Copyright © 2013 InReality, Inc. All Rights Reserved.Succeeding in the Age ofCo-Creationhttp://bit.ly/SITAOCC #ServiceDesi...
© InReality 2013 – www.inreality.comMandela and De Clerk 1982 - Copyright: World Economic Forum
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Shared GoalBeyond the SelfDedication over Time
Copyright © 2013 InReality, Inc. All Rights Reserved.Co-Creation at Work and In an Academic Settingwww.inreality.com www.g...
Copyright © 2013 InReality, Inc. All Rights Reserved.Succeeding in the Age of Co-Creation
Copyright © 2011 Info Retail, Inc. All Rights Reserved.Copyright © 2011 Info Retail, Inc. All Rights Reserved.®The Co-Crea...
Copyright © 2013 InReality, Inc. All Rights Reserved.Copyright © 2011 Info Retail, Inc. All Rights Reserved.Experience Imm...
Copyright © 2013 InReality, Inc. All Rights Reserved.Copyright © 2011 Info Retail, Inc. All Rights Reserved.Ideation
Copyright © 2013 InReality, Inc. All Rights Reserved.Copyright © 2011 Info Retail, Inc. All Rights Reserved.What Ifs?
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.A World of Digital Influence and Sharing
Copyright © 2013 InReality, Inc. All Rights Reserved.Frequency. Volume.Speed.
Copyright © 2013 InReality, Inc. All Rights Reserved.Innovation Cycles are Faster than EverCC Max Braun via Flickr
© InReality 2013 – www.inreality.com?
© InReality 2013 – www.inreality.com“Project Stakeholders comingtogether to create something newand different they by them...
© InReality 2013 – www.inreality.com
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.RelevanceSimplicitySeamlessnessStorytelling
Copyright © 2011 Info Retail, Inc. All Rights Reserved.A Topology of Co-CreationSpontaneous• No Preparation• Basic/ Mobile...
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Emerging Expectations & Tools
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Mapping & EvaluationInspiration ExecutionEnvironm...
Copyright © 2013 InReality, Inc. All Rights Reserved.Gestural Interfaces
Copyright © 2013 InReality, Inc. All Rights Reserved.Gestural Interfaces
Copyright © 2013 InReality, Inc. All Rights Reserved.Contextual Interfaces
Copyright © 2013 InReality, Inc. All Rights Reserved.Large-Scale Multi-Touch
Copyright © 2013 InReality, Inc. All Rights Reserved.Life-size Digital Displays
Copyright © 2013 InReality, Inc. All Rights Reserved.Touch
Copyright © 2013 InReality, Inc. All Rights Reserved.Wearable TechnologyCC Max Braun via Flickr
Copyright © 2013 InReality, Inc. All Rights Reserved.Seamless CapturingPhoto: Livescribe
Copyright © 2013 InReality, Inc. All Rights Reserved.EasyMeasure (and others)
Copyright © 2013 InReality, Inc. All Rights Reserved.Integrated CAD and Presentation Solutions
Copyright © 2013 InReality, Inc. All Rights Reserved.Skitch
Copyright © 2013 InReality, Inc. All Rights Reserved.Seamless Capturing
Copyright © 2013 InReality, Inc. All Rights Reserved.Slideshare
Copyright © 2013 InReality, Inc. All Rights Reserved.Meet Expectations
Copyright © 2013 InReality, Inc. All Rights Reserved.Manage Integrated Workflow: Podio
Copyright © 2013 InReality, Inc. All Rights Reserved.Words, Presentations, Spreadsheets
Copyright © 2013 InReality, Inc. All Rights Reserved.Remote Collaboration
Copyright © 2013 InReality, Inc. All Rights Reserved.Remote Collaboration
Copyright © 2013 InReality, Inc. All Rights Reserved.Social Collaboration
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Mapping & EvaluationInspiration ExecutionEnvironm...
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Implementing TechnologyBarrier ofEntry CostModula...
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Means to an EndIntegration, Not DistractionExceed...
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Service Design … Your own Business
Copyright © 2011 Info Retail, Inc. All Rights Reserved.Copyright © 2011 Info Retail, Inc. All Rights Reserved.Designing fo...
