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The service management 
body of knowledge

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is mostly made up of 
various frameworks

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such as ITIL®, 
SIAM™ or VeriSM™

00:00:08.240 --> 00:00:12.937
that describe service management principles, 
best practices and processes.

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The amount of guidance 
in these frameworks

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is quite daunting,

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and many organizations 
that wish to improve

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the management of their services 
are wondering,

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what are the key issues 
we need to address 

00:00:24.640 --> 00:00:26.280
and where should we start.

00:00:26.960 --> 00:00:28.720
So today we're going to look 
at something 

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like a very high-level roadmap

00:00:30.730 --> 00:00:32.720
that describes 
the steps required 

00:00:32.720 --> 00:00:35.998
to bring this guidance to life 
in your organization.

00:00:37.040 --> 00:00:40.000
Before we take a closer look
at each step of our roadmap,

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here's an overview:

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• First you should determine

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who is in charge of your 
service management efforts, 

00:00:45.440 --> 00:00:47.120
and that will often mean 
setting up a

00:00:47.120 --> 00:00:49.419
service management office 
or SMO.

00:00:49.754 --> 00:00:52.520
• Then, since service management
is all about services,  

00:00:52.520 --> 00:00:56.802
you should identify your services
and establish a service portfolio.

00:00:57.200 --> 00:01:00.811
• Next, define and set up your 
key service management processes,

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• before you design and implement 
your first batch of services.

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• With these steps

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you have laid the foundation 
for good service management,

00:01:08.720 --> 00:01:09.381
and you can now

00:01:09.381 --> 00:01:12.112
manage your services 
across their lifecycle.

00:01:12.800 --> 00:01:16.160
So, every service management journey 
should begin with identifying

00:01:16.160 --> 00:01:19.360
the individual or team 
who is in charge of the whole effort,

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and many organizations 
have found that

00:01:21.552 --> 00:01:24.516
establishing a service management office 
(or SMO)

00:01:24.516 --> 00:01:28.055
is perfect for overseeing 
all service management initiatives.

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The SMO is typically
a smaller group of people who 

00:01:31.513 --> 00:01:33.270
• set policies and standards,

00:01:33.270 --> 00:01:35.332
• train service practitioners,

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• set up and manage service management 
initiatives and projects,

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• and support the provision of 
high-quality services

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within the organization.

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Your SMO will typically

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require a platform for managing 
and sharing information. 

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There are many options 
for such platforms,

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so what I show here 
is only example:

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Many organizations use 
Microsoft® Teams

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as collaboration platform,

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where
• chats help the SMO team 

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to stay connected 
and keep everyone in sync, 

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no matter 
where they work from,

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• and a Kanban-style 
task management tool

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provides an instant overview 
of the current workload

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and helps to keep track of 
projects and tasks,

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including responsibilities and deadlines.

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Most service management offices

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will also provide some kind of 
SMO portal, as in this example.

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Here everyone 
in the organization

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has access to 
the various documents

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and other content 
created by the SMO, such as

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• customer journey maps,

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• the service portfolio, 

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• process documentation,

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• the org chart, etc.

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We will see examples of these documents 
later in this video.

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Now that your service management office 
is established,

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what would be 
its first task? 

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Since service management 
is all about 

00:02:51.281 --> 00:02:54.116
providing high-quality services 
to your customers,

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you need to understand 
the needs of your customers,

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and therefore you should start 
with compiling a list of services

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or the "service portfolio".

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The service portfolio is the 
core repository of all information 

00:03:07.140 --> 00:03:09.434
about the services 
in your organization. 

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Like in this example,

00:03:11.156 --> 00:03:14.550
the service portfolio provides 
an overview of all services, 

00:03:14.739 --> 00:03:17.779
and it should contain key information 
about the services 

00:03:17.779 --> 00:03:18.720
such as
• service name

00:03:18.720 --> 00:03:20.000
• description

00:03:20.000 --> 00:03:21.240
• category

00:03:21.240 --> 00:03:22.160
• status

00:03:22.160 --> 00:03:23.396
• service owner,

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• and a link to more detailed information 
about each service.

