webinar_productize-your-services_03-2014.pdf

Productize Your Services
Design them for Value AND Profitability
1
Copyright © 2008 - 2014 AntFarm, Inc. All Rights Reserved
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About Service Strategies
A Global Service Improvement Company
• Service Strategies provides consulting, training, industry standards
and certification programs that help you deliver better service
• Programs available to improve the performance of eService,
Support, Field Service and Professional Services operations
• The Service Capability & Performance (SCP) Standards
The SCP Standards have been recognized as the global
benchmark of service excellence for the past 15 years
• SCP Career Certification and Training Programs
Over 5000 service professionals worldwide have attained
certification under our training and certification programs

4
We are Service Architects
We drive service growth for IT Solutions Providers
through improved service design and delivery
• Build in customer & solution provider value
• Base service delivery on best practices
• Employ practical methods and tools
Our Mission

Two Questions for you…
• Does the Value Proposition for your service
offerings provide you with a competitive
advantage?
• Are you prepared to consistently Sell and
Deliver on that value proposition?
5

What’s a “Service Offering”?
• With hardware and software, it’s a key part of a
“Technology Solution” (often)
• Targets a one or more business problems (always)
• Has a defined Value Proposition (Service Results which
satisfy Customer Needs)
• Fixed Statement of Services (relatively)
• Fees based on Solution Results vs. level of effort
(generally)
= Repeatable and Scalable – It’s PRODUCTIZED!!!
6
“I’ve got a guy…”
is not a Service Offering

7
Transition
From
Sales
System
Deployment
Technical
Discovery
System Testing
& Acceptance
Customer
Pilots
Project
Closeout
System
Design
System
Configuration
Recurring
Status
Meetings
Migration &
Cutover
Customer
Training
Project Kickoff
and Planning
Transition
To Support
Service
Delivery Cloud

8
Transition
From
Sales
System
Deployment
Technical
Discovery
System Testing
& Acceptance
Customer
Pilots
Project
Closeout
System
Design
System
Configuration
Recurring
Status
Meetings
Migration &
Cutover
Customer
Training
Project Kickoff
and Planning
Transition
To Support
“Raisin Pudding”
Process Model
With apologies to J.J. Thomson's
'Raisin Pudding' model of atomic structure
Automated
Discovery
Software
Deployment Tools
Migration
Tools
Configuration
Tools
Sure, there are tools, but…

9
Everyone recognizes a broken process…
• Things take too long
• Everyone is “firefighting”
• Customers are unhappy
• Employees are frustrated
• Too many things have to be redone
• Finger-pointing between departments
• “Exceptions” to the process are common
All of these are a
drain on
profitability

10
Urban Legend Quotes
• The price of services is inflated by 30 – 80% due
to processes that have excessive Non-Value-
Add activities, as viewed by the customer
• Non-Value-Add effort typically comprises as
much as 50% of the total service costs
Source: Michael George, Lean Six Sigma for Service

11
The drive to improve Profitability
Cost
Profit
Price
Cost
Profit
Historically:
Price = Cost + Profit
(to improve margins, raise price)
Cost
Profit
Price
Cost
In a Competitive Market:
Profit = Price - Cost
(to improve margins, lower cost)
Profit

12
Customers Value Services
that Satisfy their Needs
• The SERVICE RESULTS must
satisfy their business problem
• The DELIVERY MODEL must
fit their operational needs
• The PRICE must be within
their TCO budget
Delivery
Results
Customer
Value
Price

13
Services must also Satisfy
the Needs of the Business
• The COST to deliver services
must allow for acceptable
margins at market prices
• The DEFECT rate must not
cause customer satisfaction
issues or raise costs
• The CYCLE TIME must fit the
“Business Velocity” built into
the business plan
Cycle
Time
Defects
Business
Value
Cost

What is the cost of Poor Value?
14
Fewer Sales
Disgruntled
Customers
Lower
Profits

