Design of a value proposal to improve the customer experience for service companies based on agile methodologies

Customer Experience (CX) has become a key differentiator for companies. The agile Scrum methodology offers a practical approach to improving CX by prioritizing rapid iterations and incremental deliveries. By adopting Scrum, teams commit to close collaboration with customers, enabling them to quickly adapt to changing needs and offer solutions that are more closely aligned with their expectations. Hence, the main objective is to optimize customer satisfaction through iterations, fast, dynamic using Scrum and CRM methodology for service companies, allowing to obtain a correlation of the variables that enable them to internalize their strategic plans and improve customer service, thus demonstrating that a communication plan based on the customer's needs allows for an effectiveness of the 90%.