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Customer Experience in the Rise of the Digital Age — Atlanta XD Meeting 9/13/2019

During the recent XD Atlanta meeting: "Customer Experience in the Rise of the Digital Age" — I kicked off a leadership panel with this presentation focused on shifts in customer behavior as more products and services turn to digital.

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Customer Experience in the Rise of the Digital Age — Atlanta XD Meeting 9/13/2019

  1. 1. WWW.EXPERIENCEDRIVEN.COM
  2. 2. Sarah Rogowsky Strategic Client Partner - Retail projekt202 Jeremy Johnson VP of Customer Experience projekt202 Chris Ybarra Sr Corporate Counsel - Technology Transactions The Home Depot Sarah Rogowsky Strategic Client Partner - Retail projekt202 Jeremy Johnson VP of Customer Experience projekt202 Chris Ybarra Sr Corporate Counsel - Technology Transactions The Home Depot projekt202
  3. 3. Gather some data for the panelists.
  4. 4. Strategic Principles
  5. 5. Touch on three things… Shifting Expectations as we move to digital The business benefit of CX (and EX!) Real customer insights
  6. 6. What is digital?
  7. 7. How many people have the word “digital” in their titles or departments?
  8. 8. "Well, that’s a problem with the word ‘digital’. This is why I always thought the title of chief digital officer was absurd. It’s like saying ‘chief air officer’. Everything is digital.” — Nick Law, Apple https://www.contagious.com/news-and-views/creative-agencies-must-change-to-survive-digital-world-says-apples-nick-law
  9. 9. digital transformation
  10. 10. digital transformation experience-driven transformation www.projekt202.com
  11. 11. It’s all about the customer and their experience with your brand.
  12. 12. Shifting Expectations
  13. 13. 😀 😢
  14. 14. 😀 😢 SUNDAY MONDAY
  15. 15. 😀 😢
  16. 16. “48% of Car Buyers Choose In-Vehicle Tech Over Brand, Body Style” “Whether or not a new vehicle offers advanced technology is increasing in importance as a decision- making factor among new- vehicle buyers.”
  17. 17. Millennial drivers are willing to pay more for the technology they want, with 55% of them expecting to spend an additional $2,600 to get desired tech features. 70% of respondents noted they would consider paying more for driver-assist technology $2,600 70% of car shoppers have done their research and know exactly what in-vehicle technology they are interested in before they visit a dealership 56% EXPERIENCE MATTERS… THEY’RE WILLING TO PAY MORE!
  18. 18. ““It's 2017, and we rely on our smartphones (music, navigation, etc...) as well as a usable interface. Toyota is completely disconnected with the consumer, surprised they haven't added cassette decks back into their vehicles. I have one Toyota and a Ford. My ford lease is up in Sept, and while I would like to have both vehicles be Toyotas, I absolutely cannot pull the trigger due to their entertainment systems. My next vehicle will be a Honda, they at least listen to their customers' needs/wants.” https://itunes.apple.com/us/app/toyota-entune/id453140446?mt=8
  19. 19. 0-60 "Does this work with my device?” vs.
  20. 20. 😀 😢
  21. 21. User Experience. Anywhere Experience. Personalization Experience. Purchasing Experience.
  22. 22. Content Experience.
  23. 23. It’s about the entire experience.
  24. 24. 😀 😢
  25. 25. • Real-Time Fraud Protection • No Fees • Reminders • Custom Payment Schedules • Informed Payments • Low Interest Rates • Recaps • Maps / Purchase Details • Summaries • Cash Back
  26. 26. $0 $550
  27. 27. 😀 😢
  28. 28. FIXES PAIN POINTS OF TRADITIONAL TAXIS DEMOCRATIZES LUXURY
  29. 29. $11M
  30. 30. 😀 😢
  31. 31. “…excitement around Spotify. "People would go, ‘It’s free iTunes!’” https://www.theverge.com/2015/11/17/9750890/rdio-shutdown-pandora
  32. 32. http://startupgraveyard.io/company/rdio/
  33. 33. http://startupgraveyard.io/company/rdio/ Issues with: • Marketing & Distribution. • Didn’t prioritize differentiated features correctly. • Was slow to move with customer trends. • Too much focus on “design”. • Didn’t shift with customer’s expectations around free, ad supported services.
