Most companies take an internally oriented approach to organizing, centered on products, processes and functions such as risk management and marketing. But a few pioneering companies have begun to organize around how customers experience their products and services. The key unit of experience management has shifted to the customer “episode.” And the core management method is now Agile.
https://www.forbes.com/sites/baininsights/2018/06/25/if-experience-is-the-new-product-how-do-you-manage-it/#5a6646973e8d/
One of the goals of agile development is to reduce the distance between the developers and the person who will benefit from their labors: The Customer.
When the customer and the developer are close to one another, the idea is that the solutions created are best aligned to what the user really wants. There is a lower chance of miscommunication. Misunderstandings are likely to be cleaned up quickly.
How are you and your team doing on that front?
https://it.toolbox.com/blogs/dennisstevenson/are-your-customers-inspiring-your-scrum-team-012919/
