Strengthening CX through Agile Ecosystems by "Urmila Kandha" from "Deutsche Bank" and "Laxman Murugappan" from "Academy of Customer Experince". The presentation was done at #doppa17 DevOps++ Global Summit 2017. All the copyrights are reserved with the author.

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Strengthening CX through Agile Ecosystems
- Urmila Kandha & Laxman Murugappan
9th September 2017

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Why are we here?
In the next 40 minutes, we will discuss collaboratively how Agile Ecosystems in
Enterprises can foster strengthening of Customer Experiences by building the
right mindset and culture with existing capital, infrastructure and human
assets.

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CX - What is it?
Customer Experience (CX) is the sum of all interactions a customer has with the
organization, during their relationship with the organization

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Customer’s perspective of Experience
Doing
Actions which are executed
by customers to meet their
needs?
What are the key actions?
Thinking
How do customers judge
their product experience?
What do they expect?
Feeling
Which emotions do customers
have on their journey?
What are the ups and downs?
Organization’s perspective of
Experience

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Pain Points
Identification of Pain
Points & optimization
of operations/process
Innovation
Ignite & Create
Innovation
environment
Lens
Gain Foresight on
current & future
opportunities
Deliver
Deliver & Align
Proposition to the
Perception
Co-Create
Co-Create with Customers,
Employees, Partners
CX Culture
Enable Customer
Centric culture
Marketing &
Branding
Input stories for
Marketing & Branding
CX is Important for

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Why CX is a top priority on the CIO’s
Agenda?

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What is Agile?
o Agile is a culture, not a process
o It is an attitude that has no boundaries
o Agile Transformation of a Enterprise involves increasing business value and
reducing risk through a people centric culture and focus on CX
o Agile Manifesto - Values and Principles - how they relate to Customers and
their experiences

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What is an Agile Mindset ?
 Agile Mindset - What is it & How does it impact CX?
 Fixed Mindset Vs Growth Mindset (Limitation Mindset Vs Possibility Mindset)
 Doing Agile Vs Being Agile
 Organizational Agility Vs Agile Teams
 Agile Mindset manifestation through multiple practices
 Enabled through Continuous Improvement, Fast & Frequent feedback and
Celebration of small wins

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Enterprise Agility and CX
 What is Enterprise Agility?
 Why is it important?
 How does it impact CX?
 Aligned Perspectives ( The 3 Amigos)
 Fail fast to succeed early
 Iterative development of idea to final
product with business collaboration
 Frequent feedback that enables product
refinement as per Customer needs
 Value Delivery leveraged by the
architectural runway
 Continuous Improvement through
Retrospectives factored in iterations
 What are the common enterprise impediments
for an Agile Culture?

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Technology Enablers for Superior CX in an
Agile Ecosystem
 Omni-channel Customer Journey and technology enablers
 Digital Continuum for the Engaged Customer
 Personalization through Sentiment Analysis, Machine Learning and Deep
Learning
 Moving beyond the Analytical Lens - Getting Predictive
 Experience Focussed Engineering (XFE) for a WOW CX
 Translating ideas into products through collaborative platforms and a cohesive
team

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Features of Agile & CX

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Can Agile Ecosystems strengthen the
CX Pyramid?

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