 All right, so my name is Ángel de Azmaroto. So first mission for you to pronounce my name, just kidding. I'm from Spain, and I'm an agile coach part of Agilar, one of the leading agile consumer firms in Latin America and Europe. And we work trying to help companies with this agile thing in their environment, right? And hopefully to improve their Monday, right? That's what we try to do. I'm also one of the CEC from the Sky Alliance, which has a quite enterprise goal, which is something that's really tough. And managing people in overseas trainers. Maybe you try that, I hope. You sign up for my training on Monday and Tuesday. If not, you're still in time. You're going to have a lot of fun. And this is about customer centricity and how does it work to be there with agile? So that is something that I always ask to every team that is start working with me. Doing scrum or doing agile or whatever they do, I ask them why. So you want to do scrum? Why? What do you want to do scrum? And what do you think is their most common answer to this? Why? Exactly, because everybody else is doing this. Faster, cheaper, stronger. There's like a Nike advertisement, right? I'll get the things done fast if I do scrum. Yeah, yeah. So performance, do you matter something? What up? It's supposed to have a great point. It's supposed to be customer focused, but I've been doing this job for a long time. And that never was the answer from any team. So nobody cared about the actual customer. Some of them, they might mention the product owner, but the product owner is not your customer, right? You'll feel that really quickly. Exactly. The bigger, exactly. Thank you for your comment. So the bigger you get, the less contact you have with the customer. And the less focus you have in your customer, because the culture changes. The culture is more process-focused, productivity-focused. And how about the customer? We don't feel that anymore. So let's try to answer that question. Why? Why do we do agile? What is this important? What are we trying to achieve? That is absolutely not productivity. So we started talking about agile with this message. This is how I usually explain agile. I call it the agile cover. Which I start thinking about how we thought we could ensure the success of a project. For many years we thought that with a good plan, with documents, with professional tools, and with contacts, we could ensure that every project could be a success. And we failed, right? We learned that we need a shift to change something. We forgot about people and interaction. We forgot about collaboration. We forgot about the capability to respond to change. And we forgot about working problems. That's great. From a project management perspective, we evolved. That's awesome. But how about the organization? Like going a little bit further from just the team? To me, this is an agile organization. So we're focused on building the right things. But we also want to build things right. So nobody wants things that doesn't work, of course. But nobody wants useless things, too. The problem here, though, is we don't know what is useful and what is not useful. Maybe the customer does. But most of the time, not even the customer knows what they need. So it's the purpose of a business to delight the customer, even if the even the customer doesn't know what he wants. We all are customers, right? Do you know what you want? Maybe you know this episode from the Simpson, in which Homer Simpson gets to build his own car, as he wants. So they found this lost brother of Homer Simpson. He owns a car manufacturing company. And he grants to Homer Simpson the possibility to build his own car, right? He actually builds, he gets with a bunch of engineers and they build a monster. They build something that is useless, something really ugly because he doesn't know what he wants. And I can see myself as Homer Simpson, like trying to figure out what is my dream car. But it will work. I need someone to help me understand what am I need and what is the experience that I need the company to get for me. So that's the only way that we have to understand that a customer needs is through feedback. So a business that is going to a dial does it because they need feedback from the final customer. Otherwise, everything else doesn't make any sense. So the purpose of a business is to survive and get better every time. So it's very important to focus and also sustain in the system, sustain in this continuous feedback loop and making it every time faster, every time better. So we all know that, right? Great, awesome. So we are in a perfect starting point. We all know then that this is not about IT. Sorry, we are not that important. It's about a business. Hopefully, business people are getting through the IT advertisement. That's awesome, that's great. Because we need to change everything or otherwise, we could be risking on building things that nobody wants faster and be more productive, right? How about customer centricity? What is customer centricity? Customer centricity is a business approach in which we put the customer on the center of our culture, of the culture, of the business. So we understand the experience that he is going through. We understand how is the experience of being my customer? From before being my customer, during he is my customer and after he is my customer. So when he is not my customer anymore, right? So that's customer centricity. And in order to achieve that, you need to have in mind your customer every time that you produce a piece of software that you have a discussion, or you do a daily meeting, or you do a planning session, right? That's the customer centric culture. If it's not in your culture, it's not in the business. So that's customer centric. And in this session here, we're going to work on that. We're going to work on how to keep in mind your customer from the portfolio