IIBA_SUGSA User Group Aligning Customer Experience & Agile 13082014
Customer Experience management (CEM) and Agile are two current buzz words in the industry that everyone is talking about. The presentation will describe the key principles of both philosophies and show how they are a match made in heaven. Agile is about delivering customer value frequently and early. One of the most difficult things in an Agile environment is determining what customer value really is. Most organisations have an IT function that typically see business as their customer, but true Agile requires you to build products that meet your ‘end’ customer needs. Gartner defines customer experience management (CEM) as “the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy.” It is a strategy that requires process change and many technologies to accomplish. Therefore, using CEM, it allows organisations to determine what true customer value really is to allow you to prioritise features and items on the product backlog based on this value in order to ensure that you are truly meeting your customer needs. Oftentimes, organisations implement Agile to shorten the feedback loop and to improve their time to market, however, they often miss what the customer actually needs. Combining Agile and CEM to deliver value will provide a competitive advantage to organisations. The talk will focus on how these two levers align to deliver true customer value.