  34. 34. Who thinks they could be disrupted?
  35. 35. THE BUSINESS BENEFIT OF CX (and EX)
  36. 36. Who here believes design is a substantial driver of revenue and growth?
  37. 37. “In the age of the customer, the primary differentiator for companies is CX, which undoubtedly drives tangible business results” https://www.forrester.com/report/Top+Research+For+CIOs+Customer+Experience/-/E-RES146097#figure1
  38. 38. Additional revenue via better experience which drive more customers & sales. Savings via improved processes, systems, via digital transformation. Get to market with the right product or service faster, and hit the mark the 1st time. Identify new concepts and revenue streams that leverage your brand in new services or products. The right experiences drive business. MORE REVENUE REDUCED COSTS TIME TO MARKET NEW CONCEPTS
  39. 39. 50% A top e-comm site saw a 50% increase in mobile traffic, after moving to a responsive re-design by projekt202. Need to improve your mobile channel? 75% A major financial group saw channel utilization increase to 75% for selling home mortgage products online — a total rethinking of how they go-to-market to customers lead by projekt202. Need a new understanding of your customers? 180% A large retail group was trying to figure out how to get more points redemptions in their online channel. projekt202 helped improve redemptions by over 180% through improved customer understanding. Looking for ways to improve your loyalty program? 30% Working with a traditional brick-and- mortar on their top 1,000 e-commerce site, with over half a million daily visitors, projekt202 redesigned the site, which shifted their total online sales to 30%, leading other retailers at the time. Looking to shift with your customers? 1st projekt202 helped a 50+ year old organization get their first true digital product to market, moving them from traditional retail, to the start of a true digital powerhouse! Need help delivering your first omnichannel experience? 90% projekt202 helped a household brand name reduce their product set-up time by 90%, as well as reducing store returns. This was done through better customer understanding combined with improving the user experience. Need help improving your products, and the out-of-box experience? Customer understanding has a direct impact!
  40. 40. Time and time again it’s proven that organizations investing in customer understanding, design, and becoming more experience-driven see better returns. Here’s just one of the many examples where companies that invest in design-centric methods and processes out perform theS&P 500 by a margin of 228%.
  41. 41. The Revenue Impact Of Improving Each Industry's Average CX Index Score By One Point Forrester has a “CX Index” — they’ve done the math across industries, that increasing their score by only one point will gain millions in additional revenue per year. This is done via: • Increase Customer Retention • Higher Cross-Sell & Upsell potential • More New Customers • Decreased Cost to Serve Customers https://www.forrester.com/report/The+ROI+Of+CX+Transformation/-/E-RES136233
  42. 42. The business value of design is real. 
 “Companies outperformed industry- benchmark growth by as much as two to one.” • Tracked companies over a 5 years period • Connected with 300 publicly listed companies. • Recorded over 100k “design actions” • And over 2m pieces of financial data collected
  43. 43. Level 1: Producers 41% of companies More adoption of design Morebenefitsfromdesign Level 2: Connectors 21% of companies Level 3: Architects 21% of companies Level 4: Scientists 12% of companies Level 5: Visionaries 5% of companies *Based on 2,229 respondents As you continue to grow your design maturity… A select group of companies are receiving the most value from design for business. Although nearly 80% of companies include design on projects often or almost always, just 5% are empowering design for the greatest benefits, and 41% have significant room to grow. The NewDesign FrontierThe widest-ranging report to date examining design’s impact on business https://www.invisionapp.com/design-better/design-maturity-model/
  44. 44. Revenue Cost savings Time to market Valuation 4X 5X 6X 26X 92% 22% 85% 16% 84% 14% 52% 2% Level 5 companies Level 1 companies “Our design team has had proven impact on: ” *Based on 2,229 respondents Maturity is reflected in results So how does this investment in design relate to the bottom line? It’s not just qualitative business results, like customer satisfaction and loyalty, that design has an effect on. Companies in our study reported that when design takes center stage, it can have a direct impact on tangible business results, like revenue, valuation, and time to market. The NewDesign FrontierThe widest-ranging report to date examining design’s impact on business https://www.invisionapp.com/design-better/design-maturity-model/
  45. 45. What level would you say you’re at…? Level 5: 5% Visionaries Design is business strategy Level 3: 21% Architects Design is a standardized scalable process Level 4: 12% Scientists Design is a hypothesis and an experiment Level 2: 21% Connectors Design is what happens in a workshop Level 1: 41% Producers Design is what happens on screens
  46. 46. Include Experience in Your Company’s DNA • Focus on the value of allowing teams to break tradition and support cross- functional collaboration. • Ensure teams have training and change management skills to recognize that experience is more than a department or a mindset; it’s at the heart of product and service creation. • All practice areas – whether product, finance, technology or others – benefit from modern experience-thinking.