management to the line of code. Because I've seen that. I've seen that as the organization grows, it's very easy to lose your focus on the final customer experience. It's also because it's much fun to understand the solution and how are we going to do it that, and how is the technology like? That's much more exciting. Let's understand the actual problem, right? There was a famous guy called Steve Jobs that gave that message many years ago. So we created technology, and then we find a way to sell that to someone. And it doesn't work like that way. So you have to find a need, you have to help. Understand what is the experience that you want to give him, and then find the technology that creates that experience. We all know that message, right? So this issue is about how to make that message a reality in a company, right? In the flesh, in the trenches. Also because you don't know your customer. And often, and we all know this phenomenon of outsourcing, often we understand that the customer is not the people that we have to delight but the people that pace me, right? So if that company hires me for a product, I should delight that company. But that's not true. That company is trying to create an experience for the final customer. So I have to help that company to create that experience for the final customer, for the final customer. But we lose that focus, right? If that guy has a budget, I'm trying to delight that guy that has a budget. And we created, we even created that concept that I personally hate, that is the internal customer. It is no internal customer, because if there is an internal customer, it is a commodity, so I have to delight the business. Maybe the business is right. And they understand the final customer, or maybe the business is not right. How about being part of a team, working together towards the creation of a great experience for my customer? Maybe that's a good point. But for sure, the customer is not the people who pace me. And that's, sometimes that's not pleasant for business, some business people, right? Because it feels really cool to be in charge. It feels really cool to feel that you know what your customer wants, right? It feels really cool to have a bunch of people creating a toy for you. It's like you're Homer Simpson, you have those engineers building your car, and that's pleasant, of course. I know the solution. I know what they want, but sorry. We are creating a delightful experience here for the final customer, so let's work together towards that. Also because the customer is someone that you can't see. Usually you don't have this one person that is your customer. You have a bunch of customers. It's like a God, right? You just can't believe in him. You can't see him. You don't know the customer. You have to get to understand him or figure out what he wants. It's really difficult. It's also like a God because he can either make you the most successful company or to destroy you. That's kind of scary, right? It's much more pleasant just having this guy, he's the boss, he has the money, so he rules, let's do what he wants, but that's not gonna make a business successful, right? We are much more powerful if we work together than this internal thing called customer, internal customer, sorry, this thing called internal customer. I don't think it wouldn't work at all. And some of you might be thinking this, so I very often use this slide because every time that you hear something new, you feel like this, right? Like we're already on that, we're on the same page. You understand that? Or no, that's impossible. So I work as a consultant or we are an outsourcing company, so it's impossible to do that here. But with this issue, I just want you to reflect. So this is a reflection, right? To reflect on how can they, even if I work for a third party, how can they help that third party delight in the customer? How can they include that culture? How can they include that message in my company? Of course, because we don't know who is our customer and that creates a bunch of new questions around the product development, right? Also, because we are now facing a new kind of customer that is very, very difficult to delight. The society changes very, very fast right now. So three days ago, we all use SMS messages and now, for example, people are more prone to use WhatsApp or Telegram on other apps, right? Four years ago, five years ago, netbooks were very popular and now nobody uses a netbook. And now we're thinking about smartwatches and internet of things like technology and society is evolving every time faster. And that's a great thing for us, though, because even though he is our customer and we have all those new things, so how is he likes and should we create this wow moment or just be wow on the basics? This is great for us because now we can be part of a business, right? We agile people, we know how to expect and adapt, right? We know this experimental way of understanding the product development. We know this cycle of understanding the needs responding to it and listen to your feedback, right? We know also in startup approach and basically Spramon for every agile methodology is that. It's that, it's experiments. So we can help the rest of the organizations. The rest of the organization being involved in our initiatives, in our agile initiatives. So finally, with this customer-centric approach and this experimental approach put it together, we can be meaningful for the business. So very often I got customers or I know other organizations that were complaining about business not willing to be part of the agile transformation because it's not meaningful for them. So I don't care. Usually the business thinks that we are a commodity, so this is the user's story for a business in every product. So just as an internal customer, so you are a commodity, I want you to build that product that may be