Customer centric agile @ ACE! conference

Customer centric Agile

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

@adiazmaroto  

@adiazmaroto  

What’s Agile?

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The Agile organization

and continuously improve it!! @adiazmaroto  

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Agile is NOT an IT approach, is a

BUSINESS approach

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What’s customer centricity?

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

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

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Do you know who your customer is?

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Your customer! ���The person who you have to create a delightful experience for

A party that receives or consumes products (goods or services) and has the ability to choose between different products and suppliers.

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The customer today

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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?

New questions

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I don’t think so

We need to Learn from the

customer!!!

Same answers?

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Create a conversation with your customer

Respond  

Listen  

Understand  

Create a conversation with your customer

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Listen  

Understand  

Respond  

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We can make Agile useful, and meaningful, for the

business!!!

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Some tips to take your agile to the next level, and make it

become … Customer centric Agile

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Include actual customers in your inception process

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Include Moments of truth and touch points in your “Personas”

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Connect the customer journey with your story map

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Don’t forget that your customer is not always your user.

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Don’t have conversations about user stories … have conversations about customer Stories?

As  a  call  center  operator  I  want  to  search  in  the  ATM  loca@on  list  So  I  can  tell  the  customer  the  closest  working  ATM  

Moment  or  truth.    Margaret  tried  to  withdraw  money  from  an  ATM  Touch  point:  Call  center  operator          Margaret  (can’t  find  a  working  ATM)  Wants  to  withdraw  some  money  Then  we  tell  her  where  is  the  closest  working  ATM  based  on  her  loca@on  

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User stories … or Customer Stories?

<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 remind.

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Include actual customers in your internal reviews or demos.Specially when validating early prototypes

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Use real feedback to “prioritize” your backlog

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Create a customer centric culture

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DO NOT organize to deliver internal servicesOrganize to deliver experiences to your customers

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This is how you can make this paradigm shift to happen in

your organization …

“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”.

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My lessons learned from lean Startup

•  Understand projects as hypothesis•  Small and incremental budgeting •  Sense often•  Use actionable metrics•  Invest wisely

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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

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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

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Let’s make it happen!!!

Thanks!

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

@adiazmaroto