OBJECTIVE: CUSTOMER INSIGHT WITHIN AGILE TEAMS

Simyo is a European telecom brand that offers both sim-only and prepaid services. To stand out in a highly competitive mobile market, Simyo focuses on prioritising an optimal customer experience, reflected in their many awards for best service and best online channels.

However, maintaining their premium level of customer service means they must constantly stay ahead of the game – something SPRINT could help with.

Simyo had already established its own scrum team to optimise online environments, including a website and app. Once this scrum began working with our experienced team at SPRINT, they swiftly found a way to integrate customer feedback while also consistently achieving customer happiness…

Logo van Simyo. Simyo is één van de klanten die gebruik heeft gemaakt van het agile online marktonderzoek van SPRINT.
Menzis heeft er voor gekozen om hun campagne onderdelen door SPRINT te laten testen door middel van de campagnetest.

THE CHALLENGE: CUSTOMER-CENTRIC DEVELOPMENT

Simyo were trying to juggle a dual priority: to take care of the customers’ needs while also developing their online channels. The great challenge was finding an easy, efficient way to integrate customer feedback in their sprints, which followed one another in quick succession. Overcoming this extremely short lead time was therefore SPRINT’s focus.

Simyo wishes to take care of the customer’s needs while developing the online channels. The challenge herein is that it is hard to integrate customer feedback in their sprints when the sprints follow each other in a very fast pace.

OUR APPROACH:

We decided to place a Sprinter (one of SPRINT’s own specialist consultants) on the Simyo scrum team. Their mission was to perform the following tasks in order:

  • Create an inventory of information needed
  • Clarify information needed by talking with team members
  • Determine research method(s)
  • Translate information needs to a research approach
  • Organise and conduct that research
  • Organise qualitative and quantitative research
  • Deliver feedback of results
  • Report and present the information needs of stakeholders
  • Manage Simyo stakeholders
  • Keep various stakeholders in the loop (designers, product owner, marketing manager, director)

WHAT THE CLIENT THINKS…

“It is amazing that we could gather so much information in such a short time. The customer feedback gave us insights in what we could do better, so we knew what to work on. The clear insights and applicability helped me to convince everyone why customer research is important.”

Jeroen Oosterbaan - Marketing Manager - Simyo
Weergave van een laptop met daarop een voorbeeld van hoe de output van een campagnetest van SPRINT eruit kan zien.

STREAMLINED METHODS:

Without giving too many secrets away, we helped the existing Simyo scrum team to enhance the way they gather valuable customer input through the following methods:

  • Analysing existing resources – analysis of data from Usabilla, Hotjar, Google analytics and customer service insight.
  • Online research – quantitative and qualitative online research among Simyo customers to review current online channels.
  • Usability research – qualitative research to test online channels (both existing and desirable) in terms of their usability.
  • Trendwatching – investigation of what other successful competitors are doing online, giving strategic advice to Simyo.

UNIQUE RESULT

The major milestone in our work with Simyo was establishing customer-orientated development. The customer research SPRINT undertook provided practical and strategic insight, leading to the company stakeholders seeing the true value in involving customer feedback.

We helped Simyo to understand the reasons why involving customers pays off:

  • Product owners can prioritise tasks with customer insights
  • A scrum team is confident in their direction thanks to substantiated proof
  • Management can support decisions with greater customer insights
  • A scrum team has instant access to concrete points of improvement.

Find this case interesting?

See if your project needs similar special treatment. Contact me:
Henk Scholte
[email protected]

+31610272779

 

Henk Scholte is verantwoordelijk voor de marketing en communicatie binnen SPRINT.

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Logo van Aegon. Aegon is één van de klanten die gebruik heeft gemaakt van het agile online marktonderzoek van SPRINT.
Logo van Danone. Danone is één van de klanten die gebruik heeft gemaakt van het agile online marktonderzoek van SPRINT.
Logo van Unilever. Unilever is één van de klanten die gebruik heeft gemaakt van het agile online marktonderzoek van SPRINT.
Logo van AWNB. ANWB is één van de klanten die gebruik heeft gemaakt van het agile online marktonderzoek van SPRINT.
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Logo van Menzis. Menzis is één van de klanten die gebruik heeft gemaakt van het agile online marktonderzoek van SPRINT.