also only to build so I can look good and please cut face, don't bother me with your shit. Don't bother me with your shit, I don't care how you build it. I don't care your agile initiatives, Spramon, whatever, do whatever you want but just get the things done. If you can be more productive, even better. But this time we can be meaningful for the business. We can help them experiment, right? We could be part of the experiment. So we can change that into something like this. So as a company, when we're all together, our goal is to deliver the lightful experience so being a customer is pretty good, right? Sounds much nicer, right? So that's a great thing. Agile is already experienced on doing that, on experimenting and we can help the business doing that. So let's do a little bit of practice, right? We have one hour, right? So we are now going to do some real stuff. Sounds good? Yay! Okay, let's do it. So then, are you comfortable right now? Yeah. So I need you to stand up. So please, I need you to order yourself in just one line, right? Being here, if you are, no, wait, wait, wait, wait, I will explain you how, not that fast, not that fast. Not that fast, wait. So I'll position myself, it's a big room. Here, if I make an expert in Agile, right? I'm an expert in Agile. Here, if, well, not that kind of an expert, no, a little bit, no, quite a bit, not that much. Here, it's like break even, right? Not eh, eh, second time, second conference, first conference. Reda Book wants, Agile what? Right, Agile what? Okay, so just one straight line, okay? Go ahead, go! One line, move it, move it. Just one line, yeah? Okay, okay. One, two, three, four, five. One, two, three, four, five. One, two, three, four, five. One, two, three, four, five. One, two, three, four, five. One, two, three, four, five, okay? So please, one, two, three, four, five. Okay, join your table. There is something that is not working here Okay, so yeah, you switch table you are four five five. What is four? No Four four I said four here. Oh Oh, you were here. Sorry You can okay observers can be just below right that's There observers can be there you want to be an observer Observe you want to work you have a team Okay So What we're gonna work in this New project that is called you were talk talk, right? You were talk your Over So yeah, more or less you all know you were right? Okay, so we are doing with something similar. So the first thing that we're gonna do You were like that. Let's play We're gonna work on a persona Right, okay, you all know the technique called persona or not who doesn't know the technique called persona Okay, great. So what we're gonna do now is to define a potential customer, right? for my new application, right and In this case, we're gonna include something on the traditional persona That is the moment of truth. So what we're gonna do is we're gonna draw please try to draw nicely And Describe this person eight Name not like an actual age not between 25 and 30. No an actual age an actual name an actual gender It's a person right potential user for the uber tack tacker Right and something about him, right? states Sorry states Hobbies What he does for living what he want to do he does sports or not or he or she whatever and we're gonna include and this is the first customer Centricity seed What are the moments of true on that person? So when that person touches my business? When it becomes important for him when he starts using it for example stops using it or something that is happening While he uses it remember the light the customer before you're in an after Right, and we have to describe. What is the touch point? So how is what is he touching? What is his contact to my business, right? What part of the application where call center what whatever or the Apple store or the play whatever Right is the contact is the touch. What is he touching, right? Okay, so we have maximum of ten minutes to describe a potential User of huber tack tack and please be creative. Okay, so let's go ten minutes Yeah, please. Yeah, sure. You have the big piece of paper to draw nicely. I'm gonna give you markers I'm gonna give you markers. Yeah, I have markers You can help me with this table Yeah, one person this one one persona per table you have here markers So try to be creative and draw nicely Oh Wow, very nice Start drawing For what are they don't have bottles anymore? Okay, I'm gonna get this because it's gonna be top water and I'm not gonna risk that I So here you have this to Thank you very much You are the tape owner When you're done, you have to stick that you're the tape owner now When you are done When you're done So you are now the tape owner When you're finished, yeah, when you're done You are the tape owner now when you're done when you're finished Okay, you are now the tape owner, okay? You Are now the paper order This is for the next exercise. You're not a paper order This is for the next exercise. You're now paper order For the next exercise, you're now the paper order Four minutes to go Four minutes don't forget your touch points and moments of truth, right four minutes Don't forget touch points moments moments of truth That's point can be part of your application for example But think about how he touches the business the huber-tac-tac business Use your tape to put your piece of paper on the wall, right? So please table one Table three table two there. Sorry Table four table five Yeah, they are sorry Yeah, please Why do we do what? Okay, because it's fun, right, but what else why? Exactly empathy Empathy so we want to understand how he feels right? We want to put ourselves in his shoes So now we're gonna go one step forward Or we're going to create a story Right. This is a customer journey But this is customer journey my style So what I do what I need you to do is to pick one of two of those moments of truth and Create a story an actual story