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Angel Diaz-MarotoCustomer Centric Agile
@adiazmaroto
Angel Diaz-Maroto @adiazmaroto www.agilar.org
@adiazmaroto
@adiazmaroto
@adiazmaroto
The Agile organization
and continuously improve it!!
@adiazmaroto
Agile is not a software development approach, is
a business strategy.
@adiazmaroto
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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
@adiazmaroto
Do you know who your customer is?
@adiazmaroto
@adiazmaroto
@adiazmaroto
@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?
@adiazmaroto
Sense
Understand Respond
Create a conversation with your customer
@adiazmaroto
Create a conversation with your customer
Listen
UnderstandRespond
@adiazmaroto
@adiazmaroto
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
@adiazmaroto
As a CompanyOur goal is to deliver delightful experiencesSo that being one of our customer is f*** great
@adiazmaroto
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
@adiazmaroto
Let’s play!
@adiazmaroto
@adiazmaroto
HiMoe!
@adiazmaroto
Personas
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Customer Journey
@adiazmaroto
@adiazmaroto
Buster Bros!
@adiazmaroto
Buster Bros?
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@adiazmaroto
Connect customer Journey
& Stories
@adiazmaroto
@adiazmaroto
At epic level … have conversations about
your customer.
@adiazmaroto
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
@adiazmaroto
Moment or truth.:Margaret goes to the bank branch Touch point:Mortgage consultant Margaret wants 500.000USD to buy a houseNeeds to request a mortgage.When she explains the situation to the Mortgage consultantThe mortgage consultant explain Margaret if it’s safe for her to
contract that mortgage.
Example: reminder of a conversation about a customer.
@adiazmaroto
Customer Stories at Epic level
<CustomerPersona><Needs/likes/wants/isaskedto><customerperception>[When<touch-point/actor><featureforinteraction>]then<experiencedelivered>
Disclaimer: this is not a template.
@adiazmaroto
Some more tips
@adiazmaroto
Include actual customers in your Product Development & Inception .
@adiazmaroto
Include actual customers in your Sprint Reviews.
@adiazmaroto
Reverse Sprint Reviews.
@adiazmaroto
Use actual customer feedback to order your backlog.
@adiazmaroto
LeSS Scaling
@adiazmaroto
Create Structure for Customer centricity
@adiazmaroto
Align goals towards customer experience delivery
@adiazmaroto
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
@adiazmaroto
Now we know who is our customer!
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The person who you have to create a delightful experience for.
@adiazmaroto
@adiazmaroto
Thanks!