The term stakeholder is used in Scrum to refer to anyone outside of the Scrum Team interested in the product being developed. This can include internal stakeholders such as executives, managers and other teams inside the organisation. These people may not use or consume the product but have a stake in its successful development.

Customers and users of the product are also stakeholders. We can consider them external stakeholders. Customers are the people or organisations who pay for the product. Customers may or may not be the end users of the product. For example, in a B2B (business-to-business) scenario, the buying company is the customer, but its employees are the users.

Users are the individuals who use the product on a day-to-day basis. They interact directly with the product, benefit from its features, and can provide crucial feedback for improvements. While they might not have the same decision-making power as customers or internal stakeholders, their satisfaction and feedback are vital to the product’s success.

In Scrum, the Product Owner represents the interests of all of these stakeholders, ensuring that the Scrum Team is working on the highest-value features to be delivered at any time.

Feedback from stakeholders is essential and should be sought out and incorporated into the Product Backlog regularly. The Sprint Review is one opportunity to get this feedback from internal stakeholders. It is essential to release Increments of the product early and often to get real-world feedback from customers and users to help inform future decisions on the content and ordering of the Product Backlog.