Customer	
  Journey	
  Mapping	
  
Methodology	
  
January	
  2014	
  -­‐	
  Conexperience	
  -­‐	
  Copyright	
  ©	
  
Major	
  steps	
  of	
  methodology	
  CJM	
  by	
  Conexperience	
  
•  Define	
  the	
  scope	
  
•  Make	
  clear	
  wha...
Defining	
  the	
  scope	
  before	
  you	
  start	
  helps	
  to	
  create	
  
focus,	
  understanding	
  and	
  efficiency	...
Episodes	
  are	
  groups	
  of	
  touchpoints	
  to	
  show	
  the	
  major	
  
steps	
  a	
  customer	
  takes	
  	
  
•...
Touchpoints	
  help	
  you	
  to	
  think	
  like	
  a	
  customer	
  and	
  
describe	
  the	
  experience	
  from	
  the...
Touchpoint	
  brainstorm	
  to	
  find	
  all	
  the	
  touchpoints	
  
I	
  …	
  
Feel	
  
Ask	
  
Send	
  
Look	
  
Smell...
If	
  we	
  have	
  defined	
  the	
  episodes	
  and	
  the	
  touchpoints,	
  which	
  touchpoints	
  belong	
  
to	
  wh...
Mapping	
  the	
  Customer	
  Journey	
  by	
  filling	
  the	
  episodes	
  with	
  
the	
  touchpoints	
  
Scenarios	
  help	
  to	
  understand	
  the	
  most	
  common	
  
experiences	
  from	
  customers	
  -­‐	
  storytelling...
Customer	
  Journey	
  Map	
  ‘example’	
  with	
  emoHons	
  per	
  
episode	
  
Episode	
  2	
  	
  
I	
  gather	
  
inf...
Robert	
  Plutchik’s	
  ‘Wheel	
  of	
  emoHons’	
  helps	
  to	
  find	
  the	
  
right	
  words	
  for	
  the	
  emoHons	...
12	
  
Customer	
  Journey	
  Map	
  ‘contract	
  cancellaHon’	
  
12	
  
Episode	
  2	
  	
  
Gathering	
  
informa1on	
 ...
Customer	
  Safari:	
  
“I	
  need	
  to	
  stay	
  very	
  focused	
  and	
  	
  not	
  to	
  miss	
  the	
  right	
  op=...
EmoHons	
  explained	
  ‘contract	
  cancellaHon’	
  
I	
  want	
  a	
  new	
  offer	
  
Customer	
  Journey	
  over	
  6me...
Touchpoints	
  in	
  Customer	
  Journey	
  Mapping	
  tool	
  
Touchpoints	
  in	
  Customer	
  Journey	
  Mapping	
  tool	
  
Customer	
  Experience	
  Management	
  
by	
  Conexperience	
  
Map	
  the	
  Customer	
  Journey	
  Understand	
  the	
 ...
Manage the Customer Journey and
improve the customer
experience.	
  
Designthe customer journey by using urgencyand fun, b...
Customers want more and more, because of
transparency and innovation. Good is not good enough
anymore
Social media and the...
1. Customer Arena	

How? Four concepts of Conexperience to:	

think and act ‘outside-in’	

create sense of excitement	

to...
Touchpoint Dashboard is online software for
- Mapping the Customer Journey
-Visualizing what is not yet visible
- Working ...
Method workshop
Conexperience Methodology Customer Journey Mapping
Conexperience Methodology Customer Journey Mapping
Conexperience Methodology Customer Journey Mapping
Conexperience Methodology Customer Journey Mapping
Conexperience Methodology Customer Journey Mapping
Conexperience Methodology Customer Journey Mapping
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Conexperience Methodology Customer Journey Mapping

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This methodology is developed by Conexperience, based on years of experience and many projects Conexperience did in Customer Experience environments. Is has a proven track record, because it combines research, analysis and action to find and design the best customer experience. From episodes to touchpoints to scenarios to emotions to improve! Simple steps to get your customer more loyal, get him more satisfied, let him spend more money and let him come back.

If you have questions or you want to know more about the methodology, please contact us at www.conexperience.com or info@conexperience.com.

