SAFe 5.0 puts a greater focus on the customer, placing them at the heart of all decisions around the product or service the business delivers. Although the technical and functional aspects of a product are key, the satisfaction of the customer ultimately decides the true fate of the solution. If the customer continues to have a positive experience, your business can continue to grow and thrive! In the updated SAFe 5.0 framework, Scaled Agile elaborates on Customer Centricity, which puts the customer at the center of all business decisions that guide an organization to not only meet customer needs but exceed them as well.
What is Customer Centricity?
Customer Centricity is the mindset that the business must adopt to provide a positive experience for the customer. With every decision business leaders make, how those decisions impact the customer must be at the forefront of their minds. For this reason, the organization studies market research and user insight to ensure they truly understand the customer's pain points and develop solutions to address them. Customer-centric organizations take new approaches to solving customer problems by using empathetic design, i.e. putting themselves in the shoes of the customer. In turn, the organization can fully engage with the customer and build long-lasting relationships with them. After all, this is what we try and capture in User Stories; however, in SAFe 5.0, we're capturing this information at every level of the organization to build the right solutions.
Why is Customer Centricity important?
Customer Centricity is important because customer satisfaction is the key to developing a business and maintaining it. If your solutions and services fail your customers, your business will also fail. This new focal point also matters because it allows organizations to get direct feedback and input from the customer. Listening to their ideas and opinions allows businesses to tailor the solutions to their exact needs, which increases company profits, attracts new customers, and enhances current customer relationships.
How does Customer Centricity Affect Me/My Organization?
As an individual and as an organization, this piece of the framework may change your mindset and the entire company vision when it comes to creating solutions. When in the decision-making process, whether on your own or collectively as an organization, the outcomes that affect the customer will need to guide those decisions. As an individual working on client solutions, you may sometimes get requests that aren't necessarily best practice. Using Customer Centricity, you can consult user and market research to arrive at a solution that is best practice while also satisfying the customer.
Our Thoughts on Customer Centricity
At Praecipio Consulting, we are excited about this emphasis on Customer Centricity, as we love providing an exceptional customer experience. While working on our projects, we gather customer feedback daily to ensure we're moving projects in the right direction. With this, we're also able to revise on an iterative basis, meaning changes are made consistently throughout the project, instead of piling up and causing delays at the end of the project delivery. We also find that this approach allows us to truly be customer-centric, as we are constantly engaging with the customer and strengthening our relationship with them. Internally, we keep a close eye on the updates to SAFe so we can practice it successfully, as well as guide clients through the changes as well.
If you are looking for more guidance on the SAFe's recent update and why it matters to increase your business agility, check out this post.