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.

1. Customer centric Agile
Angel
Diaz-­‐Maroto
@adiazmaroto
www.agilar.org
@adiazmaroto

2. @adiazmaroto
What’s Agile?

3. @adiazmaroto

4. The Agile organization
and continuously improve it!!
@adiazmaroto

5. @adiazmaroto
Agile is NOT an IT
approach, is a
BUSINESS approach

6. @adiazmaroto
What’s customer
centricity?

7. 7
The customer centric approach, is a
business development strategy based
on putting your customer first and at
the core of your business.

8. 8
Therefore, creating a unique experience
for the customer from the awareness
stage, through the purchasing process and
finally through the post-purchase process.

9. @adiazmaroto
Do you know who
your customer is?

10. @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.

11. @adiazmaroto
The customer today

12. @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

13. @adiazmaroto
I don’t think so
We need to
Learn from
the
customer!!!
Same answers?

14. @adiazmaroto
Create a conversation with your customer
Respond
Listen
Understand

15. Create a conversation with your customer
@adiazmaroto
Listen
Understand
Respond

16. @adiazmaroto
We can make Agile useful,
and meaningful, for the
business!!!

17. @adiazmaroto
Some tips to take your agile to
the next level, and make it
become …
Customer centric Agile

18. @adiazmaroto
Include actual customers in your
inception process

19. @adiazmaroto
Include Moments of truth and touch
points in your “Personas”

20. @adiazmaroto
Connect the customer journey with your
story map

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

22. @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

23. @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.

24. @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

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Create a customer centric culture

27. @adiazmaroto
DO NOT organize to deliver internal services
Organize to deliver experiences to your customers

28. @adiazmaroto
This is how you can make this
paradigm shift to happen in
your organization …

29. “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

30. My lessons learned from lean Startup
• Understand projects as hypothesis
• Small and incremental budgeting
• Sense often
• Use actionable metrics
• Invest wisely
@adiazmaroto

31. 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

32. 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

33. @adiazmaroto
Let’s make it happen!!!

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