Marketing the value of your service desk, Simone Jo Moore

@simonejomoore #SITS15 @SITS_UK
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Marketing Your Service Desk Value
• Marketing is…
• A Marketing Culture
• Marketing Opportunities

WHO ARE YOU?

Marketing is …
• The discipline of managing perceptions
• The choices you make
• A living consequence for someone else
• A ripple effect that can get out of control

Marketing is…
• Identifying your customers
• Anticipating their needs
• Identifying ways your team can meet or exceed them
• Part of the overall customer support services marketing…
remember all support teams

Marketing is …
 
“The aim of marketing is to know and 
understand the customer so well  
the product or service fits him and sells itself.”
Peter F. Drucker
 
On a practical level, we need to communicate!
!
Company Image, Company Culture, Business Impact

Marketing Considerations
• Why market
• What to market
• When to market
• Whom to market to
• How to market

Marketing Program Components
• Clear objectives for the marketing program (i.e., what do you
expect to achieve?)
• A clear understanding of what the service desk’s priorities are and
how they are being met
• Understanding the different types of customers to whom you
provide services
• How Service desk priorities contribute to the customers
priorities

• Provide deﬁnition around the different types of marketing &
operational communications:
• the appropriate method(s)
• Purpose
• Audience
• Frequency
• Format
• Location
• Examples for reference and guidance on suggested content and
format

• Use of various channels of communication depending upon which are
most effective with your customers
• Clearly deﬁned process for soliciting feedback from customers
• Communication that is planned, regularly scheduled, and ongoing
• When you explore and market who your team are you want your
customers engaged.
• Use the tried and true methods
• See the potential of new ones
• Create the bridge to close the gap through reinforcing the story of
your value.

"If you don't take the time to think proactively you will
increasingly find yourself reacting to your environment
rather than influencing it. The resulting situation will
inevitably require far more time (and meetings) than
thinking strategically would have to begin with.“
Jeff Weiner, CEO LinkedIn
 
In other words, if we don't schedule time to think, 
we start to build up innovation debt.

Be Visible - Display your Talent
• Marketing occurs throughout the
lifecycle of the support
organisation
• Starting regular communications
with your target audience can
go a long way.
• Creating a culture that promotes
value with every customer
interaction

Getting Started
• What support services do you
use?
• On a scale of 1-5, where 5 is
extremely valuable, how
valuable is this service to you?
• What do you expect when you
interact with a service desk
analyst?

Gather & Analyze Information
• Once you learn what customers expect and value, analyse the
information to determine whether:
• You need to add, remove, or change the services you
provide
• There are any misconceptions you can clear up with
communication
• You can make changes to improve processes

Know Your People
• Create a marketing awareness within your team
• Build promotion into your standard operating procedures (SOPs)
• Use planned messaging
• Help your people make an immediate positive impact on
customer perception the very next interaction they have

What to communicate
• Communicate priorities (i.e., mission, what IT services are
available)
• Make customers aware of the support team’s contributions
(value) in meeting the business goals
• Set customer expectations appropriately
• Improve customer/user satisfaction
• Increase customer loyalty
• Improve morale so your support professionals feel more
valued

@simonejomoore #SITS15 @SITS_UKShow your precision!

@simonejomoore #SITS15 @SITS_UKShow your acrobatics!

ROC Solid!
Responsiveness

Ownership

Communication

!
more than just a tag line!
“The ability to talk about compliments and not
just complaints in a business like IT service
management is extremely powerful”
John Schumacher

Value of Connecting
“I thought you might like to share this with your
team ... at 2.52pm today your article ‘Putting a face to
our names” is the second highest visited page on the
intranet (after the homepage).
Congratulations!”
Corporate Communications Assistant

Value of Connecting
‘Putting a face to our names”

Value of Connecting
“This is brilliant. Very bold move to have your team up
on the customer’s site attracting feedback. Shows the
great level of confidence you have in your team’s
performance and reputation. Well done on the great
feedback so far from our customer’s end users. Really
great to see you guys highly regarded in their
environment.
!
The second highest visited page on a customer’s
internal website. Amazing… Thank you.”
GM Support Services

Standard Statements
• Restore normal state IT service
operations as quickly as
possible to minimise the
adverse impact on business
operations
• To provide a level of service that
exceeds our customer needs
and strive for excellence in
everything we do.
BORING!

Connecting with Vision & Mission
• Recognition
• We value your business and treat you with respect
• Service
• You know we'll provide real help for enquiries or problems
• Simplicity
• You enjoy peace of mind and a minimum of frustrations
“Our vision is about building relationships with our
customers, and demonstrating that we care.”

Your Roadies
Every Rockstar needs a Roadie to perform to the Max! IT Operations
is taking care of business for our band mates. Rock on! 
IT Operations are your Roadies ready to ensure your IT services and
products are ready to rock when you need them.  
Our Rockin’ IT team sets it up, tears it down and maintains the
Band’s gear so your show runs smoothly. We help you transform your
performance so the business can Live to the Max and keep the
audience coming back!

Link to Strategy
• Treating our band mates like Rockstars
• Living to the max
• Assisting the business to achieve 30% EBITDA
• Keeping the band connected
• Web anything, anytime
• Being part of the show (tribal)
• Using the best practice frameworks

Link to Strategy cont…
• Driving revenue growth
• Keeping the show running smoothly
• Maximising IT service and product availability
• Minimising IT incident, problem & change impacts
• Showing our band mates real loving
• Helping keep the audience coming back
• Use web to the full
• Setting it up and maintaining it for our business audience
and doing the same for our band mates

Link to Strategy cont…
• Rockin’ team
• Our people
• The right people, in the right place at the right time doing
the right thing
• Skills and expertise ensured through consistent high level
training program
• Skills and expertise developed through globally
recognised certiﬁcation

1. Use metrics to demonstrate &
promote value - convert
lagging metrics into financial &
service impact statements
2. Translate service performance
into relative cost benefits to
the business objectives
3. Communicate performance in
terms of return on investment
(ROI) for executive teams

People!
come where!
they’re !
Invited…
…and stay !
where they
feel
welcome!

@simonejomoore #SITS15 @SITS_UKMore than an email!

Planned Messaging
• IT services scorecard
• Service desk newsletter
• ‘Lunch-and-Learn’ sessions
• Meet with customers
• Set up a booth in company
meetings areas
• Create marketing booths and
distribute brochures
• Hold an open house
• Road Shows
• Open hours for visitation
• Create a logo or slogan
• Regularly use screensavers,
plaques, murals, stickers, and
signs
Deliver a consistent
message aligned
with organisational
goals.

Successful Marketing …
• Helps overcome a negative image
• Can change customer and team behaviour
• Increase the value the service desk provides to the organisation
• Perception is reality
• allows you to promote a positive perception of support
for your customers and drive value for your service desk

Build a reputation as a trusted information source by
communicating effectively, managing expectations among
your stakeholders and operating on a ‘no surprises’ basis!

Conclusions
• Service Desk has a direct impact on the reputation of IT and the
organisation
• Share well who your service desk is and what you do for your
customers
• Build new, maintain and repair relationships that make the
company successful
• Help your people feel valued and they then value what they do

Thanks for listening!

Marketing the value of your service desk, Simone Jo Moore

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Marketing the value of your service desk, Simone Jo Moore