Servicialisation - From Service Identifying to Service Billing V01.02.00

Servicialisation
Concept for reliable, efficient & payable service rendering

Servicialisation

From Service Identifying to Service Billing

E-Mail Paul.G.Huppertz@servicEvolution.com
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1
servicEvolution – Schoene Aussicht 41 – 65396 Walluf – Germany | E-Mail: Paul.G.Huppertz@servicEvolution.com | Mobile +49-1520-9 84 59 62

Servicialisation – From Service Identifying to Service Billing
Agenda – Contents & Chapters

• Servicialisation – Coining, Deducing & Demarcating
• Service Trilemma – Service Quality, Service Price & Service Cost
Intro

• Service Identifying – Service Consumer, Service Object & Benefits
• Service Specifying – 12 Service Attributes, 3 Service Levels & 2 Pages
• Service Composing – Service Specification, Service Map & Service Screenplay
• Service Orchestrating – Service Concept, Service Supplier & Service Supply Chain
• Service Catalogueing – Service Specification, Service Prices & Service Offering
Centro • Service Committing – Service Catalogue, Service Specification & SLA
• Service Concerting – Delivery Readiness, Delivery Capacity & Delivering
• Service Billing – SLA, Service Delivery Price & Service Consumption

• Service Delivery Maturity Model – Maturity Levels, Maturity Criteria & Steps
• Discussion – Revisioning & Argumenting
Extro • Appendix– Glossary & Sources

2
Intro | Identifying | Specifying | Composing | Orchestrating | Catalogueing | Committing | Concerting | Billing | Extro


Intro



3

Servicialisation – Guiding Concept for reliable Service Rendering
Servicialisation – Root term, Suffix & Synthesis

Service -ialisation
4

Servicialisation – Root term, Synthesis & Meaning

Servicialisation = Guiding Concept for Service Delivering

Service -ialisation

5

Servicialisation – Deduction, Analogy & Abstraction

Optimisation
Rationalisation

Automation
Standardisation

• Division of work

• Load adaptation
• Control variable
• Automate pulse
• Flow of work
• Proceedings

• Automates
• Outputs

Industrialisation = Goods Fabrication based on principles
6

Servicialisation – Deduction, Analogy & Abstraction

Servicialisation = Transfer to Service Delivering …

… considering

Optimisation
Rationalisation

Automation
Standardisation

the Service Characteristics
• Division of work

• Load adaptation
• Control variable
 Intangibility

• Automate pulse
• Flow of work
 Immateriality
• Proceedings

• Automates
 Insubstantiality
• Outputs

 Perishability

Industrialisation = Goods Fabrication based on principles
7

Service Characteristics – intractable, cumbersome & dodgy

A Service per se is …

… intangible, i.e. it cannot be touched, handled or gripped,
 cannot be checked in advance.
… immaterial, i.e. it is not made of material, solid or goods,
 cannot be shown.
… insubstantial, i.e. it has no substance & does not leave some substance,
 not verifiable.
… perishable, i.e. consumed after being delivered and vanished,
 not yet there before delivering & not any more thereafter.
… variable, i.e. it is configured by the service consumer,
 situational & particular for every trigger & every delivery.
… not ownable, i.e. it cannot be sold & bought or owned,
 can only be committed.
… not stockable, i.e. it cannot be stored or transported,
 but must be rendered to the service consumer on site.
8


Intro



9

Service Trilemma – Service Consumer, Service Quality & Expectation

Service adequate? Service
Service
Quality Con-
Price reliable? sumer

Service
Cost

10

Service Trilemma – Service Customer, Service Price & Expectation

affordable? Service
Service Service Service adequate?
Quality Con-
Customer Price
economical? reliable? sumer

Service
Cost

11

Service Trilemma – Service Provider, Cost Effectiveness & Expectation

affordable? Service
Service Service Service adequate?
Quality Con-
Customer Price
economical? reliable? sumer

Paying price?
Service Service
Provider Cost
Paying cost?

