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Presentation given at Agile 2013 in Nashville, TN on Customer Engagement. Title: "Customer Who??" Description: Do your teams have a real connection to their customers? Join us as we explore how to best engage customers with Agile teams that may have multiple customers and end users. Hear a story of what happened when we built a product without including our customers and learn pitfalls to avoid. We’ll discuss how to handle it when your development teams receive customer feedback that changes their course and examine the layers between our teams and the end user. Discover techniques for getting full circle feedback from the customers to the development team and ensure that you’re delivering what your customers value.
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Customer Who?!??Do you know what your customers really want?
Maria Matarelli
@MariaMatarelli
Meet the Presenters
Danny Sack
@SackDanny
#Agile2013
Topics
• Importance of Customer Feedback
• Case Study
• Dissect Communication Layers
• Techniques for Engaging your Customers
IMPORTANCE OF FEEDBACK
Majestic Loki
Majestic Loki and his sister Lexi in their pure ‘no feedback’ position
CUSTOMER EXPERIENCE
CASE STUDY
Background
10
Create a virtual index of the real world
Make the world computable
Bridge the virtual world and the real world
Our Mission
© 2012 Nokia | Confidential
Organizational Intro
7,000 employees on 6 continents in 50 countries
2 million changes every day to the database
300 patents granted and over 250 pending
8 /10 navigation devices are powered by HERE
More than 22 million miles of roadway
Up to 260 attributes per road segment
Background
HERE – maps and location based services
Power navigation systems in 80+% of cars
Complicated sales process for multi-year contracts
New Product Example
HERE recently launched a dynamic content delivery service for
our customers -> Location Based Search
Complete departure from our previous generation product
Allows our customers to radically rethink the way they compete
First Generation Product
3 years of R&D work
Millions of dollars invested
Thousands of man-months consumed
Where is the Customer?
Product Roadshow
Customer visits
- 30 key Customers
- 7 Countries
Enrolled 10 key customers in a Beta Program
Findings and Feedback
“This is possibly the most important new development by Nokia in the last 10 years"
- Director of Product Management
“You sold us a vision, not a platform."- VP of Sales
“Have you considered this implementation?"
- Director of Business Development
“What if we don’t want to change our products?"
- Senior Architect
“How do we see some sample data?"
- Director of Engineering
"The experience that we've had in the Beta has been incredibly frustrating"
- Director of Product Management
The Good, Bad, & Ugly
• The basic premise
was perfect for the
marketplace
• We built to the wrong
use cases
• Our solution didn’t
and wouldn’t scale
IMPACT
Back to the Drawing Board
Rework the product –> 12 more months of R&D
Reposition the product –> Aligned to a portfolio
Re-launched the offering and re-introduced it to our customers
Results
Poll the Room
Do you know your key customers?
Do you know how many layers exist
between you and your customer’s key
decision makers?
DISSECTING THE LAYERS BETWEEN YOU AND YOUR CUSTOMER
Exercise
Communication Breakdowns
Engineers build products far removed from what is promised
or needed
Product Managers write requirements for respective programs
Customer(Business
Mgr)AE
Product Manageme
ntR&D
Customer(Product Mgmt)
Customer (Engineerin
g)
Account Execs talk to business
managers
Exercise
Draw the communication
layers between
you and your customer
SHARE & DEBRIEF
PM Partners with Sales
Customer(Business
Mgr)AE
Product Manageme
ntR&D
Customer(Product Mgmt)
Customer (Engineerin
g)
Startup
Warm Body
Customer(Business Mgr)
Customer(Product Mgmt)
Customer (Engineering)
Workshop
Customer(Business Mgr)AE
Product Management
R&D
Customer(Product Mgmt)
Customer (Engineering)
TECHNIQUES FOR ENGAGING CUSTOMERS
Techniques for Engaging Customers
• Direct customer involvement with teams
• Full feedback loop into Product Backlog
• Open Space
• Visual Collaboration
• Innovation Games
Direct Customer Involvement
Beta programs are good, but may be too late
Iterate earlier with key customers•Alpha --> pre-Alpha --> rough draft
Get the engineers in a room together
Feedback cycle
________________________________________________
Open Space
Innovation Games
Engaging
people
through
collaborative
play
Empathy Map
Helps you gain insight and understanding for a targeted persona
Reference: http://innovationgames.com/empathy-map
Me & My Shadow
Identifying your customers hidden needs
Reference: http://innovationgames.com/me-and-my-shadow
Prioritization
Customer feedback feeds into team backlog
Prioritize customer requests
Buy a Feature
Prioritize features
Reference: http://innovationgames.com/buy-a-feature
20/20 Vision
Understand customer priorities
Reference: http://innovationgames.com/2020-vision
Bang for the Buck
Collaboratively rank a project backlog based on
estimated value and estimated cost
Reference: http://innovationgames.com/4454-2
IN SUMMARY
Q’S
Contact Us
Maria Matarelli http://www.bevilledge.com
@MariaMatarelli
www.linkedin.com/in/mariamatarelli
Danny Sack
@SackDanny
www.linkedin.com/in/dsack
