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Eversley Bdpa Jun 2010
1. Service Delivery Management: Delivering value to the business Lucia Eversley Global Business Management June 22nd, 2010
2. Agenda Running as a Business Model 1 2 3 WHO, WHAT, HOW Closing Comments
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4. Running as a Business Framework Win in Market Users Delivery Priorities Clients Discover Design Qualify Ready Launch PE PC LPA LA Innovation Create Distribute Improve Remove Service Management Service Operations
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7. Example: The WHAT: Decision Cockpit Equity: The one stop shop ……to enable better and faster decisions Benefit: Easy access to information in one place. Value : Better, faster decisions Featured Video Brand Equity Pyramid
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12. HOW: Gaining WHO Advocacy Develop interest in the solution in a compelling way Drive trial in a way the audience understands and experience the value proposition. (FMOT) Win in the SMOT . End user and Client recommends the product. Objective
Model is a continuous cycle. Innovation arm that consist of ideation which includes interviews to identify opportunities, grouping them, brain storming solutions, developing a concept, and getting iterative feedback to find tune concepts. This eventually leads to mockups and a prototype. Once prototype is approved to proceed to the creation of a production ready version, it is manage as an initiative using SIMPL gates. Eventually it is launched as a product or service, with operational elements. It will go through continuous benchmarking and monitoring for improvement. Users are the consumers of the product and service Clients pay for the service given that the service aligns with their priorities and provide business value. Win-in-Market are like Account Executives that work with the clients on a joint business plans. They also make sure that the client needs and priorities are known. This could lead into innovations, improvements, expansions, of removal of product or services.
Service Management equates to Brand Management Assess market for opportunities (benchmarking, SWOT, etc) Define your market segment “WHO”. Who are the strategic target (common need), who is your prime prospect (who will get the most value) Define what will be delivered - Equity – how others perceive the product. What it represents for them. - A feature is what a product or what a product does - Value (proposition) = return on the investment - A benefit is what the prime prospect really gets Is the answer to the question… What’s in it for me? Define how it will be delivered and timing (master plan and initiatives)
Technical Link + Emotional link This leads to satisfaction and to adoption Need to be user centric. Example BMW experience BMW Equity = Overall = driving experience http://www.youtube.com/watch?v=1EMyc_dbpUc Example iPod http://www.youtube.com/watch?v=UH5ZTvmHaIk Overall equity = Unleashing freedom of personalized entertainment Brand Character = revolutionary, cool, spontaneous, experience Building blocs: Performance, portable storage, intuitive, emotional (freedom to move, to self express) Equities consumer experience: Iconic, slick, intuitive,
Provide examples of changing the game.
Initiative vs project. Initiatives are anything which effects how the user will interact with it. A project is transparent to the user. For example an server upgrade. 5 items for a concept [a selling tool] Headline – The hook Accepted Consumer Belief (ACB) –Consumer’s unmet need Benefit – ‘What’s in it for me?’ Reason to Believe (RTB) – Credibility, Proof Other info – pricing, visual, etc The Team Located across the globe at key sites Co-located with key customers Have global and regional deliverables Focused on operational excellence, quality of delivery, and quality of launch Leverages business champions
Ask: Can you think of other methods that can lead to advocacy?
