetings about health issues, with announcements to local entrepreneurs and a digital chat with the pharmacy.

‘It’s great how you can get to the core of a problem, a customer and an organization with which you are not at all familiar with this method.’

Brigitte de Leeuw Agile coach at Profit-Marketing

We didn’t get figured out. And the pharmacist in our midst? It was her first online workshop. She was immediately wildly enthusiastic. She now knew even more acutely how she wanted to continue the innovation.

The winning perspective

The customer job method proves itself time and again. It is based on the empathy and diversity of the participants. The method taps into unprecedented creativity.

Not only to get to the bottom of the real needs of your customers, but also to clarify your matching solutions. Solutions with which you really score with your customers. Guaranteed success, especially in an uncertain future.

Also interested in groundbreaking insights? Sign up for a workshop and we will contact you.