Service Catalog, Service Portfolio, Service Taxonomy - Big 3 of Customer Centric IT
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IT Service Catalog, Service Portfolio and Service Taxonomy: Learn the important role of each, and how they work together to help you deliver great services your customers will love! Access webinar recording at: http://content.evergreensys.com/it-service-catalog-webinar-customer-centric-it-evergreen
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Service Catalog, Service Portfolio, Service Taxonomy - Big 3 of Customer Centric IT
- 1. The Big 3 of Customer Centric IT Service Catalog – Service Portfolio – Service Taxonomy
- 2. 2 Speaker Bios DON CASSON, CEO, EVERGREEN SYSTEMS Don has led Evergreen Systems since its founding in 1997. Over the years he has spoken at conferences, authored white papers and been interviewed for numerous industry periodicals. Contact: dcasson@evergreensys.com JEFF BENEDICT, ITSM PRACTICE MANAGER, EVERGREEN SYSTEMS Jeff manages the ITSM practice at Evergreen and has worked with ITSM tools for 15+ years. Jeff is an active contributor to the Evergreen Blog and Twitter. (twitter.com/JeffSBenedict) Contact: jeff.benedict@evergreensys.com
- 3. 3 Today’s Agenda • About Evergreen • The Big 3 of Customer Centric IT • Evergreen’s Self Service Catalog & Portal (built on ServiceNow) • Possible Next Steps / Q&A
- 4. • 80-person U.S. IT Consulting Firm • Worked with hundreds of Mid-Market, Fortune 1000 Companies and Public Sector Organizations • Full lifecycle firm with deep ITSM / ITIL transformation experience • One of Top 5 ServiceNow U.S. partners • Primary Focus – “Customer-Centric IT Service Management” 4 About Evergreen Systems Sample ClientsQuick Facts
- 5. 5 Traditional ITSM – Where’s the Customer? Incident Change Problem Knowledge Self Service Catalog & Portal Here I am!
- 6. 6 Start With the Customer – Change What You Do Self Service Catalog & Portal Change Problem Knowledge Incident
- 7. 7 Who Cares About Customer-Centric IT? Find out what customers want & need Bring clear value to the business Drive employee effectiveness & creativity Fuel competitive differentiation / speed to market Transform IT from silos to services Give customers great self-service Add value every day by leading the customer Enable customer cost & service tradeoffs Simplify & improve IT work • Make customers happy • Deliver more & higher value every day • • CIO Service Manager / Director Service Team
- 8. 8 The Three Constituents of a Service Customer Experience Execution Effectiveness Governance & Accountability Customers ProvidersManagers
- 9. 9 Big 3 of Customer Centric IT Service Catalog Service TaxonomyService Portfolio
- 10. 10 Service Catalog – What It Is All services actively offered to customers today
- 11. 11 Service Catalog – How It Fits Service Catalog Service TaxonomyService Portfolio Provides Feedback on Presentation of Services Helps Expose Holes / Redundancies in Services Shelf Stock for the Service Portfolio Primary Customer Interface Helps Portfolio Decision Making / Planning
- 12. Service Catalog – Why It Matters 12 Primary Source of Customer Interaction • It Feeds: • Quality of service • Bill of IT • Business alignment • IT portfolio alignment • Both Responsive & Leading • Innovation Circle & Test Bed • Breaks IT’s Inward Focus
- 13. 13 Service Portfolio – What It Is Full lifecycle services management system From cradle to grave Service Catalog is an output of the Service Portfolio
- 14. 14 Service Portfolio “Factory” Thinking consider build modify retire
- 15. 15 Service Portfolio – How It Fits Service Catalog Service TaxonomyService Portfolio Lifecycle Approach Keeps Taxonomy Relevant Consistent Service Design Feeds Identified Reuse More Easily Service Factory Feeds the Catalog “Showroom” Ensures Consistent, High Quality Services Gives Catalog Ability to Lead Customers Creates Differentiable Service Offerings
- 16. Service Portfolio – Why It Matters 16 • Strategic Core for Service Design & Delivery • Balances Needs - Customer, Provider & Manager • Primary Engine of IT for: • Quality of service • Cost alignment / bill of IT • Business alignment • IT portfolio alignment • IT strategic value & innovation • Transformation of IT
