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!!

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@adiazmaroto  

Agile is NOT a software development approach, is a BUSINESS approach

@adiazmaroto  

Sure, but … we are already

doing that.

Sure, but …we can’t do that here.

@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.

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Do you know who your customer is?

Question!

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The person who got the budget to build the product?

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NO! Business is just part of the team!

But I liked being the customer. The customer is always right

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

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Your customer! ���

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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Therefore there is no such thing as “internal customer”.

Mmmmm …. O…K….

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Sure, but … we are already

doing that.

Sure, but …we can’t do that here.

@adiazmaroto  

Do you know how is your customer like?

Question!

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The customer today

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He is your customer!

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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 paradigm shift!

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Create a conversation with your customer

Respond  

Listen  

Understand  

Create a conversation with your customer

@adiazmaroto  

Listen  

Understand  

Respond  

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Why do we often fail to include Business in our Agile initiatives?

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As an internal customer I want IT to build the product I sold to my bossSo that I can look good in the next meeting

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Now we can make Agile useful, and meaningful, for the business!!!

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As a CompanyOur goal is to deliver delightful experiencesSo that being one of our customer is f*** great

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And Agile is a great way to do this.

As a CompanyOur goal is to deliver delightful experiencesSo that being one of our customer is f*** great

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Customer centric Agile 101

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1. Include actual customers in your inception process

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

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3. Connect the customer journey with your story map or Epics

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4. At epic level do not have conversations about user stories … have conversations about customer Stories.

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4a. Example: user story

As a call center operatorI want to search in the ATM location listSo I can tell the customer the closest working ATM

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Moment or truth.:Margaret needs cash to pay at the restaurantTouch point:Call center operator  Margaret (can’t find a working ATM)Wants to withdraw some money to pay at the restaurant.When she calls the call centerThe operator wires the money to the restaurant and finds the nearest ATM for Margaret based on her location

4b. Example: conversation about customer story

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4. User stories at Epic level

<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 reminder.

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

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6. Use real feedback to “prioritize” your backlog

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7. Create a customer centric culture

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

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9. <insert yours here>

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Use what you already know.

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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@adiazmaroto  

Sure, but … we are already

doing that.

Sure, but …we can’t do that here.

@adiazmaroto  

This is how you can make any paradigm shift to

happen in any 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  

@adiazmaroto  

Let’s make it happen!!!

Thanks!

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

@adiazmaroto