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.

2. Angel Diaz-Maroto
Customer Centric Agile

3. @adiazmaroto
Angel Diaz-Maroto
@adiazmaroto
www.agilar.org

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The Agile organization
and continuously improve it!!

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Agile is not a software
development approach, is
a business strategy.

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Customer centricity, is a
business development
strategy based on putting
your customer first and
at the core of your
business.
@adiazmaroto

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Creating a unique experience for the
customer from the awareness stage, through
the purchasing process and finally through the
post-purchase process.
@adiazmaroto

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Do you know who
your customer is?

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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?

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Sense
Understand Respond
Create a conversation with your
customer

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Create a conversation with your customer
Listen
Understan
d
Respond

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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

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

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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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Let’s play!

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HiMoe!

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Personas

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Customer Journey

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Buster Bros!

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Buster Bros?

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Connect
customer Journey
& Stories

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At epic level …
have conversations about
your customer.

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Example: user story
As a mortgage consultant
I want to see the customer’s account status
So that I can see if he qualifies for the requested amount

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Moment or truth.:
Margaret goes to the bank branch
Touch point:
Mortgage consultant
Margaret wants 500.000USD to buy a house
Needs to request a mortgage.
When she explains the situation to the Mortgage consultant
The mortgage consultant explain Margaret if it’s safe for her to
contract that mortgage.
Example: reminder of a conversation about a customer.

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Customer Stories at Epic level
<Customer Persona>
<Needs/likes/wants/is asked to> <customer perception>
[When <touch-point/actor> <feature for interaction>]
then <experience delivered>
Disclaimer: this is not a template.

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Some more tips

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Include actual customers in your
Product Development & Inception .

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Include actual customers in
your Sprint Reviews.

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Reverse Sprint Reviews.

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Use actual customer feedback
to order your backlog.

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LeSS Scaling

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Create Structure for Customer centricity

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Align goals towards customer experience
delivery

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Nurture a customer centric
culture

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Business is part of the team!
But … I’m paying you, you
should delight me!
@adiazmaroto

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

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Now we know who
is our customer!

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

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