Our objective today:
Introduce you to concepts to help you…
• Know what your CUSTOMERS
NEED from your services– what
they value
• Design your services to PROVIDE
VALUE CONSISTENTLY
15

16
Two Sources of ROI from this approach:
• TOP LINE: Increased sales of
services through a better
value proposition
• BOTTOM LINE: Better return
for your services capital $$
through more efficient
operations
Increase demand
Improve sell price
REV
Manage capacity
Use less expensive resources
Reduce waste
OI

These concepts apply to…
• Project Management
• Technology deployments
• Field engineering & technical services
• Software implementation
• Support
• Managed Services
• Cloud offerings
• … all disciplines of IT services
17

18
Service Design is the key
to Service Value
Lynn Shostack, “Designing Services that Deliver”,
Harvard Business Review
“Better Service Design provides
the key to market success, and
more importantly, to growth”
Lynn Shostack, Harvard Business Review
To improve the VALUE in a
service, improve the process
used to design the service

19
Actual
Service Delivery Effort
w/ Post-Release Problems
Service Rollout Effort – Fire Fighting
Level
Of
Effort
Service
Development
Planned Service
Delivery Effort
Time
Service
Released
For Sale
Customer
Satisfaction
Profitability
Escapes

20
Service Rollout Effort – Fire Prevention
Level
Of
Effort
Up-front
investment
in VOC and
Service Design Planned Service
Delivery Effort
Reduced
Post-Release
Problems
Service
Released
For Sale
Correct problems in
service design;
eliminate
downstream errors
Customer
Satisfaction
Profitability
Time

Zig Ziglar’s
“Successful Sales Formula”
21
Need
Satisfaction
Need
Solution
Need
Awareness
Need
Analysis
- investigation
- light bulb comes on
- matching results to needs
- delivering the results
Know the answers
ahead of time
Adapted from Zig Ziglar, Ziglar on Selling, Nelson Publishing, 1991

Zig Ziglar’s “Successful Sales Formula”
22
“Here’s a proposal with a Statement of Work
that outlines exactly how we are going to
deliver these outcomes”
Need
Satisfaction
“Here’s how we address these requirements:
1) service feature…
Would that meet your objectives?”
Need
Solution
“Then you probably need to address :
1) need…
2) need…
to meet those objectives, correct?”
Need
Awareness
Probing Questions:
• “What are your business objectives?”
• “What are your pains and hurdles?”
Need
Analysis
Sales Dialog: Service Design:
Business Objective:
• Challenges
• Market Characterization
Customer Needs Analysis:
• Customer Needs (from VOC)
• Service Features
Service Blueprint:
• Statement of Work
Adapted from Zig Ziglar, Ziglar on Selling, Nelson Publishing, 1991

Four Steps to Better Service Value
23
Establish the
Value
Proposition
Define the
Service
Vision
Blueprint
The
Service
Sell The
Value
1 2 3 4
IMPROVE
Service Blueprinting
framework

24
Define the
Service
Vision
Blueprint
The
Service
Sell The
Value
2 3 4
IMPROVE
framework
Establish the
Value
Proposition
1

What is the “Voice of the Customer”?
• Statement of needs as seen by the customer
• Defines which features in a service that are critical to the
customer
• Heard from feedback or culled from existing data such
as satisfaction surveys
• Translated into specific requirements which must be met
to ensure customer satisfaction
25
Only the
customer can
define value as
they see it!!!

Map Service Results to Customer Needs
26
Customer
Customer Need
System design and
configuration meet
customer requirements
Customer technical
requirements are
validated
System design must
reflects the customer's
requirements
System design must
comply with the
manufacturer's
recommendations and
guidelines
Required Service Result
Requirements interview
and questionnaire
Detailed System Design
document depicting
configuration
Customer review and
approval of the design
Vendor review of the
design
Required Service Input
Customer requirements
input
Requirements
Questionnaire template
System design template
Vendor comments and
corrections to design