  47. 47. EX
  48. 48. ““…Her advice to companies: Break the digital transformation into pieces, starting with improving the employee experience. Then build quickly from there.” — Meg Whitman
  49. 49. https://blog.wellable.co/2017/04/19/employee-experience-delivers-roi
  50. 50. • Net Promoter score (NPS) doubled • Revenue from products introduced in the past 2 years doubled • Profitability up 26% “…In particular, for companies that invest the most in employee experience yield valuable results” “ https://cisr.mit.edu/blog/documents/2017/06/05/2017_0525_employeeexperience_dery.pdf/ Employee Experience Outcomes WHEN YOU UNDERSTAND YOUR EMPLOYEES AND IMPROVE THEIR EXPERIENCES…
  51. 51. EFFECTIVE Using employee insights…
  52. 52. MEUSER 😭
  53. 53. different applications workarounds and hacks that don’t 
 match reality 18 WORKFLOWS ABUNDANT 😭
  54. 54. https://www.fastcompany.com/3065045/southwest-airlines- digital-transformation-takes-off Getting planes in the air as fast as possible is important to an airline for a number of reasons, including the experience we’re having as customers — but also fees, penalties, and on-time performance. This leading airline was able to create a better understanding of their employees, the current tools they were using, and the overall journey — to help identify pain points and opportunities to build out a new solution that made their employees more effective and empowered.
  55. 55. Starting with the employees…
  56. 56. “…it helped lead to on-time performance on days with poor weather or other challenges that was 10%-15% higher than similar days before the system was adopted.”
  57. 57. BELOW THE WING ABOVE THE WING
  58. 58. Customer Experience Employee Experience Operational Process Agile Organization Design MaturityCenter of Excellence “EX” “CX” It's no longer a question of whether EX is important — to deliver great CX employers need to remove barriers and provide resources employees need.
 “Too often, employees waste time using kludgy systems, following inefficient processes and outmoded rules to get work done. Balancing job resources with demands is the closest thing there is to an employee engagement silver bullet.” — Forrester Employee Experience Index Employee Technology HR Processes “FULL STACK CX”
  59. 59. Who believes they’re investing the right amount in their employee experience?
  60. 60. Real customer insights
  61. 61. Many organizations don’t have a repeatable method of revealing customer insights and their journeys to define the right experiences. The missing ingredient for CX?
  62. 62. You must Reveal the Reality of your customers via mature methods Customer Insights must be actionable, not philosophical Your CX process must be disciplined! The Customer Experience Strategy must plug into the business & technology strategy Everything must be tied together with a delivery roadmap www.projekt202.com
  63. 63. Deploy Continuous Refinement Campaign Execution DistillMeaningfromObservation BuildtheBacklog DesignandDevelopUser-CenteredSoftware ContinuouslyTest,RefineandEvolve CONTACT projekt202Methodology BUILDING & EVOLVINGFOCUSED INNOVATION Only a subset of these activities will be appropriate for any given project. © 2003 – 2016 projekt202. All rights reserved. Qualitative Research Quantitative Research LAUNCH Affinity Diagramming Construct themes from qualitative data. Analysis & Synthesis Opportunities and Strategy Definition Approach Planning Design Research Strategic IdeationExperience Strategy PlanningDefinition Sprint Execution Release & Go-To-Market IdentifyChallengesinContext SettheStage REVEALING REALITY Foundational Analysis Heuristic Evaluation Identify initial breakdowns and opportunities. Digital Marketing SWOT Analysis Identify strengths, weaknesses, opportunities & threats. Stakeholder Interviews Understand stakeholders’ business goals & strategy. Technical Organization Capability Analysis Analyze existing skills and toolsets. Scenario-based System Walkthroughs Demo of existing solution. Metrics Evaluation Establish quantitative baseline of engagement & conversion data. Content Inventory Catalog the content of the site or application. Competitive Analysis Evaluate competitors and comparables on specific axes. User Experience Data Technology Enterprise Architecture Capability Assessment Review existing enterprise technology infrastructure. Solution(s) Architecture Assessment Review existing application(s) architecture. RFP Request Deliver proposal to defined scope document and existing requirements. Project Approach Assess a possible project and plan high-level approach. Align & Assess Workshop Assess readiness across core capabilities. Backlog Grooming Re-prioritize backlog, add new stories. Zero Feature Release Demonstrate CI, automated testing, core solution setup. UX Design & Wireframing Create high-fidelity wireframes of the design solutions. Visual Design Apply visual designs