Service Effectiveness

12

3 separate Layers

Business

13

3 self-contained Activity Areas

• perform
Business • dispose
processes • prepare
• conduct
Service • commit
Delivering • compose
• perform
• prepare
• plan

14

3 complementary Management Areas

Business • close & chart
• perform & control
Process • dispose & trigger
Management • prepare & organise

• practice & bill
• conduct & control
• commit & orchestrate
• compose & prepare

• control & adjust
• perform & monitor
• establish & test
• plan & prepare

15

3 complementary Management Areas

Business • close & chart
• Business
perform & control
Process • dispose & trigger
regulations
Management • prepare & organise

• practice & bill
• conduct & control
• Servicialisation
commit & orchestrate
• compose & prepare

• control & adjust
•
IT
perform & monitor
• Infrastructure
establish & test
• Library
plan & prepare

16

Value Creation – Service Consumer, ICTBSS & Service Contributions

Business process

Managemnt
Business
Strategy
Value creation
Business
Chain
Value

Service

Delivering
(ICTBSS)

Strategy

Service
ICTBSS = ICT-system based Business Support Service
Service
Supply
Chain

Service Service Service
Contribution Contribution Contribution

(System)
Strategy
System
Supply
Chain

ICT-
Service-relevant Service-relevant Service-relevant
Organisation(s) System 1 System 2

Akteur Good Good Good Good Good
17

3 Chains  3 Libraries – ITIL, SDML & BVML

Business process

Managemnt
Business
Strategy
B Value creation
Business

V
Chain
Value

M
L
BVML = Business Value Management Library

service-specific benefits

Delivering
Strategy
ICT-based Business Support Service

Service
S
(ICTBSS)
Service

D
Supply
Chain

M Compose – Commit – Conduct (service delivering)
L Service Aggregating

SDML = Service Delivery Management Library

Plan – Build – Run (ICT systems)
I

(System)
Strategy
System
Supply
Chain

T service (contribution)-relevant ICT-Systems

ICT-
I (Application-, Middleware- & Infrastructure Systems,
L Resources, Processes & further Means)
ITIL = Information Technology Infrastructure Library
18

Service Definition – Clarification, Demarcation & Examples

Perfor-
mance for
another
person

Coffee „Public
set Service“

Service
≡
Dienst
Archi-
Ocean
tecture Lane
element

Trans-
mitting

19

Service Definition – Service Consumer, Benefits & Uniqueness

A Service is
a set of onetime consumable and perishable benefits,
• ensured by measures of the accountable Service Provider,

• effectuated by system functions and/or activities of Service People,

• committed
• by the ordering Service Customer
• for his authorized Service Consumers
• from his accountable Service Provider,

• rendered
• to an authorized Service Consumer
• on his particular & explicit Service Trigger,

• consumed & utilized
• by the triggering Service Consumer
• for executing his upcoming business activity.
20

Servicescape – Term, Examples & Parties

assembled from ‚Service„ & ‚Landscape„
coined by Mary Jo Bitner, already in 1981,
in „Marketing Strategies and Organization Structures for service firms”
in “Marketing of Services” der American Marketing Association
http://en.wikipedia.org/wiki/Servicescape
21

Service Consumer – Value Creator, Success Factor & External

Business Process
Service Consuming
Value Creation

Service
Consumer

Service

• The Service Consumer is the critical success factor for service rendering
• He triggers a singular service if needed & configures it situationally & particularly.
• He is involved in service rendering a 100%.
• He feels any service impairment at once & inevitably.
• He needs & utilizes the benefits of the service for executing his upcoming work.
• He creates the business value by utilizing the service-specific benefits.
• He is an external factor from the perspective of the Service Provider.
• The Service Consumer spares oneself service-relevant equipment & training.
22