© InReality 2013 – www.inreality.comNo Touchpoint
© InReality 2013 – www.inreality.comNavigation
© InReality 2013 – www.inreality.comBrandAudioTouch*No mention of 2 hr free parking
© InReality 2013 – www.inreality.comEvidence
© InReality 2013 – www.inreality.comNavigation
© InReality 2013 – www.inreality.comNavigation
© InReality 2013 – www.inreality.comEmergency
© InReality 2013 – www.inreality.comImprov
© InReality 2013 – www.inreality.comA Number!Map
© InReality 2013 – www.inreality.comMap II
Copyright © 2011 Info Retail, Inc. All Rights Reserved.Pre ServiceService PeriodPost ServiceService Design Requires Timeli...
Copyright © 2013 InReality, Inc. All Rights Reserved.A Service Design Approach to Customer Experience InnovationCustomer J...
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Service Design: Customer Journeys
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Spec’s for TouchpointsParameters for Support Syst...
Customer Journey Mapping
Copyright © 2011 Info Retail, Inc. All Rights Reserved.The Design of the EnvironmentThe Individual ExperienceValue of Serv...
Copyright © 2011 Info Retail, Inc. All Rights Reserved.The Design of the EnvironmentThe Individual ExperienceValue of Serv...
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Great Co-Creation Spaces – Inspirations
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.
© Florian Vollmer & Info Retail 2012 – www.inforetail.comPhoto: www.msdn.com
© Florian Vollmer & Info Retail 2012 – www.inforetail.comPhoto: www.theintegratedretailer.com
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Customer Expectations in a Connected World
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Authority over InformationBrandsCustomers1990s 20...
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.B2C
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.B2B2C2C2BB2C
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Creative ExpressionInstantaneousnessFreemiumSocia...
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Better Solutions & Interactions
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.
Copyright © 2011 Info Retail, Inc. All Rights Reserved.Info Retail Design Tools Info Retail Design Tools38Procedure Proced...
Copyright © 2011 Info Retail, Inc. All Rights Reserved.Info Retail Design ToolsInfo Retail Design Tools2829ProcedureProced...
Copyright © 2011 Info Retail, Inc. All Rights Reserved.Info Retail Design ToolsInfo Retail Design Tools3637ProcedureProced...
Copyright © 2011 Info Retail, Inc. All Rights Reserved.A Topology of Co-CreationSpontaneous• No Preparation• Basic/ Mobile...
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Stakeholder Integration = Experience Activation
Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.One Approach: Customer Touchpoint Analysis
Copyright © 2013 InReality, Inc. All Rights Reserved.Thank you!florian.vollmer@inreality.comhttp://bit.ly/SITAOCC #Service...
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Succeeding in the Age of Co-Creation

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Co-Creation is a powerful way to bring about rapid innovation. This presentation connects Service Design and Co-Creation for better outcomes.
Learn more at http://www.inreality.com

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Succeeding in the Age of Co-Creation

  1. 1. Copyright © 2013 InReality, Inc. All Rights Reserved.Succeeding in the Age ofCo-Creationhttp://bit.ly/SITAOCC #ServiceDesign #CX @IRPost @florianvollmer
  2. 2. © InReality 2013 – www.inreality.comMandela and De Clerk 1982 - Copyright: World Economic Forum
  3. 3. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Shared GoalBeyond the SelfDedication over Time
  4. 4. Copyright © 2013 InReality, Inc. All Rights Reserved.Co-Creation at Work and In an Academic Settingwww.inreality.com www.gatech.edu
  5. 5. Copyright © 2013 InReality, Inc. All Rights Reserved.Succeeding in the Age of Co-Creation
  6. 6. Copyright © 2011 Info Retail, Inc. All Rights Reserved.Copyright © 2011 Info Retail, Inc. All Rights Reserved.®The Co-Creation in our Work
  7. 7. Copyright © 2013 InReality, Inc. All Rights Reserved.Copyright © 2011 Info Retail, Inc. All Rights Reserved.Experience Immersion
  8. 8. Copyright © 2013 InReality, Inc. All Rights Reserved.Copyright © 2011 Info Retail, Inc. All Rights Reserved.Ideation
  9. 9. Copyright © 2013 InReality, Inc. All Rights Reserved.Copyright © 2011 Info Retail, Inc. All Rights Reserved.What Ifs?
  10. 10. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.A World of Digital Influence and Sharing
  11. 11. Copyright © 2013 InReality, Inc. All Rights Reserved.Frequency. Volume.Speed.
  12. 12. Copyright © 2013 InReality, Inc. All Rights Reserved.Innovation Cycles are Faster than EverCC Max Braun via Flickr
  13. 13. © InReality 2013 – www.inreality.com?
