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iTeam: Putting the “I” Back into Team by William E. Perry

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8. Challenge 6: Listening to the Voice of the Customer

A person cannot listen to the voice of the customer until he or she knows who the customer is. A developer, when conceiving of a complex product, probably cannot visualize the full spate of potential customers or even whether satisfying their requirements is more important than satisfying those of organizational management. Many teams become hamstrung trying to please too many parties or failing to recognize which party would be essential to please.

Take, for example, the true story of an insurance company’s IT group, mandated to build an information system for use by independent insurance agents. The IT project team assumed that a “department” within an insurance company was its customer. ...

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