Architecting ITSM for IT Self-Service Success
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While successful IT self-service is critical today, most organizations have taken a fragmented, reactive approach - and are not happy with their results. Is this the case for you? If so, please join us for some fresh thinking in IT self-service. And deliver IT self-service your employees will love! We will look at where the highest value is, what kinds of activities are a good fit, how to get customers using it, and how to create a coordinated program approach that really works – sharing success tips and pitfalls to avoid along the way. Full webinar recording with ServiceNow demo available at: http://content.evergreensys.com/webinar-it-self-service-slides
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Architecting ITSM for IT Self-Service Success
- 1. IT Services Essentials: Fresh Thinking on IT Self-Service Architecting ITSM for IT Self-Service Success
- 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 • Fresh Thinking on IT Self Service • 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 Two Useful Guides 13 page dictionary of Services definitions – ITIL & beyond Taxonomy definitions, best practices and framework guidance
- 9. 9 Useful Grounding Self Service. The serving of oneself (as in a restaurant or gas station) with goods or services to be paid for at a cashier’s desk or by using a coin operated mechanism or credit / debit card. Webster’s def… Self Service is over the phone, web, and email to facilitate customer service interactions using automation. Self-service software and self-service apps (for example online banking apps, web portals with shops, self-service check-in at the airport) become increasingly common. Wikipedia def… ITIL def… Customer. Someone who buys goods or services.
- 10. Why Does IT Want Self Service? 10 ???
- 11. Why Should IT Want Self Service? 11 ???
- 12. How Do Your Customers Feel About It? 12 • They want it • 75% prefer online support (if it were reliable) • 91% would use a single, online Knowledge Base • They’re not too happy with most • 37% currently even try • There are great ones out there
- 13. Why Has It Gone Poorly? 13
- 14. Where Do We Start? 14 High Volume Highly Repetitive Simple, Consistent 2-3 Solutions meet the 80/20 What Are We Looking For? Where Do We Find It? 10-20% How to? 20-30% Status checks 30-40% Requests 15-25% Something is broken
- 15. Design From the Customer In, Not IT Out Design Management Needs In From The Start Give the Customer What They Want to Get What We Need Customer Experience Execution Effectiveness Governance & Accountability Balanced Design Principle 15 Build for the Providers Too or It Will Not Work
- 16. 16 Do Some Detective Work Mine the data you have 1) top 10 incidents 2) top 10 requests 3) top 10 “How do I” requests Do some detective work 1) interview your level 1 team 2) interview some customers Captive needs drive stickiness!
- 17. 17 Attract the Customer – Simple & Intuitive
- 18. 18 Better Request for Support Than Today
- 19. 19 Self Service Status Is Powerful
- 20. 20 Status Detail Can Be Simple & Effective
- 22. 22 Self Service Request Automations Simple Effective High Value High Volume
- 23. 23 Create a 10% Better Portal One Good Place to Interact with IT • Simple & intuitive • Easier to request support than today • Self service place to check status • Search for answers in high value knowledge • Build a few simple, high value self- service interactions
- 24. 24 Evergreen’s Self-Service Catalog & Portal POWERED BY SERVICENOW
- 25. Demo our Self Service Catalog & Portal yourself! One-Day, Private Service Catalog Workshop $3,950 Possible Next Steps? http://www.evergreensys.com 25 Get a copy of our Services Definitions Dictionary or our Service taxonomy Users Guide – email marketing@evergreensys.com
- 26. 26 • Questions? • Thank you for your time. www.evergreensys.com Additional webinars and white papers available at: http://www.evergreensys.com/it-webinars- whitepapers-evergreen-systems Wrap-Up
Editor's Notes
- Hello all 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 leads our Innovation efforts.
- 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. The topic we will explore today is, fresh thinking on IT Self Service Here is our agenda- After a very little bit about Evergreen, we will dive into our topic. Beyond that we will briefly demonstrate some of the concepts discussed in 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 wrong, because it puts the customer – the people we are really doing this for – last! Hard to believe but true. How can this happen? First – Tradition. “This is how its always been done” Second – we don’t know how to put the customer first. What do they want? What are the best practices? How do we build it? Third – we DO know traditional ITSM REALLY well – so we do that. Unfortunately, its wrong.
