Anecdote: Improving customer outcomes at a software development company

Photo by Radowan Nakif Rehan on Unsplash

I encountered my first major challenge as a Change Agent at a software company plagued by a quality issue in its core product. The problem was evident—escalating customer complaints were a daily reality. However, the root cause eluded everyone, leaving a gap between understanding the problem and finding a solution.

Within my first few days, I dived deep into the company’s operational methodologies, delving into customer feedback and engaging with stakeholders from various departments. It quickly became apparent that a disconnect existed between the software development team and the consultancy team—the latter directly interacted with our clients. While the software technically met its specifications, it failed to satisfy actual customer needs, highlighting a crucial oversight in our approach to product development.

To bridge this gap, I proposed the establishment of a new Product Assurance Team. This team’s mandate would be to ensure that our products not only met technical standards but were also aligned with customer and consultant expectations. Implementing this solution required a comprehensive overhaul of existing workflows, including the integration of a feedback loop from additional testing phases.

The proposal included hiring for the new team, acquiring necessary resources, and embedding a culture of continuous improvement and quality assurance within the company. While the consultancy team welcomed this change, anticipating improvements in product quality, the software development team was initially resistant. Concerned about increased workload, they demanded tangible data to support any additional efforts on their part.

Negotiations with the software development team emphasised the value of detailed, actionable feedback over vague critiques. The Product Assurance Team, positioned as an intermediary between developers and consultants, had to master distinct communication styles suited to each group. This necessitated tailored coaching sessions to hone their skills in effectively conveying technical feedback and fostering a collaborative environment.

After six months of concerted effort, the Product Assurance Team was fully operational and seamlessly integrated into our organisational structure. The benefits were unmistakable: both product quality and customer satisfaction saw significant improvements. This journey underscored the importance of understanding and addressing the nuanced needs of all stakeholders in product development, proving that with the right strategies, even the most entrenched quality issues can be resolved.