The document discusses service automation and how it enables self-service for users. It defines service automation as the practice of allowing autonomous users to procure, manage, and adjust services through self-service technology. The document outlines the service automation framework, including the key components of automated deployment, automated service delivery, and serendipity management. It provides examples of how companies like KLM and Netflix have implemented service automation.

1. Pink Elephant – Leading The Way In IT Management Best Practices
Service Automation: Enabling
The Self Service Generation
Jan-Willem Middelburg
Regional Director, Asia
Pink Elephant

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The Service Automation Framework

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ITIL defines a Service as a means of delivering
value to customers by facilitating outcomes
customers want to achieve without the ownership
of specific costs and risks."
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Before We Begin…

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§ Brief Overview of Service Automation
§ History of Automation
§ Digitization of Services 2020
§ The Business Case of Service Automation
§ The Self Service Generation
§ The Service Automation Framework
§ The ‘Heart’ of Service Automation
§ The ‘Brain’ of Service Automation
§ The Service Automation Blueprint
§ Service Automation in Practices
§ Next steps in setting up Service Automation
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Agenda

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Mechanical Automation

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Electrical Automation

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Processing Automation

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Process Automation

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Waves In Automation

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What Is Service Automation?

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The Service Automation Definition:
“Service Automation is the practice of an industry that
enables their autonomous users to procure, manage
and adjust services through self-service technology
and concepts in order to systematically exceed user
expectations.”
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Service Automation

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Service Push vs. Service Pull
Push
Pull

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THE BUSINESS CASE
Why Service Automation?
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The Self Service Generation

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§ Is used for services that are available 24x7
§ Is focused on User Experience (UX) instead of
customer satisfaction
§ Is in charge of his or her own decisions
§ Is tech savvy: knows how to use technology
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The Self Service Generation

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§ The AUTOMATED delivery of SERVICES
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Service Automation Means

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5 Business Drivers for Service Automation
§ By definition, Service Automation facilitates a scalable business model
by which companies can enter new markets more easily and attract new
customers
§ Service Automation assists companies to make data-driven decisions
based on earlier interactions with users and customers. Frequently,
decisions based on facts prove to be more reliable;
§ Service Automation is automatically user central. Services are always
designed for user needs, focusing primarily on an optimal user
experience
§ The aim of Service Automation is to automate unnecessary manual labor,
providing a more cost-efficient service delivery organization
§ And last but not least, by breaking down services into easy-to-understand
steps, Service Automation provides a framework for consistently
exceeding user expectations. Ultimately, the concept of serendipity
management transforms customers into fans
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The Business Case For Service Automation

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THE SERVICE AUTOMATION
FRAMEWORK
How To Design For Automated Services
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Serendipity Management
• Serendipity Process
Service Delivery Automation
• Request Process
• Inquiry Process
• Resolution Process
• Upgrade Process
• Feedback Process
Automated Deployment
• Provisioning Process
• Familiarization process
• Fulfillment Process
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Technology
Service Design
User
The Service Automation Framework

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How To Design Automated Services

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The User

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Service Design: SAF Blueprinting
Demographics:
• Age
• Gender
• City
• Family
• Etc.
Psychographics:
• Information
• Content
• Ease of Use
• Privacy Security
• Graphic Style
• Fulfilment
Orientation Booking Course
Materials
Course
Delivery
Evaluation
Booking
Confirmation
Invoice Venue Details Evaluation
Form
Website
LMS Evaluation
Tool
Registration
Process
Invoicing
Process
Evaluation
Process
Admin Finance Marketing

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Technology
Platform
Users Service Providers Applications External Services
Users Service Providers Applications External Services

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Technology Integration: Automation
Demographics:
• Age
• Gender
• City
• Family
• Etc.
Psychographics:
• Information
• Content
• Ease of Use
• Privacy Security
• Graphic Style
• Fulfilment
Orientation Booking Course
Materials
Course
Delivery
Evaluation
Booking
Confirmation
Invoice Venue Details Evaluation
Form
Website
LMS Evaluation
Tool
Registration
Process
Invoicing
Process
Evaluation
Process
Admin Finance Marketing

25. Service Automation: Enabling The Self Service Generation © Pink Elephant, 2016. All Rights Reserved.
Serendipity Management
• Serendipity Process
Service Delivery Automation
• Request Process
• Inquiry Process
• Resolution Process
• Upgrade Process
• Feedback Process
Automated Deployment
• Provisioning Process
• Familiarization process
• Fulfillment Process
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Technology
Service Design
User
The Service Automation Framework

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Automated Deployment

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Automated Service Delivery

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Serendipity Management

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Serendipity Management

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The Value Of Service Automation

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Serendipity Management
• Serendipity Process
Service Delivery Automation
• Request Process
• Inquiry Process
• Resolution Process
• Upgrade Process
• Feedback Process
Automated Deployment
• Provisioning Process
• Familiarization process
• Fulfillment Process
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Technology
Service Design
User
The Service Automation Framework

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Serendipity Management For KLM

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Automating Exceeded Expectations

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Transforming Customers Into Fans

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Service Automation At Netflix

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Enterprise App Stores

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Session Evaluation

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Thank You. Questions?
Jan-Willem Middelburg
jw.middelburg@pinkelephant.com
@jwmiddelburg
@theitilexperts
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