- We need to start with the customer. If we do, it will change what we do. Here are a few examples: For Incident – rather than thinking about how to handle Incidents, we will focus more on how to eliminate or automate them. For Change – rather than always thinking about managing change – instead we will think about how to eliminate or streamline changes. Knowledge can become Search & Learn – a place for powerful, social self enablement. Start with the customer and it changes what you do!
- We create and use a lot of tools and artifacts in our consulting work. Over the past couple of webinars I began offering some guides we use every day. Our Services Definitions Dictionary and our Service Taxonomy Use guide – and quite a few of you requested it. For the Dictionary we reviewed all of the ITIL definitions and extracted out any related to Services including Service design, delivery and management. Then we added or extended definitions where ITIL was not sufficient. Last, believe it or not, there are some ITIL Service definitions we don’t recommend you use – so we have two sections – recommended and not recommended. Managing 10 services is easy. But how about 100, or 200? It gets a lot harder, but it’s important to prevent duplication and confusion. Our Service Taxonomy Guide may help – it explains the purpose and use of a taxonomy, provides a set of relevant definitions, high level best practices, and an example taxonomy structure that works well for organizing IT Services and Requests. if these are of any interest, at the end I will tell you how you can get a copy.
- Self Service. In IT it is powerful, wonderful, efficient – and rarely used. Mark Parisi captured it perfectly here. I think this is more or less how we see self service in IT. Its better just to personally do all the manicures than to have the cats tearing up the joint.
- Here are a few definitions for today to help get us on the same page. I pulled two – Customer and Self Service. Interesting to note – the term self service is not defined in ITIL. So I started with customer - someone who buys goods or services. Then I went to Websters for self service. It sounds like it is straight out of the 50’s. The serving of oneself as in a restaurant or gas station, with goods or services, to be paid with a cashier’s check or coin operated mechanism...” The only non self service gas stations I know of are in NJ, and last time I was there they weren’t taking any cashiers checks. So we go to Wiki to get a more current definition of self service which centers on customer service interactions using automation – over the phone, web or via e mail.
- Why does IT want self service? It is nearly entirely based on what IT wants – Cut Cost cut cost cut cost – every day, week,, month and year Do more with less do more with less and do more with less Its certainly not entirely our fault - Its drilled into our heads. So we hope self service is a way to do this. And oh yeah, if there’s any time left over – we want our people doing higher value work. These are the old reasons – the past. There are better reasons.
- While this may not have fully been embraced by your organization yet – enlightened IT organizations are seeing it and moving fast. It is coming for the rest of us. The consumerization of IT is happening because our customers (and us) have seen a much better way in our personal experiences, and the unrest is steadily rising. IT does not have to do everything – it only needs to provide access to valuable services. The grocery store doesn’t make everything on the shelves – they buy a lot of it and resell it. IT is a grocery store. IT is a broker of awesome functionality – to be consumed by its customers in a safe, easy way. And like a grocery store – if a particular product is no longer very desirable (think legacy systems) well they pull it off the shelf, because the shelf space is too valuable to waste. This perspective changes IT – it releases the attachment to what is being provided and focuses on what should be provided – which then changes IT from reactive and defensive to proactive. IT begins to see opportunity – to lead innovation, to explore what its customers might need to do do better – and bring it to them – to fuel creativity. IT evolves - to seeing its role of connecting customers with capability.