- 17. 17 Service Taxonomy – What It Is Classification of things – often from general to specific Generally organizes things into groups Includes the principles underlying the classification Parts of a whole Parent - child relationship can be multi-parent THE PRACTICE & SCIENCE OF CLASSIFICATION OF SERVICES
- 20. 20 Service Taxonomy – How It Fits Service Catalog Service Taxonomy Service Portfolio Exposes Holes / Redundancies in Portfolio Simplifies Portfolio Helps Drives Service Reuse & Consistency Key for Providers to “Understand” Services Offered Provides Visible Services Framework in Catalog Compass for Consistency, Reuse, Simplicity in Services Offered
- 21. Service Taxonomy – Why It Matters 21 • Telemetry for Providers to Ensure Quality Customer Services: • Consistency • Simplification • Appropriate variety • Manageability • Helps Customer & Provider Equally • Framework Eases Extension Beyond IT Into Shared Services
- 22. 22 Big 3 of Customer-Centric IT Service Catalog Service Taxonomy Service Portfolio Platform for Enterprise Service Enablement Compass for Customer / Service AlignmentLinks IT & the Customer Strategically
- 23. 23 Evergreen’s Self-Service Catalog & Portal POWERED BY SERVICENOW
- 24. One-Day, Private Service Catalog Workshop $3,950 Demo our Self Service Catalog & Portal yourself! Possible Next Steps? http://www.evergreensys.com 24 See how our graphical Service Taxonomy Designer works
- 25. 25 • Questions? • Thank you for your time. Wrap-Up
Notes de l'éditeur
- Happy Friday, and thanks for joining us! I am Don Casson, CEO of Evergreen and with me is Jeff Benedict who heads up Evergreen’s ITSM practice, and is a phenomenal solutions architect to boot.
- If you are new to our webinar series, welcome. If you are a past attendee thanks for joining us again. Our goal is to share valuable information & insights you can use in your planning and activities right now. T Here is our agenda- After a very little bit about Evergreen, we will dive into our topic for today, which is the Big 3 of Customer Centric IT – Svc Catalog – Svc Portfolio & Svc Taxonomy. Beyond that we will briefly demonstrate our always evolving view of a very advanced, self service catalog & portal experience, built on ServiceNow. Then we will answer some questions if you have any. At any time during the webinar you may submit a question using the Q&A function.
- Evergreen is a US based consulting firm and we have worked with hundreds of mid market, Fortune 1000 companies and public sector organizations to improve their IT Service Management execution. We are a full lifecycle firm, or in the words of one customer, “you have both process and technology in one company.” We are one of the top 5 US ServiceNow partners and have over a decade of domain experience in each area of the ServiceNow portfolio, but we view all of this from a perspective of customer centric IT Service Mgmt.
- At Evergreen we think Traditional ITSM thinking is just plain wrong, because it puts the customer – the people we are really doing this for – last! Hard to believe but true. In most cases it takes a couple of years to even think about the customer. How can this possibly happen? First – we have walls around our thinking we don’t even see. This is how its always been done – so we don’t think to challenge it. Second – we don’t know how to put the customer first. What does the customer want? What are the best practices? How do we build it? So we put it in phase 3. Third – we DO know traditional Incident – Change – Problem etc best practices REALLY well – so we do what we’re comfortable with. Unfortunately, its wrong.
- We need to start with the customer. The customer should get a BIG WIN in phase 1. Both the technology & best practices CAN support it. Best of all, if we start with the customer, it will change what we do. Here are a few examples: In Incident – rather than thinking about how to handle Incidents, we will focus instead on how to eliminate or prevent the customer from having to contact us in the first place. How can we automate or eliminate the top 5 causes of Incidents / Requests? In Change Mgmt. – rather than thinking about managing change first – instead we will think about how to eliminate or streamline changes – to minimize impact & speed to react to customers needs. Knowledge becomes Search & Learn – a place for powerful, social self enablement – rather than just a tired afterthought. Start with the customer and it changes what you do!
