The Agile Customer Centricity Manifesto.
A crowdsourced manifesto for customer centricity in business. Co-authored by SPIRAL UP® co-founder Christophe Martinot and Thomas Hormaza Dow.
The Agile Customer Centricity Manifesto (ACCM) names the elephants in the room of business agility: people, diversity, privacy, and above all the customer. It brings the same clarity to sales, marketing, HR and finance that the Agile Manifesto brought to software.
Co-created in 2022 by Christophe Martinot and Thomas Hormaza Dow with the Business Agility HUB community, and signed by practitioners worldwide.
Six values
Human interactions — respect for people and diversity — over processes and tools.
Obsession for fulfilling customer needs and creating value over focusing on irrelevant work and communication.
Cross-functional engagement with customers, frequent interactions and shared ownership over contract negotiation.
Responding to change over following a static plan.
Learning through experiments and data over opinions and conventions.
Transparency — building trust and respecting customer privacy — over secrecy.
Twelve principles
- 01Customer satisfaction is based on value.
- 02Embrace customer change requests.
- 03Deliver working solutions ASAP.
- 04Dialogue and listen to customers every day — or as often as you can.
- 05Customers deserve to deal with trustworthy and motivated employees.
- 06Customers prefer to put a face to the name.
- 07Solving the real customer problem is the primary measure of progress.
- 08No one is superhuman. Maintain a sustainable and constant pace.
- 09Continuous attention to technical excellence and customer experience.
- 10Less is more. Focus on the outcome, not on the output.
- 11Let teams decide their way of working to delight the customers.
- 12We all learn to be better together.
Why we stand behind it
Customer value sits at the core of the SPIRAL UP® loop. The manifesto says it plainly: outcomes over output, dialogue over contracts, learning over opinions. That is the Provide principle in action.
Signatories
Practitioners who have signed the manifesto across the co-creation sprints.
- Christophe Martinot
- Thomas Hormaza Dow
- Pia-Maria Thorén
- Stéphane Hamel
- Tarek Riman
- John Cass
- Kevin Anding
- Zoë Merchant
- Flavia Paluello
- George Lellis
- Christopher Vestal
- Tanya Legault
- Jaka Kladnik
- Ann Lockquell
- Guillaume Marchal
- Michael Seaton
- Teresa Bonick
- Alain Bessette
- Deborah Ghisolfi
- Sebastian Kambert
- Melissa Girard
- Viviane Paul
- Ahmed Mohareb
- Marielle Roozemond
- Peter Kosmala
- Alejandro Aguirre
- Artur Zaluska
- Ingrid Polakova
- Sergio Fuentealba
Help us share the manifesto
If these values resonate with you, pass them on.
Inspiration & links
- Agile Development Manifesto
- Agile Marketing Manifesto
- Agile HR Manifesto
- Agile People Manifesto
- Agile Sales Manifesto
- Heart of Agile
- Scrum Values
- Cynefin Framework
- Agile Business Consortium Code of Practice
- Business Agility Institute Code of Conduct
- unFIX Principles
- ICAgile - International Consortium for Agile
- Personal Agility Institute - Alchemy
- #NoConsentNoTracking
- Official manifesto site
- The SPIRAL UP® framework
Licensed under Creative Commons Attribution-NoDerivatives 4.0. Free to use, even commercially.