21 Secrets of Self-Service IT Request Fulfillment


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This presentation was given at the itSMF Australia ‘Power On’ Conference in Sydney - 18 August 2009. For more information, contact newScale at www.newscale.com

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21 Secrets of Self-Service IT Request Fulfillment

  1. 1. The 21 Secrets of Self-Service Request Fulfillment Tuesday 18 August 2009 itSMF Australia Annual Conference
  2. 2. Service Catalog Management <ul><li>In 1999, newScale pioneered the market for Service Catalog, Service Portfolio, and Request Fulfillment software </li></ul><ul><li>Now over 100 customers and 1.7 million users of newScale’s Service Catalog software for self-service Request Fulfillment </li></ul><ul><li>Popular Service Catalog book: “Defining IT Success Through the Service Catalog” (in 2 nd edition, updated for ITIL v3) </li></ul><ul><li>The first Service Catalog training and certification course was recently approved by APMG and itSMF International </li></ul><ul><li>Professional community and discussions for Service Catalog and Service Portfolio Management practitioners on LinkedIn </li></ul><ul><li>Service Catalog blog at www.servicecatalogs.com </li></ul>Reduce IT service delivery cost, enhance IT operational efficiency and improve IT customer satisfaction Copyright © 2009 newScale
  3. 3. The Problem: Disconnect Between IT and its Customers / Users Copyright © 2009 newScale Application <ul><li>Projects </li></ul><ul><li>Enhancements </li></ul><ul><li>Hosting </li></ul>Infrastructure <ul><li>Server </li></ul><ul><li>Storage </li></ul><ul><li>Network </li></ul><ul><li>Other </li></ul>Workplace <ul><li>Desktop </li></ul><ul><li>Messaging </li></ul><ul><li>Access </li></ul><ul><li>Telecom </li></ul>End User On-Board a New Employee, Request System Access, Change a Report Business Executive Manage IT Budgets, Track IT Costs, Market IT Value IT Customer Perception <ul><li>How can we tell if what we are spending on IT is reasonable? </li></ul><ul><li>No transparency into IT spend and value of services provided </li></ul><ul><li>Why does it take so long for a simple request? </li></ul><ul><li>IT is difficult to work with, service quality not consistent </li></ul>IT Challenges <ul><li>Little ability to influence consumption, no cost visibility </li></ul><ul><li>Poorly-defined services, no standardization, limited control </li></ul><ul><li>Ad-hoc service delivery, each request treated as a one-off </li></ul><ul><li>Lack of coordination between technology silos within IT </li></ul>Emails ? Help Desk Calls Web Forms Conflicting Processes Spreadsheets
  4. 4. Why Change Now? Alternative Sources Copyright © 2009 newScale Consumer Experiences
  5. 5. Service Catalog CMDB Messaging Workplace Maintenance Applications Hosting Functions PMO Architecture Security Servers Desktop HW+SW Infrastructure Asset & Configuration Management Storage Network Service Catalog Management A Service-Centric IT Organization Copyright © 2009 newScale Business Customers Demand Management Supplier Management Financial Management Service Portfolio Management Relationship Managers Service Desk Incident Management Support Teams Change Managers Problem Management Change Management End Users Service Portal Service Lifecycle Management Service Owners Self-Service Requests Request Fulfillment System Access Development Capacity Management Business Service Management Availability Management Service Level Management Operations Teams Service Level Managers
  6. 6. Multiple Views Into The Service Catalog Service Catalog Copyright © 2009 newScale <ul><li>End User </li></ul><ul><li>What services can I order? </li></ul><ul><li>What does this include? </li></ul><ul><li>When will I get it? </li></ul><ul><li>Business Customer </li></ul><ul><li>What services am I using? </li></ul><ul><li>What are my options? </li></ul><ul><li>What is my IT spend? </li></ul><ul><li>IT View </li></ul><ul><li>What technical services do I offer? </li></ul><ul><li>What tiers of service? </li></ul><ul><li>At what price? </li></ul>