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Conexperience Methodology Customer Journey Mapping

  1. 1. Customer  Journey  Mapping   Methodology   January  2014  -­‐  Conexperience  -­‐  Copyright  ©  
  2. 2. Major  steps  of  methodology  CJM  by  Conexperience   •  Define  the  scope   •  Make  clear  what  will  be  in  scope  for  the  Customer  Journey  Map  and  what  is  not.   •  Episodes   •  Choose  the  beginning  and  the  end  of  the  Customer  Journey   •  Create  the  large  blocks  of  the  steps  a  customer  goes  through   •  Merge  episodes  which  belong  to  each  other   •  Touchpoints   •  Create  per  touchpoint  a  sentence  which  describes:   •  1.  the  customer,  2.  verb,  3.  channel,  4.  ac6vity,  will  be:   •  1.  I  2.  go  to  3.  the  website  4.  to  look  for  a  phone  number   •  Mapping  the  Customer  Journey   •  Put  the  touchpoints  in  the  episodes   •  2  scenarios  of  most  common  Customer  Journeys   •  Create  2  scenarios  with  the  available  touchpoints  to  build  a  story  line  of  the   customer,  storytelling   •  Add  emo=ons  to  episodes  and/or  touchpoints  in  the  Customer  Journey  Map   •  Using  verbaHms,  complaints,  customer  saHsfacHon  surveys,  Customer  Safari,   Customer  Interviews,  Customer  Arena,  etc.  
  3. 3. Defining  the  scope  before  you  start  helps  to  create   focus,  understanding  and  efficiency   •   A  Customer  Journey  Map  has  a  begin  and  an  end,  and  is  mostly  longer  than  the   internal  process.  It  covers  everything  the  customers  is  experiencing,  directly  and   indirectly  around  a  process.   •  The  following  quesHons  needs  to  be  answered:   •  Which  process  do  we  want  to  map?   •  Which  products/services  are  involved?   •  Which  target  group  of  customers  we’re  aiming  for?   •  Which  part  of  the  process  do  we  want  to  exclude?   •  Which  products/services  do  we  want  to  exclude?   •  What  is  the  goal  of  mapping  this  journey?   •  Which  departments  needs  to  be  involved?  
  4. 4. Episodes  are  groups  of  touchpoints  to  show  the  major   steps  a  customer  takes     •  In  order  to  understand  the  journey  of  the  customer,  it’s  important  to  create  an   overview  of  the  episodes.  These  are  silo’s  with  touchpoints,  which  cover  the   major  chapters  of  the  Customer  Journey  defined.   •  An  episode  is  like  a  chapter  in  a  book.  There  is  a  logical  summary  of  step.   Examples  are:   •  Inform,  buy,  use   •  Look  for  informaHon,  contact,  fill  in  form,  receive  confirmaHon,  use   service,  talk  to  service  rep,  end  service   •  Travel  to  store,  look  at  products,  try  products,  buy  product,  use  product,   repair  product,  buy  new  product   •  Get  info,  sign  contract,  use  service,  pay  bill   •  Book  trip,  preparaHon,  travel  to  airport,  check  in,  board,  fly,  arrive   •  No  customer,  becoming  customer,  being  customer,  stop  being  customer   •  Get  hired,  train,  perform,  grow,  leave   •  I  have  a  need,  I  buy,  I  use,  I  quit  
  5. 5. Touchpoints  help  you  to  think  like  a  customer  and   describe  the  experience  from  the  customer  point  of  view   •  Touchpoints  are  all  the  moments  when  a  customer  touches  the  brand  and/or   organizaHon.  This  can  be  direct  and  indirect.  In  these  moments  the  customer  have   an  experience  which  always  influences  his  opinion  about  the  brand/organizaHon.  It   can  be  posiHve,  it  can  be  negaHve.   •  Touchpoints  are  more  specific  than  channels.  E.g.  in  the  channel  ‘shop’  the   customer  can  have  the  following  touchpoints:   •  I  read  a  brochure  to  get  more  informaHon   •  I  talk  to  a  service  representaHve  for  more  informaHon   •  I  negoHate  with  a  sales  representaHve  for  a  be]er  offer   •  I  sign  the  contract  to  have  the  service   •  I  receive  a  bag  with  informaHon  before  leaving  the  shop   •  I  leave  to  the  shop  to  go  home   •  In  the  next  slide  there  is  a  rule  for  creaHng  touchpoints  in  an  uniform  way.  
