Customer Seat at the Table

Customer Seat at the Table

“Hear the customer’s voice, inviting continuous feedback and validation”


This pillar captures the concept of a being a customer-focused organization where decisions about the products are made based on aligning customer needs and wants with the overall goals of the organization. To achieve this, users and customers are engaged early and often, the “voice of the customer” is made real and is used throughout the product development process, and feedback from users and customers is incorporated and helps drive product decisions. To get the customer a seat at the table, the organization uses various techniques including user personas, journey maps, product experiments (minimum viable products and prototypes), customer interviews and focus groups.


Customer Seat Video

Problems We Are Solving

  • Wasted development efforts that do not meet the customer’s true need/solve the wrong problem
  • Missed market opportunities
  • Customer feedback comes too late and at a high cost
  • It takes too long to develop and release marketable products

Desired Outcomes

  • Customers are accurately identified, well understood and provide feedback throughout the discovery and development process, measured by delivering value/ROI that meets customer expectations
  • Customers are engaged in product success, measured by customer satisfaction and sales
    Ideas are tested incrementally and only the best ideas move forward, measured by lower product development costs


Customer Personas & Journey Maps

Customer personas and journey maps are used in conducting opportunity assessments to identify customers, define customer segments, understand problems for those customers and determine whether there is a viable market opportunity. Learn More

Problem/Solution Discovery

Problem/solution discovery evolves the opportunity assessment by narrowing in on specific problems and potential solutions to test ideas and learn. This process is used to determine which solutions will move forward for development. Learn More

Experiments MVP, MMP

Once a solution has been selected, the product is developed incrementally and with an experimental approach to continue to incorporate feedback from the customer. Subsets of features that are developed and put in front of customers to get early feedback are called Minimum Viable Products (MVPs). The MVP provides valuable learning toward development of the Minimal Marketable Product (MMP), which is the minimum features that both solve the customer’s problems and can be marketed and sold to generate revenue. Learn More

Validation & Optimization

Product validation and optimization is the process of fine-tuning a product through measuring and tracking feedback from customers as independent improvements are implemented and tested. Learn More

Related Services

Related Services


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Lean Product Health Radar

Helping a Product Leadership team, who are interested in OR have already adopted Lean Product Development, assess their Product Discovery and Delivery health.

Learn More


  • Teams lack exposure to the customer
  • Teams have little/no Customer Experience (CX) understanding
  • Lack of focus, priority & availability of CX
  • Voice of the Customer is not integrated into the end to end execution lifecycle

Change Management Solutions

  • CX Champion at the Executive Level
  • Incentives & KPIs tied to customer success
  • Capacity, focus & priority given to CX & Enablement Teams
  • CX integration within the Portfolio, Discovery & Delivery Lifecycle

Enabling Measurable Transformations!