  7. 7. 21 Secrets of Self-Service Request Fulfillment Copyright © 2009 newScale
  8. 8. Secret #1: Speak the Language of Your Audience <ul><li>Use language the end user (customer) can understand </li></ul><ul><li>Organized according to the way they view services   </li></ul><ul><li>Avoid technical terminology or presenting things in the way that IT delivers the service </li></ul><ul><li>Focus on: </li></ul><ul><ul><li>Outcomes, Benefits, Value </li></ul></ul><ul><ul><li>Use active verbs, images, non-technical descriptions </li></ul></ul><ul><li>TIP: </li></ul><ul><ul><li>Name that service </li></ul></ul><ul><ul><li>Card game </li></ul></ul>
  9. 9. What Kind of Restaurant Are You Running? Prix fixe: $95 Number 1: $3.50 IT Technology Ingredients <ul><li>Menu </li></ul><ul><li>Starters </li></ul><ul><li>Entrees </li></ul><ul><li>Wine Cellar </li></ul><ul><li>Prix Fixe Menu </li></ul><ul><li>A la Carte </li></ul><ul><li>Private Dining </li></ul>Service Catalog Offerings Customer Service Outcomes
  10. 10. <ul><li>End Users can’t tell the difference between ITIL processes </li></ul><ul><li>Requests, Project Demand, Incidents, Access Requests are all the same </li></ul><ul><li>Install application and new ID are the same to them </li></ul>Secret #2: Provide a Single Point of Contact <ul><li>TIP: </li></ul><ul><ul><li>The self-service portal view of your Service Catalog is the gateway to everything IT offers </li></ul></ul><ul><ul><li>Implies solid entitlement management – control who can (and can’t) see and order what services </li></ul></ul>Copyright © 2009 newScale
  11. 11. Secret #3: The More Reach… the Greater the Value <ul><li>Start by picking simple but frequently used service requests: </li></ul><ul><ul><li>Ensure that your customers (end users) have a compelling reason to visit your Service Catalog for self-service </li></ul></ul><ul><ul><li>Generate enough request volume to evaluate and improve your self-service forms, workflows, fulfillment process </li></ul></ul><ul><li>TIPS: </li></ul><ul><ul><li>No development needed for service request forms or workflow </li></ul></ul><ul><ul><li>Really </li></ul></ul><ul><ul><li>Seriously, really </li></ul></ul>Data Center Facilities Telecom End User IT Copyright © 2009 newScale Access Management
  12. 12. Secret #4: Implement in Phases or Releases <ul><li>Plan big, start small </li></ul><ul><li>Aim for frequent releases, every 60 to 90 days, in order to capture the value from self-service request fulfillment </li></ul><ul><li>It’s an iterative process, expect and plan for continuous changes </li></ul><ul><li>TIP: </li></ul><ul><ul><li>Don’t skimp on marketing. You are opening a store </li></ul></ul>Copyright © 2009 newScale
  13. 13. Secret #5: Shut Down Legacy Intake Channels <ul><li>Don’t add just one more way to receive work or submit service requests </li></ul><ul><ul><li>You won’t get the savings you’re looking for, nor will you generate improvements in customer satisfaction </li></ul></ul><ul><li>With effective self-service, they won’t need to call the help desk </li></ul><ul><ul><li>Your customers (end users) know how to order online </li></ul></ul><ul><ul><li>Train your help desk team to redirect users to the Service Catalog, rather than ordering for them </li></ul></ul><ul><li>TIP: </li></ul><ul><ul><li>Make sure you enable “order on behalf” </li></ul></ul>Copyright © 2009 newScale
  14. 14. Secret #6: Don’t Make Your Customer Be An Integrator <ul><li>Componentized, granular service requests can be packaged into larger service bundles (e.g., onboarding) </li></ul><ul><ul><li>Include all the parts needed to deliver the service and route the work on the back-end </li></ul></ul><ul><ul><li>The customer shouldn’t need to know who performs the various tasks </li></ul></ul>Copyright © 2009 newScale <ul><li>TIPS: </li></ul><ul><ul><li>Make components of request forms available for re-use </li></ul></ul><ul><ul><ul><li>Example: “Requested for”, “Requested by” </li></ul></ul></ul><ul><ul><li>Watch out for “ MegaForm vs. Godzilla ” </li></ul></ul>
