The primary stakeholder: The customer is the primary stakeholder who has the best knowledge about the product and its requirements. 【1】
Part of the Scrum team: The customer is an active member of the Scrum team, participating in activities like defining requirements, providing feedback, and guiding the technical roadmap. 【2】【3】
Collaborator: Agile emphasizes “Customer Collaboration over Contract Negotiation”, highlighting the importance of working closely with the customer to understand and meet their needs. 【4】【5】
Beneficiary of value: Customers are the ultimate beneficiaries of the value created by the Agile team’s solutions. 【6】
Contributor to Agility: As part of the Agile ecosystem, the customer is expected to contribute the same level of Agility, thought, and work as the development team. 【7】
Distinct from the product owner: While the product owner represents the customer’s interests, the customer is a broader term that may include end-users, stakeholders, and other decision-makers. 【8】
In summary, in the Agile context, the customer is a key member of the Scrum team who collaborates closely with the development team, provides feedback, and ensures that the delivered value meets their needs. 【9】【5】
[1] role of the customer - Scrum.org
[2] Customer Roles in Agile Projects Management - BluePi
[3] Meeting Customer’s Needs Through Agile Development
[4] Customer Involvement in Agile Development | Atlassian
[5] The Power of Customer Collaboration in Agile - Cegeka
[6] Customer Centricity - Scaled Agile Framework
[7] How to be an Agile Customer? | Characteristics & Core Values
[8] Project Management Central
[9] Significance of Customer Involvement in Agile Methodology