27
Customer Needs Analysis
CUSTOMER NEEDS
Service ID Service Title Service Owner Effective Date
Page 1
AntFarm, Inc. Form 000-2001-01 (11x17) Copyright © 2006 AntFarm, Inc.
SERVICE RESULTS SERVICE INPUTS
Secure Healthcare Messaging Implementation
System design and configuration
meet customer requirements
System must be installed and
functional in Customer Data Center
Customer is prepared for the
implementation project
Customer users are prepared to use
the system
Customer must be able to maintain
the system after go-live
Customer requirements are validated
System design must reflect the customer's
requirements
System design must comply with the
manufacturer's recommendations and guidelines
System must be tested prior to go-live
Customer understands their roles and
responsibilities
Customer data center has adequate space,
power, and HVAC
Customer can plan for receipt of the hardware
Users are trained on system functionality
Training schedule takes into account the user
shift schedule
Requirements interview and questionnaire
Detailed System Design document depicting configuration
Customer review and approval of the design
Vendor review of the design
Stage server remotely
Install and configure application remotely
Installation in customer data center
Unit and System test plan
Customer review of test plan
Unit and System Testing
Test failures fixed
Kickoff meeting to set expectations
Project plan defining project schedule and methodology
Detailed System Design document depicting configuration
Coordination of the installation with the customer
Online shipping status information
Training plan defining attendees and courses
Online training for application and administration
Training schedule for all users
As-build documentation
Project issues closeout
Support welcome packet
User contacts and roles
User schedule availability
Customer requirements input
Requirements Questionnaire template
System design template
Vendor comments and corrections to design
Staging guidelines
Shipping status
Confirmation of hardware arrival
Test plan template
Test results documented
List of users and roles
Schedule of user availability
Red-lined design document
Project issues list
Welcome packet template
Compelling
Value Proposition
originates here
!!!
Customer Needs Service Features Service Inputs

28
Define the
Service
Vision
Blueprint
The
Service
Sell The
Value
2 3 4
IMPROVE
framework
Establish the
Value
Proposition
1

The Service Concept
29
Service
Concept
Service
Life Cycle
Delivery
Approach
Service
Results
Service
Blueprint
The Service Concept
is the VISION for the
service
It captures the Value
Proposition derived
from VOC analysis
VOC
Service Ideas
Begins to answer the
5 P’s of marketing Lays the groundwork
For the SERVICE BLUEPRINT

Service
Concept
Document
30
• What business
problems are
you solving?
• Who is the customer?
• What do they value?
• What outcomes
do you have to
achieve?
• What is the
service delivery
model?
Defines the
Service Product

Write Last !!
Service Concept
31
The 5 P’s of Marketing
• Product – service features, benefits
• Position – relative to market needs / competition
• Place – sales & distribution channel(s) to your market
• Price – cost-plus or value-based
• Promotion – marketing strategy
Service Description
Business Objectives
Target Customers
• Market Segments
• Individuals
• Attributes / Benefits
Sales Strategy
• Sales Channel
• Opportunity
• Positioning
Customer Rqmts
• Needs
Service Approach
• Life Cycle
• Description
Establishes a
common foundation
for go-to-marketing
messaging
• Web Content
• Brochures
• Sales Presentations
• Battle Cards
Outline

Define the Business Objectives
for the Service
32
• Drive revenue or reduce cost
• Enable employees
• Achieve Compliance
• Reduce risk
• Change / improve current state
• Use action verb (improve, reduce, enable)
Frame your Business Objectives in terms
of the customer’s business goals:
Managed
Application
Enable client to provide
superior customer service
through the contact center
(driving revenue growth,
customer satisfaction,
loyalty and retention)
Application
Implementation
Accelerate adoption and
utilization of the [solution]
(so you can achieve the
full benefits of your
technology investment
sooner)
Hosted
Technology
Provide anytime,
anywhere access to key
business applications and
data (enabling your
employees to spend more
time with clients)
Include the
“so that you can…”
A service offering probably has several business objectives