  15. 15. <ul><li>How successful would McDonalds be if they didn't know what it cost them to serve a Big Mac? </li></ul><ul><ul><li>$1.00 for the meat </li></ul></ul><ul><ul><li>$.02 for ketchup packet  </li></ul></ul><ul><ul><li>$.05 for bathroom cleaning </li></ul></ul><ul><ul><li>$.02 for fryer maintenance </li></ul></ul><ul><li>Value starts with pricing </li></ul><ul><li>Shape demand with pricing even if you don’t chargeback </li></ul>Secret #7: “Running IT Like a Business” Means Managing Your Money Copyright © 2009 newScale
  16. 16. <ul><li>You can't hold your outsourcers accountable for customer satisfaction if your contracts / OLA’s don't align to your actionable services & SLA’s </li></ul>Secret #8: A Service Catalog is Key to Managing your Service Provider / Supplier Relationships <ul><li>TIP: </li></ul><ul><ul><li>Leverage the Service Catalog to set standards </li></ul></ul><ul><ul><li>Use self-service to track work orders to your suppliers </li></ul></ul><ul><ul><li>Ask MSP to invoice you based upon your request number </li></ul></ul><ul><ul><li>Separate ordering from delivery </li></ul></ul>Copyright © 2009 newScale
  17. 17. <ul><li>Defining your services from the business-down (as opposed to from the technology layer--up) will ensure that your services directly align to 'enabling business functions', making self-service more easily understood and quickly adopted. </li></ul>Secret #9: Outside In, Not Inside Out <ul><li>TIP: </li></ul><ul><ul><li>How do outsources talk about the service? </li></ul></ul>Copyright © 2009 newScale
  18. 18. <ul><li>Every performer is a customer to the next performer   </li></ul><ul><li>It is vital to give each fulfillment team good visibility of the progress of other work in the delivery, understanding their place in sequence of activities and ensuring that any data generated by one team is clearly displayed to other teams who need to make use of it </li></ul>Secret #10: Fulfillment Hand-Offs Need to Answer What’s Needed to Do this Task Copyright © 2009 newScale
  19. 19. Secret #11: Familiar and Effective Portal for All Requests <ul><li>TIPS: </li></ul><ul><ul><li>A shopping cart is not enough </li></ul></ul><ul><ul><li>Use Web 2.0 and Google-like features for a younger work force </li></ul></ul>Applying the YADU Model to Service Requests <ul><ul><li>Service categorization and search as on Y ahoo.com </li></ul></ul><ul><ul><li>Marketing and easy-to-use ordering like A mazon.com </li></ul></ul><ul><ul><li>Services bundling and configuration like D ell.com </li></ul></ul><ul><ul><li>Online status tracking and feedback like U PS.com </li></ul></ul>Copyright © 2009 newScale
  20. 20. Secret #12: Content is King <ul><li>Graphics and images are critical </li></ul><ul><ul><li>Need to have a color strategy </li></ul></ul><ul><li>Category management and cross-linking strategy (e.g., Yahoo breadcrumbs) </li></ul><ul><li>Links </li></ul><ul><li>Leverage Web 2.0 technologies </li></ul><ul><ul><li>Community </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Widget embedding </li></ul></ul>Copyright © 2009 newScale
  21. 21. Secret #13: Service Granularity is Critical <ul><li>Name your services at the most granular level </li></ul><ul><ul><li>Avoid “IT Speak” </li></ul></ul><ul><ul><li>Example: “Adobe Photoshop – Upgrade” </li></ul></ul><ul><ul><li>Supports searching and “one-click” ordering </li></ul></ul><ul><ul><li>Goal  Minimal forms for a user to complete </li></ul></ul><ul><li>Think components that are assembled into “higher order” requests rather than long forms </li></ul><ul><li>“3 Steps to Nirvana” </li></ul>Copyright © 2009 newScale
  22. 22. Amazon.com Example: Categories Copyright © 2009 newScale Click #1: “ Computers & Office -> Software” Click #2: “ Professional Design”
  23. 23. Amazon.com Example: Categories Copyright © 2009 newScale Click #3: “ Adobe Photoshop” Order it!
