Delivering Value: The Intersection of Customer Expectations and Scrum


Hatched by Glasp

Sep 29, 2023

3 min read


Delivering Value: The Intersection of Customer Expectations and Scrum


In today's competitive market, businesses are constantly striving to not only meet but exceed customer expectations. One effective way to achieve this is through the implementation of loyalty programs. By offering rewarding experiences and exclusive benefits, companies can create a sense of value and appreciation for their customers. However, it is important to remember that delivering value goes beyond just the surface-level perks of a loyalty program. In fact, even the most perfect execution of Scrum does not guarantee value delivery. In this article, we will explore the common points between what customers expect from a loyalty program and the essence of value delivery in Scrum.

Creating Motivating Loyalty Programs:

One company that excels in offering rewarding experiences to its loyal members is Jimmy Joy. With their three tiers of membership, they go above and beyond to provide incentives that truly motivate their customers. From secret rewards to the opportunity to vote for limited flavors, Jimmy Joy ensures that their nutrition fanatics feel valued and appreciated. By involving their customers in the decision-making process, they not only create a sense of exclusivity but also allow their customers to contribute to the development of new and improved products. This fosters a deeper connection and loyalty between the brand and its customers.

Scrum and Value Delivery:

While loyalty programs focus on meeting customer expectations, Scrum, a popular project management framework, aims to enhance value delivery. However, it is crucial to understand that simply following Scrum practices does not guarantee value delivery. Instead, Scrum provides a foundation for teams to build upon and ensure that they are on the right track towards delivering value. The Sprint Goal, for instance, acts as a stepping stone towards realizing the Product Goal and Product Vision. The Definition of Done, on the other hand, signifies the readiness for feedback rather than the completion of a task. It is important to recognize that Scrum intentionally leaves room for teams to determine the value of their work, encouraging them to focus more on delivering value rather than just following the framework.

Common Ground: Customer Expectations and Value Delivery:

When examining the relationship between customer expectations and value delivery, we find common ground in the need for ongoing feedback and improvement. Both loyalty programs and Scrum emphasize the importance of customer involvement and the continuous evolution of products or services. By actively seeking feedback, businesses can ensure that they are meeting the changing needs and preferences of their customers. Similarly, Scrum encourages teams to embrace feedback as an opportunity for growth and improvement, ultimately leading to better value delivery.

Actionable Advice:

To effectively deliver value to customers, here are three actionable pieces of advice:

  • 1. Prioritize Customer Feedback: Actively seek feedback from your customers and incorporate it into your decision-making process. By understanding their needs and preferences, you can tailor your offerings to provide maximum value.
  • 2. Foster Collaboration: Encourage collaboration and open communication within your team. By working together and sharing insights, you can collectively identify opportunities for improvement and deliver value more efficiently.
  • 3. Embrace Continuous Improvement: Adopt a mindset of continuous improvement within your organization. Encourage experimentation and learning from both successes and failures. This will allow you to constantly refine your products and services, ensuring that they always provide value to your customers.


Delivering value to customers is a multifaceted process that requires a deep understanding of their expectations and a commitment to continuous improvement. While loyalty programs can enhance customer satisfaction and loyalty, they must be rooted in the principles of value delivery. Similarly, Scrum provides a framework for teams to optimize their work processes, but it is the team's responsibility to ensure that they are delivering value. By incorporating customer feedback, fostering collaboration, and embracing continuous improvement, businesses can bridge the gap between customer expectations and value delivery, ultimately driving success in today's dynamic market.

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