Puts the customer a the center of every decision and uses design thinking to ensure the solution is desirable, feasible, viable, and sustainable.




Customer centricity is a mindset and way of doing business that focuses on creating positive engagements as customers experience the products and services the enterprise offers. Customer-centric businesses create greater profits, increase employee engagement, and more thoroughly satisfy customer needs. Customer-centric governments and nonprofits create resilience, sustainability, and the alignment needed to fulfill their mission.

Lean-Agile Enterprises accomplish these goals by applying Design Thinking, an iterative solution development process that ensures solutions are desired by customers and users while also ensuring the solution is feasible, economically viable, and sustainable throughout its lifecycle.

Agile Product Management serves as the central coordinating function for bringing new solutions to market while also ensuring the ongoing success of existing products.

Customer Centricity

Whenever a customer-centric enterprise makes a decision, it deeply considers the effect it will have on its end users. This motivates teams to:

      • Focus on the customer – Customer-centric enterprises use market and user segmentation to align and focus the enterprise on specific, targeted user segments
      • Understand the customer’s needs – Customer-centric enterprises move beyond merely listening to customers who ask for features. Instead, they invest the time to identify customer needs and build solutions that address these needs.
      • Think and feel like the customer – Customer-centric enterprises are empathetic, and endeavor to see the world from their customer’s point of view.
      • Build whole product solutions – Customer-centric enterprises design a complete solution for the user’s needs, ensuring that the initial and long-term experience(s) of the customer is optimal and evolves as needed.
      • Create customer lifetime value – Customer-centric enterprises move beyond transactional mentality and instead focus on the total relationship with a customer over the natural life of the solution. The resulting long-term customer relationship enables the enterprise to create customer value, often in ways that were not anticipated when the solution was first released.

Design Thinking

Design thinking is integral to customer centricity. Design thinking has two main activities, Understand the problem and Design the right solution, that culminate in a sustainable solution.

      1. Understanding the problem, which provides insight into the requirements and benefits of a desirable solution
      2. Designing the right solution, which ensures the solution is technically feasible
      3. Ensuring the solution is viable and sustainable by understanding and managing solution economics .


Employing Design Thinking throughout the solution lifecycle assures these three attributes persist for the life of the solution.

Entrance Criteria:


Exit Criteria:


Process and Procedures:

  • Understand the problem
  • Design the right solution

Tailoring Guidelines:

  • None

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