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If your organization has been 
providing services for some time,

00:03:30.880 --> 00:03:33.600
creating the first release 
of your service portfolio

00:03:33.600 --> 00:03:35.000
is quite straightforward.

00:03:35.000 --> 00:03:37.293
Otherwise, 
customer journey maps 

00:03:37.293 --> 00:03:41.004
are perfect for figuring out 
which services you should provide.

00:03:41.360 --> 00:03:44.160
A customer journey map is 
a visual representation

00:03:44.160 --> 00:03:46.756
of a customer's experience 
with a business.

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These visuals tell a story about 
how a customer moves

00:03:50.160 --> 00:03:51.846
through each 
phase of interaction,

00:03:51.846 --> 00:03:53.061
spanning each step 

00:03:53.061 --> 00:03:56.419
from the initial engagement 
to a long-term relationship.

00:03:56.880 --> 00:03:58.880
Your own maps may look 
slightly different, 

00:03:58.880 --> 00:04:01.440
but typically 
customer journey maps describe 

00:04:01.440 --> 00:04:03.202
• the triggers 
for each phase,

00:04:03.202 --> 00:04:06.240
• as well as 
client objectives and activities, 

00:04:06.240 --> 00:04:07.192
• touchpoints,

00:04:07.192 --> 00:04:08.240
• desired outcomes, 

00:04:08.240 --> 00:04:09.614
• and incentives.

00:04:10.326 --> 00:04:11.667
At the bottom 
we can see

00:04:11.667 --> 00:04:14.960
how services support a positive outcome 
of each phase

00:04:14.960 --> 00:04:18.082
and contribute to a 
great customer experience.

00:04:18.560 --> 00:04:21.200
Customer journey maps are thus 
a good starting point

00:04:21.200 --> 00:04:23.766
when developing 
your service portfolio.

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Once the customer needs and services 
have been identified,

00:04:28.400 --> 00:04:31.413
you can take the next step 
and define the processes

00:04:31.413 --> 00:04:34.060
required to 
manage those services.

00:04:34.584 --> 00:04:37.045
The processes, practices 
and other guidance

00:04:37.045 --> 00:04:39.731
included in the popular 
service management frameworks 

00:04:39.731 --> 00:04:41.806
are an essential input 
for this step, 

00:04:42.120 --> 00:04:44.000
and to get you 
started quickly

00:04:44.000 --> 00:04:47.505
we have created the 
YaSM service management model.

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The YaSM model is a translation 
of the key elements of

00:04:51.520 --> 00:04:53.280
the service management
frameworks

00:04:53.280 --> 00:04:56.259
into a streamlined 
set of 19 processes.

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As you can see,

00:04:57.501 --> 00:05:00.789
the YaSM process structure 
is rather straightforward and clear:

00:05:00.978 --> 00:05:04.182
• At the top we have 
 five service lifecycle processes: 

00:05:04.182 --> 00:05:05.448
Service strategy,

00:05:05.448 --> 00:05:06.212
design,

00:05:06.212 --> 00:05:07.082
build,

00:05:07.082 --> 00:05:07.920
operation

00:05:07.920 --> 00:05:10.267
and continual service improvement.

00:05:10.267 --> 00:05:12.267
• Then, 
below the service lifecycle, 

00:05:12.320 --> 00:05:14.720
we find a number of 
supporting processes

00:05:14.720 --> 00:05:16.960
such as maintain the 
service portfolio

00:05:16.960 --> 00:05:19.173
or manage 
customer relationships.

00:05:19.680 --> 00:05:22.800
If you know ITIL® or any other 
service management framework,

00:05:22.800 --> 00:05:25.880
you will immediately recognize 
where this comes from.

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Of course, 
you don't need to implement

00:05:27.920 --> 00:05:29.511
all of these processes.

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YaSM is not a standard but 
a set of recommendations, 

00:05:32.632 --> 00:05:34.080
and you can 
pick and choose

00:05:34.080 --> 00:05:37.619
which processes you want to 
adopt in your organization.

