Topic

Customer Centricity

Response

Customer Centricity is one third of the pillars of organisational agility. Along with ways of working and growth mindset, customer centricity requires an organisation to take a new approach to identifying, analysing and categorising its customers and users. To establish an effective continuous learning process, customers must be viewed through a segmentation lenses.

No longer categorising customers as cohorts (demographic characteristics), Agile Teams are better placed to serve the needs and wants of a higher proportion of a group of targeted customers and users. Categorising their customers by segments, in other words, grouping by their behavioural traits, optimises the adoption process and accelerates the learning process.

Agile Teams are encouraged to consider adopting the following customer centric techniques:

Design thinking is a cognitive, strategic and practical processes by which design concepts are developed.
Adopting a goal setting methodology, such as objectives and key results to help teams set measurable goals, which are used to prioritise requirements.
Exploit the house of quality, a tool that helps teams identify and classify customer desires (What's), identify the importance of those desires, and rate identify the characteristics which are most relevant to those desires (How's).
Aligning an iterative and minimum release strategy that combined with segmentation analysis that secures early adopters and guides the team through a life cycle consisting of a minimum testable feature, a minimum releasable feature, a minimum testable product and finally a minimum release able product. Combined these techniques ensure the benefits operational and financial benefits materialised much earlier and enables first mover advantage in a competitive environment
Appreciate the characteristics, forces and aims of the diffusion of innovations and crossing the chasm principles when developing a comprehensive adoption strategies.

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Additional information, including working examples and templates are available in the Monetical knowledge base.