ITIL® 4 Managing Professional Drive Stakeholder Value

ITIL® 4: Drive Stakeholder Value
	ITIL® 4: Drive Stakeholder Value
		Contents
		List of figures
			Figure 0.1 The service value system
			Figure 0.2 The ITIL service value chain
			Figure 1.1 Sample stakeholder map
			Figure 1.2 The three service consumer roles
			Figure 1.3 The service relationship model
			Figure 1.4 Relationships between value streams and customer journeys
			Figure 1.5 Three aspects of the customer and user experience
			Figure 1.6 The band of visibility
			Figure 1.7 The customer journey and service interaction
			Figure 1.8 Three aspects of service value
			Figure 1.9 Considering outcomes, costs, and risks to achieve value
			Figure 1.10 How services, service interactions, service offerings, products, and resources are related
			Figure 1.11 Example of a value driver framework
			Figure 2.2 The stages involved in designing end-to-end customer journeys and experiences
			Figure 2.3 Example of a customer journey map
			Figure 2.4 The Johari window
			Figure 2.5 The eight dimensions of culture
			Figure 3.1 The golden circle
			Figure 3.2 Model SWOT analysis
			Figure 3.3 Four bases for market segmentation
			Figure 3.4 The AIDA model
			Figure 3.5 Sustainability and the triple bottom line approach
			Figure 4.1 Aspects of service value
			Figure 4.2 The service relationship ladder
			Figure 4.3 Three Cs trustworthiness model
			Figure 4.4 Example of a value driver framework
			Figure 5.1 Relationship between demand, capacity, and supply
			Figure 5.2 The service delivery triangle: the roles involved in transforming needs into requirements
			Figure 5.3 An example of story mapping
			Figure 5.4 Cost of delay divided by duration adapted to service management terms
			Figure 5.5 Example of a service blueprint
			Figure 6.1 Limitation of agreements: from service consumer needs to agreement
			Figure 7.1 Seamless user journey with omnichannel management
			Figure 8.1 Types of service technology encounters
			Figure 9.1 ITIL planning and evaluation model
			Figure 9.2 The service profit chain
			Figure 10.1 The generic customer journey
		List of tables
			Table 0.1 The ITIL management practices
			Table 1.1 The steps of the customer journey
			Table 1.2 Three fundamental service relationship types
			Table 1.3 Example of a customer journey for resolving an incident
			Table 2.1 The purposes of identifying, understanding, and mastering the customer journey
			Table 3.1 The purpose of the Explore step
			Table 3.2 Typical stakeholders
			Table 3.3 Examples of key areas to address in a PESTLE analysis
			Table 3.4 Areas and questions to address in an internal assessment
			Table 3.5 The steps of the ITIL continual improvement model
			Table 3.6 Examples of scenario options
			Table 4.1 The purpose of engaging and fostering relationships
			Table 4.2 Three modes of listening and their application in different service management situations
			Table 4.3 Engaging and fostering relationships in different environments
			Table 4.4 Pros and cons for a basic service relationship
			Table 4.5 Pros and cons for a cooperative relationship
			Table 4.6 Pros and cons of a partnership
			Table 4.7 The steps of the service relationship ladder
			Table 4.8 Initial engagement activities
			Table 4.9 The three Cs model applied to a service relationship
			Table 4.10 Relationship management activities
			Table 4.11 Understanding the service provider capabilities checklist
			Table 4.12 Positive and negative effects of a self-service portal
			Table 4.13 Key product and service factors for service customer experience
			Table 4.14 Types of assessment in the engage step
			Table 4.15 The business provider maturity model
			Table 4.16 The service provider and service consumer maturity assessment based on the four dimensions of service management
			Table 4.17 Readiness assessment checklist
			Table 4.18 Organizational change readiness assessment checklist
			Table 4.19 Relationship management service integrator activities
			Table 5.1 The purpose of shaping demand and service offerings
			Table 5.2 Example of pattern of business activity for an accounting process
			Table 5.3 Examples of adverse side-effects of charging mechanisms