  6. 6. Touchpoint  brainstorm  to  find  all  the  touchpoints   I  …   Feel   Ask   Send   Look   Smell   See   Hear   Talk  to   Fill  in   Read   Receive   Visit   Look  at     to   Quit   Open   Renew   End   Repair   Change   Ask   Receive   Choose   Buy   Pay   Give   Hold   Make   …   Shop   Operator   Customer  Service   E-­‐mail   Radio   Colleague   Fax   Le]er   Form  internet   Website   USSD   Billboard   Commercial   Brochure   Family   CompeHHon   Online  chat   SMS   IVR   Friends   TV  ad   The  customer   Verb   Channel   Reason  
  7. 7. If  we  have  defined  the  episodes  and  the  touchpoints,  which  touchpoints  belong   to  which  episodes?   -­‐  I  change  my  se@ngs  belongs  to  ‘Episode  2  –  I  use  the  service’.   -­‐  I  get  a  call  from  the  reten=on  team  belongs  to  ‘Episode  5  –  I  receive  a  call  from  RetenHon  &   Loyalty’.   -­‐  I  am  going  to  the  shop  belongs  to  ‘Episode  7  –  I  end  my  contract’.   Episode  2   Title     Episode  7   Title       Episode  6   Title       Episode  5   Title       Episode  4   Title       Episode  3   Title     Episode  1   Title   Mapping  the  Customer  Journey  by  filling  the  episodes  with   the  touchpoints  
  8. 8. Mapping  the  Customer  Journey  by  filling  the  episodes  with   the  touchpoints  
  9. 9. Scenarios  help  to  understand  the  most  common   experiences  from  customers  -­‐  storytelling   •  Let  the  group  decide  which  scenario  is  the  most  common  one.  This  can  only  be  one   or  two  scenario’s.   •  A  scenario  is  a  story  of  a  set  of  touchpoints  which  describes  a  Customer  Journey   through  Hme.  It’s  a  selecHon  of  the  touchpoints  an  contain  most  of  the  episodes.   •  A  scenario  can  be  presented  to  the  management  or  to  departments  in  the  business.   5.  I  reject  the  offer   from  Reten1on  &   Loyalty  and  I  want  to   end  my  contract   Episode  5   1.  I  have  a   complaint,  the   network  is  not  good   Episode  1   4.  I  receive  aBer  6   days  a  call  from   Reten1on  &  Loyalty   with  an  offer   Episode  4   2.  I  look  for  the  phone   number  on  internet   Episode  2   3.  I  call  Customer   Service  to  end  my   contract  and  explain   about  my  complaint   Episode  3   6.  They  record  the   call  and  I  end  my   contract   Episode  6.a  
  10. 10. Customer  Journey  Map  ‘example’  with  emoHons  per   episode   Episode  2     I  gather   informa1on     Episode  7   I  renew  my   contract     Episode  6   I  end  my   contract     Episode  5   I  respond  to  the   offer     Episode  4   I  got  an  offer     Episode  3   I  contact  CS   to  cancel  my   contract    I  decided  to  cancel   my  contract  so  I   contact  CompanyX.   I  leave  CompanyX   because  I  want  to   leave  or  I  want  to   get  a  (beGer)  offer.   To  find  out  the  best   deal,  I  gather   informa=on  in  order   to  make  a  good   decision.  I  look  for   contact  informa=on   and  offers.     CompanyX  is   answering  my   request  for   cancella=on  with  an   offer  to  make  me   stay.  It  is  an  offer   which  is  beGer  my   current  contract.   I  respond  to  the   offer  of  CompanyX.  I   can  accept  the   offer,  refuse  the   offer  or  cancel  my   contract.  I  can   refuse  and  receive  a   new  offer.   I  decide  to  end  my   contract  and  not   accept  the  offer.  I   sign  wriGen  or   verbally  and  I  stop   being  a  customer.   I  got  triggered  to  do   something  with  my   contract.  I  want  to   quit  my  contract  or  I   want  to  receive  a   (beGer)  offer.   I  decide  to  accept   the  offer  and  stay   a  customer  of   CompanyX.  I  can   sign  the  offer  and   I  receive  it  in   mail/paper.   Episode  1   I  receive  a  trigger   for  cancella1on   10   EmoHon   EmoHon   EmoHon   EmoHon   EmoHon   EmoHon   EmoHon   EmoHon   EmoHon   EmoHon  