  24. 24. Amazon.com Example: Keyword Search Copyright © 2009 newScale Even if you misspell it!
  25. 25. <ul><li>Over communicate status </li></ul><ul><li>Provide visibility through the whole service fulfillment chain </li></ul><ul><li>Biggest source of call reduction </li></ul><ul><li>Best justification for hard savings </li></ul>Secret #14: Status, It’s Not Just a Symbol, It’s the Law Copyright © 2009 newScale
  26. 26. Day 1 -----Original Message----- From: itservicedelivery@ns.co.cl Sent: Friday, January 20, 2006 12:09 PM To: Barry Sanders (bsanders) Subject: Tx435672: Set up of new laptop. User: Barry Sanders (bsanders) Your request for Barry Sanders (bsanders) Tx435672: Set up of new laptop. User: Barry Sanders (bsanders) Day 38 -----Original Message----- From: Barry Sanders (bsanders) Subject: FW: Tx435672: Set up of new laptop.) Any idea when this laptop will be delivered? It's been over a month now Day 41 -----Original Message----- From: IT Service Delivery Subject: W: TX435672: Set up of new laptop for Barry Sanders (bsanders) Hi Barry, I have been advised that Dell attempted a delivery this morning. Did they leave a card or something? Day 55 -----Original Message----- From: Barry Sanders (bsanders) Subject: FW: Tx435672: Set up of new laptop. Importance: High It's now  2 months since this laptop was ordered ! Could someone please let me know the status. Day 70 -----Original Message----- From: IT Control  Service Delivery Subject: RE: Sent to Eric Buren 06/04/04 FW: Tx435672: Set up of new laptop. You should be receiving it today , as per the tracking below. It's on the vehicle for delivery. Day 87 Still no delivery. Day 94 From: Barry Sanders (bsanders) Sent: Thursday, April 27, 2006 12:01 PM To: David (CIO) Thought you might be interested in reading The Tale Of The Traveling Laptop A 3 month, 19 email, frustrating journey that turned out just fine in the end. I hope this is the exception story. Copyright © 2009 newScale
  27. 27. <ul><li>On building, two doors for customers </li></ul><ul><li>Requests are how customers acquire new capabilities </li></ul><ul><li>Incidents are how they deal with problems or breakdowns to existing capabilities </li></ul><ul><li>Different types of requests have their own completely different delivery workflows; with different steps that often span both approvals, delivery, and suppliers. </li></ul>Secret #15: Separate Request Fulfillment From Incident and Change
  28. 28. Secret #16: Plan for Automated Provisioning <ul><li>IT goes first </li></ul><ul><li>Other groups go next </li></ul><ul><li>Biggest pay off? Automated provisioning </li></ul><ul><ul><li>Identity/access </li></ul></ul><ul><ul><li>Desktop software </li></ul></ul><ul><ul><li>Servers </li></ul></ul><ul><ul><li>Other </li></ul></ul><ul><li>Two things to check </li></ul><ul><ul><li>Self-service, assisted configuration </li></ul></ul><ul><ul><li>Integration hub </li></ul></ul>Copyright © 2009 newScale
  29. 29. Secret #17: Build in Consistency and Control <ul><ul><li>Define standard service offerings in your Service Portfolio </li></ul></ul><ul><ul><li>Simplify and standardize the service request supply chain </li></ul></ul><ul><ul><li>Adopt standardized governance processes </li></ul></ul><ul><ul><li>Entitlements! Control who sees what services </li></ul></ul>Copyright © 2009 newScale <ul><li>TIPS: </li></ul><ul><ul><li>Deploy one toolset for your Request Fulfillment, Service Catalog Management, and Service Portfolio Management processes </li></ul></ul><ul><ul><li>Use the Service Request Template “Business Requirements Questionnaire”* </li></ul></ul><ul><ul><li>* Join the Service Catalog Community for free templates </li></ul></ul>
