Marketing the value of your service desk, Simone Jo Moore

@simonejomoore #SITS15 @SITS_UK

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#SITS15!@simonejomoore!@SITS_UK


Marketing Your Service Desk Value• Marketing is… • A Marketing Culture • Marketing Opportunities


WHO ARE YOU?


Marketing is …

• The discipline of managing perceptions

• The choices you make

• A living consequence for someone else

• A ripple effect that can get out of control


Marketing is…

• Identifying your customers

• Anticipating their needs

• Identifying ways your team can meet or exceed them

• Part of the overall customer support services marketing…remember all support teams


Marketing is …

“The aim of marketing is to know and

understand the customer so well the product or service fits him and sells itself.”

Peter F. Drucker

On a practical level, we need to communicate!

!

Company Image, Company Culture, Business Impact


Marketing Considerations

• Why market

• What to market

• When to market

• Whom to market to

• How to market


Marketing Program Components

• Clear objectives for the marketing program (i.e., what do you expect to achieve?)

• A clear understanding of what the service desk’s priorities are and how they are being met

• Understanding the different types of customers to whom you provide services

• How Service desk priorities contribute to the customers priorities



• Provide definition around the different types of marketing & operational communications: • the appropriate method(s) • Purpose • Audience • Frequency • Format • Location • Examples for reference and guidance on suggested content and

format



• Use of various channels of communication depending upon which are most effective with your customers

• Clearly defined process for soliciting feedback from customers

• Communication that is planned, regularly scheduled, and ongoing

• When you explore and market who your team are you want your customers engaged. • Use the tried and true methods • See the potential of new ones • Create the bridge to close the gap through reinforcing the story of

your value.

A Marketing Culture


"If you don't take the time to think proactively you will increasingly find yourself reacting to your environment

rather than influencing it. The resulting situation will inevitably require far more time (and meetings) than

thinking strategically would have to begin with.“ Jeff Weiner, CEO LinkedIn

In other words, if we don't schedule time to think,

we start to build up innovation debt.


Be Visible - Display your Talent

• Marketing occurs throughout the lifecycle of the support organisation

• Starting regular communications with your target audience can go a long way.

• Creating a culture that promotes value with every customer interaction


Getting Started

• What support services do you use?

• On a scale of 1-5, where 5 is extremely valuable, how valuable is this service to you?

• What do you expect when you interact with a service desk analyst?


Gather & Analyze Information

• Once you learn what customers expect and value, analyse the information to determine whether: • You need to add, remove, or change the services you

provide • There are any misconceptions you can clear up with

communication • You can make changes to improve processes


Know Your People

• Create a marketing awareness within your team

• Build promotion into your standard operating procedures (SOPs)

• Use planned messaging

• Help your people make an immediate positive impact on customer perception the very next interaction they have


What to communicate

• Communicate priorities (i.e., mission, what IT services are available)

• Make customers aware of the support team’s contributions (value) in meeting the business goals

• Set customer expectations appropriately • Improve customer/user satisfaction • Increase customer loyalty • Improve morale so your support professionals feel more

valued

@simonejomoore #SITS15 @SITS_UKShow your precision!

@simonejomoore #SITS15 @SITS_UKShow your acrobatics!


ROC Solid!ResponsivenessOwnership Communication!more than just a tag line!

“The ability to talk about compliments and not just complaints in a business like IT service

management is extremely powerful”

John Schumacher


Value of Connecting

“I thought you might like to share this with your team ... at 2.52pm today your article ‘Putting a face to our names” is the second highest visited page on the intranet (after the homepage). Congratulations!”

Corporate Communications Assistant


Value of Connecting

‘Putting a face to our names”


Value of Connecting“This is brilliant. Very bold move to have your team up on the customer’s site attracting feedback. Shows the great level of confidence you have in your team’s performance and reputation. Well done on the great feedback so far from our customer’s end users. Really great to see you guys highly regarded in their environment. !The second highest visited page on a customer’s internal website. Amazing… Thank you.”

GM Support Services

Marketing Opportunities


Standard Statements

• Restore normal state IT service operations as quickly as possible to minimise the adverse impact on business operations

• To provide a level of service that exceeds our customer needs and strive for excellence in everything we do.

BORING!


Connecting with Vision & Mission• Recognition

• We value your business and treat you with respect • Service

• You know we'll provide real help for enquiries or problems • Simplicity

• You enjoy peace of mind and a minimum of frustrations

“Our vision is about building relationships with our customers, and demonstrating that we care.”


Your Roadies

Every Rockstar needs a Roadie to perform to the Max! IT Operations is taking care of business for our band mates. Rock on!

IT Operations are your Roadies ready to ensure your IT services and products are ready to rock when you need them.

Our Rockin’ IT team sets it up, tears it down and maintains the Band’s gear so your show runs smoothly. We help you transform your performance so the business can Live to the Max and keep the audience coming back!


Link to Strategy

• Treating our band mates like Rockstars

• Living to the max • Assisting the business to achieve 30% EBITDA

• Keeping the band connected • Web anything, anytime • Being part of the show (tribal) • Using the best practice frameworks


Link to Strategy cont…

• Driving revenue growth • Keeping the show running smoothly • Maximising IT service and product availability • Minimising IT incident, problem & change impacts

• Showing our band mates real loving • Helping keep the audience coming back

• Use web to the full • Setting it up and maintaining it for our business audience

and doing the same for our band mates


Link to Strategy cont…• Rockin’ team

• Our people • The right people, in the right place at the right time doing

the right thing • Skills and expertise ensured through consistent high level

training program • Skills and expertise developed through globally

recognised certification


1. Use metrics to demonstrate & promote value - convert lagging metrics into financial & service impact statements

2. Translate service performance into relative cost benefits to the business objectives

3. Communicate performance in terms of return on investment (ROI) for executive teams


People!come where!

they’re !Invited…

…and stay !where they

feel welcome!

@simonejomoore #SITS15 @SITS_UKMore than an email!


Planned Messaging

• IT services scorecard • Service desk newsletter • ‘Lunch-and-Learn’ sessions • Meet with customers • Set up a booth in company

meetings areas • Create marketing booths and

distribute brochures

• Hold an open house • Road Shows • Open hours for visitation • Create a logo or slogan • Regularly use screensavers,

plaques, murals, stickers, and signs

Deliver a consistent message aligned

with organisational goals.


Successful Marketing …

• Helps overcome a negative image

• Can change customer and team behaviour

• Increase the value the service desk provides to the organisation

• Perception is reality • allows you to promote a positive perception of support

for your customers and drive value for your service desk


Build a reputation as a trusted information source by communicating effectively, managing expectations among your stakeholders and operating on a ‘no surprises’ basis!


Conclusions

• Service Desk has a direct impact on the reputation of IT and the organisation

• Share well who your service desk is and what you do for your customers

• Build new, maintain and repair relationships that make the company successful

• Help your people feel valued and they then value what they do


Thanks for listening!

Marketing the value of your service desk, Simone Jo Moore

Business

Transcript of Marketing the value of your service desk, Simone Jo Moore