Who is your Customer/ End User?

As Product Owner, how do you deliver Values to your Customer/End-User? To know what is value, you need to validate it. To validate your value, you need to know who is your Customer (End user).

I asked that because identifying your end user is very important. If you don't know who is your real customer, how can you build a product to make them happy? Or you will make no-one happy, no customer happy is no business, right?

Let go through 3 Situations below:

1. End-user is Customer

​You build the product, your customers are the people who use that product and your revenue comes from them. So your Customers are your End-Users.

This is the Ultimate Customers you need to take care and understand what is the best value you can bring to them.

Therefore, focus and bring happiness to End-users. Treat them if they do not happy, and bring them more values with new features.

2. Internal Customer

​In some cases, you develop a product or service for the need of Internal Customers and they will become a producer for Ultimate Customers/ End-Users. 

If Internal Customers understand and have a good connection with Ultimate Customers/ End-Users, it's all good. What if internal customers are disconnected from Ultimate customers/ End-Users? And the need of Ultimate customers/ End users are not satisfied? All your effort will be wasted.

In any cases, the Ultimate customer/ End user must be happy. So you should not only develop product or service for the need of Internal Customer but you also have a data (evidence) what's (Values) make Ultimate customers/ End users are happy to build the right thing.

3. The customer is not End-User

This is an interesting situation when your Customer is not end-user. You develop a product for End-user use, but you get revenue from other Customers. In this case, you need to make both of them happy.

E.g: Facebook can be an example, end user using Facebook to share and make friends. But revenue comes form ads. 

It's not easy when you need to satisfy Customer and End-user at the same time. So it's depend on your data (evidence) or vision, you can order your backlog and manage when to treat or bring more value to which one.

User Story Mapping

One of the tools I love to use is, User Story Mapping, from that I line out separately which one for Customers and which one for End users or even for Internal Customers. It will be easier to order Product Backlog.
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#Scrum #Product #Productbacklog #Values
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