Delivering quality is a standard for success within any IT service organization. But how does one measure success? To measure success, IT service organizations often report on KPI's and SLA's, and these reports are usually based on their own performance. One risk of this approach towards measuring and reporting is that clients are no longer the focus, even though the service is intended for them. Reporting should focus on the experience of clients instead.
This presentation focuses on how the IT organization can best acquire a full insight into its own service by combining measuring and reporting with a client-focused approach. (presented by Gökhan Tuna on a BrightTALK Webcast: http://www.brighttalk.com/community/it-service-management/webcast/22224)
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1. Are your clients reallysatisfied?Measuring service delivery
with aclient-focused approach
2. Program What is quality? The SERVQUAL-model How to measure
quality? Questions and discussion
3. Whats the difference between amagician and a service
organization? Gkhan Tuna, TOPdesk
4. Whats the difference between a magician and a service
organization?A magician makes things unvisible.A service
organization tries to makeeverything as visible as possible. Gkhan
Tuna, TOPdesk
7. Philosophical approachFor example:Music composed byBeethoven
is of a highquality, but we still dontknow why Gkhan Tuna,
TOPdesk
8. Philosophical approachScientifically interesting,but
practically useless:- Quality can not beexplained nor measured
Gkhan Tuna, TOPdesk
9. Technical approach Frederick W. Taylor laid the foundations
in: The Principles of Scientific Management (1911)Gkhan Tuna,
TOPdesk
10. Technical approach Quality can be seen as an objective
standard that can be measured. Any divergence from the standard
means a reduction in quality.Gkhan Tuna, TOPdesk
11. Client-focused approach Quality is subjective and depends
on the clients individual experience Gkhan Tuna, TOPdesk
12. Client-focused approach Joseph M. Juran, expert in quality
management: The quality of a service is good when the client is
convinced that its good. Gkhan Tuna, TOPdesk
13. ITIL v2Quality is the whole setof qualities
andcharacteristicsof a product or servicethat are of interest tothe
satisfactionof agreed or self-evidentneeds Gkhan Tuna, TOPdesk
14. ITIL v3Utility =what does the clientget?Warranty = in what
waydoes it get delivered? Gkhan Tuna, TOPdesk
15. What is quality? Gkhan Tuna, TOPdesk
16. What is quality? Quality =Percieved Service Expected
Service Gkhan Tuna, TOPdesk
17. What is quality? Quality = Percieved Service Expected
ServiceWhat is the cause of a low quality service?1. Shortcomings
of a service organization2. The result of influences towards the
customers (overpromising) Gkhan Tuna, TOPdesk
18. Word of mouth Personal needs Past experience communications
Expected serviceCustomer Perceived
serviceOrganizationServiceorganization Service delivery Translation
of instructions into actions Translation of strategy into
procedures Formulation of strategy by the management Gkhan Tuna,
TOPdesk
19. Word of mouth Personal needs Past experience communications
Expected service Quality?Customer Perceived
serviceOrganizationServiceorganization Service delivery Translation
of instructions into actions Translation of strategy into
procedures Formulation of strategy by the management Gkhan Tuna,
TOPdesk
20. How to measure quality? Gkhan Tuna, TOPdesk
21. EXAMPLE #1Service Performance Metric:ASA (Average Speed
toAnswer):Average time (usually inseconds) it takes for a call tobe
answered by the servicedesk Gkhan Tuna, TOPdesk
22. EXAMPLE #1KPI:Phone calls are to beanswered within 6
seconds Gkhan Tuna, TOPdesk
23. EXAMPLE #1Practice:Service desk employeeanswers phone calls
quickly,but puts the caller on hold. Gkhan Tuna, TOPdesk
24. EXAMPLE #1Conclusion:KPI achieved!But: are clients
satisfied? Gkhan Tuna, TOPdesk
25. How to measure quality? IT organizations are often stuck to
the technical approach of measuring quality Gkhan Tuna,
TOPdesk
26. How to measure quality? IT organizations are often stuck to
the technical approach of measuring qualityPossible danger:
One-sided view Losing sight of reality Gkhan Tuna, TOPdesk
27. EXAMPLE #2Service Level Agreement:99% uptime for a
CRMapplication in a 24/7 servicewindow Gkhan Tuna, TOPdesk
28. EXAMPLE #2Practice:CRM application commonlyused during
office hours (9am 5 pm) Gkhan Tuna, TOPdesk
29. EXAMPLE #2Incident/Failure:Due to overuse during
officehours the application needsa restart twice a dayThe restart
takes appr. 5minutes, but unsaved datafor users are lost Gkhan
Tuna, TOPdesk
30. EXAMPLE #2SLA measurement:100% Uptime = 1.080minutes per
