ABSTRACT
Many organizational excellence approaches such as Lean, Six Sigma, and Agile all concentrate on understanding what customers value. Agile goes one step further, as it also considers what brings customers delight. In this chapter, the authors cover the following tools that one can use to analyze who their customers indeed are: The Pareto Principle, The Persona Map, Contextual Interview, and Empathy Map. The Pareto Principle has been found to accurately describe many situations, such as the significant contributors to quality defects and safety incidents in a workplace, to hospital emergency department cases at a particular time of the week, to sales and profit revenue from customers, to items produced and sold by an organization. Typically, an organization will find that five to ten key customer personas engage with their brand and provide the most significant value (sales/profit) in return. The Agile tool that is used to help a team define their key personas is called a Persona Map.
