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

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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