Nowadays, the software industry is widely applying agile methods. However, while agile principles emphasize the development of software that de- livers “customer value” as a key determinant to success in new products and ser- vice designs, there are still a few studies that demonstrate how this occurs in practice. In this study, strategies to increase customer value are discussed in lit- erature, especially in the context of Agile Software Development. The results of systematic literature review were validated and added to an industrial inventory. Based on these investigations, 15 strategies to increase customer value have been identified and detailed at the level of approaches, techniques, tools and metrics. The results obtained reinforce the complexity and the need for new empirical studies on the subject, mainly to investigate the key success factors and main challenges for the adoption of these strategies, as well as the positive and negative impacts caused by their implementations in practice.
