The first principle of Agile manifesto says "Our highest priority is to satisfy the customer through early and continuous delivery of valuable software.” But, Is our highest priority to delight our customer, or to delight our sponsor. Do we understand who the real customer is and behave accordingly? I’ve often seen Agile teams producing software aimed to delight: another departments within their organization, an external organization hiring their development services, their management or even their Product Owners. But, are those the ones to be delighted by the product in development? I believe that software is awesome when it helps creating awesome experiences to the people the organization is serving. To create those delighting experiences is very important to understand who your real customer is and empathize with him. This session is aimed to create that awareness and to introduce some practical tools that can help creating a "Customer Centric” Agile implementation and culture in organizations. I will start the session by explaining what is customer centricity and how it can become the competitive advantage of your business and a powerful reason for adopting Agile. I'll continue with simple tips, and practical examples, which attendees can incorporate into your Agile implementation to empower customer delighting. Such as including “moments of truth” in “Personas” and going from "User Stories" to "Customer Stories" The listener will get from this session easy-to-apply tools to equip their Agile implementation an extra focus on their real customer to maximize customer satisfaction and create an important foundation for the buy-in of Agile by the business.

1. Customer centric Agile
Angel
Diaz-­‐Maroto
@adiazmaroto
www.agilar.org
@adiazmaroto

2. @adiazmaroto
What’s Agile?

3. @adiazmaroto

4. The Agile organization
and continuously improve it!!
@adiazmaroto

5. @adiazmaroto
Agile is NOT a software
development approach, is
a BUSINESS approach

6. @adiazmaroto
Sure, but …
we are already
doing that.
Sure, but …
we can’t do
that here.

7. @adiazmaroto
What’s customer
centricity?

8. 8
The customer centric approach, is a
business development strategy based
on putting your customer first and at
the core of your business.

9. 9
Therefore, creating a unique experience
for the customer from the awareness
stage, through the purchasing process and
finally through the post-purchase process.

10. @adiazmaroto
Do you know who
your customer is?
Question!

11. @adiazmaroto
The person who got the
budget to build the product?

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NO! Business is just part of the
team!
But I liked being the customer.
The customer is always right

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The person who you have to create a
delightful experience for.

14. @adiazmaroto
Your customer!
A party that receives or consumes products
(goods or services) and has the ability to choose
between different products and suppliers.

15. @adiazmaroto
Therefore there is no such
thing as “internal customer”.
Mmmmm …. O…K….

16. @adiazmaroto
Sure, but …
we are already
doing that.
Sure, but …
we can’t do
that here.

17. @adiazmaroto
Do you know how is
your customer like?
Question!

18. @adiazmaroto
The customer today

19. @adiazmaroto
He is your
customer!

20. @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!

21. @adiazmaroto
Create a conversation with your customer
Respond
Listen
Understand

22. Create a conversation with your customer
@adiazmaroto
Listen
Understand
Respond

23. @adiazmaroto
Why do we often fail to
include Business in our
Agile initiatives?

24. @adiazmaroto
As an internal customer
I want IT to build the product I sold to my boss
So that I can look good in the next meeting

25. @adiazmaroto
Now we can make Agile
useful, and meaningful,
for the business!!!

26. @adiazmaroto
As a Company
Our goal is to deliver delightful experiences
So that being one of our customer is f*** great

27. @adiazmaroto
And Agile is a great way
to do this.
As a Company
Our goal is to deliver delightful experiences
So that being one of our customer is f*** great

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Customer centric Agile 101

29. @adiazmaroto
1. Include actual customers in your
inception process

30. @adiazmaroto
2. Include Moments of truth and touch
points in your “Personas”

31. @adiazmaroto
3. Connect the customer journey with your
story map or Epics

32. @adiazmaroto
4. At epic level do not have conversations
about user stories …
have conversations about customer Stories.

33. @adiazmaroto
4a. Example: user story
As a call center operator
I want to search in the ATM location list
So I can tell the customer the closest working ATM

34. @adiazmaroto
Moment or truth.:
Margaret needs cash to pay at the restaurant
Touch 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 center
The operator wires the money to the restaurant and finds
the nearest ATM for Margaret based on her location
4b. Example: conversation about
customer story

35. @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.

36. @adiazmaroto
5. Include actual customers in your
internal reviews or demos.
Specially when validating early prototypes

37. @adiazmaroto
6. Use real feedback to “prioritize” your
backlog

38. @adiazmaroto
7. Create a customer centric culture

39. @adiazmaroto
8. DO NOT organize to deliver internal services
Organize to deliver experiences to your customers

40. @adiazmaroto
9. insert yours here

41. @adiazmaroto
Use what you
already know.

42. My lessons learned from lean Startup
• Understand projects as hypothesis
• Small and incremental budgeting
• Sense often
• Use actionable metrics
• Invest wisely
@adiazmaroto

43. 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

44. 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

45. @adiazmaroto
Sure, but …
we are already
doing that.
Sure, but …
we can’t do
that here.

46. @adiazmaroto
This is how you can make
any paradigm shift to
happen in any organization
…

47. “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

48. @adiazmaroto
Let’s make it happen!!!

49. Thanks!
Angel
Diaz-­‐Maroto
@adiazmaroto
www.agilar.org
@adiazmaroto