- For those of us who may have experimented with self service efforts, we might say something like, we built it but the customers wont use it. The question is why not? Is it because customers don’t like self service? a 2012 Amdocs survey done by the firm Coleman Parkes interviewed 2900 smart phone users in the US and Canada. 75% of them prefer online support to speaking with someone – providing the online support is good. A staggering 91% would use an online knowledgebase to answer question, triage problems – if it were good. But for the same 2900 there is a big gap – only 37% currently even try online – because its not very good. In fact, the same study showed that more than 40% end up calling in after they cannot find answers to their questions. According to Gartner – 2010 – 40% of service desk contact volume could be solved by self service – only 5% actually is. This is a little dated but to be honest, but I haven't seen a huge increase in effective use of self service with companies I meet with, over the past 5 years. So. People clearly do want it, but only if it is any good. And, if you believe Gartner – nearly half our interactions could be eliminated, but few really have. So the question is – maybe its not even possible to offer good self service? But we know that is not true. It can be done. There are great ones out there. For 9 years Amazon has been rated the number 1 retail experience in the world – and you can’t even talk to them.
- So if we have tried and it didn’t work, why not? Here are some common reasons. We built it to meet our needs, our goals – not with the customer’s needs in mind – which takes more work. So we did it fast and as such it was probably ugly, complex and confusing. Also since it was driven by our needs it was reactive from the customer’s perspective –as opposed to talking to them, finding out what they do need most and building some of that. Also since we have no time and we need to move fast – every bit of self service we did offer was quickly hand built by whomever was providing that service – so there was no common approach or consistent look and feel – but a bunch of rifle shots instead – which customers hate! Whether we realized this or not - it was too much work for us to do it right.
- so lets start fresh. As we look at how to do this better, how to create self service that customers will like and use – that also helps IT, we are really going to focus on getting started – phase 1 as it were. Because some organizations do have some self service capability built, I believe most organizations are still in the starting blocks as far as self service options that their customers actually like and use. Since it takes time and money to built good self service functionality, we want to make sure anything we tackle is worth it. Here’s what were looking for – High volume – if we only do something 3-4 times a year – is it worth the effort? Highly repetitive – if we do it a lot, but every time it is completely different and we cant change that – then its not a good candidate. Is it simple and doesn’t change a great deal over time? If so it is easier to build the self service solution and it will be viable for a nice length of time. 80/20 – what are the 3-5 things that are, or could be the same – in any area – and meet 80% of the needs. This is what we are after. On the lower RHS – here is generally where we will find these things in our current interaction buckets with our customers. How tos, status checks, requests for something, something is not working.
- This is a good place to call out one of our service design principles. Every service involves three constituencies - the Customer, the Providers and the Managers. All must be involved and have their needs met to create any truly viable service – self or otherwise. To achieve these goals Evergreen follows a principle we call Balanced Design. If we begin by designing for the customer in a way that they love it and want to use it – we can also get what we want, and have it driven by the customer’s own self service actions. Give the Customer what they want to get what we need. What is at the heart of each constituent’s needs?– we believe it is Customer Experience, Execution Effectiveness and Governance and Accountability.
- Keeping in mind the 80/20 principle – 80% of the services you want to provide can be found in 20% of the total. And starting out, we are looking for the higher volume, repetitive tasks IT does day in day out. So we start by mining the data you have. What are the top 5 incidents, the top 10 by volume? If any one is a combination of a couple of scenarios – is there a common thread to them? What is the true root cause – ie- why (not how) it failed, of the incident or group of incidents? Once we understand this, now we look to eliminate or automate through self service. Is there a change we can make in our standard processes that would eliminate the root issue? Is it a cost / benefit consideration? If we can’t eliminate it – can we automate some or all of the repair / restoration of service and put it in the hands of the customer through self service? Now apply the same line of thinking to the top 10 requests and top 10 How do I queries. What if you don’t know these? It can happen, but you can still progress. Be a detective – go interview your Level 1 folks and go interview some customers. Even if you do have your Top 10- do this. For L1 – what are the top repetitive items you deal with day in day out? What is the most frustrating thing you have to deal with? What is the most enjoyable part of your work day? What do you think customers want that we are not paying attention to? What is the dumbest problem we haven’t fixed? If you had a magic wand what would you change? For customers – what do you like best about IT? Why? What do you like least about IT? Why? If you could name 3 things that IT could do to make your work life better, what might they be? What is your favorite customer experience – Amazon, Zappos, Netflix? And if you had a magic wand…. Last Let’s talk about Captive Needs. These are things your customer HAS to come to you for. They are magic because they are sticky, as you improve what you do for them every day, they notice – and at some point it in this evolution it changes - from having to come, to wanting to come. Are you worried about shadow IT and changing the perception of IT in your customer’s eyes? Then start with your sticky needs and make them terrific – don’t see the customer as your captive, but see this instead as a magic lever to change your relationship with them.
