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Customer centric Agile
Angel Diaz-‐Maroto @adiazmaroto www.agilar.org
@adiazmaroto
@adiazmaroto
What’s Agile?
@adiazmaroto
The Agile organization
and continuously improve it!!
@adiazmaroto
@adiazmaroto
Agile is NOT a software development approach, is a BUSINESS approach
@adiazmaroto
Sure, but … we are already
doing that.
Sure, but …we can’t do that here.
@adiazmaroto
What’s customer centricity?
8
The customer centric approach, is a business development strategy based on putting your customer first and at the core of your business.
9
Therefore, creating a unique experience for the customer from the awareness stage, through the purchasing process and finally through the post-purchase process.
@adiazmaroto
Do you know who your customer is?
Question!
@adiazmaroto
The person who got the budget to build the product?
@adiazmaroto
NO! Business is just part of the team!
But I liked being the customer. The customer is always right
@adiazmaroto
The person who you have to create a delightful experience for.
@adiazmaroto
Your customer! ���
A party that receives or consumes products (goods or services) and has the ability to choose between different products and suppliers.
@adiazmaroto
Therefore there is no such thing as “internal customer”.
Mmmmm …. O…K….
@adiazmaroto
Sure, but … we are already
doing that.
Sure, but …we can’t do that here.
@adiazmaroto
Do you know how is your customer like?
Question!
@adiazmaroto
The customer today
@adiazmaroto
He is your customer!
@adiazmaroto
Who are you trying to delight with your product?What kind of experience
is your product creating?
How is your customer like?Do we need to create
“wow” moments or to be “wow” in the
basics?
New paradigm shift!
@adiazmaroto
Create a conversation with your customer
Respond
Listen
Understand
Create a conversation with your customer
@adiazmaroto
Listen
Understand
Respond
@adiazmaroto
Why do we often fail to include Business in our Agile initiatives?
@adiazmaroto
As an internal customer I want IT to build the product I sold to my bossSo that I can look good in the next meeting
@adiazmaroto
Now we can make Agile useful, and meaningful, for the business!!!
@adiazmaroto
As a CompanyOur goal is to deliver delightful experiencesSo that being one of our customer is f*** great
@adiazmaroto
And Agile is a great way to do this.
As a CompanyOur goal is to deliver delightful experiencesSo that being one of our customer is f*** great
28
Customer centric Agile 101
@adiazmaroto
1. Include actual customers in your inception process
@adiazmaroto
2. Include Moments of truth and touch points in your “Personas”
@adiazmaroto
3. Connect the customer journey with your story map or Epics
@adiazmaroto
4. At epic level do not have conversations about user stories … have conversations about customer Stories.
@adiazmaroto
4a. Example: user story
As a call center operatorI want to search in the ATM location listSo I can tell the customer the closest working ATM
@adiazmaroto
Moment or truth.:Margaret needs cash to pay at the restaurantTouch point:Call center operator Margaret (can’t find a working ATM)Wants to withdraw some money to pay at the restaurant.When she calls the call centerThe operator wires the money to the restaurant and finds the nearest ATM for Margaret based on her location
4b. Example: conversation about customer story
@adiazmaroto
4. User stories at Epic level
<Customer Persona> <Needs/likes/wants/is asked to> <customer percep/on>. [When <touch-‐point/actor> <feature for interac/on>] then <experience delivered>
Disclaimer: this is not a template it’s a reminder.
@adiazmaroto
5. Include actual customers in your internal reviews or demos.Specially when validating early prototypes
@adiazmaroto
6. Use real feedback to “prioritize” your backlog
@adiazmaroto
7. Create a customer centric culture
@adiazmaroto
8. DO NOT organize to deliver internal servicesOrganize to deliver experiences to your customers
@adiazmaroto
9. <insert yours here>
@adiazmaroto
Use what you already know.
My lessons learned from lean Startup
• Understand projects as hypothesis• Small and incremental budgeting • Sense often• Use actionable metrics• Invest wisely
@adiazmaroto
My lessons learned from design thinking
• Create empathy for your customer• Embed the customer in your process• Observe, ideate, prototype and iterate• Help your customer exploring his needs
@adiazmaroto
My lessons learned from Agile• Change is a the only constant• Validate though working products• Create multidisciplinary teams• Boost collaboration to achieve a common goal• Stories are not requirements• Culture is a key factor
@adiazmaroto
@adiazmaroto
Sure, but … we are already
doing that.
Sure, but …we can’t do that here.
@adiazmaroto
This is how you can make any paradigm shift to
happen in any organization …
“God, grant me the serenity to accept the things that I cannot change, the courage to change the things that I can change and the wisdom to understand the difference”.
@adiazmaroto
@adiazmaroto
Let’s make it happen!!!
Thanks!
Angel Diaz-‐Maroto @adiazmaroto www.agilar.org
@adiazmaroto
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