1. Designing digital service experiences
1.1 Lean
Process improvement philosophy
Prioritizes flow efficiency over resource efficiency
Terms:
Principle | Explanation |
Identify customer value | From the perspective of the customer, what are the needs/value/desired outcome ? |
Map the value stream | Define the work unit and how it progresses through the value chain |
Create flow | Eliminate waste |
Establish pull | Optimize the value stream |
Seek perfection | Continual improvement |
1.2 Agile
Manifesto for Agile Software Development: value in the items on the right but emphasizes the value of the items on the left more
Concept:
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Minimum viable product (MVP):
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1.3 Service design thinking Iterative design process: continuously gathering feedback on what works and what doesn’t Primary focus is on user experience (UX):
How designers should think to make innovative solutions that fit the needs of the users:
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1.4 Service blueprinting
Key message: a service blueprint is a diagram visualizing the service usage, with the aim of optimizing the user experience. Key elements of the blueprint are:
One service can have multiple blueprints if there are different scenarios that it can support. Example service blueprint:
1.5 Design for onboarding
Include scope, actions, stakeholders, timelines, and other aspects of onboarding
Information may vary depending on the structure of service offerings, consumer resources, scale, legal and regulatory requirements, risks…
Use Four Dimension elements to guide scope and activities
Document the approach for onboarding with the Continual Improvement Model
Elements to include:
2. Selling and procuring service offerings
Once products, services, service offerings have been designed, they need to be sold. Consider:
Don’t forget preferences, experiences, and outcomes influence the creation of value
2.1 Pricing
The service portfolio must generate enough income to cover investments, and costs (and generate profit, if appropriate)
Pricing and charging are different:
Options:
2.2 Internal sales
Raise awareness necessary to promote internal sales
Benefits of selling to internal customers:
Supporting tools: Service catalogue, service desk, self‐help tools (can also use techniques used for external sales)
2.3 External sales
Use the traditional sales techniques: advertising and sales campaigns (good engagement, marketing, etc.)
Need good communication, trust, sense of fairness from both parties
Find a balance where both parties can win:
Go back to ITIL 4 Managing Professional Certification Course: Drive Stakeholder Value (DSV) to finish this chapter or to the main page ITIL 4 Managing Professional Certification Course.
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