Giving customers their legitimate place in software development.

Being really lean means that only that functionality customers use (and are willing to pay for) is developed and released. That means being so agile, that trends and patterns in customer needs/wishes and problems are continuously understood and drive service/product development and delivery.

For this the ‘voice of the customer’ needs to be continuously monitored. The result of the listening is to be analyzed and integrated in the development life cycle (e.g. product backlogs).

As not all new functionality or innovations originate from customers, also the ‘voice of the internal-experts needs to be continuously monitored. This knowledge, experiences and ideas is integrated in the development life cycle as well.

In earlier blogs I wrote in Customer Sensor Networks. Being the same subject, it lacks the natural place in the present developments in agile software development methods. By lack of a better word I use in this blog the term CusDevCus which stands for Customer-Development-Customer. With Development I mean the complete development lifecycle including Marketing, Sales, Product Management, Development, Release and Operations, ect. I am open for any better term.

Core elements of CusDevCus are:

  1. Integrated customer feedback (or external expert feedback) into the development life cycle loop to create integrated feedback,. Integrated feedback
    1. is unlimited in size, the larger the amount of participants, the more effective the next release,
    2. gains insight in trends and weak signals for present and future functionality,
    3. is generated in the form of testing developed functionality as well as new (unrelated) ideas.
  2. Integrated employee (as internal experts) feedback with the same aspects explained under the integrated customer feedback and
    1. open to all employees, continuously…
  3. The feedback combines both quantitative and qualitative information.
  4. Each feedback is signified by the feedback provider. This provides navigation through large amount of feedback.
  5. The Product Owner analyses the feedback-patterns. The combined quantitative and qualitative information enables both a deep understanding of the explicit functionality-feedback and the high level patterns.
  6. Because the feedback is integrated in agile development methods (like Scrum, Kanban, OpenUP, ..) experimentation of new functionality is possible in a semi-real environment using real customers.  This seriously reduces R&D and Sales and Marketing effort and optimizes organizational learning.
  7. CusDevCus fully builds on devOps, BusDevOps lean startup and other agile evolutions.
  8. CusDevCus is based on open feedback in the form of narratives. That means there are no preformatted testforms or questionnaires for feedback.
  9. Of course the open format feedback does not eliminate the need for professional testing!

10. CusDevCus focuses on different user groups. Different user groups have different needs. They reveal different uses (or no use) of functionality.

In my view the above described next step in agile (software) development is a natural one. The main question is whether companies are able to make the mental shift to integrate the customer as described in the software development lifecycle.

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