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Now the question is, 
how do these processes

00:05:40.320 --> 00:05:43.200
relate to your other, 
already existing processes?

00:05:44.000 --> 00:05:44.823
Most likely,

00:05:44.823 --> 00:05:47.714
your organization will have 
lots of existing processes, 

00:05:47.714 --> 00:05:51.202
as in this example 
of a typical process architecture:

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We have 
management processes

00:05:53.360 --> 00:05:55.920
such as 
strategy and quality management,

00:05:55.920 --> 00:05:58.189
risk and resilience, 
etc.,

00:05:58.461 --> 00:06:00.284
and core processes 
such as 

00:06:00.284 --> 00:06:04.908
marketing, sales, product development  
and delivery, and so on.

00:06:05.620 --> 00:06:08.733
Organizations that want to
improve their service management 

00:06:08.733 --> 00:06:09.714
will typically look

00:06:09.714 --> 00:06:12.585
at the recommended 
key service management processes, 

00:06:12.962 --> 00:06:15.407
and the processes 
included in the YaSM model 

00:06:15.407 --> 00:06:16.899
are a good starting point.

00:06:17.415 --> 00:06:18.952
If their aim is 
to improve their

00:06:18.952 --> 00:06:21.643
service development 
and delivery capabilities, 

00:06:21.760 --> 00:06:23.695
they can pick the 
relevant processes

00:06:23.695 --> 00:06:27.006
and integrate them into 
the existing process landscape.

00:06:27.509 --> 00:06:30.400
So introducing 
service management best practice 

00:06:30.400 --> 00:06:31.225
will often mean 

00:06:31.225 --> 00:06:33.680
adding new processes 
to the existing ones,

00:06:33.680 --> 00:06:36.836
but it can also mean 
enhancing existing processes.

00:06:37.200 --> 00:06:38.684
For example, 
if you have

00:06:38.684 --> 00:06:41.322
a defined strategy management
process already,

00:06:41.322 --> 00:06:42.307
you can check out

00:06:42.307 --> 00:06:45.120
what YaSM has to say about 
service strategy

00:06:45.120 --> 00:06:46.461
and use that guidance

00:06:46.461 --> 00:06:49.152
to enhance 
your current strategic process.

00:06:49.760 --> 00:06:51.840
Likewise, 
the service management frameworks

00:06:51.840 --> 00:06:55.280
have a lot to say about 
customer relationship management,

00:06:55.280 --> 00:06:56.819
and that advice 
may help you

00:06:56.819 --> 00:07:00.444
to upgrade your existing 
customer relationship process.

00:07:02.120 --> 00:07:04.547
Of course, 
you don't have to start from nothing

00:07:04.547 --> 00:07:07.127
as you define 
your service management processes.

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The YaSM model provides 
detailed templates,

00:07:10.426 --> 00:07:11.350
like this one

00:07:11.350 --> 00:07:13.222
that describes 
the recommended steps

00:07:13.222 --> 00:07:15.431
when a new service 
needs to be defined:

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• Describe the desired 
service outcomes

00:07:18.276 --> 00:07:20.099
from the 
customer perspective,

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• Describe the 
service interface,

00:07:22.164 --> 00:07:25.265
• Define capacity and 
performance targets,

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• Define 
availability targets,

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• and so on ...

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In this way, 

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the YaSM Process Map 
explains

00:07:31.383 --> 00:07:33.109
how service management 
works,

00:07:33.360 --> 00:07:35.954
and of course you can also 
change these diagrams

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and adapt 
the processes

00:07:37.650 --> 00:07:39.650
to the needs of 
your organization.

00:07:41.520 --> 00:07:43.680
I hope you will agree 
that with these templates,

00:07:43.680 --> 00:07:46.080
it shouldn't be too hard 
for your organization

00:07:46.080 --> 00:07:48.436
to get started 
with service management.

00:07:49.200 --> 00:07:51.356
Still, introducing 
new processes

00:07:51.356 --> 00:07:53.200
usually means 
training people 

00:07:53.200 --> 00:07:56.000
and setting up tools to 
support the processes,

00:07:56.000 --> 00:07:59.846
so for most organizations 
it's still a sizeable project.

