The document discusses how to build trust with customers in a software outsourcing business. It recommends using four techniques: providing metrics to give customers visibility; automating processes to give customers control; conducting independent technical reviews to assure quality; and basing compensation on deliverables rather than time spent to align financial incentives. The goal is to shift control and transparency to the customer to build their trust over the long term.

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Yegor Bugayenko
Make Customers Trust You

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200+projects
5M+
lines of code
500+programmers
80+clients
17years
outsourcing
I’m in software outsourcing business for over 17 years.

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zerocracy.com
Now I’m building the platform to help software teams improve their management.

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Trust =
$
The more clients trust us, the more they are willing to pay.

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“How do we look
when we trust them?”
— Clients
However, they understand that trust makes their position weaker.

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Like idiots.
Dumb and Dumber (1994)
This is how they think they look (this slide is from PMCon presentation).

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Trust Stupid=
They know that trust happens when you are just too stupid to control.

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Control
Illusion of
We must give them the control, or the illusion of it. Or maybe not just an illusion.

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4
Metrics.
Automation.
Tech reviews.
Transparent motivation.
Let’s use these four techniques to shift control to the client side, for good.

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Metrics.
1
Without metrics there is no control, not even an illusion of it.

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“If you can't
measure it, you
can't manage it.”
Without metrics there is no control, not even an illusion of it.
— Peter Drucker

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Lines-of-Code
Hits-of-Code
Bugs
Coverage
Deployments
Hours
These are the metrics we’re presenting to our clients.

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Automation.
2
When things are automated clients know that the control is in their hands.

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One-click release.
The release must happen in one click and the client has to make it, time to time.
rultor.com

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Frequent releases.
You must release frequently, to ensure that the pipeline is not dead.
After each pull request

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Code ownership.
Let your client own the source code repository.

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Technical Reviews.
3
The client must know that our work is regularly reviewed by a third-party.

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Independent
Regular
Formal
Critical
Experts
Independent technical reviews must follow a few basic principles.

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I explained independent technical reviews in more details at this presentation.
How to avoid outsourcing disaster.

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Transparent Motivation.
4
Clients know that our financial goals are opposite and it makes them nervous.

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$15 $50/hr
Neither fixed-cost nor time-and-material help your clients trust you more.

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Fine-Grained Mechanism.
Micro-Milestone Based.
Make sure your billing schedule is based on deliverables, not time spent.

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