Identify challenges in achieving these
objectives
33
Managed
Application
Enable client to provide
superior customer service
through the contact center
(driving revenue growth,
customer satisfaction,
loyalty and retention)
Application
Implementation
Accelerate adoption and
utilization of the [solution]
(so you can achieve the
full benefits of your
technology investment
sooner)
Challenges
Lack of expertise for moves, adds, changes
No resources to upgrade application and keep up
with patches
Can’t match system capabilities to business needs
Limited depth in understanding the system to make
intelligent design decisions
Challenges
Challenges are the
source for “probing
questions”

Service Concept
34
Target Customers
Market Segment Target Customer Attributes Anticipated Benefits / Value
 Small to mid-sized
physician practices
 Have electronic patient record and patient
accounting
 Struggling to comply with HIPAA privacy
 Want to minimize costs to provide patients
with visit and diagnostic results
 Improved patient satisfaction and loyalty
 Improved turn around time for follow-up visit
scheduling and patient treatment
 Reduced costs and exposure for complying
with HIPAA privacy concerns
Sales Strategy
Sales Channel Opportunity Positioning
Direct sales  Complete SHM solution  Meets a critical need for a more effective
means of communicating with patients
Channel sales  Attached to a Physicians Electronic Patient
Record solution sales
 Provides substantial additional value (end-
to-end digital solution)
What does the optimal
customer look like?
How does the service
uniquely solve their
needs?
Who will
sell it?
In what type of
deals?
Why is the service required
in the deal?
Service Description
Business Objectives
Target Customers
• Market Segments
• Individuals
Sales Strategy
• Sales Channel
• Opportunity
• Positioning
Customer Rqmts
• Needs
Service Approach
• Life Cycle
• Description
Outline
May serve more than one segment

35
Need
Satisfaction
Need
Solution
1) need…
2) need…
Need
Awareness
Probing Questions:
Need
Analysis
Business Objective:
• Challenges
Service Blueprint:

Service Concept
36
Customer Requirements
Customer Needs Service Features
 System design and configuration meet
customer requirements
 Customer requirements are validated
 System design must reflect the
customer’s requirements
 System design must comply with the
manufacturer’s recommendations
and guidelines
 Requirements interview and questionnaire
 Detailed system design document depicting the
configuration
 Customer review and approval of the design
 Vendor review of the design
 System must be installed and functional
 System must be installed in the
customer’s data center
 System must be tested prior to go-live
 Remote server staging
 Install and configure application remotely
 Installation in customer data center
 Unit and system test plan
 Customer review of the test plan
 Unit and system testing
 Test failures fixed
 Customer is prepared for the implementation
project
 Customer understands their roles and
responsibilities
 Customer data center has adequate
space, power, and HVAC
 Customer can plan for receipt of the
hardware
 Kickoff meeting to set expectations
 Project plan defining project schedule and methodology
 Detailed system design document decpiting the
configuration
 Coordination of the installation status with the customer
 Online shipping status information
What are the needs that are
Critical to Satisfaction?
What Service Outcomes are provided
to satisfy the needs
Service Description
Business Objectives
Target Customers
• Market Segments
• Individuals
Sales Strategy
• Sales Channel
• Opportunity
• Positioning
Customer Rqmts
• Needs
Service Approach
• Life Cycle
• Description
Outline

37
Need
Satisfaction
Need
Solution
1) need…
2) need…
Need
Awareness
Probing Questions:
Need
Analysis
Business Objective:
• Challenges
Service Blueprint:

38
Designing the Delivery Model
Service Life Cycle:
• Block diagram depicting the life cycle relationship with
the customer
• Provides a high level understanding of the service flow
• Outlines the organization of the process modules
(Service Blueprints)
• Defined by grouping Features / Results identified in
the Customer Needs Analysis

Typical Implementation Life Cycle
39
Time
System
Design
System
Build & Ship
Customer
Training
Project
Initiation
Project
Closeout
System
Install & Test
Entry Exit
Entry Exit
Entry Exit
Entry Exit
Entry Exit
Entry Exit
Commonly
known as a
“Methodology”
Project Control
Entry Exit