  11. 11. Robert  Plutchik’s  ‘Wheel  of  emoHons’  helps  to  find  the   right  words  for  the  emoHons  of  the  customer  
  12. 12. 12   Customer  Journey  Map  ‘contract  cancellaHon’   12   Episode  2     Gathering   informa1on     Episode  6.b   I  renew  my   contract     Episode  6.a   I  end  my  contract     Episode  5   I  respond  to  the   offer     Episode  4   I  got  an  offer     Episode  3   Contact  CompanyX   to  cancel  my   contract    I  decided  to  cancel   my  contract  so  I   contact  CompanyX.   I  leave  CompanyX   because  I  want  to   leave  or  I  want  to   get  a  (beGer)  offer.  I   let  them  know.   To  find  out  the  best   deal,  I  gather   informa=on  to   make  a  good   decision.  I  look  for   contact  informa=on   and  offers.  I  want  to   know  how  to  quit.     CompanyX  is   answering  my   request  for   cancella=on  with  an   offer  to  make  me   stay.  It  is  an  offer   which  is  beGer  than   my  current  contract.   I  respond  to  the   offer  of  CompanyX.  I   can  accept  the  offer,   refuse  the  offer  or   cancel  my  contract.   I  can  refuse  and   receive  a  new  offer.   I  decide  to  end  my   contract  and  not   accept  the  offer.  I   sign  wriGen  or   verbally  and  I  stop   being  a  customer.   I  got  triggered  to  do   something  with  my   contract.  I  want  to   quit  my  contract  or  I   want  to  receive  a   (beGer)  offer.   I  decide  to  accept   the  offer  and  stay  a   customer  of   CompanyX.  I  can   sign  the  offer  and  I   receive  it  in  mail/ paper.   Episode  1   Trigger  for   cancella1on   12   Customer  Journey  over  6me   Emo6on   Moment  of  truth   ‘I  want  a  new  offer’     2   ‘I  want  to  leave’     1   Moments  of   truth   1.  I  expect  a  good  offer  and  I  am  willing  to  stay.  This  is  the  moment  where  I  want  to  decide  to  stay   or  not.  I  need  to  wait  for  an  offer  from  RetenHon  &  Loyalty.     I  want  to  leave,  but  I  need  to  wait  to  do  this.  I  need  to  talk  to  another  department  to  talk  about  my   ‘reasons’  to  leave.  They  are  going  to  do  me  an  offer,  which  I  didn’t  ask  for.   2.  I  refused  the  offer  from  RetenHon  &  Loyalty  and  I  really  want  to  leave.  I  am  angry  this  takes  long,   but  the  end  is  near.   I  had  the  plan  to  stay,  but  the  offer  is  not  good  enough.  CompanyX  doesn’t  value  me  enough,  so  I   will  leave  CompanyX  in  the  end.  This  was  not  my  idea,  so  I  am  disappointed.   I  want  new  offer   I  want  to  leave   hope   interest   trust   annoyance   submission   anger   rage   sadness   acceptance   joy   serenity   disgust   2   Offer  accepted   Offer  rejected   Used  theory:  Robert  Plutchik’s  ‘Wheel  of  emoHons’   an6cipa6on   grief  
  13. 13. Customer  Safari:   “I  need  to  stay  very  focused  and    not  to  miss  the  right  op=on  at  411    for   contract    cancella=on  part    and  I  thought  that  it  was  beGer  if    I  had  the   possibility  to  go  to  an    CompanyX  store  or  shop  to  talk  to  a  sales     representa=ve  and  to  register  my  request.  It  will  take  longer  that  I   thought      to  search    in  the  IVR  for  the  right  op=on  and  aTer  that  to    talk   to  an  operator.  I  need  to  have  more    pa=ence  and  the  things  will    go  in   the  right  way  more  quickly    aTer  the  IVR  part  will    end.”   Customer  Safari:   “I  am  surprised  to  find  so  many  online  ar=cles  about  contract   cancella=on  at  CompanyX.  I  am  relieved  because  it  doesn’t  seem  to   be  that  hard;  moreover,  it  seems  easier  to  cancel  a  contract  at   CompanyX  than  it  is  at  other  providers.     I  am  content  I  found  out  all  prepara=ons  I  need  to  do  for  cancelling   my  contract:  a  wriGen  request,  with  a  30  days  no=ce.  Special  forms   can  be  found  in  CompanyX  shops.    