Service Strategy Service Scenario

To assist with your learning and understanding of how the phases and processes work together, the following scenario will be used throughout this book.

This simplistic overview of a service gives examples of how the processes are utilized to create the service.

The business has requested that they would like to be able to use the internet for instant messaging with international offices.  They are also interested in VOIP and video conferencing.  We shall call this new service HYPE. This scenario will continue throughout the rest of the book.

Overall Service Strategy

  • It is important here to truly understand exactly what the business needs are, as well as their expectations for this service
  • Value must be defined (remember that utility + warranty = value):
    • Utility considers the features of HYPE – what type of support will the business require, what features will the business want/need i.e. is it fit for purpose?
    • Warranty considers the levels of service guarantee ( e.g. continuity, availability, security, capacity) that the business requires to be clarified – this is set out in service level packages
  • Service Level Packages:
    • Core service package – instant messaging
    • Supporting service package – added VOIP and/or Video conferencing, ability to attach files
    • Service Level packages – video quality, security of transmissions, access times, service support, user access.

Service Portfolio Considerations

  • You have already been trialing X brand instant messenger service among the IT staff, so  an entry has been added to the Service Pipeline
  • Are there redundant services to retire?


Financial Management Considerations

  • Cost to purchase/build service
  • Cost of hardware (web cams, PC upgrades if necessary)
  • Cost of increased internet access/bandwidth
  • Charging for service?
  • Budget?

Demand Management Considerations

  • When would business most need service? (Mornings and afternoons, as they are most likely to interact with international counterparts – time zones, times of year?)
  • What measures can we take to manage demand?
  • Limit VOIP/video to certain groups/users
  • Charge business for use
  • Dedicated bandwidth across whole of service.

By determining the above before you start to design the service, you are in a better position to ensure that HYPE will meet the customer needs (closed loop system). Remember, this is where value is agreed, and Service Operation is where value of HYPE is seen.  As we all know, the level of value will more than likely be in direct correlation to the dollars the business is prepared to pay, and this is why it is important to clarify this now, before we start designing.

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