  14. 14. © InReality 2013 – www.inreality.com“Project Stakeholders comingtogether to create something newand different they by themselveswould not be able to accomplish.”
  15. 15. © InReality 2013 – www.inreality.com
  16. 16. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.RelevanceSimplicitySeamlessnessStorytelling
  17. 17. Copyright © 2011 Info Retail, Inc. All Rights Reserved.A Topology of Co-CreationSpontaneous• No Preparation• Basic/ Mobile Tools• Authentic ExpressionSynchronous• Some Preparation• Digital/Analog Tools• Controlled EnvironmentAsynchronous• Needs Preparation• Focus on Digital Tools• Limited Control over EnvironmentSocial• Unpredictable• Digital Social Platforms• “On-Stage”, little control, forever
  18. 18. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Emerging Expectations & Tools
  19. 19. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Mapping & EvaluationInspiration ExecutionEnvironmentalIntegrationSharing
  20. 20. Copyright © 2013 InReality, Inc. All Rights Reserved.Gestural Interfaces
  21. 21. Copyright © 2013 InReality, Inc. All Rights Reserved.Gestural Interfaces
  22. 22. Copyright © 2013 InReality, Inc. All Rights Reserved.Contextual Interfaces
  23. 23. Copyright © 2013 InReality, Inc. All Rights Reserved.Large-Scale Multi-Touch
  24. 24. Copyright © 2013 InReality, Inc. All Rights Reserved.Life-size Digital Displays
  25. 25. Copyright © 2013 InReality, Inc. All Rights Reserved.Touch
  26. 26. Copyright © 2013 InReality, Inc. All Rights Reserved.Wearable TechnologyCC Max Braun via Flickr
  27. 27. Copyright © 2013 InReality, Inc. All Rights Reserved.Seamless CapturingPhoto: Livescribe
  28. 28. Copyright © 2013 InReality, Inc. All Rights Reserved.EasyMeasure (and others)
  29. 29. Copyright © 2013 InReality, Inc. All Rights Reserved.Integrated CAD and Presentation Solutions
  30. 30. Copyright © 2013 InReality, Inc. All Rights Reserved.Skitch
  31. 31. Copyright © 2013 InReality, Inc. All Rights Reserved.Seamless Capturing
  32. 32. Copyright © 2013 InReality, Inc. All Rights Reserved.Slideshare
  33. 33. Copyright © 2013 InReality, Inc. All Rights Reserved.Meet Expectations
  34. 34. Copyright © 2013 InReality, Inc. All Rights Reserved.Manage Integrated Workflow: Podio
  35. 35. Copyright © 2013 InReality, Inc. All Rights Reserved.Words, Presentations, Spreadsheets
  36. 36. Copyright © 2013 InReality, Inc. All Rights Reserved.Remote Collaboration
  37. 37. Copyright © 2013 InReality, Inc. All Rights Reserved.Remote Collaboration
  38. 38. Copyright © 2013 InReality, Inc. All Rights Reserved.Social Collaboration
  39. 39. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Mapping & EvaluationInspiration ExecutionEnvironmentalIntegrationSharing
  40. 40. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Implementing TechnologyBarrier ofEntry CostModularity Flexibility
  41. 41. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Means to an EndIntegration, Not DistractionExceeding ExpectationsFutureproofImplementing Technology
  42. 42. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Service Design … Your own Business
  43. 43. Copyright © 2011 Info Retail, Inc. All Rights Reserved.Copyright © 2011 Info Retail, Inc. All Rights Reserved.Designing for Customer Journeys – Service Design“Immaterial Products”Systematic Development of Integrated SolutionsUser: Useful, Usable, DesirableProvider: Efficient, Effective, DifferentDevelopment from a User Perspective
  44. 44. © InReality 2013 – www.inreality.comNo Touchpoint
  45. 45. © InReality 2013 – www.inreality.comNavigation
  46. 46. © InReality 2013 – www.inreality.comBrandAudioTouch*No mention of 2 hr free parking
  47. 47. © InReality 2013 – www.inreality.comEvidence
  48. 48. © InReality 2013 – www.inreality.comNavigation
  49. 49. © InReality 2013 – www.inreality.comNavigation
  50. 50. © InReality 2013 – www.inreality.comEmergency
  51. 51. © InReality 2013 – www.inreality.comImprov
  52. 52. © InReality 2013 – www.inreality.comA Number!Map
  53. 53. © InReality 2013 – www.inreality.comMap II
  54. 54. Copyright © 2011 Info Retail, Inc. All Rights Reserved.Pre ServiceService PeriodPost ServiceService Design Requires Timeline Thinking
  55. 55. Copyright © 2013 InReality, Inc. All Rights Reserved.A Service Design Approach to Customer Experience InnovationCustomer Journey > Customer Journey > Customer JourneyDiscover Design Iterate
  56. 56. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Service Design: Customer Journeys
  57. 57. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Spec’s for TouchpointsParameters for Support SystemsService Design: Customer Journeys
  58. 58. Customer Journey Mapping
  59. 59. Copyright © 2011 Info Retail, Inc. All Rights Reserved.The Design of the EnvironmentThe Individual ExperienceValue of Service Design
  60. 60. Copyright © 2011 Info Retail, Inc. All Rights Reserved.The Design of the EnvironmentThe Individual ExperienceValue of Service Design
  61. 61. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Great Co-Creation Spaces – Inspirations
  62. 62. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.