Service Consumer – Service Trigger, Autonomy & Value Creation

Business Process
Value Creation

Service
Consumer

Service

The authorized Service Consumer is self-governed concerning
• service triggering, i.e. point in time & location
• service triggering rate, i.e. how often per period he triggers a service
• service access system, e.g. desktop or notebook or PDA for E-Mailing-Services
• service configuring depending on his situative & particular needs
• consuming & utilizing the service-specific benefits
• commercial value creation out of the service-specific benefits
23

Service Delivery Model – Servicescape, Sphere & Roles

Service Committing Service Consuming

Service Service
Customer Consumer

Service

Service Service Concerting
Provider

Service Orchestrating
in-/external
Service
Suppliers

24

Servicialisation – Phases, Methods & Results

Service Identifying Service Consumer,
Service Object, Benefits
Service
Consumer Benefits

Service Specifying Service Quality
12 Standard Service Attributes
Service Specification

Service Composing Service Map
& Service Screenplay
Service Concept

Service Supplier Operation Level Agreement
Service Orchestrating & Service Supply Chain Underpinning Contract

Service Catalogueing Service Specifications Service Catalogue

Service Committing Service Level Specification Service Level Agreement

Delivery Readiness On each & every trigger:
Service Concerting & Delivery Capacity Service rendering

Service Price
Service Billing x Service Count
Service Bill
25


Intro



26

Service Identifying – Benefit, Service Object & Requirements

Service Identifying

Service =
A benefit is
benefit
on service object
a purposeful change of status

on a particular object,

that fulfils concrete requirements.
27

Service Identifying – Service Consumer, Service Object & Types

Life Goods
& Limb & Chattels

Service
Consumer

Data Rights
& Documents & Claims

S e r v i c e O b j e c t T ypes 28


Intro



29

Service Specifying – simply, catchy & uniformly

Service Identifying

Service Specifying

30

Service Specifying – Service Attributes, Service Quality & Service Price

Designation of the service
No. Attribute name Bronze Silver Gold Data type/measuremt. unit
01 Service Consumer Benefits free description
02 Service-specific Functional Parameters service-specific
03 Service Delivery Point location, interface

Service Quality
04 Service Consumer Count Number
05 Service Delivering Readiness Times Daytime hours

06 Service Consumer Support Times clear, complete & consistent Daytime hours
07 Service Support Languages  all 12 attribute values combined Languages
08 Service Fulfilment Target  applying for each triggered service %
09 Service Impairment Duration
 2 pages per service specification hh:mm
 service offering of the Service Provider
10 Service Delivering Duration hh:mm:ss
11 Service Delivery Unit service-spezifisch
12 Service Delivering Price Price €

Attribute 01 – 11 for service quality & attribute 12 for service price
31

Service Specifying – 12 Attributes, 3 Levels & 2 Pages

No. Attribute name Bronze Silver Gold Data type/measuremt. unit
01 Service Consumer Benefits 01 B 01 S 01 G free description
02 Service-specific Functional Parameters 02 B 02 S 02 G service-specific
03 Service Delivery Point 03 B 03 S 03 G location, interface
04 Service Consumer Count 04 B 04 S 04 G Number
05 Service Delivering Readiness Times 05 B 05 S 05 G Daytime hours

06 Service Consumer Support Times 06 B 06 S 06 G Daytime hours
07 Service Support Languages 07 B 07 S 07 G Languages
08 Service Fulfilment Target 08 B 08 S 08 G %
09 Service Impairment Duration 09 B 09 S 09 G hh:mm
10 Service Delivering Duration 10 B 10 S 10 G hh:mm:ss
11 Service Delivery Unit 11 B 11 S 11 G service-spezifisch
12 Service Delivering Price 12 B 12 S 12 G €

Per Service Level one set of 12 attribute values
32

Service Specifying – Service Value, Service Utility & Warranty

No. Attribute name In ITIL V3, Service Value is paraphrased with
01 Service Consumer Benefits
Service Utility
02 Service-specific functional Parameters Fitness for consumption
03 Service Delivery Point What the service consumers consumes
04 Service Consumer Count
05 Service Delivering Readiness Times

