The customer-centric approach in Agile emphasizes adapting products and services to meet client needs and expectations. It focuses on maximizing customer satisfaction through outcome-driven development, simplicity, collaboration, and responding quickly to feedback.

However, the customer value perspective in the TriValue Company model (TVC) goes beyond customer satisfaction to consider the long-term sustainability, innovation capacity, and mutual benefit generated through customer partnerships. Rather than viewing the client relationship transactionally, TVC sees customers as innovation partners invested in shared success.

Some key differences in the TVC approach:

• It balances customer interests with company and workforce wellbeing rather than putting the customer first at all costs. This prevents decisions that maximize short-term gains but undermine long-term viability.

• It emphasizes trust, transparency, and fair value rather than just pleasing customers. The goal is an ethical, win-win relationship.

• It fosters customer participation in co-creation and collective innovation. Customers become partners in building future value propositions.

• It considers the customer experience holistically across all interactions and touchpoints, not just end products/services.

• It continuously evolves value based on changing needs and exponential markets, not just improving existing offerings.

In summary, the TriValue Company model (TVC) values customers as innovation partners and co-creators invested in shared, sustainable success rather than focusing narrowly on customer satisfaction. It balances customer interests with workforce wellbeing and company health to drive long-term, ethical relationships and continuous value evolution. The approach aligns customer and company goals through transparency, trust building, and mutual benefit.