Agile and UX: Customer centric approach

Customer Centricity, cannot and must not be equated with customer collaboration. Most people make this basic error, partly due to the fact that both terms contain the word customer, and partly due to the belief that involving customers in the development process takes care of all their needs and makes them delighted customers. The truth of the matter is that Customer Centricity is a far wider term which requires placing customers’ requirements at the center of all activities; while collaboration is just a tool available to implement the vision of Customer Centricity.