Map Required Results to the Life Cycle
40
System
Design
System
Build & Ship
System
Install & Test
Customer
Training
Procure server
hardware
Stage server
Install &
configure
application
Prepare Install
Plan and Obtain
Customer
Approval
Install server in
customer data
center
Prepare Test
Plan and Obtain
Customer
Approval
Conduct System
Testing
Remediate test
failures
Online Training
System
Life Cycle
Phase
Gather
Customer
Design
Requirements
Create Top Level
& Detailed
Design
Obtain
Customer
Approval of
Design
Vendor
Design
Review
Service
Results
Needs Features

Service Concept
41
Service Approach
Service Life Cycle Delivery System description
 Project Initiation  Sales and Project Manager on site to review plan
 System Design  Customer provided with questionnaire indicating design choices
 Conference call to review specifications
 Remote preparation of system design
 On site review of design
 System Build and Ship  Remote staging and application build
 Customer has web visibility of build status
 System Install and Test  Hardware vendor installs hardware in customer data center
 Remote development and review of test plan
 On-site connection of interfaces and system testing
 Customer Training  Remote administered webinars
 Project Closeout  Conference call for transition to support
What are the major
delivery phases?
How are service outcomes
achieved?
Service Description
Business Objectives
Target Customers
• Market Segments
• Individuals
Sales Strategy
• Sales Channel
• Opportunity
• Positioning
Customer Rqmts
• Needs
Service Approach
• Life Cycle
• Description
Outline

The stage is set for the Service Blueprint
42
Service
Concept
Service
Blueprint
VOC
Service Ideas
Service
Results
Delivery
Approach
Service
Life Cycle SERVICE BLUEPRINT

43
Define the
Service
Vision
Blueprint
The
Service
Sell The
Value
2 3 4
IMPROVE
framework
Establish the
Value
Proposition
1

What’s a Service Blueprint?
• Graphical projection of how a service is delivered
from the CUSTOMER’S PERSPECTIVE
• Expansion of the general service delivery concept,
providing who, what, when, where, & how details
• Charts all of the transactions that occur both in the
customer’s view and outside of it
• Foundation for the Statement of Work and
consistent delivery
44

AntFarm, Inc. Form 000-5015-02 Copyright © 2006 AntFarm, Inc.
Procedure Notes
Task / Activity
Functional Area Service / Procedure Owner
Service ID Service Title
Phase / Process
Effective Date
• [none]
Techniques
• Vendor config web site
• Design template
Tools
• Review customer responses for completeness and compliance with
recommended practices. If customer responses are incomplete or do
not comply with recommended practices contact customer and
explain deficiency
• Determine Primary Database Server configuration first, using
parameters from interview results
• Refer to System Design Guidelines for how to set specific
parameters based on customer input
• Upon completion of main database service configuration,
validate with vendor config web site
• Complete Primary Database Server portion of System
Design Specification
• Determine Backup Database Server configuration (same steps)
• Select Small, Medium, or Large Communications Server
configuration based on customer parameters and document in the
System Design Specification
• Add ancillary items (printers, workstations, etc.) per requirements
• Forward entire Design Specification document to Vendor for review
• Finalize System Connectivity Diagram in Design Specification
document
• Forward System Design Specification to Engr Mgr for review
Steps & Guidelines
• Vendor review of configuration
• Engineering manager review of
System Design Specification
Control
• Defects identified in Vendor review
•
Measure
Prepare
detailed design
Engr
Coordinate
design review
Engr
Gather rqmts &
specs
Engr
System Design
Guidelines
Customer has
responded to
interview
System Design
Specification
Vendor has
reviewed
configuration
Prepare detailed design 300-0201-01 SHM Implementation
Phase 2: System Design
Professional Services 6/30/06
Engineering Manager
Interview
question results
Engineering
Manager has
reviewed
Design Spec
Service
Architecture
Process Maps
Procedure
Descriptions
Job Aid
Three Layers
of the
Process
Framework
Service Blueprint
Process Overview
Life Cycle Diagram
45

