“IT Service Management” exists in order to assure the value of IT services to the
service users. It is fundamentally customer-orientated.
“IT Services” have always come in two flavors: technical services and business
services. Service users, who are the customers of IT, are focused on the business,
not on the technology.
Technical Support and User Support are two different responsibilities that are
Supporting “IT Services” makes sense when it means that User reliance on IT
results in Users meeting their requirements for their business performance.
The New Default
“Services” have always been managed through an alignment of proximity, skills,
and knowledge provided for users.
Meanwhile, the service user’s point of view emphasized choosing relevant services
and getting satisfactory support of those obtained.
Powerful technologies for communications, mobility and search have fostered a
dramatic increase in individuals’ independence and their expectation of
In turn, personalization imposes its perspectives on the basics of the service
support, by driving the user orientation instead of the technical orientation.
To keep up with responsibilities for the population of services users, the support
effort must be effective and relevant in those personalized perspectives. Users will
simply go find the support that best fits in their environment.
TODAY’s User Perspectives and Objectives
Technology innovations have allowed individuals to amplify how they naturally do things to make
sense of their experiences. That especially affects their activity and interactions.
The “social” aspect of experience is a powerful source of orientation, providing stability in what
otherwise would be continual exposure to the overload of awareness generated by the web.
The individual’s sense of having a “presence”, both at-large and amongst interrelated persons, is
largely about having confidence as an actor.
Orientation and confidence are readily recognizable as the basis of demand for personalization in
experience. Meanwhile, independence through technology has made it more readily apparent that
the User is more important to the Community than the legacy support organization is to the User.
The User observes the diversity and value of personalized effort primarily within the community. By
empowering the user, personalization makes the user more capable of generating benefit both to
and from the community.
In effect, Personalization is the most powerful driver of the shift of focus from Provider-driven
support to Community-driven support.
Support as a Service
Being “community-driven” is neither a new stance nor an exclusive one.
Most markets, and of course marketing, are built on the idea that meeting the demands of
a community is what makes providers valuable. Outside of not-for-profit or research
scenarios , very few markets exist where a given provider is bigger or more important than
the kind of market it serves.
For organizations charged primarily with supporting users of services, the capability to
address community demand and personalization may not need to replace other current
capabilities, but it must be present.
The capability itself manifests as a “service” to users: already running, available on
demand, within mutual expectations of the requester and provider.
Socializing the service means tailoring it to address the expectations created by the
experience of the users in their community. The support of the service is built into that
tailoring, and/or is similarly tailored itself.
Support as a Service
Service Providers have long been aware of the need to manage their
influence on their target service population. But the strong emergence of the
population’s awareness of itself as a community is a new flavor of the
population. Meanwhile, the centrally accessible enterprise “portal” has been
superseded by the distributed, searchable network. And the Provider’s
engagement with the members of the population has shifted focus to being
on what the individual needs as an actor instead of as a user.
The User’s Operating Environment
Individuals who are participants in a larger group rely on certain
modes and characteristics of experience
that strengthen the benefits of their individual awareness and the
reliability of their individual choices. This is the virtual operating
environment leveraged by service users, made more accessible and
persistent by technologies available directly to individuals.
Adapting Support to the Perspectives that are Drivers
Personalization is a set of perspectives that apply as both
physical and logical experience,
to be understood and addressed by providers in
determining and delivering support.
Now this means delivering support that has direct relevance within
the Service User’s perspective on the value of the experience of
being a business actor in the community.
High-value experiences proactively fortify the Users’
orientation and confidence.
Socializing Support as business alignment
User environment enhanced
Example reinforcement tactic Supporting tactical resources
Collaboration and Reputation
Skill and Communication
News and Familiarity
Knowledge and Search
Self-service and Convenience
Proximity and Mobile
Support tactically reinforces the effectiveness of
the Users’ increasingly personalized leveraging
of their environment of operation. Resource
development and deployment by the Support
Service provider aims at being supportive
through being integrated, distributed, and
continuously available within the user’s
Meanwhile, being a proactive presence in
the user environment largely means
explicitly sponsoring both the networking
and the user presence in the supported
community, to increase early detection and
cooperation. Ultimately, much of what
should be done in Community-driven
Support amounts to good marketing.
Solutions for socializing Service Support
• Support exists primarily (not exclusively) in terms of what the User in
the community requires from the Provider
• Integrated, distributed, and continuously available within the user’s
• Increases early detection and cooperation regarding User intent
• Addresses the expectations created by the experience of the users in