Presentation given at Agile 2013 in Nashville, TN on Customer Engagement.
Title:
"Customer Who??"
Description:
Do your teams have a real connection to their customers? Join us as we explore how to best engage customers with Agile teams that may have multiple customers and end users. Hear a story of what happened when we built a product without including our customers and learn pitfalls to avoid. We’ll discuss how to handle it when your development teams receive customer feedback that changes their course and examine the layers between our teams and the end user. Discover techniques for getting full circle feedback from the customers to the development team and ensure that you’re delivering what your customers value.
11. Organizational Intro
7,000 employees on 6 continents in 50 countries
2 million changes every day to the database
300 patents granted and over 250 pending
8 /10 navigation devices are powered by HERE
More than 22 million miles of roadway
Up to 260 attributes per road segment
12. Background
HERE – maps and location based services
Power navigation systems in 80+% of cars
Complicated sales process for multi-year contracts
13. New Product Example
HERE recently launched a dynamic content delivery service for
our customers -> Location Based Search
Complete departure from our previous generation product
Allows our customers to radically rethink the way they compete
14. First Generation Product
3 years of R&D work
Millions of dollars invested
Thousands of man-months consumed
17. Findings and Feedback
“This is possibly the most important new development
by Nokia in the last 10 years"
- Director of Product Management
“You sold us a vision, not a platform."
- VP of Sales
“Have you considered this implementation?"
- Director of Business Development
“What if we don’t want to change our
products?"
- Senior Architect
“How do we see some sample
data?"
- Director of Engineering
"The experience that we've had in the Beta
has been incredibly frustrating"
- Director of Product Management
18. The Good, Bad, & Ugly
• The basic premise
was perfect for the
marketplace
• We built to the wrong
use cases
• Our solution didn’t
and wouldn’t scale
20. Back to the Drawing Board
Rework the product –> 12 more months of R&D
Reposition the product –> Aligned to a portfolio
Re-launched the offering and re-introduced it to our customers
24. Communication Breakdowns
Engineers build products
far removed from what is
promised or needed
Product Managers
write requirements
for respective
programs
Account Execs talk
to business
managers
31. Techniques for Engaging Customers
• Direct customer involvement with teams
• Full feedback loop into Product Backlog
• Open Space
• Visual Collaboration
• Innovation Games
32. Direct Customer Involvement
Beta programs are good, but may be too late
Iterate earlier with key customers
•Alpha --> pre-Alpha --> rough draft
Get the engineers in a room together
44. Contact Us
Maria Matarelli http://www.bevilledge.com
Maria.Matarelli@BevillEdge.com
@MariaMatarelli
www.linkedin.com/in/mariamatarelli
Danny Sack
Daniel.Sack@here.com
@SackDanny
www.linkedin.com/in/dsack
Editor's Notes
Introduction (5 min)Importance of customer feedback (10 min)Share a case study of a company’s customer experience after building a product without including the customers’ input (15 min)Discuss the impact (10 min)Exercise – Dissect the layers between you and your end customers (20 min)Share techniques for engaging your customers and completing a full feedback loop (15 min)