Positive Customer Experience is Enhanced by Effective Agile Practices

This paper explores the connection between agile methods and digital customer experience, aiming to identify what are the hallmarks of a good agile way of working. The research is an exploratory case study consisting of interviews and analysis. In summary, the research suggests that the hallmarks of a good agile way of working are 1) breaking down tasks into sufficiently small pieces, 2) defining tasks precisely and releasing them to production evenly, 3) continuous improvement, and 4) good planning of sprints. These good agile operating methods can be seen in the development measures as a short lead time, a short time to export to production, low errors, and a high deployment frequency. According to the findings, these metrics are linked to the Net Promoter Score (NPS), a measure of customer experience. A team with sufficient technical capabilities team that utilizes agile operating methods is able to produce the desired things for customers at exactly the right time while constantly improving, so that the NPS is positive, and its direction is improving. On the other hand, the team’s bad operating methods are also visible in the NPS meter – in this case, the NPS fluctuates strongly. Teams can obtain insightful supplementary data about their own practices by keeping track of development measures.