Alignment between CEM and Agile - Building the Right product - BASSA2015 Using Agile and CEM to ensure that you are building the right product. Customer Experience management (CEM) and Agile are two current buzz words in the industry that everyone is talking about. This presentation will describe the key principles of both philosophies and demonstrate how these two approaches align. Agile is about delivering customer value frequently and early. However, it is not only about doing Agile really well, but ensuring that we are delivering the product that meets customer expectations. Gartner defines CEM as “the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy.” Therefore, using CEM, it allows organisations to determine what true customer value really is, and enables you to prioritise features and items on the product backlog based on this value. This approach ensures that you are truly meeting your customer needs, and in doing so, providing a competitive advantage for your organisation. The presentation will focus on how these two levers align to deliver true customer value as well as introducing practical techniques to derive a product backlog that meets your customer needs.

1. #ITWebSDM consulting | research | contracting
Ensuring you are building the right product through
Agile and Customer Experience Management (CEM)
Biase De Gregorio
@biased77

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Story about a Pool

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You may be doing
things right…
but are you
doing the
right thing?

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Adapted from Henrik Kniberg (Spotify):
Agile Product Ownership in a Nutshell

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Doing the things right?
Good engineering practices
Process, methodologies
Quality assurance and control
Right skills and expertise

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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

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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

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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

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So how
does this
link to
Agile?

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Define your customer
• Who is your actual customer – NOT BUSINESS
• What is the perceived customer value
• Alignment to vision models

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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

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Articulate your SCO

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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

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• 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

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Impact and risk
assessment based
on customer needs

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Develop an outside-in
action plan

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Execute plan as you go
Responding to
change
OVER
following a plan
– Agile manifesto

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The role of the Product
Owner

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What is the outcome?
Achieving the triple crown:
Reducing costs
Improving revenue
Improving service

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Some Organisations using this
approach

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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

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“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

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@biased77
bdegregorio@iqbusiness.net
http://agility.iqbusiness.net

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The Certified Process
Professional (CPP)
Accreditation

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The CEMMethod® Toolset