Guide on Customer-Centric Concept in Scrum

The customer-centric approach in Scrum refers to the focus on meeting the needs and achieving the satisfaction of the customer/client. This approach is crucial because it aligns the objectives of the cross-functional teams with that of the customer’s, ensuing that the final product/service fulfills their expectations and offers value.
What is it?: Customer-centricity means putting the customer at the heart of everything. The idea is to create a positive customer experience at the point of sale and post-sale to drive repeat business, customer loyalty, and profits.
How it works?: In a Scrum team, the end-users or customers' needs are the utmost priority. The team works together to understand the customer needs and issues and then work towards providing the best solutions through regular feedback and iterations.
Exam Tips: Answering Questions on Customer-Centric: A good understanding of the customer-centric approach theory is important, but you should also understand the practical aspects. Use examples where possible, link it back to the Scrum principles & values, and highlight the benefits to the team and end-customer. Your key focus should be on explaining how the cross-functional teams align their project goals with the customers needs to deliver value.
Note: In an exam scenario, do not confuse customer-centric with being solely driven to please the customer. The balance between customer satisfaction and maintaining the Scrum framework integrity is essential.