Depicts the customer’s
overall experience
Life Cycle Diagram
Catalogs the library of process
modules in the service
Shows how the
pieces fit
together
46

Process Module Components
Detailed Process Workflow
Step‐by‐step workflow for the
process area
Process Overview
Objectives and boundary
conditions for the process
47

Process Overview
What goes into the process…
What comes out of the
process…
What you’re trying to achieve
with the process
Sets
expectations
for the process
Objectives and boundary conditions
for the process module
Significant elements of the process
(Sub-processes) and their relationship
48

Background processes or interfaces
with other processes
Systems and tools which play a role in
the service; backstage documents
Storyboard
for Service
Delivery
Service Blueprint “Swim Lanes” style process map
Actions in contact with the customer
Actions out of
direct view of the customer
Tangible deliverables or results
Events and outcomes experienced by
the customer
“You are here” in the service
Life Cycle Diagram
49

Workflow
Show the workflow and
the connection to the
customer experience
Identify action performers
by role
50

Tangible Evidence
Document the physical
evidence the client sees
51

Integration with automation
Show how automated systems
relate to the workflow
52

Building the Statement of Work
53
Phase 2: System Design
Integrator Responsibilities Customer Responsibilities
 Coordinate the design requirements interview
 Conduct the design requirements interview
and gather system requirements and
specifications
 Prepare the Detailed System Design
 Coordinate the design review session
 Present the design for customer approval
 Prepare contract change order (if required)
 Complete Design Interview Questionnaire
 Participate in the design requirements interview
and provide customer input on system configuration
as it relates to their workflow
 Participate in the design review session
 Review, provide input to, and approve the system
design
 Approve the change order (if required0
Deliverable Description Provided By
Design Interview
Questionnaire
 Comprehensive set of questions and tables
used to gather customer workflow information
as input to the Detailed System Design
Integrator, completed by
customer
Detailed System
Design
 Resulting system configuration, reflecting
customer specific workflow requirements
Integrator, approved by
customer
Change Order  Amendment to initial contract reflecting any
system component changes that resulted from
the design preparation and review
Integrator, approved by
customer
Phase Completion Criteria
 System design approved
 Change order signed (if applicable)
Service Blueprint
Physical
Evidence
Customer
Actions
Onstage
Actions
Backstage
Actions
Support
Processes
Support
Systems
Life Cycle
Stages
[ LINE OF CUSTOMER INTERACTION ]
[ LINE OF CUSTOMER VISIBILITY ]
[ LINE OF INTERNAL INTERACTION ]
Gather
Rqmts &
Specs
Respond
to interview
questions
Prepare
Detailed
Design
Present
Design
Approve
Design
w/ changes
Design
Spec
Interview
Questions
Change
Order
Project
Portal
Vendor
Design
Review
Vendor
Config
System
System Design
Coordinate
Design
review
Exit
Conditions
A
A
B
C
D
E
B
C
D
E

54
Need
Satisfaction
Need
Solution
1) need…
2) need…
Need
Awareness
Probing Questions:
Need
Analysis
Business Objective:
• Challenges
Service Blueprint:

55
Define the
Service
Vision
Blueprint
The
Service
Sell The
Value
2 3 4
IMPROVE
framework
Establish the
Value
Proposition
1

Achieving the Value Proposition…
56
Design
Service
Process
Customer
Needs Drive
Service
Results
Define the Value Proposition
Service Concept
Service
Process
Yields
Service
Results
Satisfy
Customer
Needs
Achieve the Value Proposition
Service Execution
Service Blueprint

Targeted Value
57
• The Service Concept specifically
focuses on meeting well understood
customer needs
= Customer Value
• The Service Blueprint ensures
consistent delivery and reduced
mistakes and rework
= Business Value
Defects Cycle
Time
Cost
Business
Value
Service
Results
Delivery
Price
Customer
Value

