eversley bdpa jun 2010

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