00:08:00.800 --> 00:08:02.800
Now, when the 
service management processes

00:08:02.800 --> 00:08:03.787
are in place,

00:08:03.871 --> 00:08:05.128
we can take the plunge

00:08:05.128 --> 00:08:08.987
and launch the service lifecycle 
with service design stage.

00:08:09.920 --> 00:08:11.526
Service design 
often begins

00:08:11.526 --> 00:08:13.600
with the creation of a 
service model - 

00:08:13.600 --> 00:08:16.080
a visual representation of 
how a service

00:08:16.080 --> 00:08:18.095
creates value 
for the customer.

00:08:18.451 --> 00:08:19.520
Here, for example,

00:08:19.520 --> 00:08:21.399
we have a 
high-level overview of

00:08:21.399 --> 00:08:23.326
an employee recruiting service 

00:08:23.326 --> 00:08:26.013
provided by the 
human resources department.

00:08:26.160 --> 00:08:28.000
It describes 
• user actions,

00:08:28.000 --> 00:08:28.981
• touchpoints,

00:08:28.981 --> 00:08:32.249
• onstage and backstage actions 
by the service provider, 

00:08:32.354 --> 00:08:34.080
• and the 
underlying processes

00:08:34.080 --> 00:08:35.698
supporting the service. 

00:08:35.928 --> 00:08:39.175
This kind of service model 
is the perfect first step 

00:08:39.175 --> 00:08:40.825
to develop a 
good understanding 

00:08:40.825 --> 00:08:43.073
of how a service is 
supposed to work.

00:08:43.366 --> 00:08:45.901
It's an important input 
for the next step: 

00:08:45.901 --> 00:08:48.598
The creation of a 
detailed service definition.

00:08:49.164 --> 00:08:51.632
Typically, you'll need 
a service definition,

00:08:51.632 --> 00:08:53.680
specifying the 
service properties,

00:08:53.680 --> 00:08:55.109
for every service.

00:08:55.109 --> 00:08:58.261
I have created an exemplary 
service definition

00:08:58.261 --> 00:09:00.640
 for our employee 
recruiting service,

00:09:00.640 --> 00:09:01.812
and as you can see,

00:09:01.812 --> 00:09:04.786
this document defines 
service properties such as

00:09:04.786 --> 00:09:05.909
• service utility

00:09:05.909 --> 00:09:08.192
(what does the service do 
for the customer),

00:09:08.339 --> 00:09:09.714
• and service warranty

00:09:09.714 --> 00:09:11.861
(what guarantees 
come with the service).

00:09:12.312 --> 00:09:14.034
So this document 
defines

00:09:14.034 --> 00:09:15.958
what the customers 
can expect,

00:09:15.958 --> 00:09:17.362
and it allows you 
to check

00:09:17.362 --> 00:09:19.680
at various points 
in the service lifecycle

00:09:19.680 --> 00:09:22.322
if the service is delivered 
as promised.

00:09:24.320 --> 00:09:26.400
Now that your services 
are defined,

00:09:26.400 --> 00:09:29.213
you can start providing and 
managing the services

00:09:29.213 --> 00:09:30.781
across their lifecycle.

00:09:31.200 --> 00:09:33.120
To better understand 
what this means,

00:09:33.120 --> 00:09:35.840
let's take a look at 
the service lifecycle again.

00:09:37.520 --> 00:09:39.520
The definition of the 
service properties

00:09:39.520 --> 00:09:41.680
is part of the 
service design stage,

00:09:41.680 --> 00:09:43.554
so that's where we are 
right now.

00:09:44.057 --> 00:09:45.826
What needs to happen next?

00:09:46.080 --> 00:09:47.282
We need to figure out

00:09:47.282 --> 00:09:49.440
what it takes to
implement the services,

00:09:49.440 --> 00:09:50.433
which often means

00:09:50.433 --> 00:09:53.187
producing a
service implementation blueprint. 

