customer who??

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

Maria.Matarelli@BevillEdge.com

@MariaMatarelli

www.linkedin.com/in/mariamatarelli

Danny Sack

Daniel.Sack@here.com

@SackDanny

www.linkedin.com/in/dsack