			Table 5.4 Examples of typical areas of conflict and uncertainty
			Table 5.5 Conflicting customer and user priorities and needs
			Table 5.6 Examples of service consumer roles and requirement specification scenarios
			Table 5.7 A problem specification technique
			Table 5.8 Example use of the problem specification technique
			Table 5.9 Using epics, features, enablers, and stories to articulate requirements
			Table 5.10 The five Lean principles
			Table 5.11 The continual improvement model and the onboarding approach
			Table 5.12 Pricing options
			Table 5.13 Different methods for requesting products and services
			Table 6.1 The purpose of aligning expectations and agreeing services
			Table 6.2 Examples of value drivers for different types of service offerings
			Table 6.3 Examples of differences in service relationship journeys in various circumstances
			Table 6.4 Examples of service utility descriptions and metrics
			Table 6.5 Examples of warranty requirements and associated metrics
			Table 6.6 Examples of experience characteristics and metrics
			Table 6.7 Examples of typical agreement actions for services provided to many individual consumers
			Table 7.1 The purposes of onboarding and offboarding
			Table 7.2 Examples of consumer resources to onboard
			Table 7.3 Examples of service provider, service consumer, and supplier/partner onboarding actions
			Table 7.4 Examples of user onboarding actions
			Table 7.5 Examples of approaches to onboarding control
			Table 7.6 Relationship management with individual service consumers
			Table 7.7 Examples of omnichannel challenges that have to be considered by service providers
			Table 7.8 Examples of service providers and customers using the ITIL guiding principles to improve user capabilities
			Table 7.9 Examples of provider switching actions
			Table 8.1 The purpose of service provision and consumption
			Table 8.2 Service mindset in a service provider organization
			Table 8.3 Service mindset in a service consumer organization
			Table 8.4 User queries: triage criteria and key practices involved in their processing
			Table 8.5 Challenges and solutions for continual customer and user feedback
			Table 9.1 The purpose of value capturing and customer journey improvement
			Table 9.2 Tracking, assessing, and evaluating value realization in different types of service relationships
			Table 9.3 Levels of value realization tracking
			Table 9.4 Tracking service experience and satisfaction
			Table 9.5 Two levels of assessing and reporting on value realization
			Table 9.6 Evaluating and improving services and customer journeys
		Foreword
		Preface
		About the ITIL 4 publications
		About the ITIL story
		Meet the Axle employees
		ITIL Foundation recap
	CHAPTER 1: INTRODUCTION
		1 Introduction
			1.1 The importance of engagement
			1.2 Key principles
			1.2.1 Stakeholders
			1.2.2 Service consumers
			1.2.3 Service relationships
			1.2.4 Customer journeys
			1.2.5 Visibility
			1.2.6 Value
			1.2.7 Products and services
	CHAPTER 2: THE CUSTOMER JOURNEY
		2 The customer journey
			2.1 Stakeholder aspirations
			2.2 Touchpoints and service interactions
			2.3 Mapping the customer journey
				2.3.1 Personas
				2.3.2 Scenarios
				2.3.3 Customer journey maps
				2.3.4 Understanding the customer experience
			2.4 Designing the customer journey
				2.4.1 Design thinking
				2.4.2 Leveraging behavioural psychology
				2.4.3 Design for different cultures
			2.5 Measuring and improving the customer journey
			2.6 Summary
	CHAPTER 3: EXPLORE
		3 Step 1: Explore
			3.1 Understanding service consumers and their needs
				3.1.1 Purpose
				3.1.2 External factors
				3.1.3 Internal factors
				3.1.4 Objectives and opportunities
				3.1.5 Risks and mitigation
			3.2 Understanding service providers and their offers
				3.2.1 Industry standards and reference architectures
		3.3 Understanding markets
			3.3.1 Market segmentation
			3.3.2 Identifying and analysing service consumers
		3.4 Targeting markets
			3.4.1 Value propositions
			3.4.2 The marketplace and the marketspace
			3.4.3 Personalizing and profiling
			3.4.4 Targeted marketing
			3.4.5 Brand and reputation
			3.4.6 Sustainability and the triple bottom line
			3.4.7 Importance of existing customers
		3.5 Summary
