Why Customer Collaboration is Painful? How can we improve?

James is an Agile Coach. He has picked up his current assignment for Agile Transformation for large product development.

One of his observations was business or customer was no way involved in product solutions development.

They were far from the product development teams.

Team members were tried to invite the business and customers to share their insight with the PO, but the PO was not accessible most of the time.

Business does not find any value to involve themselves with IT on the solution side. They want results!

IT is an expert in building IT solutions and the Business wants to keep themselves aways for all these discussions.

Team members were not able to appreciate what they are developing and how those solutions will be consumed by the end-users. They were struggling to visualize the end-users’ usages of the systems.

Team members discover issues later the course of the development proceeding in feature delivery flow.

In today’s digital era, we have to build the first time right product as often as feasible. When the customer has been involved in co-creating the end solution, it is very much likely we may succeed in this approach.

James had an incredibly challenging assignment as an Agile coach to address this issue. How to enhance customer engagement?

One of the Agile Values says,

Customer collaboration over contract negotiation

One of the principles says

Business people and developers must work together daily throughout the project.

Now, where are the business involvement? How to expand?

After several months of close scrutiny, James discovers there are many impediments in the organization which is not supporting the customer to come to close to the IT organizations.

One of the blockers is Organizational structure.

IT and Business are 2 building blocks.

One invests money to build products, and another builds the products.

As everyone needs capital to exist, IT always seeking funds.

So Businesses, as they are generating revenues, are invariably in upper controls. There is always conflict and wrestling.

In the end, who has money they dominate in the argument! else fund will go somewhere else! Nobody dares to pinpoint such an issue which is slowing down the organization.

There are many people who are playing the interface role. There are many roles created to complete these jobs. All these roles are a very senior role, and their everyday activities involve managing the same. Both of the IT side and the Business side. They are gatekeepers, enablers, and messengers from both sides of the wall in the product development flow!

Those employees are feeding the business organization. The business is pretty comfortable with these jobs. As they are not directly involved and information is also fed to them. They were protecting each other and defending each other roles.

87 percent of organizations agree on traditional experiences no longer satisfy customers. (Source: Accenture)

86 percent of employees and executives cite lack of collaboration or inadequate communication for workplace failures (Source: Salesforce)

James had an arduous task to break, these communication barriers, and establish a strong agile team by dismantling these barriers need to find out. He involves a third-party consultant to undertake this assignment.

He & the consultant did a value stream mapping workshop to understand the execution speed. And figure out where most of the time consumed. He had found that as too many layers are involved in between development teams and business stakeholders, the time taking is remarkably significant.

The new team of Change agents has recommended a new lean organization. The layers in between, people/roles in between have been optimized. Team members should be able to access direct customers with minimal layers and communication barriers.

Initially, customer representatives(Business) were not comfortable with these new ways of working. There were many unknown initially. But with an appropriate workshop and hand-holding, they started feeling comfortable. There was a lot of top pressure as the Business people were not enthusiastic to participate in such events. For a substantial period of their career, they were not done with such work. They are more comfortable with domain work. They would love to continue to play the role of end-users of the IT system. They feel lost when we talk about IT jargon.

Earlier model customer representatives are in the upper hand. They were the receiver of the solution. In that model, it was natural to get into conflict and blame mode. Team members used to waste a lot of time in mail exchange, in meeting to demonstrate who is right. As customers used to pay money, they used to dictate the discussion. This creates disappointment, dissatisfaction at the team level. Their KPI was different. By collaborating with the IT product development team, they were not getting many benefits. All these aspects had to alter with the new model.

Leadership was not convinced for long to let their business people involve IT solutions building. After several rounds of benefits realization discussion, these factors are obvious that at a certain % of their involvement to start with and incrementally we can expand based on the demand. The pilot approach demonstrated the issue of discovery at a subsequent period has reduced with this fresh approach. This leadership is again convinced that it is workable and value-added. Once leaders are agreeing, it considers much natural to coach the business team members to collaborate with IT.

The change management team has submitted to optimize some of these roles and direct, in small size connectivity with the development team members. E.g. the Earlier model, many large size flow of requirements were handled by the many business representatives. Now Few large size flow of requirements were managed by a few business representatives. It was comfortable for business people to deal with volumes and sizes. It was easy for the development team members to instantaneously access the business.

New roles and responsibilities for this new structure has been clearly defined. There were autonomy and commitment improved among team members for this new structure. With the help of the agile scrum model team members are able to rapidly minimize the risk and demonstrate the progress.

Various automated tools have been used to establish there is complete transparency of product development flow. Product team members are able to clearly view the bottleneck and eliminate rapidly. Business stakeholders were are having concerns if they have to spend more time with IT or not. But with the right structure and eliminating ambiguity through tools, everything is unusually apparent. Who is going to do what, by when? The frequent synch has have diminished any such issues.

Scrum team members are a coach to accept, support, and welcome the business team members. They were encouraged to inspire the business team member’s participation in the initial days. They handhold the business respectively for initial days. The redundant roles were coming in the middle layers of the development flow e.g proxy roles, interface roles either they have been moved to the business side or in other teams similar business side roles.

Rewards and recognized as a whole team. The complete teams win when they were able to build features at every sprint level. The entire chain of product development is celebrating success and taking the blame for failure. The measurement indicates the improvement team is making, The satisfaction index has progressively raised to substantiate this new model.

It took James and his team to optimize the structure and improved the customer engagement for 6 months to one years with many activities, discussion, workshop and pilot, etc work.

The top leaders’ blessing and good change agents were key in this drive.

There was considerable value, speed improvement has been observed in these unique ways of working.