Service
Concept
Common go-to-market messaging for:
58
• Web site
Service
Descriptions
• Service
Offering
Brochures
• Sales Battle
Cards
• Sales
Presentations

Marketing Brochure
59
Service Title
Description:
Clear & Concise description of the service:
• 1 or 2 sentence service description
• bulleted list of objectives (in business terms)
• bulleted list of service results or features
Service Backdrop:
Target market and market
conditions; explain why this
service is required based on the
technology landscape
Customer
Problem/Need
Statement:
Focus on the needs of
the customer that
your value proposition
addresses
How this
service solves
the problem:
Match the service
results to customer
needs, showing how
the needs are met
Service Title
Differentiators:
What’s important about the service or delivery?
• Methodology
• Quality
What makes this solution unique?
Outcomes or
Deliverables:
Ensure the Service Results are
described clearly and are well
understood by the target
buyer(s)
Simple,
reinforced
value
proposition:
Describe the overall
business outcomes
for the service; restate
the value proposition
Call to Action:
Statement with an
action verb of what
the customer should
do next to have their
problem solved
Company
Contact Info
All of this information is derived
from the Service Concept

Sales Training
60
Business Objectives
for the Service
Target Market
Segments
Sales Strategy
Value Proposition
Delivery Methodology
- Attributes, benefits, & value for the organization
- Channels, opportunities, positioning vis-à-vis other offerings
and solutions
- Customer needs and the service results that satisfy them
- Life Cycle phases, objectives, major activities
- Why they would buy it to begin with
(plus pricing / quoting)

Selling the Value
• The Value Proposition must be based on
meeting customer needs BY DESIGN
• Base Sales Tools on the Service Concept
• Build the Statement of Work from the Service
Blueprint
61
More Sales
More Satisfied
Customers

Two Questions for you…
• Does the Value Proposition for your services
provide you with a competitive advantage?
• Are you prepared to consistently Sell and
Deliver on that value proposition?
62
Well, really 3 Questions
• If the answer to either question is NO, what are
you doing about it?

Preview of AntFarm
Service Offerings
63

AntFarm’s Service Design Framework
64
Service
Concept
Service
Blueprint
Life Cycle
Delivery Methodology
Service Results
derived from
Customer Needs
VOC
Service Idea
SERVICE BLUEPRINT
GO TO MARKET
DOCUMENTS
Features
Benefits
STATEMENT OF
WORK
Customer Integrator
RESPONSIBILITIES
TRAINING PLAN
Role Skills
TRAINING REQUIREMENTS
TECHNICAL
PROCEDURES
DELIVERABLE
TEMPLATES
CUSTOMER
NEEDS
ANALYSIS
CTS
CTS
CTS
CTQ
CTQ
CTQ
CTQ
CTQ
CTQ
Customer
SERVICE
CONCEPT
Customer Value
Target Market
Sales Team Opportunity
Sales Strategy
• Brochures
• Sales Presentations
• Battle Cards
• ROI Tools
Step 1: Establish the vision Step 2: Develop the delivery process
Voice of the
Customer

Service Concept Design Project
65
Improve the growth potential for a service
offering by establishing a sound vision for
the value proposition, target market, and
service delivery methodology.
Objective
• Define the client business problems and the service outcomes
delivered by the offering to satisfy them = the value proposition
• Characterize the market for the service offering to allow more
targeted messaging and sales channel alignment
• Outline the high level delivery model, enabling sales to set
accurate expectations for service delivery

Service Blueprinting Project
66
Improve service value and profitability by
establishing consistent service delivery with
reduced rework and non-value-add effort.
Objective
• Outline the high level architecture of the service delivery model,
setting the stage for detailed service design.
• Develop a detailed design specification, the Service Blueprint, for
an IT-related service which can be rolled out with a high probability
of successful delivery.

Questions?
67

Webinar Hosted by
www.servicestrategies.com
info@servicestrategies.com
858-674-4864 – Corporate
800-552-3058 – Toll Free

webinar_productize-your-services_03-2014.pdf

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