that can happen in the life of that person Right in which he is to touch my business, right for that I need to do some some sketching some storytelling do whatever you want be creative You have a piece of paper you have your markers just draw and story, right? What is he what is happening that day for him in? Which he touches my business and when he needs the tactic to use the tactile huber the huber tactic, right? It's clear. So 10 minutes get to work customer journey more empathy I think it's connecting with their needs or level because when you do something like this, you might actually Different areas where we could be But we never thought of it. Yeah, exactly We could have been there to help our users and we are exploring those opportunities If we were just going about working on the features, of course You would have never thought of where else can we touch them, right? How can we make that like easier? Yeah, absolutely, absolutely and if you do this exercise, this is part of a design thinking process usually so if you do this for real, you're gonna Try to get more empathy through sorrowing through interviewing customer through asking through work focus group through getting that people that actual people that is within your your Customer profile and getting this information from them, right? That's a great exercise if you put together developers with actual customer understanding the needs and something that that is very powerful to us to ask your customer is What bothers you in that situation and how can we help you, right? But there's me that I can get home. So how can I help you? So I don't care about the downloading the application logging in or whatever. I just gotta get home fast And maybe if there's another talk coming up, I won't wait for you. I'm gonna take it Yeah, exactly exactly So that's your situation and no matter how good or bad your application is if it makes your life Easier it's gonna be successful, right and developers had to understand that What I use in order to get that Flowing down to the developers because here usually we are on the business level, right? We are not yet on the user story, right on the the actual stuff that is gonna be done by teams so what I do at that epic level is Is Something that I call customer epics or customer focus epics and we're gonna work on something like that Right up like that. So we have these pieces of papers Just grab one for table. We're gonna write this one of this, right? This is not a template at all. So forget the template, right? Sorry, but I have to write something there and also it's not related to your talk talk on purpose. So you have to Think and explore yourself Explore the empathy that you get on the table for your customer to create something like this So you choose the moment of truth, right? choose choose one of Those that you already created And ready ready down right and right again the touch point here right, okay, it's a big user story and then you write the name of your initial persona and Write what he wants what or she wants what he really wants to get out of me out of my business, right? Then what happened when he when he or she Touches the touch point. What happens? I want that I touch here and I get this Right, so the focus here is how are we helping him or helping her, right? Understand what I mean so touch point Situation for that person related to the touch point what does she want? What it's what happened what he touches the touch point and How are we gonna answer that need? Right, it's a customer focus epic when we describe What is happening in my customer and how are we answering to his need? Okay? So just try to write in your table this one or two Related to those types points and that people that you just creating your personal right so maximum 10 minutes Just do a couple of days and very well done me team. Okay. Let's go I keep it that there so you can just have an example It's not easy at all. It's really hard. It's that's a really hard one great So if you didn't yet, please stick it in the wall your great so Who What who of you or which team has been already talking about technology? about an app or You were talking about an app Where are you talking about an app? Where are you talking about an app? Where are you talking about an app? Where are you talking about that? Where are you talking about the app? Okay, so you're human beings You are not really supposed to talk a lot about Because maybe you don't have enough yet. I don't know I don't know about your situations your customers, you know better than me, right? But Why why do we do this? Why do we do this? Oh, yeah, how we manage with the expectation Exactly, exactly. So we are now trying to understand what we can do To cover our customer's expectations. So we are hopefully getting something done Great, we don't know what you don't know how So then Hopefully here we already have some people from Development from people to help Just having an initial information about the customer. So just to get Empathy for the customer just to receive information not to give information right in this part of the cycle. What are we doing now? With do you know No, it's not super Mario No, no again That's that's a product It was he does right, there's a problem for me. So he takes He thinks I've been a big piece of work, right? And if you need to see it Which is magical gun, right? So I So there we have Two pieces of work that are the smaller right? You can handle that So what do you think a problem should do? Break everything at once No, we die right because if the ball keeps him to die Right, so he chooses. What is the best choice this or this? So he goes on And So what does he do he explodes he he's brought it this into and then he didn't go for this one here Because he wants to get rid of this What he did here He didn't split this one He is pleaded in one here And now you