- Lets get started! Delivering customer-centric IT is now mission critical and CIOs everywhere are demanding it. That sounds like marketing-ease huh? But we are finding it true just about everywhere we go. At a number of big clients the CIO is actually the hands on project manager for customer centric IT. So how can you understand what the customer really wants? How can you align with those needs - - and create and deliver great services? First let’s look at who cares about this. This may be a surprise to you – but the CIO & Sr IT Mgmt are the greatest beneficiaries by far. It hits nearly all their strategic goals pretty solidly. Next the Director or Manager of IT Service Management also gets a lot of benefit – improving the customer experience & simplifying / eliminating IT work at the same time. LBNL – the services team gets to do what they care most about – making customers happy.
- A quick refresher – whenever we discuss services, always remember every service has 3 constituents, and all matter for the service to be successful. The customers care most about the customer experience, the providers care most about execution efficiency and the managers care most about governance and accountability.
- The Service Catalog, Service Portfolio and Service Taxonomy interlock to create a strong, extensible service foundation. If you want to deliver services your customers want, need and will love – then get these three right and you will succeed.
- The Service Catalog is your active storefront – it is the services you offer to your customers today. It also becomes the primary interaction point with your customers, with a wealth of information you can glean from that interaction.
- How does the Service Catalog Fit with the other two? The service catalog provides the store shelf space for services we create and manage in the portfolio. It gives us real time, valuable customer feedback which is critical in guiding decision making in service portfolio planning – what new services are needed? Which are most important? What changes / improvements are needed in existing services? What services no longer have enough value and should be retired? The service catalog helps the service taxonomy by giving customer feedback on how they feel about the presentation and organization of services, as well as feedback on missing or redundant services.
- The Service Catalog is THE primary source of customer interaction – it gives us real market feedback & grading on all of IT’s strategic as well as day to day efforts. It allows us to be very responsive to the customer, but also to lead them where we want to take them – where we should take them, even where they want us to take them. I call this last part happy mealing – like McDonalds. We can even do cool innovative things - such as offering “beta” services like Google does – and customers will love it and help us as long as we make this clear. LBNL – we can break IT’s navel gazing. For example – we see this big thing called “worldwide data center consolidation and transformation”, but the customer sees “compute” and doesn’t really care who provides it.
- If the Service Catalog is our current “storefront” of active offerings to our customers, the Service Portfolio is the process that proactively manages the full lifecycle of a service – from cradle to grave.
- It is helpful to think of the Service Portfolio as Service Factory that we want to build and run. We want to use it to manage “services” over their useful lives. Let’s look at the flow of work in our factory. At the front end we have “Consider” which is our demand or intake funnel. If you are successful it is quite possible than you will get more requests for new services than you can deliver. Which are most important? Which have the greatest value to the company? How do we communicate this fairly to the customers asking for new services? How do we define value – is it a balance of customer outcome, cost to create, complexity and risk? You can see it is important to have a consistent basis for ranking and managing new service requests. Next comes Build where we construct a service. Though it sounds strange, our goal should be not to build a service, rather than build one. The more unique services we have, for more & different customers – the more complex our service catalog becomes. This rising complexity can be dangerous, it may make our catalog so difficult to understand and navigate that people stop using it. We want to follow a building block philosophy in constructing services. Start by creating a family of simple services which can be reused easily across IT, and combined like building blocks to better create more complex services. Then comes Modify, where we update or make changes to a service during its useful life. What is important here are the same questions we are asking in build, and making sure any modifications go through a quality assurance & change control process to validate that we don’t break existing functionality people are relying upon. Managing service building blocks as CI’s or configuration items is a good services “best practice.” Last is Retire – where the service no longer has value and is removed from our active service catalog. An example of this for some might be a pager provisioning service – perhaps you don’t need this service any more. Interesting to note – while this “service” may be retired – it may be made up of a number of services building blocks that are actively in use across the enterprise. It is only this unique combination of these building blocks that is being “retired.”