to the wireframes and generate construction assets. Production-Ready Completed Features Built and tested features. High-Level Technical Architecture Describe high-level architecture, including packaged components. Development Infrastructure Configuration Continuous integration setup. Technical Package Identification & Evaluation Perform product evaluations for package solution components. Sprint Planning Commit to stories, break down tasks. Interaction Design Library Determine & document interaction patterns. Development Write code and tests to complete sprint tasks. Integration Testing Test subsystems and their integration. Non-functional Requirements Testing Test performance & scalability. QA Testing Validate completed stories against acceptance criteria. Run Book Creation Create & update artifacts for maintenance & monitoring. Continuous Integration Continuously build, test, deploy and integration test the system. Unit Testing Test system units in isolation. Qualitative Research Investigate ongoing opportunities and concepts with users. Ideation & Validation Create testable concepts and validate them with users. Prototypes Build paper or coded prototypes to validate concepts and interactions. Usability Testing Evaluate the product’s designs or code through user testing. Visual Design Library Determine & document visual design patterns & specifications. Identify New & Emerging Opportunities Analyze research & validation results to yield new stories. Sprint Demo Demonstrate completed work to stakeholders. Architecture Spikes & Proofs of Concept Prove candidate architectures via top bottom spikes. Retrospective Refine approach based on what was effective. Skills Transfer Educate client development team. Deploy Release to production. Digital Marketing Go Live Campaign launch. User Education & Training Conduct training sessions & create help content. Periodic Strategy and Execution Review Assess progress toward goals. Campaign Optimization Testing of creative, media, bids & landing experiences. Campaign Measurement In-depth analysis of campaign results and trends. Campaign Refinement Iterative enhancement of campaign tactics. Existing Research Review Market research, website feedback, corporate strategy, etc. BringtheSolutionintoFocus Research Plan Design activities to meet research goals. Contextual Inquiries Observe & document users in context & environment. Users Journals & Diaries Users document their experiences over time. Participatory Design Co-creation explorations with users. Card Sort Explore users’ mental models for content and labeling. Surveys Solicit structured feedback from users. User Workflow Modeling Visually document workflows & work systems. Ideation Workshops Immerse stakeholders in data and brainstorm opportunities. Persona Development Create customer types to document observed behaviors and values. Consolidated Workflow Diagram Aggregate individual user workflows into one diagram. Current Journey Map Visualize the user’s perspective of the current experience. Quantitative Data Visualization Present quantitative data visually. Opportunities Generation & Evaluation Opportunities & prototype choice. Opportunities Matrix Prioritize in three dimensions, including user experience impact. Marketing Opportunities Strategic planning of owned, earned & paid online tactics. Engagement Plan Develop the strategic and tactical plan to achieve the client’s goal. Experience-Driven Roadmap Plan how great UX can be achieved through the design. Design Principles Articulate design principles to guide the design and development process. Requirements & User Stories Definition Write user stories based on detailed user scenarios. Application & Navigation Framework Validated navigation and framework. Wireframed Key Workflows Validated wireframes of key workflows. Visual Design Language Visual design language defined. Information Architecture Map the product from the users’ points-of-view. Storyboards Illustrate graphical representations of scenarios. User Scenarios Write detailed narratives for user experience flows. Ideation & Iteration Validation & Evaluation Qualitative & Quantitative Data Synthesis Analyze validation data. Future Journey Map Visualize the user’s future, improved experience. Concept Validation Validate design prototypes through user feedback. Application & Navigation Framework Concepts Create models for the navigation & framework of the application or site. Workflow Concepts Draw high-level wireframes for key workflows. Visual Exploration Explore different visual treatments and styles of the application or site. KANO Feature Prioritization Prioritize features with users through KANO analysis. Ongoing User Research Targeted analysis of subsequent releases. make software make sense. TM experience-driven transformations
