Improving Customer Conversations

It’s not easy to build the right product. People sometimes don’t know exactly what they need, want things that won’t help, and don’t imagine what’s possible. Agile project capture requirements on cards that contain a statement of want and benefit and notes on how to confirm the need is met. The intention isn’t to fully document the requirement on the card, but to make a note and create a reminder for a conversation with the customer. Whether you are using agile methods or traditional requirements, valuable products start with understanding the customers context, their problems, what they want, and how they use a product. However, most people aren’t born with the ability to speak naturally in user stories or fully formed requirements statements. So we must learn how to ask the right questions, draw out pertinent information and understand the customer’s world in those conversations.

In this session, you’ll learn about different types of questions, and when to use them to learn about how the customer currently uses a product, the problems they experience with the product, and problems that new features in the product might solve. Then, we’ll put that to work in practice interviews.

About Esther Derby

I draw on four decades of experience leading, observing, and living organizational change. I work with a broad array of organizations. My clients include both start ups and Fortune 500 companies.

Based on experience and research, my approach blends attention to humans and deep knowledge of complex adaptive systems.

I have been called one of the most influential voices within the agile communities when it comes to developing organizations, coaching teams, and transforming management. My work over many years has influenced coaches and leaders across many companies.

Background
I started my career as a programmer. However, over the years I’ve worn many hats, including business owner, internal consultant and manager. From all these perspectives, one thing was clear: individual, team, and even organizational success depends greatly on the work environment and organizational dynamics. As a result, I have spent the last twenty-five years helping companies shape their environment for optimum success.

My formal education includes an MA in Organizational Leadership and a certificate in Human Systems Dynamics.

Follow me on Twitter @estherderby

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