06 Service Consumer Support Times
07 Service Support Languages Service Warranty
08 Service Fulfilment Target Fitness for rendering
09 Service Impairment Duration
How the service will be rendered
10 Service Delivering Duration
11 Service Delivery Unit
12 Service Delivering Price

Coherent Designation: ICTilities – ICT-based Utility Services
33

Service Specifying – Example, E-Mailing Service & Attribute 01

Basic specfication for E-Mailing Service
Attribute value for Service Level Data type
No. Attribute name & short description Measurement
Bronze Silver Gold unit

01 Service Consumuer Benefits

For each outbound e-mail copies of the original e-mail are each delivered to the Delivered e-
01.01 Delivering of e-mail copies
e-mail addresses specified by the service consumer. mail copy
Any outbound e-mail copy with an invalid e-mail address is directly bounced to
01.02 Bouncing invalid e-mail addresses Bounced e-
the service consumer accompanied by an understandable explanation.
mail delivery
Any undeliverable copy of an outbound e-mail is directly bounced to the service errors
01.03 Bouncing undeliverable e-mail copies
consumer accompanied by an understandable explanation.
A copy of each particular outbound and inbound e-mail is stored in the service Retained e-
01.04 Retaining e-mail copies
consumers central e-mailbox for maximum 90 days. mail copy
A copy of each particular outbound and inbound e-mail can be completely and Restored e-
01.05 Restoring e-mail copies
intactly restored for the next 14 days after corruption or erroneous deletion. mail copy
All outbound and inbound e-mail copies are purged from viruses or any other
01.06 Protecting e-mail copies against malware
malware. Protected e-
mailbox
01.07 Protecting e-mailboxes against spam Inbound e-mail copies are protected against any spam

Encrypted e-
01.08 Encrypting e-mail content none selectable selectable
mail copy

34

Service Specifying – Example, E-Mailing Service & Attribute 02 - 04


02 Service-specific Functional Parameters

Maximum allowable size per individual service consumer
02.01 200 500 1.000 MB
for inbound and outbound e-mail copies
Maximum allowable size per particular outbound or
02.02 10 12 15 MB
inbound e-mail copy including file attachments
Maximum allowable number of target addresses per e-
02.03 50 100 150 Number
mail

02.04 Blocked file attachments Any executable file type, e.g. *.EXE, *.COM, *.VBS File format

03 Service Delivery Point

03.01 Microsoft/Outlook locally installed X X X

03.02 Microsoft/Outlook via RPC over HTTPS & SSL X X
Type of user
Interface
03.03 Microsoft/Outlook Web Access via HTTPS & SSL X X

03.04 RIM/Blackberry Device X

04 Service Consumer Count 1 Number

35


05 Service Delivering Readiness Times
05.01 Monday 00:00 – 24:00 00:00 – 24:00 00:00 – 24:00
05.02 Tuesday 00:00 – 24:00 00:00 – 24:00 00:00 – 24:00
05.03 Wednesday 00:00 – 24:00 00:00 – 24:00 00:00 – 24:00
hh:mm
05.04 Thursday 00:00 – 24:00 00:00 – 24:00 00:00 – 24:00
CE(S)T
05.05 Friday 00:00 – 24:00 00:00 – 24:00 00:00 – 24:00
05.06 Saturday 00:00 – 24:00 00:00 – 24:00 00:00 – 24:00
05.07 Sunday & holiday 00:00 – 24:00 00:00 – 24:00 00:00 – 24:00
06 Service Consumer Support Times
06.01 Monday 07:00 – 19:00 06:00 – 20:00 00:00 – 24:00
06.02 Tuesday 07:00 – 19:00 06:00 – 20:00 00:00 – 24:00
06.03 Wednesday 07:00 – 19:00 06:00 – 20:00 00:00 – 24:00
hh:mm
06.04 Thursday 07:00 – 19:00 06:00 – 20:00 00:00 – 24:00
CE(S)T
06.05 Friday 07:00 – 19:00 06:00 – 20:00 00:00 – 24:00
06.06 Saturday 07:00 – 15:00 06:00 – 17:00 00:00 – 24:00
06.07 Sunday & holiday Kein support 10:00 – 17:00 00:00 – 24:00
07 Service Support Languages
07.01 English X X X
National
07.02 French X X X
language
07.03 German X X X 36


