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Customers are Much, Much More Than Signed Contracts

December 3rd: Customer Collaboration Over Contract Negotiation

Like most things, how you see something is a matter of perspective. The lens that you look through is shaped by experience, environment, who you’re influenced by and the attitude you take towards life and the given topic in particular.

Applying a customer-centric lens to branding, product development and marketing seems like an obvious thing to do, however, it wasn’t until the 1960s when Lester Wunderman urged companies to do so. Moreover, it wasn’t until the turn of the last century when customers took control with their collective new ability to dictate a brand’s narrative via the internet and dawn of social media. So, this concept of customer-centricity, in practice, is actually a modern way of thinking.

“Agile Value #3: customer collaboration over contract negotiation” is an example of a customer-centric approach. However, the core component of the directive is essentially the same. It’s all about communication.

That doesn’t mean unilateral outreach where you as the brand are sending messages, postcards, coupons or holiday catalogues. What it does mean is creating a forum for open dialogue in the spirit of true communication where conversations are bilateral. Doing so ensures that pain points can be discussed until they are understood and then resolved.

As agile product developers, the responsibility of maintaining a health dialogue with our customers is up to us. All too often, I have heard software engineers citing that communication with a client is the responsibility of the sales and marketing team. Not so!

We’re the people who are typically onsite with the customer. It is up to us as the agile craftsmen to deliver our best work to our clients so that their light can shine brightly. Clients look to us as their trusted advisors who are there to help them meet their needs, deliver quality work on time and help ensure our client’s success with their customers. Losing sight of the value of wearing a customer-centric lens compromises our ability to deliver our best for our clients. As soon as we we make it about ourselves and not our clients, the work environment will become more challenging and potentially even toxic.

The concept of collaboration over contract negotiations delineates the difference of being regarded as a vendor versus as a partner. Here at InRhythm, we know which side we aim to be on. Approaching software engineering with agile methodology requires that we are constantly communicating with our clients, assessing their needs and anticipating their needs even before our clients realize that things have shifted.

This brings us back to perspective. If we communicate regularly, with transparency, and deliver quality work in a timely manner, our clients will view us with the lens of partnership. Conversely, if we view our clients with the lens of a signed contract and the dollars tied to it, our perspective will be tarnished. As software engineers, we will struggle to deliver our work with that passion and quality that is required to fulfill the demands of an agile effort.

Agile Value #3 is the reminder for all of us that the lens that we view our work with is critically important. Viewing our deliverables and efforts with a client-centric perspective will positively impact how they view us. And, it can make all the difference between doing business versus being out of business.

Thanks and Keep Growing,

Gunjan Doshi

CEO, InRhythm

What We’re Reading Around the Web

The Real ROI Of Being Customer-Centric
Entrepreneur
“No business will survive long without satisfying its customers. That much should be evident to any company whether it is established or just starting out.”

100 Of The Most Customer-Centric Companies
Forbes
“Customer-centric companies live and breathe their customers and are laser-focused on providing amazing experiences.”

Customer Centricity — Marketing as customer-centric corporate management
Medium
“[The] key to success: a more radical focus on humans. Genuine customer centricity requires to rethink all functions and levels.”

6 Ways to Build a Customer-Centric Culture
Harvard Business Review
“To successfully implement a customer-centric strategy and operating model, a company must have a culture that aligns with them — and leaders who deliberately cultivate the necessary mindset and values in their employees.”


The Importance of Placing Individuals Above Processes and Tools

Empathy should be regarded as a super-power. Not enough people have it and the workplace – indeed, the entire world – would be a better place if more people did have it. When you have project deadlines or you’re in the midst of an intense all-hands scrum, it’s easy to forget about the people factor. That is, there are people working with you and for you who are missing celebrations, concerts or the opportunity to just chill out at home because their effort is critical to your product development effort.

But you’re on a tight timeline. You have key deliverables. Your client has worked backwards from the launch and expects that you will deliver a bug-free software solution by the date circled on the calendar. As the Practice Lead, you may be luckier than most in your role if you have a dedicated team cranked up on caffeine and working late into the evening – every evening, in fact. This is great for deadlines but it can have far-reaching negative consequences if this pace is expected to  be sustained.

The Agile Value #1 requires that we value individuals and interactions over processes and tools. Yet you’re conflicted. Project deadlines and deliverables are what they are and you’ve explained them to your team. Missing a due date and delaying a launch is not going to happen on your watch. Processes for coding, testing, documenting must happen as prescribed, regardless of the yeoman’s effort required to get it done. Your team understands this, right? Surely you told each team member that they were doing great work when you met last year for their performance review?

Maybe they do. Or maybe they don’t. Agile product development places enormous demands on the people doing the work. Both the team members and their practice leads have to grapple with the relentless pressure and the temptation to skip part of the process to move things along faster. 

When you’re building high velocity teams, you need to make daily investments in your people, processes and infrastructure. Take any and every opportunity to express empathy, understanding and gratitude for the work that your team, and each individual on your team, is doing. Expressing appreciation once per year during a performance review will likely end up becoming a one-and-done experience because that employee likely won’t be around this time next year.

There are simple ways to bolster your team’s productivity and motivate them to stay on track with respect to processes. The easiest way is to say, “Thank you.” If you want a high velocity team who is loyal, dedicated to the needs of your customers and proud of the work they do, then say what you mean and mean what you say. Be sincere. 

To help ensure that your agile engineers remain “your” agile engineers, go one step further and acknowledge the efforts of individuals in front of others. People are human and their efforts, sacrifices and basic needs must be openly acknowledged. As software engineers in a hot market, we have the flexibility to go wherever we like towards the goal of being part of a community that values our membership. Agile leaders must reinforce appreciation of these “extra efforts” through grace, gratitude and occasionally, through special dispensation. Catering dinner (that’s not pizza) for the team every once in a while is a good expression of gratitude. This is how to build trust and long-term relationships, as well as high velocity, agile teams. 

Staying strong on execution and adhering to process is critical for success. Acknowledging the personal efforts that it took to enable that success must be acknowledged. Remember, as per agile Value #1 –  if you put people first, ahead of processes and tools, you will have created a space that fosters a high performing team’s success.