- Apple recently recorded a 17 billion dollar quarterly profit – the highest, by any company, ever. Beauty matters. Customers loving your product matters. Ask Apple. A lot of you have or may eventually use ServiceNow, it is a great, flexible platform. This is what the end user experience looks like out of the box versus Evergreen’s out of the box. It is very functional, but It looks like it was designed by IT. Like the eye doctor says during an examination – this, or this, which is better? Which might your customer prefer? Simplicity and usability are part of a beautiful experience. Everything you might need should be close at hand, simply communicated and readily understandable. Evergreen follows 5 core principles in the design of every aspect of a customer portal & catalog – it must be Simple, beautiful, complete, predictive and leading. Start with a beautiful customer portal. This can be a significant improvement in the eyes of your customer.
- How do customers request services from you today? Is it a complex interaction, via e mail, on the phone? Do they really love it? If not – good! We can start with creating a better way for them to request services – this alone could make them happier and get them coming to your self service portal! Notice on the upper right hand side, we are leading the customer to quickly and easily definer their problem – in a way that also helps us – and at the same time as they provide information – we are feeding them possible resolutions for self service / slef triage on the RHS. But--- at any point where they no longer want to interact –we offer them and easy way to interact with us – notice the chat and phone numbers at the bottom of every page. We don’t have to follow this approach – at the bottom we have a more direct interaction approach - its up to you – with multiple ways for the customer to choose how / when they want to interact with us. No matter how you proceed – there must always be an EZ button escape hatch for the customer – thus they never feel trapped in self service.
- Here is another terrific Phase 1 self service capability that can make a big difference – status checking. No one wants to be in the dark as to the status of any request – and no one likes having to call in to find out what is happening. You don’t like it either. So publish the progress / status to the portal. As you can see – status is very visible on the portal – “my requests” and you can easily see a list of both open and closed requests. And not just for IT – but other shared services like HR – if you so choose.
- There is often a lot of grumbling from IT when we talk about status updates – too much detail, it will confuse the customer etc. What is important to recognize is tha the customer wants to see progress, consistent with the timeline they were promised – then they don’t care about the details. As you can see on the top example – status is simple, 4 phases shown the green chevrons – approval, assess, provide and complete. The one below adds add itional detail on steps – how much you show is up to you – but its not as difficult as it is often made out to be.
- I am calling this high value knowledge – but we are really applying an easy way to profile some very frequent requests for easy access in the knowledge area – as well as some common answers. Notice at the top the user can search, can collaborate with a user community or can click the red button for immediate help. As far as the EZ button goes – did you notice there are 5 different bailout points on this screen alone?
- Here we are looking at an example of self service & automation for a common request - access to box for storage. We have built complete end to end automation of the box request, which in this case is automatically approved for this customer. The block at the top shows the task progress steps – with an additional enhancement. By selecting view details, we can provide the step by step progress in much more detail to the customer – answering practically any question they might have as to status without having to call us.
- Our phase 1 solution just has to be 10% better than what our customers have today – and they will use it. It should be simple and intuitive, easier to use, give us the ability to check status, offer a little bit of high value knowledge that is easy to find, and maybe a few simple high value requests or services. And – don’t forget the EZ button – always make it easy for the customer to interact with you quickly.
- 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 as a self-service demo. You can get your own login on our website – follow the front page banner. 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 educates your team and creates a common language and direction. You can 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. Last – as I mentioned, if you would like a copy of our Services Definitions Dictionary or Service Taxonomy Guide – just email marketing@evergreensys.com.