Service Delivery Management: Delivering value to the business
Lucia EversleyGlobal Business Management
June 22nd, 2010
1
Age
nda
Running as a Business Model123
WHO, WHAT, HOW
Closing Comments
2
Approach
• Within the framework of a internal service organization running as its own company.• Emphasize that to provide value,
the WHO must be the center of focus
• Demonstrate that providing value means continuously changing the game via improvements
Win inMarket
UsersDelivery
Priorities
Clients
Discover Design Qualify Ready Launch
PE PC LPA LA
Innovation
Service Management
ServiceOperations
Running as a Business Framework
• Benchmarking• Scorecards & Measurement• Innovation •Issues & Opportunities•Develop a Learning Plan•Leading & Participating in a SWOT analysis
• Service Architecture Definition• Benefit Articulation• Value Proposition•Defining Service Equity
• Service Strategy & Planning• Portfolio Management• Initiative Approval & Sponsorship • Service P&L Responsibility• Communications & Training• Operational Oversight•Participation in SIMPL gate reviews
• Segmentation• Strategic Market Definition• Conducting User & Client Research• Sensing
Brand Building Framework
Example: WHO
• Executives• Lead Teams• Functional Teams• Casual Reader
Example: The WHAT: Decision Cockpit
Equity: The one stop shop ……to enable better and faster decisions
Benefit: Easy access to information in one place.
Value: Better, faster decisions
Featured Video
Brand Equity Pyramid
8
What: Key Performance Indicators
The
Ben
efits
you
Get
VALUE
ADOPTIONMarket ShareMarket Share
To the Company
To the Company
To the client/ User
To the client/ User
First Moment of Truth (FMOT)Second
Moment of Truth (SMOT)
First Moment of Truth (FMOT)Second
Moment of Truth (SMOT)
Satisfaction
=
Technical Benefit+ Emotional LinkCosts
HOW: Value Driven Master Plan
• Understand business goals and priority issues• Define service solution that achieves business
goals and addresses issues • Identify what needs to be true in order to succeed.• Define how success would be measured• Organize initiative into a timeline that considers
other activities that may happening concurrently• Obtain alignment to the plan• Execute, monitor, and take action
HOW: Create a plan to generate more value!
1) Introduce a new service and drive distribution until you have maximized adoption in your defined market.2) Upgrade the service (everyone will benefit). 3) Introduce a new service that reapplies your solution to a different segment.
The challenge for any service manager is to increase value and fight against commoditization of the service
Do we have sufficient interest to staff a project?
Do we have a strong business proposition?
Is this initiative ready for release?
Is this initiative ready for launch in a market?
Is the market launch successful?
-Concepts-Mock-ups-User Interviews-Poster sessions
-Prototypes-Client Talk-sheet-Value Creation
-Development-Commercial Plan-Communications-Pilot Testing
-Local Plans-Training-Systems Ready
-Deployment-Measurement-Adjustments
-Concept Test-Client Review
-Concept & Use-Client Review
-Systems Testing-Usage & Attitude
-Market Readiness
-Trial Measure-User Satisfaction-Purchase Intent-Tech Feasibility
-Value Estimate-Adoption Forecast-Trial Measure-Repeat Measure-Met Expectations-User Satisfaction-Client Acceptance-Tech Feasibility
-Value Estimate-Adoption Forecast-Trial Measure-Repeat Measure-Met Expectations-User Satisfaction-Client Satisfaction-Tech Readiness
- Market Readiness Checklist
Discover Design Qualify Ready Launch
Phas
es
Gate Reviews
Que
stion
s
The “Proof”
DecisionCriteria
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The HOW: Include your WHO in the process
Develop interest in the solution in a compelling way
Drive trial in a way the audience understands and experience the value proposition. (FMOT)
Win in the SMOT. End user and Client recommends the product.
Objective
HOW: Gaining WHO Advocacy
Closing Comments
• Be WHO centric.
• Plan and deliver value in consumable bites based on market (who) readiness
• Acquire experienced team and include your WHO in delivering a quality product and service
• Communicate to enable, energize and recruit leading to WHO advocacy
• Continue to change the game, track against the promise and take action as needed.
Questions?
15
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