  30. 30. <ul><li>Large organizations, have multiple organizational units, each requiring different service offerings, different SLA's, entitlement configurations, etc.  </li></ul><ul><li>Automatically populate that organization’s self-service portal with requestable service items defined in agreed-to business services and technical services </li></ul><ul><li>Example: </li></ul><ul><ul><li>Mobile Sales business service </li></ul></ul><ul><ul><li>Includes blackberry, on-site repair, on demand printing </li></ul></ul><ul><ul><li>Business agreement for mobility business service populates and entitles Sales group users to request those services </li></ul></ul>Secret #18: The Service Request and the Business Service are Two Views to one Integrated Service Model Copyright © 2009 newScale
  31. 31. <ul><li>Need senior management support </li></ul><ul><li>Becomes visible face of IT </li></ul><ul><ul><li>“Best thing IT has ever done” – end user </li></ul></ul><ul><ul><li>“We grew tired of silent victories” – IT manager </li></ul></ul><ul><li>Heads up </li></ul><ul><ul><li>New role: “product manager” will evolve </li></ul></ul><ul><ul><li>Straddles relationship manager / users with technical services delivery. </li></ul></ul>Secret #19: Plan for On-Going Growth Maintenance Post Initial Deployment Copyright © 2009 newScale
  32. 32. Secret #20: Don’t Try to Boil the Ocean with a Small Match <ul><li>Figuring out the “right” process </li></ul><ul><li>Bad signs:  </li></ul><ul><ul><li>Endless discussion on team structure </li></ul></ul><ul><ul><li>Workflows with too many variations for the same thing </li></ul></ul><ul><ul><li>Trying to create complex configurators </li></ul></ul><ul><ul><li>Trying to re-engineer processes at the same time </li></ul></ul>Most Service Catalog teams try to document the fulfillment process for each service exhaustively….and end up exhausted! Successful Service Catalogs are pragmatic and change often, so start simple and grow from there Copyright © 2009 newScale
  33. 33. Example Request Fulfillment Workflow: New Hire Process – New Desktop PC Copyright © 2009 newScale
  34. 34. Secret #21: Your Service Catalog Will Expand Beyond IT - Prepare for Growth <ul><li>You will have dozens of service offerings in your portfolio </li></ul><ul><li>Your Service Catalog self-service portal will have at least 500 to 800 unique service request definitions </li></ul><ul><li>Mature deployments have over 1,000 unique service request definitions </li></ul><ul><li>TIPS: </li></ul><ul><ul><li>Plan for hundreds of changes and mass updates </li></ul></ul><ul><ul><li>Use the right tools for distributed design, reusability </li></ul></ul>Copyright © 2009 newScale
  35. 35. An Actionable Service Catalog with Self-Service Why Start With Request Fulfillment? <ul><li>Quick, highly visible win for IT with the business </li></ul><ul><li>Air cover for longer-duration, less visible back office IT projects </li></ul><ul><li>ROI: Standardization, Centralization, Automation </li></ul><ul><li>Reduced costs and significant improvements in internal customer satisfaction </li></ul><ul><ul><li>30 percent reduction in the operational cost of delivering IT services; </li></ul></ul><ul><ul><li>50 percent faster cycle time for the fulfillment of services; </li></ul></ul><ul><ul><li>Better allocation of resources to effectively meet business demand </li></ul></ul>Copyright © 2009 newScale
  36. 36. Questions? <ul><li>Resources: </li></ul><ul><li>View White Papers and other Resources at: www.newScale.com </li></ul><ul><li>Follow Blog posts at: www.servicecatalogs.com </li></ul><ul><li>Join the Community at: www.linkedin.com/groups?gid=134909 </li></ul><ul><li>Read the Book “Defining IT Success Through The Service Catalog” </li></ul>