Transforming customer journeys with ITIL 4 Drive Stakeholder Value
Blog posted by: David Billouz – Founder, Ociris, 26 November 2020.
In the pre-Covid world, what were the most important elements of customer service interaction and what’s changed?
Taking the example of a restaurant, service was about managing the demands of customers such as their waiting time for a table, how long it took to get a menu and letting them know what was available that day.
Alternatives to what was on the menu were explained by interaction with waiters/waitresses; for example, the “intelligent disobedience” of a service assistant who went above and beyond to provide something that wasn’t strictly on the menu.
However, anybody visiting a restaurant in the Covid era will notice a major change: QR codes for accessing and ordering from digital menus and even virtual queueing.
The transformed customer journey
Digitalisation of the dining experience has now minimised interaction with human beings and, in turn, so-called “moments of truth”: service interactions affecting the way you feel and quality of the service.
The service blueprint for these technology-driven interactions overrides intelligent disobedience and expects all parties to accept the reduction in human contact.
Underpinning this transformed customer journey is the imperative for safety. And that goes beyond having a clean restaurant; it’s really about managing all interactions that pose a risk to both customers and staff.
How do ITIL 4 principles help?
Work I’ve done during the pandemic to overcome these challenges for a major restaurant business has used structured, ITIL® 4 Drive Stakeholder Value (DSV) approaches to provide services and realize value.
In practice, this has involved the seven steps in DSV:
Explore: with Covid, the impact was sudden with little time for exploration. So, the added value is adapting to the situation. For example, ensuring a maximum number of people can continue working and businesses can function. This is really about continuity management.
Engage: working with different stakeholders to ensure continuity of activities and understanding the limitations in skills and availability. For a restaurant, this means having digital menus to ensure they can continue serving customers.
Offer: design the service blueprint (for the digital menu) which outlines how you will deliver your service.
Agree: be sure the service meets the need and is compatible with stakeholders, e.g. ensuring the QR code is updated with menu details.
Onboard: enabling new customers to access the menu via the QR code with any smart phone. Focus on user engagement and experience to ensure it works for the customer.
Co-creation: in this case, complying with safety requirements to enable the restaurant to provide food and drinks. A customer asking for a physical menu is not contributing to the co-creation of value in this context.
Realizing value: managing the peaks and troughs of restaurant visitors and ensuring customers can obtain a service and pay for their purchases.
The future for service management
For many businesses – and customer experiences – changed by the pandemic, there is probably no way back to the way things were done before.
The current pressure to ensure safety and social distancing means there is a new standard for interactions between service provider and customer. Consequently, the pandemic has accelerated digital transformation for business.
Whether it’s having the ability online to renew a driving licence or book a haircut, people are now pushing providers to do things more digitally. Yes, it’s about customer experience but also managing relationships with stakeholders (e.g. suppliers) and using digital technologies to achieve this.
Ultimately, to succeed and respond to customer demands in this new world, organizations will need to think seriously about – and dramatically change – their business models.
Latest News from
Developing a cross-organizational digital strategy22/01/2021 13:20:00
Blog posted by: Mark Bradley: Senior Product Manager – Software Services, Motorola Solutions, 21 January 2021.
Project management skills for financial services20/01/2021 13:20:00
Blog posted by: Christopher Poyntz – Project Manager, PwC UK, 19 January 2021.
ITIL 4 Digital and IT strategy: creating a sustainable business18/01/2021 13:20:00
Blog posted by: Erika Flora – Founder and CEO, Beyond20 and Lead Editor, ITIL 4 Digital and IT Strategy, 15 January 2021.
Managing IT services for the short and long-term14/01/2021 13:20:00
Blog posted by: Nikola Gaydarov – Team Lead and Engagement Manager, Nuvolo, 13 January 2021.
Project management and PRINCE2: universal workplace skills13/01/2021 13:20:00
Blog posted by: Andrea Vecchi – Head of PMO, Sonnedix, 12 January 2021.
ITIL 4 Foundation: a universal guide to service management11/01/2021 13:20:00
Blog posted by: Richard Gray – CFO, AXELOS, 08 January 2021.
Project management: universal skills for changing organizations08/01/2021 10:20:00
Blog posted by: Hilary Small – principal consultant, CITI, 07 January 2021.
AXELOS announces discontinuation of ITIL v307/01/2021 13:20:00
Following the successful full launch of the new and updated ITIL® 4, AXELOS has taken the decision to discontinue the previous version of the world’s leading certification in IT service management, ITIL v3, by the end of 2021.