  64. 64. Deploy Continuous Refinement Campaign Execution DistillMeaningfromObservation BuildtheBacklog DesignandDevelopUser-CenteredSoftware ContinuouslyTest,RefineandEvolve CONTACT projekt202Methodology BUILDING & EVOLVINGFOCUSED INNOVATION Only a subset of these activities will be appropriate for any given project. © 2003 – 2016 projekt202. All rights reserved. Qualitative Research Quantitative Research LAUNCH Affinity Diagramming Construct themes from qualitative data. Analysis & Synthesis Opportunities and Strategy Definition Approach Planning Design Research Strategic IdeationExperience Strategy PlanningDefinition Sprint Execution Release & Go-To-Market IdentifyChallengesinContext SettheStage REVEALING REALITY Foundational Analysis Heuristic Evaluation Identify initial breakdowns and opportunities. Digital Marketing SWOT Analysis Identify strengths, weaknesses, opportunities & threats. Stakeholder Interviews Understand stakeholders’ business goals & strategy. Technical Organization Capability Analysis Analyze existing skills and toolsets. Scenario-based System Walkthroughs Demo of existing solution. Metrics Evaluation Establish quantitative baseline of engagement & conversion data. Content Inventory Catalog the content of the site or application. Competitive Analysis Evaluate competitors and comparables on specific axes. User Experience Data Technology Enterprise Architecture Capability Assessment Review existing enterprise technology infrastructure. Solution(s) Architecture Assessment Review existing application(s) architecture. RFP Request Deliver proposal to defined scope document and existing requirements. Project Approach Assess a possible project and plan high-level approach. Align & Assess Workshop Assess readiness across core capabilities. Backlog Grooming Re-prioritize backlog, add new stories. Zero Feature Release Demonstrate CI, automated testing, core solution setup. UX Design & Wireframing Create high-fidelity wireframes of the design solutions. Visual Design Apply visual designs to the wireframes and generate construction assets. Production-Ready Completed Features Built and tested features. High-Level Technical Architecture Describe high-level architecture, including packaged components. Development Infrastructure Configuration Continuous integration setup. Technical Package Identification & Evaluation Perform product evaluations for package solution components. Sprint Planning Commit to stories, break down tasks. Interaction Design Library Determine & document interaction patterns. Development Write code and tests to complete sprint tasks. Integration Testing Test subsystems and their integration. Non-functional Requirements Testing Test performance & scalability. QA Testing Validate completed stories against acceptance criteria. Run Book Creation Create & update artifacts for maintenance & monitoring. Continuous Integration Continuously build, test, deploy and integration test the system. Unit Testing Test system units in isolation. Qualitative Research Investigate ongoing opportunities and concepts with users. Ideation & Validation Create testable concepts and validate them with users. Prototypes Build paper or coded prototypes to validate concepts and interactions. Usability Testing Evaluate the product’s designs or code through user testing. Visual Design Library Determine & document visual design patterns & specifications. Identify New & Emerging Opportunities Analyze research & validation results to yield new stories. Sprint Demo Demonstrate completed work to stakeholders. Architecture Spikes & Proofs of Concept Prove candidate architectures via top bottom spikes. Retrospective Refine approach based on what was effective. Skills Transfer Educate client development team. Deploy Release to production. Digital Marketing Go Live Campaign launch. User Education & Training Conduct training sessions & create help content. Periodic Strategy and Execution Review Assess progress toward goals. Campaign Optimization Testing of creative, media, bids & landing experiences. Campaign Measurement In-depth analysis of campaign results and trends. Campaign Refinement Iterative enhancement of campaign tactics. Existing Research Review Market research, website feedback, corporate strategy, etc. BringtheSolutionintoFocus Research Plan Design activities to meet research goals. Contextual Inquiries Observe & document users in context & environment. Users Journals & Diaries Users document their experiences over time. Participatory Design Co-creation explorations with users. Card Sort Explore users’ mental models for content and labeling. Surveys Solicit structured feedback from users. User Workflow Modeling Visually document workflows & work systems. Ideation Workshops Immerse stakeholders in data and brainstorm opportunities. Persona Development Create customer types to document observed behaviors and values. Consolidated Workflow Diagram Aggregate individual user workflows into one diagram. Current Journey Map Visualize the user’s perspective of the current