00:09:53.680 --> 00:09:56.240
Then we can go about 
implementing the services

00:09:56.240 --> 00:09:59.787
and all required infrastructure 
and capabilities.

00:10:00.640 --> 00:10:02.688
Once the services are 
operational,

00:10:02.688 --> 00:10:03.652
we need to ensure

00:10:03.652 --> 00:10:06.343
they are 
provided efficiently and effectively.

00:10:06.627 --> 00:10:09.748
This includes handling incidents 
and service requests

00:10:09.874 --> 00:10:12.773
and performing 
routine operational tasks.

00:10:13.192 --> 00:10:14.446
We also need to check

00:10:14.446 --> 00:10:16.960
if the services are 
delivered as promised

00:10:16.960 --> 00:10:21.425
and produce service quality reports 
and statistical evaluations.

00:10:21.840 --> 00:10:23.845
Here's an example of 
such a report

00:10:23.845 --> 00:10:26.160
for our employee 
recruiting service. 

00:10:26.640 --> 00:10:28.320
Maybe you remember 
that we promised

00:10:28.320 --> 00:10:31.600
to fill vacant positions 
within a couple of weeks,

00:10:31.600 --> 00:10:33.994
and this chart shows the 
actual lead times

00:10:33.994 --> 00:10:35.994
required to fill positions.

00:10:36.400 --> 00:10:38.141
It's clear that 
our stated goal

00:10:38.141 --> 00:10:40.456
of hiring new people 
within six weeks 

00:10:40.456 --> 00:10:42.800
has been missed 
for a large share of positions,

00:10:42.800 --> 00:10:43.850
and this suggests

00:10:43.850 --> 00:10:46.143
we should 
try to shorten the lead times.

00:10:47.040 --> 00:10:49.360
Hence, in the section about 
needs for action,

00:10:49.360 --> 00:10:50.852
we state that 
we'll explore

00:10:50.852 --> 00:10:53.680
various options for 
improving the service,

00:10:53.680 --> 00:10:55.322
such as 
broadening the search 

00:10:55.322 --> 00:10:57.322
to additional 
social media channels.

00:10:58.000 --> 00:11:00.480
This report and its findings are 
a key input

00:11:00.480 --> 00:11:02.480
to the 
service improvement process,

00:11:02.480 --> 00:11:05.880
where we identify and 
implement service improvements.

00:11:06.480 --> 00:11:08.080
These improvements 
should be managed

00:11:08.080 --> 00:11:10.398
in the service improvement plan 
(or SIP),

00:11:10.560 --> 00:11:11.648
which essentially is

00:11:11.648 --> 00:11:15.198
a list of planned and 
ongoing improvement activities.

00:11:15.600 --> 00:11:18.181
The SIP is often a kind of 
Kanban board

00:11:18.181 --> 00:11:19.040
like this one

00:11:19.040 --> 00:11:20.872
that helps to keep track of 
tasks,

00:11:20.872 --> 00:11:22.872
responsibilities and 
deadlines.

00:11:24.160 --> 00:11:26.480
And then the lifecycle 
starts over again

00:11:26.606 --> 00:11:29.892
with a fresh round of 
strategic considerations.

00:11:31.760 --> 00:11:33.381
And that's it for today.

00:11:33.507 --> 00:11:35.120
I have tried to present 
a roadmap 

00:11:35.120 --> 00:11:37.838
to better service management 
in your organization,

00:11:38.080 --> 00:11:41.629
and I hope I was able to 
provide some useful information.

00:11:42.320 --> 00:11:43.444
In the YaSM Wiki

00:11:43.444 --> 00:11:45.467
you can check out the 
example documents

00:11:45.467 --> 00:11:47.842
I used at various points 
in this video,

00:11:48.080 --> 00:11:51.063
and learn more about 
YaSM and service management.

00:11:51.440 --> 00:11:52.991
And if you have any questions,

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please get in touch!

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Visit YaSM.com!

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In the YaSM Wiki: 
All documents used in this video.

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More videos and information about
YaSM and the YaSM Process Map

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Please get in touch
if you have questions!