Definitely Definitions

What is a Service? ITIL defines a Service as "a means of delivering value to customers by facilitating outcomes customers want to achieve without the ownership of specific costs and risks." In other words, when we do something for another party that gives them something they need or creates value for them, we are providing a service. Customers/users want to enjoy the benefits of the services we provide but don’t want to take on the challenge of managing those items themselves, therefore we provide those items to them in the form of services. It is also important to differentiate between client-facing services that allow end users to do their work and internal technical services that enable those services to be delivered efficiently and effectively.

At a strategic level it is important to understand the concepts of services, customers, value, service providers and how organizations relate to them to help us define which services will be delivered and to whom they will be delivered to. What we are going to discuss here is how to identify customers, their requirements and if there is an opportunity that we as a service provider can fulfill. There are eight distinct steps that should be undertaken as part of portfolio management.

Step 1: Define the market and identify customers. Are we a Type I, II, III type service provider? Which type of markets are we competing in and how will they be defined? Industry specific, Geographical, Demographical or Corporate relationships.

Step 2: Understanding the customer. For internal service providers this means understanding the overall business strategies. For external service providers this means understanding why the customer needs the services they are purchasing. With both we should understand in detail desired business outcomes, customer assets, constraints and how value will be perceived and measured.

Step 3: Quantify the outcomes. Working with customers, clear and measurable outcomes which can be directly linked to the service must be defined, documented and agreed. An outcome based definition of the service ensures a strong business relationship with your customers.

Step 4: Classify and visualize the service. Each service in our portfolio is unique, however many of our services have similar characteristics and may share common resources and dependencies. Classifying services and expressing them visually will allow us to identify if they are within the current perspective or if they represent a growth of the strategy.

Step 5: Understand the opportunities (market spaces). Aligning the service provides capabilities (strengths) with the requirements of the customer.

Step 6: Define services based on outcomes. Outcome based services ensure that service providers plan and execute all aspects of a service from the perspective of what is significant to the customer. This approach ensures value creation for the customer and value capture for the service provider.

Step 7: Service models. These demonstrates how customer assets and service assets interact with each other to create value. They should describe both the structure and dynamics of the service.

Step 8: Define service units and packages. A service package is a collection of two or more services that have been combined to offer a solution to specific customer need. Service packages packages are made up of core, enabling and enhancing servises.

Four Service Characteristics

Recently I came across several articles by researchers and experts that laid out definitions and characteristics of services. ITIL provides us with a definition that can help drive the creation of value-laden services: A means of delivering value to customers by facilitating outcomes customers want to achieve without the ownership of specific costs and risks. An area that ITIL is not so clear is in terms of service characteristics. Several researchers and experts put forth that services have four basic characteristics (IHIP): Intangibility—Services are the results of actions not things. They have no physical presence and represent a logical set of elements. One way to think of service is “work done for others.” Heterogeneity—Also known as “variability”; services are unique items because of the mechanisms used to deliver services, which is people. Because the people element adds variability, the service is variable. This holds true, especially for the value proposition—not eve...

From the Four Ps to the Four Dimensions: ITIL (Version 5)

By Donna Knapp and Lisa Schwartz For years, people , process , and technology (PPT) provided a widely recognized framework for balancing and integrating the components needed to achieve effective performance and outcomes. In the ITIL v3 Service Design publication, this perspective expanded to the four Ps: people , processes , products , and partners . ITIL 4 developed these ideas further through the four dimensions of service management. ITIL (Version 5) carries the same four dimensions forward into digital product and service management, emphasizing their importance throughout the product and service lifecycle. The four dimensions are: Organizations and people Information and technology Partners and suppliers Value streams and processes These dimensions provide complementary perspectives for managing digital products and services. They apply across the ITIL Value System, including its management practices and the activities through which products and ser...

What Is A Service Offering?

The ITIL 4 Best Practice Guidance defines a “Service Offering” as a description of one or more services designed to address the needs of a target customer or group. As a service provider, we can’t stop there! We must know what the contracts of our service offering are and be able to put them into context as required by the customer. Let’s explore the three elements that comprise a Service Offering. A “Service Offering” may include: Goods, Access to Resources, and Service Actions 1. Goods – When we think of “Goods” within a service offering these are the items where ownership is transferred to the consumer and the consumer takes responsibility for the future use of these goods. Example of goods that are being provided in the offering – If this is a hotel service then toiletries or chocolates are yours to take with you. You the consumer own these and they are yours to take with you. ...

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