This presentation outlines key information about the Service Automation Framework for aspiring trainer and training organisations who aim to deliver the Service Automation Framework courses and examinations. Learn how to apply to become a training partner.

1. The Service Automation Framework
TRAINING & CERTIFICATION BRIEFING
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2. Introduction
 Jan-Willem Middelburg
Author of the Service Automation Framework and
Chair of the Service Automation Framework
Alliance (SAFA). Regional Director Pink Elephant
Asia
 Ian Burnham
Project Manager for the development of the
Service Automation Certification Scheme for
APMG
 Elizabeth Berryman
Quality Lead of the SAF Certification Scheme
Syllabus and Exam Development Team.
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3. Objectives of this Webinar
After this session, you should:
 Understand why the Service Automation Framework was
developed and what the key business drivers are.
 Have a high level understanding of the Service
Automation Framework and its structure.
 Understand the SAF Certification Scheme and the
corresponding training courses.
 Know how you can get accredited to deliver the Service
Automation Training Courses.
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4. New Certification Scheme
 The Certification Scheme is due to be launched on 22
February in the USA.
 The Certification Scheme will launch with a Foundation
level certification.
 Sample Exam Paper
 Complimentary scheme to other Best Practice
Frameworks
Service Automation is one of the fastest developing areas
of interest for Service Providers
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5. Section 1 Background, Content and Introduction
to the Service Automation Framework
Jan-Willem Middelburg
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6. First Things First: What is
Service Automation?
Service Automation is:
 The Automated Delivery of services
 Based on the autonomous requests of users
 Using a (self-service) technology platform to deliver
services to end users
 Aimed to an optimal User Experience in order to achieve a
competitive advantage.
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7. What do all these organizations
have in common?
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They deliver services based on the concepts of Service Automation

8. Key Business Drivers of
Service Automation
 Service Automation facilitates a scalable business model by which
companies can enter new markets more easily and attract new
customers;
 Service Automation assists companies in making data-driven
decisions based on earlier interactions with users and customers.
More accurate information provides companies with a competitive
advantage;
 Service Automation is user centric. Services are always designed with
the objective of providing 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.
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9. Why develop a Service
Automation Framework?
 Many organizations see the benefit of Service
Automation, but struggle to find a structured approach to
start offering automated services.
 This project started in 2013 as a personal inquest to find
information about Service Automation. Apart from some
technical guidance, there was no information available.
 Other existing models did not include the ‘technology’
component that is necessary to design self-service
portals.
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10. The Results: The Service
Automation Framework book
 The result of 18+ months of research,
development and revisions.
 Part of the ‘Best Practice’ Publications,
reviewed by 7 independent professionals.
 Forewords written by:
 Allan Leinwand (CTO ServiceNow)
 Richard Pharro (CEO APMG-International)
 David Ratcliffe (President Pink Elephant)
 Published on January 14, 2017
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11. The Service Automation
Framework Highlights
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12. The Service Automation
Framework Building Blocks
The Service Automation Framework consists of 6 major building blocks:
 User: The building block that defines the key characteristics of the groups of
people a service provider aims to serve;
 Service Design: The business function that designs and defines the service
offering of a service provider.
 Technology: The building block that defines the setup and usability of the digital
interfaces, connecting service providers with their users;
 Automated Deployment: The processes that enable a user to start using a service
based on his or her own action;
 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;
 Serendipity Management: The processes that facilitate a planned and continuous
approach in order to constantly exceed the expectations of users.
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13. The Service Automation
Framework Techniques
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14. Key Service Automation
Concepts and Models
7 SERVICE AUTOMATION
FRAMEWORK TECHNIQUES
SERVICE AUTOMATION
BLUEPRINTING
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15. Key Concepts to Remember
The Service Automation Framework consists of:
 6 Main Building Blocks. The first 3 are directed at the
Design of automated services. The last 3 are directed at
the delivery (processes) of automated services.
 7 Service Automation Framework Techniques (SAFTs).
These technique provide step-by-by implementation
guidance.
 Service Automation Blueprinting is a visual technique to
design automated services.
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16. Section 2 The SAF Syllabus, Certification Scheme
and Accreditation Procedure
Liz Berryman / Ian Burnham
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17. The Service Automation
Certification Scheme
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18. 4 Levels of Examination
The Service Automation Certification Scheme consists of 4 levels that increase in
terms of knowledge and practical application of concepts:
 Service Automation Foundation: This entry-level certification tests whether
delegates can recall key concepts and terminology of the Service Automation
Framework.
 Service Automation Design: This intermediate-level certification tests whether
delegates can apply the theory of the Service Automation framework to design
automated services. This certification tests design concepts.
 Service Automation Delivery: This intermediate-level certification tests whether
delegates can apply the theory of the Service Automation framework to deliver
automated services. This certification tests process application.
 Service Automation Master: This expert-level certification test whether delegates
are able to formulate a long-term strategic road map in order to execute a digital
strategy based on automated services.
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19. Materials Available
THE SAF SYLLABUS SAMPLE FOUNDATION EXAMS
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20. Guidance for ATOs
For existing ATOs, the regular procedures apply. For new
ATOs, APMG-International will issue accreditation.
Available now:
 Sample Exams and Rationales
 Syllabus and Accreditation Documentation
Available in the next months:
 Vanilla Course Materials
 Digital Exam vouchers
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21. Section 3 Q&A Session
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22. THANK YOU VERY MUCH
TRAINING & CERTIFICATION BRIEFING
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