  63. 63. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.
  64. 64. © Florian Vollmer & Info Retail 2012 – www.inforetail.comPhoto: www.msdn.com
  65. 65. © Florian Vollmer & Info Retail 2012 – www.inforetail.comPhoto: www.theintegratedretailer.com
  66. 66. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Customer Expectations in a Connected World
  67. 67. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Authority over InformationBrandsCustomers1990s 2000s 2010s
  68. 68. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.B2C
  69. 69. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.B2B2C2C2BB2C
  70. 70. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Creative ExpressionInstantaneousnessFreemiumSocialIterativeBeyond Place
  71. 71. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Better Solutions & Interactions
  72. 72. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.
  73. 73. Copyright © 2011 Info Retail, Inc. All Rights Reserved.Info Retail Design Tools Info Retail Design Tools38Procedure ProcedureNumber of Players Number of PlayersMaterials MaterialsCONTEXT PROFILESContext Profiles is a visual exploration toolto communicate a mood in a context.This can be used to develop newconcepts based on context. Differentcontexts can motivate and generatedifferent types of concepts.Define the different possible environments for thenew product.Find images that can express the “look and feel” ofthe different contexts.In the idea generation meeting, the facilitator revealsone “context persona” at a time and asks theparticipants to develop ideas based on the context.123635 METHODThe name describes the action: 635Method - 6 people (ideally), 3 ideas each,5 times around the table.Aimed to address the potential deficiencies of brainstormingby encouraging participation from all, with an emphasis onsketching of ideas, this is a tool that can help build, develop,combine, add to, improve, and refine an original idea.The 635 Method focuses on sketching as a medium forcreating concepts, with some limited use of key-words andshort descriptions to augment the sketching. The overallprocess is similar to brainstorming, but rather than begin withan open discussion, the session starts with each individualwriting down their thoughts first.Define the focus for the brstate it to the team at the bEach team member captuEach team members writesketches 3 ideas on a piecrecommended that at thisshould be encouraged to sand annotate the sketchesappropriate. It may help thfocus on the top 5 elemenas viewed as important byshould last around 30 minstill going strong, shorter ifand in that time, a team ofproduced between 15 to 3Pass the concepts aroundFollowing the initial sessionpassed to the next personaround the table. Allow 10person to add to, modify aideas passed to them. Onthe sheets are passed onseen and modified by all tetake in total about 60 minumodifications to ideas shoidea, not criticizing.Repeat 5 times:It is recommended that thetable in total 5 times, to enideas, refinement and deveThis can be laborious, andspaced out in time to prevstale. After a few rounds, ittraditional brainstorming ru1234( )Tools for Co-Creation
  74. 74. Copyright © 2011 Info Retail, Inc. All Rights Reserved.Info Retail Design ToolsInfo Retail Design Tools2829ProcedureProcedureNumber of PlayersNumber of PlayersMaterialsMaterialsReferenceDurationMOOD BOARDSA self-explanatory visual explorationtool, Mood Boards communicate patternsof form to designers and clients alike.Defining a semantic direction beforedeveloping forms is essential to acoherent design process.It provides a basis for the design team to align their designintent, provides a precedent for making form decisions, andaids evaluating consistency (syntax) of the solution. As a self-explanatory visual aid, establishing a mood board allows the“look and feel” of the designer’s initial vision to be shared witha client for early feedback.Find images that represents the look and feel ofthe brand/product/service. The images shouldrelate to its context. Don’t include anything “justbecause it’s pretty.” Understand what it means, anddecide whether it is appropriate and syntacticallyconsistent. Don’t use copyrighted material withoutnaming the source.Establish visual hierarchy by sorting and structuringthe content on a canvas to tell the intended story.Keep it simple so the patterns are