have to use more This is more that can be consumed by the team. So this is more or not Right, what do you do it you I don't like the word priority I don't want you to waste a tricky word The this is not part of the workshop, but I will explain why so if you say priority you mean that something it's more important than another thing, right and Behind every initiative there is someone who invented who had the idea. So if I say that you are a priority over her You are more important You're not important It's not pleasant, right? If I ask you to order your work, there is no Aggressiveness, not that aggressive Your prioritize this is more important than that and even worse if you say priority that means Treating the biggest fear of a human being so decide you have to decide between this and this now I want both right It's not because you when you choose you have to choose things that you want is Because you want you have to choose what you don't want and we want everything right? That's why you have everything is prioritized everything is important This is important. This is important. It's important Don't call priority or the I just talk about order and now Team behave as a product but you have full team notes and You have to split your big user story in two three whatever smaller Then you don't have to write that much. You just have to write a title, right? Because this is we all know that this is not a contract or we're not wrong right there Getting empathy. So now we're just writing titles. So Splitting the work this way. So first I need you to do this Split one or two and Then choose what is more important from the customer perspective and then Split that one Again in two or three. I encourage you to draw a line so you don't mix up later, right? Until you get to Small enough pieces of work. You're here don't have a team This is user story size or not it about long in 10 minutes You can do it. Okay. Okay Great course this this is Just an example, right? This is tiny bit Or what does it or what does it means to get and it's turned up? Uses story workshop With something that came up directly from a need of a captain, right? So if you do this on true life Yes, ensure that you start your user story workshop. You can create The actual the actual backlog in your photo corner. That is something coming from the actual customer Right something like that based on the empathy for the customer as this week epic that is that you created Of course reading a backlog is not something that you can do in 10 minutes, right? Okay, then so now you have 30 seconds To decide in each table who resembles more to the persona you created Because one of you is going to be that persona 30 seconds. Choose that persona Everyone but the new persona is gonna shift people, right? But you are gonna go here. You're gonna go there. You're gonna go there. You're gonna go there So the persona the persona has to pick The persona The persona has to take the new group and explain what is on that for him, right? So it's like these guys Describe this in my situation, right? And they come up with this journey and with this stories and then with this backlog, right? Okay, so let's go Maximum on two minutes two minutes to wall. Okay Yeah with your team you're the persona, right? I thought it was really clear No, you have to go to that table with her Yeah, everything is in the wall. I have to go to the wall Use the wall. That's why I ask you everyone to stand up one minute Gonna no no no you can see whatever you want. I'm gonna where we're closing. Yeah. Yeah, we're closing so It's sorry, sorry, but we are running out of time And Why well what wait, why do you think this is important? So this time I call this reverse demo When the customers tells the team what he does with the actual stuff built What do you think? Yeah, it creates a much healthier is validating the experience So that helps you Validating the experience Right, and of course, this is very motivating for the team I do I do this in one of my customers and This is great for them. It's like they have the people using the software Explaining what they're gonna do with the stuff that they build in the current screen Right So there's a bunch of things that I try in my customer that I do need my customer in order to get this Customer-centric culture happen. So here you just see some We're gonna quickly go through some things that you can do such as including after our customers in your inception Do the stuff that we did with personas so include the moment of truth Connect to the your your backlog or your user story map or whatever with a customer journey When how is the customer gonna use that that stuff of yours Have a conversation about it at epic level about the need of your customers So what you created there that I call the customer-centric epic, right? So you all know that this is a template But templates are evil. So I'm just gonna show that to you more so include actual customers In your demos or in your screen preview or even better do this reverse screen them, right? Something we can do this social media to get actual actionable feedback from the final customer at this company does, right? And that can help you creating the actual customer-centric Culture in which you know that you don't know what the customer wants. You just can guess, right? For you have to create a structure to support that So don't focus on the apartment. Don't focus on technologies Don't focus on components. You have to focus on experiences Right and a firm organization that I organize it that way. And of course, it's very important to align Align constraints so to have the goals that I aligned toward the Created in your customer. So again, use what you already know. You already know about I dial about experimentation about Inspecting and adapting Just make it meaningful for the business So So make it happen, please Thank you