Service Fulfilment Target
Ratio of successfully rendered e-mailing services and
08 95 97 98 %
triggered e-mailing services per service consumer covering
all applicable benefits specified in attribute 01
Maximum Service Impairment Duration per Incident and
09 00:40 00:30 00:20 hh:mm
Service Consumer
Service Delivering Duration
10 Maximum period of time for rendering a triggered e-mailing 01:00 00:40 00:30 hh:mm
service, i.e. the applicable benefits specified in attribute 01
Service Delivery Unit Complete set
One copy each of the original e-mail delivered to the e-mailbox
11 Basic portion of service rendering to a triggering service of delivered e-
of each addressee specified by the triggering service consumer
consumer mail copies
12 Service Delivering Price
Mandatory: Service Access Price per authorized service
12.01 5,00 7,50 10,00 €
consumer per month
Additional option 1: Flat rate-based
12.02 Fixed price per authorized service consumer per month 50,00 150,00 500,00 €
for any consumed service volume
Additional option 2: Volume-based
12.03 Staged fixed price per consumed service volume per tdb tdb tbd €
service consumer per month
Additional option 3: Unit-based
12..04 0,10 0,30 1,00 €
Fixed price per consumed service delivery unit

37

Service Specifying – Example, E-Mailing Service & Illustration

Delivering copy 1

Making
copies Delivering copy 2
of the
original
E-Mail

Delivering copy 3

38

Service Specification – Centre, Hub & Linchpin

Service Identifying
Service
Consumer
Service Specifying
Service
Customer
Service Composing

Service Service
Bill Specification
Service Catalogueing

Service Committing

Service Concerting
Service
Concept
Service Billing
39


Intro



40

Service Composing – Service Specification, Map & Screenplay

Service Identifying Service Concept

Service Specifying

Service Composing

41

Service Composing – Motivation, Service Quality & Gaps

Business Process
Value Creation
Service
Service 5 Expected
Experienced
Service Con-
Customer Service sumer
Service Contract
Committed Rendered
Service Service Service
Provider 4 1
2 Service Gap
Composed
Service
3
Perceived
Service

Source: ServQual-Modell from Zeithaml, Parasuraman & Berry (1990-ties)
http://www.12manage.com/methods_zeithaml_servqual.html
42

Service Composing – Gap 1, Reference & Counter Measure

Potential Gap in Service Quality Counter Measure

Preparing
1. between expected and perceived

43



Preparing

Service Contract with
2. between perceived and committed

44



Preparing


Preparing continuous
3. between perceived and composed
Service Concept

45



Preparing


Service Concept

Preparing Service Map
4. between composed and rendered
with service contributions

46



Preparing


Service Concept


Preparing
5. between rendered and experienced
Service Screenplay
47

Service Concept – Elements, Contents & Alignment


Preparing
continuously continuously
from service expectation from service specification
up to up to the course
service experience of service rendering
3. between perceived of the
and composed to the
Service Concept
triggering Service triggering Service
Consumer Consumer