- How does Service Portfolio fit with the other two? The Service Portfolio provides the services we sell in our storefront. It feeds our inventory. It also ensures consistent quality, packaging, and delivery expectations needed to provide a great customer experience. It creates the services we want to proactively lead with in the storefront, and allows us to even build differentiated versions of those services based on different cost, delivery or availability options. The lifecycle nature of the portfolio makes sure our taxonomy remains relevant & current – which is then mirrored in the catalog. Also, consistent service design makes it easier to identify where we can reuse services to build new, improve or consolidate existing services.
- The Service Portfolio is the strategic center of the enterprise’s ability to design, deliver and manage quality services the customers need and want. It is where the needs of the constituents are balanced in a premeditated fashion. Without it, it is impossible to offer high quality, durable services.
- A Service Taxonomy is a logical, repeatable way to classify the services we want to offer, as well as the ones we might want to offer. The taxonomy of homo sapiens here is a pretty good type of taxonomy model for IT Services – the classification goes from very broad to specific, from millions to few. The 140 year old Dewey decimal system is a good taxonomy example as well, in use at over 200,000 libraries today. Could you imagine trying to find a book without it? So a taxonomy is a logical and extensible way of classifying things. Most taxonomies organize things into logical categories, groups, and even sub groups as the classification gets more and more specific. Taxonomies don’t have to be hierarchical groups, they can be alphabetic listing of things as well. The best type of taxonomy for you is the type that is most useful in creating and managing the services you want to offer.
- The parts of a taxonomy are meant to be parts of a whole. At the highest level the framework should capture the broadest view of what you see as potentially within the scope of your effort. Of course the taxonomy can be grown or shrunk later – it is never locked down. But it is easier to start with a broad view as there is no downside to it, you don’t have to use all of it right away, and you will minimize any re-classification efforts downstream that could come from changing the taxonomy. Designing & managing a taxonomy is a collaborative, group effort and we have found that it is really helpful to use a visual tool like a mind mapping technology for this. We use a simple, inexpensive and easy to use technology called X Mind.
- This just gives you a quick view of how you might separate what we call Customer Facing and IT Internal Services. Often these get combined and it can be confusing for everyone.
- How does the service taxonomy fit with the other two? The taxonomy enables the providers to understand the breadth and depth of services offered which helps drive a complete customer service experience. It also maps directly into the service catalog, giving it a well organized structure for the services. The taxonomy helps the portfolio by giving IT the ability to “see” the whole portfolio - identifying holes in the service portfolio as well as redundant offerings. At the same time, it makes it easier to find an existing service or sub service that could be reused in another part of the portfolio rather than building a new service from scratch.
- The Service Taxonomy brings “manageability” to large and complex service portfolios which otherwise could be essentially unmanageable. It also enables the service portfolio to scale much more easily, and expand safely into non IT areas such as shared services like HR, facilities and legal.
- Here is our closing slide. I have tried to boil the interconnections between the three down to a single phrase. The path between the Service Portfolio and the Service Catalog is truly the avenue that links everything IT does with everything the customer needs. The path between the Service Taxonomy and the Service Catalog is what enables the providers to manage services in a way that delivers consistent, excellent customer experience. The path between the service portfolio and the Service taxonomy is really a combination – they form the management platform that enables IT to create services that customers want, need and will love.
- If you found this interesting and wonder what might be a logical next step, here are a few options. If you are interested in our advanced Self-Service Catalog & Portal, it is available now as a self-service demo. You can get your own login on our website – follow the front page banner. If you are looking for a better way to organize and categorize services – you can access a short demo video of our Service Taxonomy Mind Map application on our website. Or perhaps you are considering a broader Service Catalog initiative but aren’t sure where to start. Evergreen offers a one day, private Service Catalog Workshop on your site for up to 15 attendees. It is designed to educate your team, uncover key business drivers & roadblocks, and create a common language and direction - to get your team on the same page. You can literally save months of effort in consensus building and get your program moving. We feel like it’s a real value at less than 4 thousand dollars, including travel.