I  also  check  the  informa=on  on   www.CompanyX.com  where  I  am  invited  to  call  408  for  data   subscrip=ons  and  411  for  voice.”   What  customers  say…  ‘contract  cancellaHon’   Verba=ms,  Miserables:   “I  tried  to  explain  to  an  Customer  Service  operator  from  CompanyX  that  I  wanted   to  cancel  my  price  plan  and  not  extend  it  but  they  did  not  agree.  Finally  I  snapped   at  them  and  use  a  harsh  tone  and  the  problem  was  solved.  They  kept  insis=ng  that   I  should  receive  the  electronic  bill  for  all  the  price  plans  that  I  signed  for,  but  I   wanted  to  received  it  though  mail.  One  month  I  received  it  through  mail  and  the   other  one  electronically  aTer  all  I  asked  them.  At  one  point  the  problem  was   solved,  but  I  hope  the  problem  would  not  come  back.  It  so  happened  that  once  I   requested  some  informa=on  and  they  charged  me,  I  had  zero  addi=onal  cost  and  I   called  Customer  Service  and  they  charged  me  addi=onal  cost.”   Verba=ms,  Magics:   “I  received  a  mobile  phone  when  I  extended  my  contract.  I  now  own   5  or  6  phones  from  CompanyX.  I  am  a  customer  for  a  long  =me.  I   am  sa=sfied  because  every  =me  I  needed  something,  I  was  treated   nicely.  I  am  sa=sfied  with  my  minutes  and  all  their  services.”   Episode  2     Gathering   informa1on     Episode  6.b   I  renew  my   contract     Episode  6.a   I  end  my  contract     Episode  5   I  respond  to  the   offer     Episode  4   I  got  an  offer     Episode  3   Contact  CompanyX   to  cancel  my   contract     Episode  1   Trigger  for   cancella1on  
  14. 14. EmoHons  explained  ‘contract  cancellaHon’   I  want  a  new  offer   Customer  Journey  over  6me   Emo6on   ‘I  want  a  new  offer’     I  want  new  offer   hope   interest   submission   sadness   joy   serenity   disgust   Offer  accepted   Offer  rejected   Used  theory:  Robert  Plutchik’s  ‘Wheel  of  emoHons’   an6cipa6on   •  An6cipa6on;  a  lot  of  customers  know  they  can  contact  CompanyX  to  cancel  their  contract  and  receive  a  be]er  offer.  They  are  genng  ready  for  genng  a  be]er  offer/ subscripHon.  Mostly  they  are  ready  to  negoHate  or  to  reject  the  first  offer.   •  Interest;  when  they  gather  informaHon  they  talk  with  friends  and  family.  They  look  on  the  internet  and  they  check  the  compeHHon.  They  can  easily  access  that   informaHon  and  they  have  a  pre]y  good  overview  of  the  possibiliHes.  Customers  know  what  is  available  in  the  market.  They  make  themselves  ready  to  contact   CompanyX  and  to  negoHate.   •  Hope;  customers  contact  CompanyX  in  different  channels.  They  hope  they  will  have  a  good  offer  and  a  good  service.  They  tell  the  CompanyX  employee  what  they   want,  to  cancel  their  contract.  They  hope  in  this  phase  that  the  CompanyX  employee  will  offer  them  a  be]er  subscripHon.  It  turns  out  that  that  hope  is  not  completely   fulfilled.  They  are  sent  to  another  channel  mostly  and  CompanyX  will  contact  them.  They  need  to  wait  for  an  offer.   •  Submission;  the  customer  feels  he  is  not  in  control.  CompanyX  took  over  the  control  by  preparing  an  offer  and  telling  the  customer  they  will  contact  him/her.  The   customer  needs  to  wait  and  does  not  know  what  will  happen.  Even  when  the  customer  calls  back  to  ask  for  the  offer  or  for  more  info,  CompanyX  tell  them  to  wait  or   they  send  another  request  for  calling  back  the  customer.  The  customer  needs  to  explain  why  they  want  to  cancel  their  contract.   •  Joy;  the  customer  received  an  offer  and  accepts  it.  This  was  what  the  customer  was  waiHng  for.  He/she  started  with  cancelling  the  contract  to  receive  a  be]er  offer,   and  it  worked.  The  customer  is  happy  and  full  of  joy  with  a  be]er  offer.  