Agile Processes in Software Engineering and Extreme Programming by Unknown

Author:Unknown
Language: eng
Format: epub
ISBN: 9783030493929
Publisher: Springer International Publishing

4.2 Unfiltered Access to Customer Insight and Aligning Strategies

The first workshop had representatives from key internal stakeholders, such as customer insight, software development, and data analysis (analyzing the customer data), business, sales, and marketing. The highly cross-functional group had the authority to change the future direction of the technical solution and company internal processes. Each stakeholder was responsible for changes in their unit. The focus shifted from: “how do we provide a better user interface to change customer behavior,” to “what changes do we need to implement in our organization to be able to change customer behavior.” It became evident that to deliver an improved service in fewer ports, the company had to reduce the number of other ports in which the service was delivered. However, then some service stations around the world had to be closed down, and this needed top management support. Such significant changes created internal resistance, as a part of the organization would then need to reduce its service offerings and, as a consequence, would earn less money. Through workshops and meetings, the cross-functional group concluded:How certain parts of the sales unit operated where hindering part of the product development organization from meeting directly with the customer, which hindered a more in-depth customer insight. To better understand who uses the new system and those who do not use it, there was a need for direct contact between the software development department and the customers. Several of the previous decisions related to product development were made on wrong assumptions.

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