An investigation into the effects of the agile methodology on customer centricity

• Maria Eizaguirre ^[2] ; Robert Polding ^[1]
  1. [1] Universidad IE

     Universidad IE

     Segovia, España

     
  2. [2] Esic University
• Localización: Leveraging new business technology for a sustainable economic recovery / coord. por Abel Monfort, Susana Fernández Lores, 2022, ISBN 978-84-19480-06-4, pág. 120
• Idioma: inglés
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• Resumen

  • The first principle of the Agile Manifesto states that its highest priority is to satisfy thecustomer through early and continuous delivery. Principle three adds the importanceof delivering value frequently. Research on customer centricity has consistentlyfocused on delivering value for customers to increase satisfaction andrecommendation, but despite the wealth of literature on Agile and customer-centricity,scholars have yet to address the connection between both. This paper intends toaddress this research gap by investigating the impact of Agile methodology onCustomer centricity. Qualitative interviews of experienced Agile workers who arecross-industry experts that have worked directly on projects using the Agile approachto project management and are currently not affiliated with Agile consultancy agencieswere conducted. Thematic coding analysis was undertaken to understand whetherAgile implementation is linked to better relationships with customers, or enhancedcustomer satisfaction and emotion, a central aspect of Customer Centricity. Thefindings show how implementing Agile contributes to a better understanding of thecustomer, translating into more relevant products and services that improve customerexperience. However, on its own, Agile does not bring closeness to the externalcustomer, even though customers do appear to be much more involved in companyprocesses and project development. Adopting Agile seems to have a much more criticalrole in empowering employees and improving their overall satisfaction. Without fullyunderstanding its role in employee empowerment, Agile cannot be fully linked toCustomer Centricity