He/she  will  tell  friends  and  family  about  the  method  and  that  negoHaHng  works  in  CompanyX.   CompanyX  can  offer  a  lower  package  in  order  to  retain  the  customer,  because  the  offer  was  a  retenHon  offer,  to  keep  the  customer.  SomeHmes  a  handset  is  sold  with   a  higher  contract.   •  Serenity;  they  offer  is  implemented,  but  not  always  in  the  right  way  as  discussed.  They  customer  feel  serene,  because  the  relaHonship  between  CompanyX  and  the   customer  is  like  before.  He/she  finds  out  that  the  joy  of  the  new  offer  turns  out  to  be  a  conHnuaHon  of  the  relaHonship  that  was  already  there.  He/she  receives  mostly   more  resources.   •  Sadness;  the  offer  is  not  good  enough,  the  customer  don’t  want  to  stay.  He/she  feels  sad  about  CompanyX  and  the  offer.  He/she  hoped  they  would  give  more.  He/she   rejects  the  offer  and  someHmes  the  customer  will  receive  a  new  offer  (back  to  submission).  When  the  last  offer  is  not  saHsfying  enough,  the  customer  decides  to  leave,   when  staying  was  the  first  intenHon.   •  Disgust;  this  relaHonship  is  over.  The  customer  decided  to  leave,  but  it  is  really  hard  to  end  the  contract.  The  30  days  delay  and  paying  the  last  invoice  is  a  hard  job  and   the  customer  got  the  feeling  CompanyX  don’t  want  to  end  the  contract.  He/she  feels  trapped  and  betrayed.  Ending  the  contract  takes  long.    
  15. 15. Touchpoints  in  Customer  Journey  Mapping  tool  
  16. 16. Touchpoints  in  Customer  Journey  Mapping  tool  
  17. 17. Customer  Experience  Management   by  Conexperience   Map  the  Customer  Journey  Understand  the  Customer  
  18. 18. Manage the Customer Journey and improve the customer experience.   Designthe customer journey by using urgencyand fun, by going on a journey yourself and use Customer Journey Mapping. Philosophy Conexperience
  19. 19. Customers want more and more, because of transparency and innovation. Good is not good enough anymore Social media and the technical revolution have impact on customer behavior Companies needs to be special and stand out using experiences next to products, services and quality Managing the whole customer process is necessary for an outstanding customer experience in a multichannel environment Why?
  20. 20. 1. Customer Arena How? Four concepts of Conexperience to: think and act ‘outside-in’ create sense of excitement touch the heart of employees validate existing information be able to repeat it yourself 20   2. Customer Interview 3. Customer Safari 4. CJM workshop •  Inviting customers to have a dialogue in the building of your company •  Discuss moments of magic and moment of pain •  Let employees and directors listen •  Let employees and directors ask questions •  Co-create improvement points Goal: feel the experience Goal: experience it yourself Goal: understand the emotions Goal: create journey maps •  Interview customer one-on- one •  Create a save environment •  Ask about emotions and opinions •  Use a question list, but make it natural •  Validate found improvement points •  Interviewing between 4 and 9 customers is enough •  Use methodology for Customer Journey Mapping •  Find episodes, choose touchpoints, make scenario’s, add emotions, fill Touchpoint Dashboard •  Merge withValue Stream Map to identify improvements points internally and externally •  Send employees on a safari and let them experience the real customer experience •  Let them use their a camera •  Use a diary to let them write down what they see, feel, hear, experience and think •  Give them an assignment, e.g. found processes to improve or a customer complaint
  21. 21. Touchpoint Dashboard is online software for - Mapping the Customer Journey -Visualizing what is not yet visible - Working together on customer experience - Analyzing touchpoints - Saving time and money What?
  22. 22. Method workshop

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