customer centric agile @ ace! conference
TRANSCRIPT
Customer centric Agile
Angel Diaz-‐Maroto @adiazmaroto www.agilar.org
@adiazmaroto
@adiazmaroto
What’s Agile?
@adiazmaroto
The Agile organization
and continuously improve it!! @adiazmaroto
@adiazmaroto
Agile is NOT an IT approach, is a
BUSINESS approach
@adiazmaroto
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.
@adiazmaroto
Do you know who your customer is?
@adiazmaroto
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.
@adiazmaroto
The customer today
@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 questions
@adiazmaroto
I don’t think so
We need to Learn from the
customer!!!
Same answers?
@adiazmaroto
Create a conversation with your customer
Respond
Listen
Understand
Create a conversation with your customer
@adiazmaroto
Listen
Understand
Respond
@adiazmaroto
We can make Agile useful, and meaningful, for the
business!!!
@adiazmaroto
Some tips to take your agile to the next level, and make it
become … Customer centric Agile
@adiazmaroto
Include actual customers in your inception process
@adiazmaroto
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.
@adiazmaroto
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
@adiazmaroto
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.
@adiazmaroto
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
@adiazmaroto
Create a customer centric culture
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DO NOT organize to deliver internal servicesOrganize to deliver experiences to your customers
@adiazmaroto
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”.
@adiazmaroto
My lessons learned from lean Startup
• Understand projects as hypothesis• Small and incremental budgeting • Sense often• Use actionable metrics• Invest wisely
@adiazmaroto
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
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
@adiazmaroto
Let’s make it happen!!!
Thanks!
Angel Diaz-‐Maroto @adiazmaroto www.agilar.org
@adiazmaroto