The advent of ChatGPT provides opportunities to examine how to frame the adoption and utilities of these new technologies consistent with the mission and values of an organization. One question to consider is the following:
How does ChatGPT contribute to the stakeholders of an organization and their intended “jobs” or “purpose”?
Clayton Christensen’s “Jobs To Be Done” theory is a framework for understanding customer behavior and needs. It suggests that people buy products or services to do “jobs” that solve a problem or fulfill a desire. This theory applies to higher education, with Southern New Hampshire University as an example. Southern New Hampshire University (SNHU) grew from 2,500 students to more than 80,000 by applying the jobs-to-be-done theory from Clayton Christensen. SNHU understood why different students attend college and provided better services accordingly. I prompted ChatGPT to provide how the theory applies to the various groups affiliated with an institution:
- Job to be done for students: The primary job to be done for students is to obtain a degree or credential that will help them achieve their career goals. However, there are other jobs that students need to accomplish to be successful in their academic journey. For example, students may need to find resources to help them study effectively, get feedback on their work, or build a network of peers and mentors.
- Job to be done for faculty: The job to be done for faculty is to provide high-quality education to their students. However, there are other jobs that faculty need to accomplish to be successful in their role. For example, faculty may need to find ways to engage their students, develop new courses or programs, or conduct research that advances their field.
- Job to be done for administrators: To be done for administrators is to support the institution’s mission and ensure that it runs efficiently and effectively. However, there are other jobs that administrators need to accomplish to be successful in their roles. For example, administrators may need to find ways to recruit and retain students, manage budgets and resources, or build relationships with community partners.
- Job to be done for staff: The team’s primary job is to support the institution’s mission and ensure that it is running smoothly. However, there are other jobs that staff need to accomplish to be successful in their roles. For example, staff may need to provide excellent customer service to students and other stakeholders, manage budgets and resources, or maintain facilities and equipment.
- Job to be done for managers: The job to be done for managers is to lead and support their staff in achieving their goals. However, there are other jobs managers need to accomplish to succeed in their roles. For example, managers may need to develop and implement policies and procedures, manage budgets and resources, or build stakeholder relationships.
- Job to be done for support staff: The job to be done for support staff is to provide administrative support to other departments or individuals within the institution. However, there are other jobs that support staff need to accomplish to be successful in their roles. For example, support staff may need to manage schedules and appointments, maintain databases and records, or provide technical support.
- Job to be done for prospective students: The primary job to be done for prospective students is to find a college or university that meets their academic, career, and personal goals. However, there are other jobs that students need to accomplish to be successful in their college search. For example, students may need to navigate the application process, understand financial aid options, or learn about campus culture and student life.
- Job to be done for parents: The job to be done for parents is to support their child in finding a college or university that is a good fit and provides a quality education. However, there are other jobs that parents need to accomplish to be successful in this process. For example, parents may need to understand the financial implications of college attendance, research and visit potential colleges with their child, or provide emotional support and guidance throughout the process.
- Job to be done for alums: The primary job to be done for alums is to maintain a connection with their alma mater and to feel a sense of belonging to the institution. This can include staying informed about institutional updates and events, receiving career support and networking opportunities, and giving back to the institution through donations or volunteer work.
So, for each of the groups above and their “jobs to be done,” consider the impacts and consequences (even unintended) of adopting ChatGPT as a tool. For example, the consideration of using ChatGPT for students could be to address “time poverty.” Wladis et al. (Citation 2018) define time poverty as insufficient time to devote to college work (i.e., lack of available time to maintain academic well-being). Students’ time in physical lines to campus offices or virtual queues for their questions to be answered may prevent them from attending classes or studying. Often, marginalized students with financial needs may be the ones who are not only experience financial poverty but time poverty as well.
I recently read an article stating, “don’t automate things that you care about.” Considering the controversy around Vanderbilt University’s use of ChatGPT to write a statement about a tragedy at another school, I agree with the sentiment. However, one could frame the use of automation this way – automate transactional and repeatable processes so staff can spend more time with students who require care. This is a lesson I learned many years ago when I was reminded by an Enrollment Services administrator at my campus that admissions, financial aid, and registrar deal with highly emotional situations. I saw these situations firsthand as I observed students occasionally sobbing after visiting one of these offices. So, if students can be provided self-service via ChatGPT or other chatbots and staff’s time towards transactional and repeatable processes can be reduced to spend more time advising students in need, I think there’s a case to be made about the value of technologies such as ChatGPT.