Successful entrepreneurs know that its vital to talk to actual customers. The business plan may be solid, the product incredible, but without customers, the business is nowhere.
If that advice is sound for a small business, then why does it frequently break down in large businesses? Talking with actual customers is not the job of the software development team, but instead the role of the marketing, sales, and support teams. Job specialization has been the hallmark of big business since Henry Ford.
Here is a little secret, large businesses are really collections of small businesses. Senior management at large businesses look at each department as individual smaller businesses. They will construct a P&L (Profit & Loss statement) for each department, and praise those with earnings that improve the overall bottom line.
So, many of us work in larger businesses, but in an individual product line. Think of your product as a small business, one where funding comes from your success as a product.
What does this have to do with Software Quality? Well, as a software quality professional that follows the Context Driven School of thought, we believe that practices should be applied in the given context. Many practices that are common in small businesses seem less important in large businesses. Specifically, interacting directly with customers.
In a large business, interacting directly with customers is someone else’s job. The sales or support team are on the front lines, protecting the dev/test team from having to spend time with customers. Small businesses don’t have the luxury of separate departments, so the development & quality team get the benefit of interacting directly with customers.
For those of you in large businesses, what would you do differently? What are the artificial constraints that prevent you from talking directly to customers?
What does talking with customers have to do with cows and cowboys? I’ve frequently seen the similar attitude in software development & quality, where we really enjoy our jobs and practices, but find that working with customers can become a real inconvenience. Customers want changes that mess up our great specifications. Customers don’t like the cool feature we just developed. Customers found a bug by doing something they shouldn’t have been doing.
However, we need to remind ourselves that the customer is always right, and its all about how the customer defines quality.