experience. Quantitative Data Visualization Present quantitative data visually. Opportunities Generation & Evaluation Opportunities & prototype choice. Opportunities Matrix Prioritize in three dimensions, including user experience impact. Marketing Opportunities Strategic planning of owned, earned & paid online tactics. Engagement Plan Develop the strategic and tactical plan to achieve the client’s goal. Experience-Driven Roadmap Plan how great UX can be achieved through the design. Design Principles Articulate design principles to guide the design and development process. Requirements & User Stories Definition Write user stories based on detailed user scenarios. Application & Navigation Framework Validated navigation and framework. Wireframed Key Workflows Validated wireframes of key workflows. Visual Design Language Visual design language defined. Information Architecture Map the product from the users’ points-of-view. Storyboards Illustrate graphical representations of scenarios. User Scenarios Write detailed narratives for user experience flows. Ideation & Iteration Validation & Evaluation Qualitative & Quantitative Data Synthesis Analyze validation data. Future Journey Map Visualize the user’s future, improved experience. Concept Validation Validate design prototypes through user feedback. Application & Navigation Framework Concepts Create models for the navigation & framework of the application or site. Workflow Concepts Draw high-level wireframes for key workflows. Visual Exploration Explore different visual treatments and styles of the application or site. KANO Feature Prioritization Prioritize features with users through KANO analysis. Ongoing User Research Targeted analysis of subsequent releases. make software make sense. TM experience-driven transformations “REVEALING REALITY”
  65. 65. You must walk with your users: customers or employees when designing and developing new solutions. Determine your Customer’s Journey
  66. 66. Synthesize the Data You’re looking for patterns. This is the data that will give context to the work you are doing, both insights and opportunities.
  67. 67. — confidential — Reveal the Reality Visualize the world your customers live in so that your internal teams have the ability to drive growth and value.
  68. 68. www.projekt202.com
  69. 69. Who has a robust set of data backed personas?
  70. 70. Leasing WalkthroughsGuided Tours Technology Audits Mapping Journey Defining Expectations — confidential — Picturing the Vision Demonstrating Bill Pay Picturing the Vision Demonstrating Bill Pay ewing Experience Mapping Journey Defining Expectations Picturing the Vision Demonstrating Bill Pay Reviewing Experience
  71. 71. www.projekt202.com
  72. 72. www.projekt202.com
  73. 73. Make All Customer Touchpoints Matter • One optimized channel is no longer enough; all your channels must work seamlessly across a user’s journey. • Often, even small pain points in one channel can hurt your overall brand experience. • These include key interactions across your business, such as call centers, kiosks, in-person, mobile apps, supply chain, back-end systems, and chat bots.
  74. 74. Drive Strategy with Deep Customer Insights • Defining customer insights must be seen as a core competency in your organization, and one that shapes everything, including your strategy and products.   • Insights help you best determine what you should sell and where innovation dollars should go. • Customer insights focus your teams to move in the right direction: the direction of your customers.
  75. 75. Learn Fast and Experiment Often • Focus your teams on outcomes. Anyone can complete tasks, but only an Experience-Driven team can work toward a business metric that also achieves a user’s goal. • Think of everything as an experiment and get adept at running them. Devise fast ways to take insights and launch tests, then iterate on those tests and make improvements. • Prototype out ideas before spinning up large, expensive teams. How fast you can learn will put you ahead of your competition.
  76. 76. How many people get the opportunity to sit next to their customers in the field?
  77. 77. "lion king continuum” You can watch. You can read. You can simulate. You’re there.
  78. 78. experience.projekt202.com We wrote the book on helping businesses gain insight from their customers and users — insights that lead to effective, successful launches. We’re here to help organizations navigate this new experience-driven world, and over time we’ve perfected a process that clearly identifies experience enhancements, and prioritizes those enhancements to feed backlogs and roadmaps with the right solutions. Our book, Designing Software for People: Application Development in the Experience Age — gives a detailed overview of this process and how it’s key elements are applied. You can download a free copy here:

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