Preparing
5. between rendered and experienced
Service Screenplay
48

Service Screenplay – Activity, Explanation & Service Contribution

Service Delivering Activity Explanation Service Contribution
Writing e-mail Employee writes e-mail content and attaches files none
Triggering an e-mailing service Authorized Service Consumer clicks on ‘Send’-Button none
Copy of the original e-mail is replicated from e-mail client
Replicating the original e-mail replication service
system to the inbound e-mail server of the e-mail account
Scanning e-mail content & attachments
Existing viruses or malware are identified, isolated & eliminated antivirus service(s)
on viruses and malware
Authenticating given e-mail addresses
in- and external accounts are identified & checked LDAP service(s)
and the accounts related
Addressing e-mail hosts and other Determining IP addresses for hostnames for other e-mail
DNS service(s)
service-relevant IT systems server systems, e-mail gateway server, SMTP gateway

e-mail routing Determining e-mail routes to target domains E-mail routing service(s)

Generating e-mail copies Compiling one e-mail copy per addressee copy service(s)

Forwarding the copies of the original e- Forwarding either to an internal e-mail server system or to the
storing & forwarding service(s)
mail SMTP gateway towards external e-mailing service supplier

Delivering accounted by the committed in- or external service
Delivering of e-mail copies e-mail delivering service(s)
supplier

e-mail reception
Sending back a delivery receipt Generally or on dedicated request
acknowledgement service
49

Service Composing – ICTBSS, Service Contributions & Aggregation

Other Other Other Other Other Collaboration Unified Communi- E-Mailing
ICTBSS ICTBSS ICTBSS ICTBSS ICTBSS Service cation Service Service
Anti-Fraud Anti-Spam
Services Services

Service Consumer Supporting Services

User Identity Managing Services

Backend Application LDAP Firewalling Logon/Logoff Internet Access
Maintaining Services Virtual Services Services Services Services
Desktop
Backend Application Services DNS DHCP Anti-Virus Software Provision
Hosting Services Services Services Services Services
Content Server OS Data Transporting Workplace Environment
Housing Services Hosting Services Services Rental Services (WERS)
Storage System Server Device Network System Workplace System
Housing Services Housing Services Managing Services Delivering Services

Each & every ICT-system based Business Support Services (ICTBSS)
is aggregated from the same standard service contributions.
50

Service Composing – ICTBSS, Service Contributions & Specification

Services Services



Desktop
Housing Services Hosting Services Services Rental Services (WERS)
Housing Services Housing Services Managing Services Delivery Services

Each & every standard service contribution must be specified only once
by means of the 12 standard service attributes.
51

Service Concept – Elements, Content & Alignment

1. Service Specification
• binding start document for the service concept
• single reference document up to service billing

2. Service Map
• compilation of required service contributions
• determination of appropriate servuction depth

3. Service Screenplay
• course of service rendering
• aggregation of service contributions to the triggered service

52

Service Composing – E-Mailing Service, Service Map & Contributions

Services Services



Desktop
Housing Services Hosting Services Services Rental Services
Housing Services Housing Services Managing Services Delivery Services

Any triggered e-mailing service is aggregated from scratch per real time transaction
out of the marked standard service contributions in different quantities, if necessary.
53

Service Concept – Drive, Transmission & Realization

1. Service
specification Service
drives specifi-
cation

2. Service
Map Service
transmissions Map

Service
Screen-
3. Service
Screenplay
play
enacts

54


Intro



55

Service Orchestrating – Service Concept, Service Map & Screenplay

Service Identifying

Service Specifying

Service Composing


56

Service Orchestrating – Service Concept, Service Map & Disposing

Service Identifying

Service Specifying

Service Composing
Service Service
Service Orchestrating Contri- Contri-
Service bution bution
Provider Service
Service
Contri- Contri-
bution bution

Service
Contri-
Service Orchestrating bution
in-/external
Service
Supplier
Internal Service Supplier External Service Supplier
57


Intro



58

Service Catalogueing – Criteria, Requirements & Expectations

59

Service Catalogueing – Specifications, Catalogue & Service Offering

Service Identifying Service Catalogue
Service Spezifying

Service Composing


Service Catalogueing

60

Servicialisation - From Service Identifying to Service Billing V01.02.00

Servicialisation - From Service Identifying to Service Billing V01.02.00

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