This presentation outlines the key goals and objectives of the Service Automation Framework Alliance towards 2020. It discusses vision and mission, as well as the practical application of the framework into a number of case studies.

1. Service Automation Framework
STRATEGY PLAN TOWARDS 2020
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2. Agenda
§ Vision and Mission of the Service Automation Framework
§ Market Positioning
§ Target Audience
§ Products and Services
§ Books, Resources and White Papers
§ SAFA Certifications and Partnerships
§ Framework Development & Marketing Activity
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3. Section 1
The Service Automation
Framework
Vision and mission
Benefits
Market Positioning
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4. Vision and Mission
Vision
§ Service Automation frees the world from manual every
day tasks, by automating services end-to-end and making
them available trough a self-service portal.
Mission
§ The Service Automation Framework provides the theory,
tools and templates to automate services using a
structured and proven approach.
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5. What is the Service
Automation Framework?
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6. Origin of the Service
Automation Framework
The Service Automation Framework was created in 2016 by
Jan-Willem Middelburg during a digital transformation
consulting project for an insurance company in Europe.
The objective of the the insurance company was to
automate their service offering (contracting, billing, claims
management and customer support) through a unified
portal for end-customers.
Because no existing practices could be found that provided
a practical explanation on how to accomplish this task, Jan-
Willem devised a framework for automating services. After
the project, these lessons were written down in the Service
Automation Framework book.
The book was published in December 2016 and, due to
request for training courses, APMG-International started to
provide the official examination in 2017.
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7. Overview of the Service
Automation Framework
1. User: The building block that defines the key
characteristics of the groups of people a service
provider aims to serve;
2. Service Design: The business function that
designs and defines the service offering of a
service provider.
3. Technology: The building block that defines the
setup and usability of the digital interfaces,
connecting service providers with their users;
4. Automated Deployment: The processes that
enable a user to start using a service based on
his or her own action;
5. Service Delivery Automation: The processes
that enable a user to change or resolve any
aspect of the service based on his or her own
action;
6. Serendipity Management: The processes that
facilitate a planned and continuous approach in
order to constantly exceed the expectations of
users.
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8. Who is the Service
Automation Framework for?
The Service Automation Framework is intended for organizations
who aim to deliver (part of) their service offering to customers
through a self service portal.
The SAF Framework and techniques teach you:
1. How to define the (user) characteristics of your end-customers
2. How to break down services into smaller components that can
be scripted into workflows
3. How to make these services available through a self-service
portal to end-customers
4. Which processes and support structure you need to offer
these ‘digital services’ to end-customers.
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9. Market Positioning of SAF
Because the Service Automation Framework focuses on the
automation of frequently occurring case-based services, the
framework can be used by:
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Service Organizations
(end-customers)
• Governments
• Insurance
• Banking
• Academics & Education
• IT Organizations
• Maintenance & Facilities
Implementation Organizations
(Consulting & Technology)
• IT Consultancy
• Business Process Consultancy
• Workflow Tools
• ITSM Tools
• HR Tools
• Self Service Portals
The Service Automation Framework helps Service Providers that deliver
frequently occurring, repetitious services that can be automated.

10. Implementation Organizations
Working with SAF
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11. Case Study – Insurance
One of the largest insurance providers in Europe wanted to
have a centralized portal for customers to:
§ Review their current insurance plans and invoices
§ Real-time adjust their insurance plans
§ Automatically process claims and report status
§ Offer customer support and provide information
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12. Case Study –
Local Government
A local governments service organization used the Service
Automation Framework to automate the services they deliver to
their citizens:
§ Passport requests
§ Parking permits
§ Drivers’ licenses
§ Waste management requests
§ Address updates
§ Marriage licenses
§ Building permits
§ University grants
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13. Case Study – IT Services
Obtained Results:
§ Inconsistency in data entry, errors and mis-
keying information in provisioning – Reduced
by >80%
§ Large ongoing staff training cost – Reduced by
50% in 1st month alone and previously manual
deploying staffs were redeployed to other
projects
§ Time consuming in deployment (average of 6
weeks) – Reduced to <48 hours
§ Time delay to produce reports on provisioning
(1 week) – Reduced to <48 hours
§ Duplication of data entry, duplication of
provisioning – Reduced to 0 duplication
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In this case, a SAF partner used the Service Automation Framework for the pprovisioning and deployment of
customer-requested infrastructure.

14. Section 2
The Service Automation
Framework Alliance
About SAFA
Products and Services
Resources
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15. The Service Automation
Framework Alliance (SAFA)
§ The Service Automation Framework Alliance (SAFA) is an
independent body of knowledge for the development
and advancement of Service Automation practices and
certification.
§ SAFA aims to inspire, promote and develop excellence in
Service Automation practices and applications across the
globe, leading to outstanding business value through
automated services and professional fulfilment of every
individual member of the SAFA community.
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16. Services of SAFA
Framework
Development
• Book updates
• White Papers
• Knowledge
Articles
• Course
Materials
Certifications
• Service
Automation
Foundation
• Service
Automation
Practitioner
Partnerships
• Members
• Accredited
Training
Organizations
(ATO's)
• Corporate
Partners
Marketing
• Newsletters
• Events and
Conferences
• Social Media
• Expert
Interviews
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17. Framework Development
Book updates. The Service Automation Framework Implementation
Guide is expected Year-End 2019. This Guide will be the basis for the
Service Automation Practitioner Certification course.
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White Papers: The following White Paper have been
identified:
§ Introduction to the Service Automation Framework
(published)
§ Case Study – Service Automation for Local
Government (expected October 2018)
§ Case Study – Service Automation for the Insurance
Industry (expected December 2018)
§ Case Study – Service Automation for IT Service
Management (expected February 2019)

18. SAFA Certifications
SERVICE AUTOMATION
FOUNDATION
§ 2-day Foundation course
§ Launched in 2017
SERVICE AUTOMATION
PRACTITIONER
§ 3-day Practitioner course
§ Expected in 2019
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19. Target Audience for the
SAF certification
The Service Automation Framework
Foundation certification is aimed at
individuals who want to learn how to
design and deliver automated services
The course combines knowledge from the
following domains:
§ IT Service Management
§ Design Thinking
§ Automation
Automation
Design
Thinking
IT Service
Management
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20. Partnerships
§ Membership (free): currently 144 active members
§ Accredited Training Partners:
§ Corporate Partners
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21. Marketing
SAFA markets the Service Automation Framework and its partners
through the following means: Newsletters, Events and Conferences,
Social Media and Expert Interviews:
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22. Thank You Very Much!
SERVICE AUTOMATION FRAMEWORK
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