PRO WORKSHOP: Improving Agility by Using Customers’ Definitions of “Quality” and “Done”


Debbie Levitt
Delta CX, CXO

Debbie Levitt, Chief Executive Officer of Delta CX, has been a CX and UX strategist, designer, and trainer since the 1990s. As a “serial contractor” who lived in the Bay Area for most of the 2010s, Debbie has influenced interfaces at Etsy, Sony, Wells Fargo, Constant Contact, Macys.com, Oracle, and a variety of Silicon Valley startups.

Clients have given her the nickname, “Mary Poppins,” because she flies in, improves everything she can, sings a few songs, and flies away to her next adventure.

Her “DevOps ICU” book and training teach non-CX roles about CX, why it’s done by specialists, and how to integrate it into teams and processes. Her “Delta CX” book and training teach companies how to improve customer satisfaction, predict and mitigate business risk, and increase ROI by investing in great customer experiences.

Outside of CX work, and sometimes during CX work, Debbie enjoys singing symphonic prog goth metal, opera, and New Wave.


“Quality”… velocity, productivity, and efficiency? Improved performance? Few or no bugs? Meets stakeholder requirements? “Done”… we did what we planned? Fits business objectives? Coded, tested, documented, and deployable?

Remember our customers? The people paying our salaries? Their satisfaction is supposed to be our *highest* priority. But we fall in love with assumptions about users. We burn weeks coding, testing, merging, and releasing product guesses. We move to the next project, and are interrupted later when we learn that customers aren’t finding much value or quality in that last release. Guessing, assuming, and being reactive aren’t Agile or Lean. Six Sigma would be ashamed of you.

“Architecting for customers’ needs and tasks” and “being Agile” shouldn’t be the polar opposites they often are now. No matter what an Agile coach, scrum master, or stakeholder declares, the customer decides what is “quality,” “done,” and “good enough.”

Learn how to change processes to improve agility, eliminate some Lean waste, and produce better customer outcomes.