	CHAPTER 4: ENGAGE
		4 Step 2: Engage
			4.1 Communicating and collaborating
				4.1.1 Listening modes
				4.1.2 Diversity
		4.2 Understanding service relationship types
			4.2.1 Basic relationship
			4.2.2 Cooperative relationship
			4.2.3 Partnership
		4.3 Building service relationships
			4.3.1 Creating an environment that allows relational patterns to emerge
			4.3.2 Building and sustaining trust and relationships
			4.3.3 Understanding service provider capabilities
			4.3.4 Understanding customer needs
			4.3.5 Assessing mutual readiness and maturity
		4.4 Managing suppliers and partners
		4.5 Summary
	CHAPTER 5: OFFER
		5 Step 3: Offer
			5.1 Managing demand and opportunities
				5.1.1 Patterns of business activity
				5.1.2 Optimizing capacity
				5.1.3 Shaping or smoothing demand
				5.1.4 Building the customer business case
				5.1.5 Building the service provider business case
			5.2 Specifying and managing customer requirements
				5.2.1 Roles and responsibilities
				5.2.2 Managing requirements
				5.2.3 Separating the problem from the solution
				5.2.4 Minimum viable product
				5.2.5 User stories and story mapping
				5.2.6 The MoSCoW method
				5.2.7 Weighted shortest job first
			5.3 Designing service offerings and user experience
				5.3.1 Lean thinking
				5.3.2 Agile product and service development
				5.3.3 User-centred design
				5.3.4 Service design thinking
				5.3.5 Service blueprinting
				5.3.6 Designing for onboarding
			5.4 Selling and obtaining service offerings
				5.4.1 Pricing
				5.4.2 Internal sales
				5.4.3 External sales
			5.5 Summary
	CHAPTER 6: AGREE
		6 Step 4: Agree
			6.1 Agreeing and planning value co-creation
				6.1.1 Types of service value drivers
				6.1.2 Service interaction method
				6.1.3 Inherent and assigned characteristics of services
			6.2 Negotiating and agreeing a service
				6.2.1 Forms of agreement
				6.2.2 Outcome-based agreements
				6.2.3 From service consumer needs to agreement
				6.2.4 Negotiating and agreeing service utility, warranty, and experience
				6.2.5 Negotiating and agreeing other terms and conditions
				6.2.6 Standardizing and automating agreements
				6.2.7 Applying practices
			6.3 Summary
	CHAPTER 7: ONBOARD
		7 Step 5: Onboard
			7.1 Planning onboarding
				7.1.1 Onboarding goals
				7.1.2 Onboarding scope
				7.1.3 Onboarding customer and users: onboarding actions
				7.1.4 Onboarding control
			7.2 Relating to users and fostering relationships
				7.2.1 Fostering relationships with corporate
				7.2.2 Fostering relationship with individual consumers
			7.3 Providing user engagement and delivery
			7.4 Enabling users for services
			7.5 Elevating mutual capabilities
			7.6 Off boarding customers and users
				7.6.1 Customer offboarding
				7.6.2 User offboarding
			7.7 Summary
	CHAPTER 8: CO-CREATE
		8 Step 6: Co-create
			8.1 Fostering a service mindset
				8.1.1 Service mindset for service provision
				8.1.2 Services with ‘invisible’ users’
				8.1.3 Service mindset for service consumption
			8.2 Ongoing service interactions
				8.2.1 Service requests
				8.2.2 Service desk interactions
				8.2.3 When things go wrong
				8.2.4 Moments of truth
				8.2.5 Intelligent disobedience
				8.2.6 Customer and user feedback
			8.3 Nurturing user communities
				8.3.1 Super-users
			8.4 Summary
	CHAPTER 9: REALIZE
		9 Step 7: Realize
			9.1 Realizing service value in different settings
			9.2 Tracking value realization
				9.2.1 Tracking performance, output, and outcom
				9.2.2 Tracking experience and satisfaction
				9.2.3 Tracking service usage
			9.3 Assessing and reporting value realization
			9.4 Evaluating value realization and improving customer journeys
				9.4.1 Evaluation and verification
				9.4.2 Continual improvement
			9.5 Realizing value for the service provider
				9.5.1 Tracking, assessing, and evaluating outcomes
				9.5.2 Tracking, assessing, and evaluating costs
				9.5.3 Tracking, assessing, and evaluating risks and compliance
				9.5.4 Charging and billing
					9.5.5 Portfolio management
			9.6 Summary
	CHAPTER 10: CONCLUSION
		10 Conclusion
	END NOTE: THE ITIL STORY
		End note: The ITIL story
	FURTHER RESEARCH
		Further research
	GLOSSARY
		Glossary
	ACKNOWLEDGEMENTS
		Acknowledgements
	INDEX
		Index