not obscured.Use descriptive word clouds to supplement thepictures.Name the mood boards for easy reference.Share the mood boards with the team to createconsensus throughout the project and keep it inmind during the project.12345Stickdorn, M., Schneider, J. (2010). This ishinking, p. 186-187.STORYBOARDSSTEP 1: Introduction to HT Connect initiates outside the windowas the buyer sees the presentation and iPhone application from theatrium.STEP 2: The buyer is welcomed into the showroom by a greeter andinvited to view the presentation of HT Connect. If no presentationhas started, the buyer is invited to use one of the iPhones mountedto a stand near the window to try out the application.STEP 4:desk if he or she is interested in seeing more product. At this point,a receptionist gives the buyer a ticket that will be validated at eachstation where the buyer tries a chair.STEP 5: The buyer is then carried by a sales representative to eachof the HT Connect experience stations that he or she wishes tovisit. After each visit, the buyer’s card is hole-punched or marked toindicate a completed station.STEP 3: The buyer watches the presentation of HT Connect. Themain presenter has one or two buyers “on stage” to use the chairas the application is explained.STEP 6: Once the buyer has visited all of the HT Connect stations,he or she is guided back to the reception desk to return theticket and enter a drawing for an iPhone. Afterwards, the salesrepresentative carries the buyer to see other HT products such asthe Perfect Chair and the iJoy.Showroom Interaction: STORYBOARDStoryboards do exactly what the titleimplies–they allow stories about userexperiences to be brought into the designprocess by giving the designers achance to step into the shoes of theusers. They provide a perspective on aproduct/service.Storyboards can be used to provoke meaningful analysis,spark discussions about potential problems and areas ofopportunity.Storyboards can be created in several ways. Themost common way is the comic strip format, inwhich a series of illustrations tell a story of a specificsituation. The creator should gain insight into theuser experience being depicted. Either real-life orimaginary scenarios can be used, with the formeroccasionally being documented in photographs asopposed to illustration.1More than a dayTools for Co-Creation
  75. 75. Copyright © 2011 Info Retail, Inc. All Rights Reserved.Info Retail Design ToolsInfo Retail Design Tools3637ProcedureProcedureNumber of PlayersNumber of PlayersMaterialsMaterialsRefDurationDuratiMIND MAPPINGMind Maps are used to generate,visualize, structure, and classify ideas,and as an aid to studying and organizinginformation, solving problems, makingdecisions, and writing.Using a large sheet of paper, start in the middlewith the main topic.Write one keyword per line and in a radianthierarchy, show related ideas. Sketches andimages are also encouraged.Once all ideas are exhausted, make connectionsbetween ideas or explore previous ideas on adeeper level.123( )WORD ASSOCIATIONThe Word Association tool is used togenerate quick references and wordchains that can lead to new ideas.The tool can be used in two ways:(A) Develop word chains based on a chosenoriginal word and afterwards use the words togenerate ideas.(B) A facilitator has prepared a list of appropriatewords. The facilitator reveals one word at a timeand asks the participants to develop ideas basedon the word. The words can either just be readalone or be in a Keynote/PowerPoint presentation.1( )Tools for Co-Creation
  76. 76. Copyright © 2011 Info Retail, Inc. All Rights Reserved.A Topology of Co-CreationSpontaneous• No Preparation• Basic/ Mobile Tools• Authentic ExpressionSynchronous• Some Preparation• Digital/Analog Tools• Controlled EnvironmentAsynchronous• Needs Preparation• Focus on Digital Tools• Limited Control over EnvironmentSocial• Unpredictable• Digital Social Platforms• “On-Stage”, little control, forever
  77. 77. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.Stakeholder Integration = Experience Activation
  78. 78. Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.One Approach: Customer Touchpoint Analysis
  79. 79. Copyright © 2013 InReality, Inc. All Rights Reserved.Thank you!florian.vollmer@inreality.comhttp://bit.ly/SITAOCC #ServiceDesign #CX @IRPost @florianvollmer

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