How can you handle customer feedback that conflicts with Scrum Master's coaching?

1 Understand the feedback

The first step is to understand the nature and the source of the feedback. Is it coming from the product owner, the end-users, the stakeholders, or someone else? What is the motivation and the expectation behind it? Is it based on data, assumptions, or preferences? Is it aligned with the product vision and the goals of the project? By asking these questions, you can clarify the feedback and identify any gaps or misunderstandings that need to be addressed.

2 Communicate the benefits of Scrum

The next step is to communicate the benefits of Scrum and how it can help the customer achieve their desired outcomes. You can explain how Scrum values and principles, such as transparency, inspection, adaptation, self-organization, and empiricism, enable the team to deliver high-quality products that meet the customer needs and expectations. You can also share some examples or stories of how Scrum has helped other customers or teams in similar situations.

3 Involve the customer in the process

The third step is to involve the customer in the Scrum process and make them feel part of the team. You can invite them to attend the sprint reviews, where they can see the product increment and provide feedback. You can also encourage them to collaborate with the product owner, who represents their interests and priorities in the backlog. By involving the customer in the process, you can build trust and rapport, and foster a shared understanding and ownership of the product.

4 Negotiate and compromise

The fourth step is to negotiate and compromise with the customer when the feedback conflicts with your coaching or the Scrum principles. You can acknowledge their perspective and concerns, and express your own. You can then explore different options and alternatives that can satisfy both parties. You can also use some techniques, such as the MoSCoW method, to prioritize and categorize the feedback based on its importance and urgency. By negotiating and compromising, you can find a balance between the customer feedback and the Scrum process.

5 Seek feedback on the feedback

The fifth step is to seek feedback on the feedback from the customer and the team. You can ask them how they feel about the feedback, how it affects their work or satisfaction, and how it can be improved or refined. You can also use some tools, such as surveys, retrospectives, or feedback loops, to collect and analyze the feedback on the feedback. By seeking feedback on the feedback, you can measure its impact and effectiveness, and learn from it for future iterations.

6 Keep learning and improving

The sixth and final step is to keep learning and improving as a Scrum Master and as a team. You can use the feedback as an opportunity to grow and enhance your skills, knowledge, and practices. You can also use it as a catalyst to innovate and experiment with new ideas or approaches. By keeping learning and improving, you can adapt to the changing customer needs and expectations, and deliver value continuously.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?