Alignment between CEM and Agile - Building the Right product - BASSA2015
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The document discusses the integration of Agile methodology with Customer Experience Management (CEM) to enhance product ownership and customer satisfaction. It outlines the steps involved in the CEM method, focusing on understanding customer needs, aligning product visions, and executing plans iteratively. Key takeaways emphasize that both Agile and CEM serve as enablers to achieve successful customer outcomes through continuous evaluation and feedback.
Alignment between CEM and Agile - Building the Right product - BASSA2015
- 1. #ITWebSDM consulting | research | contracting Ensuring you are building the right product through Agile and Customer Experience Management (CEM) Biase De Gregorio @biased77
- 2. #ITWebSDM
- 3. #ITWebSDM Story about a Pool
- 4. #ITWebSDM You may be doing things right… but are you doing the right thing?
- 5. #ITWebSDM Adapted from Henrik Kniberg (Spotify): Agile Product Ownership in a Nutshell
- 6. #ITWebSDM Doing the things right? Good engineering practices Process, methodologies Quality assurance and control Right skills and expertise
- 7. #ITWebSDM Doing things with high value fast (fast and cheap) Individuals and interactions over processes and tools Working software over Comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan www.agilemanifesto.org
- 8. #ITWebSDM Doing the right thing – CEM “…the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy” - Gartner
- 9. #ITWebSDM
- 10. #ITWebSDM The CEMMethod – Approach 1. Define your customer? 2. Articulate your SCO 3. Establish alignment to achieving your SCO 4. Identify customer touch points – moments of truth 5. Reveal internal hand-offs (break points) 6. Capture business rules 7. Perform an impact and risk assessment against customer needs 8. Develop and outside-in action plan 9. Execute plan as you go
- 11. #ITWebSDM So how does this link to Agile?
- 12. #ITWebSDM Define your customer • Who is your actual customer – NOT BUSINESS • What is the perceived customer value • Alignment to vision models
- 13. #ITWebSDM Enlightened Customer Choice Promiscuity Rebellion Expectations Multiple Channels Prosumer The age of the Enlightened Customer means that we need to think differently to solve the problems we have always had.The problems are the same, but the answers need to be different… The customer has changed
- 15. #ITWebSDM Establish alignment to achieving SCO Use the SCO as the product vision Start looking at your road map to meet the product vision Ensure that you prioritise features based on meeting the SCO Determine MVP to align to SCO
- 16. #ITWebSDM • Continually evaluate the process for: 1. Moments of truth 2. Break points 3. Business rules • Evaluate features based on the above to eradicate MOT’s, BP’s and Business rules • Simplicity – the art of maximising the amount of work not done (agile manifesto: principle) Process diagnostics
- 17. #ITWebSDM Impact and risk assessment based on customer needs
- 19. #ITWebSDM Execute plan as you go Responding to change OVER following a plan – Agile manifesto
- 20. #ITWebSDM The role of the Product Owner
- 21. #ITWebSDM What is the outcome? Achieving the triple crown: Reducing costs Improving revenue Improving service
- 22. #ITWebSDM
- 23. #ITWebSDM Some Organisations using this approach
- 24. #ITWebSDM Key takeaways • Agile or CEM is not the outcome – they are enablers to get you to the outcome • Applying an Agile philosophy on its own is not good enough • Applying CEM is on its own is not good enough • Understand what a Successful Customer Outcome is and align all that you do to achieve that successful customer outcome – processes, people and technology • Use Agile to iterate and incrementally build a digital product that is released frequently to obtain feedback whether you are meeting the SCO • Don’t forget about the basics – quality execution and delivery
- 25. #ITWebSDM “The greater danger for most of us lies not in setting our aim to high and falling short; but in setting our aim too low, and achieving our mark” Michelangelo
- 27. #ITWebSDM The Certified Process Professional (CPP) Accreditation