Digital Excellence & Scrum: Three reasons for a perfect marriage
Making great digital progress in small steps to eventually become the best by beating the competition, that is the basis of Digital Excellence. But: why does this mentality of Digital Excellence go so well with the Scrum methodology?
What was that again: Digital Excellence & Scrum
Digital Excellence is in WUA!’s DNA: for years we have been publishing rankings of the best in digital in various sectors. Through the digital benchmark of customer journeys we’ve built, and our many years of experience, we know that it is extremely valuable to compare your digital performance to that of the competition; the number 1 in one market takes 52 percent more preference than the number 2.
The Scrum methodology is a method to rapidly launch working (software) products and then improving them gradually. Scrum is characterised by multidisciplinary teams and the ability to respond quickly to changing conditions (this is also summarised in the marketing buzzword agile).
Below are three reasons why Digital Excellence and the Scrum methodology to so well together!
1 Improvement is achieved in small steps
The Scrum method aims at delivering working products in a short period of time, to then add subsequent “sprint” improvements in the delivered product. The Digital Excellence ideas of WUA! aim to measure structurally, to interpret and analyse, and then improve. Everything you deliver during a Scrum sprint could be used as research input for the WUA! Digital Excellence Program, and based on the feedback from potential customers it could be improved in order to provide the best digital customer experience and to beat the competition.
The ingredients of the WUA! Digital Excellence Program
2 Your competitors aren’t sitting still
Keeping an eye on the competition and acting on it by improving yourself is one of the key components of Digital Excellence. This is also reflected in the concept of “Think Outside Out”: you shouldn’t look at yourself, but at your results compared to those of the competition. Should it be the case that our monthly WPS tracking research in the Digital Excellence program shows that the competition is getting ahead in one of the major topics, then the Scrum methodology comes in handy to take quick action and to improve on certain points and adapt things. Agile operation based on monthly tracking research eventually ensures structural improvement in digital performance!
3 In digital, change is a constant
Change is a given in digital. This means the digital work is never boring, but it also means a great challenge. Online domains have the characteristic of being rather “measurable”: we can obtain a lot of data and insights using various tools. So measuring is very important; consumer behaviour as well as consumer demands are constantly changing. This constant change in digital calls for two things: structural measuring and flexible (fast) adjustments and improvements. That’s exactly what both Scrum and Digital Excellence are all about.
Conclusion
Structural measuring, structurally and constantly adjusting digital domains to always make the digital customer experience a little better than that of the competition. That’s what Scrum is all about, and that’s also where it’s at for Digital Excellence. The flexible design of your digital domains also further ensures an increase in efficiency from research results. Digital Excellence and Scrum have even more in common than in the points described above: it is also about mentality. It is about the will to win and be the best, to inspire your team, and to work optimally together. And winning is only possible by working on the optimum result together with different disciplines!