weekDowntime in example #2 =50 minutes per week Gkhan Tuna,
TOPdesk
31. EXAMPLE #2 Gkhan Tuna, TOPdesk
32. EXAMPLE #2Conclusion:Uptime = 99.5%SLA achieved!But: are
clients satisfied? Gkhan Tuna, TOPdesk
33. Word of mouth Personal needs Past experience communications
Expected serviceCustomer Perceived
serviceOrganizationServiceorganization Service delivery Translation
of instructions into actions Translation of strategy into
procedures Formulation of strategy by the management Gkhan Tuna,
TOPdesk
34. Word of mouth Personal needs Past experience communications
Expected serviceCustomer Perceived
serviceOrganizationServiceorganization Service delivery Service
Quality Translation of instructions into actions Translation of
strategy into procedures Formulation of strategy by the management
Gkhan Tuna, TOPdesk
35. Word of mouth Personal needs Past experience communications
Expected serviceCustomer Perceived service Client
Satisfaction?OrganizationServiceorganization Service delivery
Service Quality Translation of instructions into actions
Translation of strategy into procedures Formulation of strategy by
the management Gkhan Tuna, TOPdesk
36. How to measure quality? Gkhan Tuna, TOPdesk
37. THE SERVQUAL-MODEL (Zeithaml, Parasuraman, Berry; 1985
1994) Service vs Manufacturing The model offers a way to measure
the perception of a customers towards the quality of a service
Quality of a service has been split up into five dimensions that
customers experience Gkhan Tuna, TOPdesk
39. 2. RELIABILITY Ability to perform the promised service
dependably and accurately. Gkhan Tuna, TOPdesk
40. 3. RESPONSIVENESS Willingness to help customers and provide
prompt service. Gkhan Tuna, TOPdesk
41. 4. ASSURANCEKnowledge and courtesy ofemployees and their
ability to inspire trust and confidence.Assurance is split up into
four subdimensions Gkhan Tuna, TOPdesk
42. 4A. COMPETENCE The expertise of the personnel and the
extent of knowledge that they own. Gkhan Tuna, TOPdesk
43. 4B. COURTESY The kindness, politeness and affection of the
personnel that has contact with the customer Gkhan Tuna,
TOPdesk
44. 4C. CREDIBILITY The trust that the customer has with
respect to the service supplier Gkhan Tuna, TOPdesk
45. 4D. SECURITY The freedom of danger, risk or doubt, while
taking part of the service Gkhan Tuna, TOPdesk
46. 5. EMPATHYCaring and individualized attention that the firm
provides to its customers. Empathy is split up into three
subdimensions Gkhan Tuna, TOPdesk
47. 5A. ACCESS The possibility to approach the services
supplier and the ease of contact Gkhan Tuna, TOPdesk
48. 5B. COMMUNICATION The ability of the services supplier to
communicate with the customer in a way in which the customer
understands it Gkhan Tuna, TOPdesk
49. 5C. UNDERSTANDING THE CUSTOMER The extent of individual
care and attention that the services supplier gives to their
customers Gkhan Tuna, TOPdesk
50. Performance Service Satisfaction (Q)Expectation Gkhan Tuna,
TOPdesk
51. Performance Service Satisfaction (Q)Expectation Unspoken
Expectation Gkhan Tuna, TOPdesk
52. EXAMPLE #3Service Performance Metric:FCR (First Call
Resolution):Percentage of incoming callsthat can be resolved
withoutthe use of a callback orwithout having the caller callback
the helpdesk to finishresolving the case Gkhan Tuna, TOPdesk
53. EXAMPLE #3KPI:60% of incoming calls needto be resolved
during thephone call Gkhan Tuna, TOPdesk
54. EXAMPLE #3Practice:Service desk employees failto meet the
KPI, but providesolutions for callers withinthe next hour in 70% of
thetime Gkhan Tuna, TOPdesk
55. EXAMPLE #3Gkhan Tuna, TOPdesk
56. EXAMPLE #3Conclusion:KPI breached!But: are clients
unsatisfied? Gkhan Tuna, TOPdesk
57. How to measure quality? Perform periodical client
satisfaction researches as an addition to quantitative reports
Gkhan Tuna, TOPdesk
58. Gkhan Tuna, TOPdesk
59. The average score for Tangibles on a scalefrom one to five
is: 3.2The average score for Reliability on a scalefrom one to five
is: 3.0The average score for Responsiveness on ascale from one to
five is: 2.4The average score for Assurance on a scalefrom one to
five is: 4.1The average score for Empathy on a scalefrom one to
five is: 3.4 Gkhan Tuna, TOPdesk
60. How to measure quality? Perform periodical client
satisfaction researches as an addition to quantitative
reportsAdvantages: Whole view of service delivery Making
comparisons in time Making comparisons between the service
organization and the customer organization Gkhan Tuna, TOPdesk
61. ITIL v3Utility =what does the clientget?Warranty = in what
waydoes it get delivered? Gkhan Tuna, TOPdesk
62. Word of mouth Personal needs Past experience communications
Expected serviceCustomer Perceived service Client
SatisfactionOrganizationServiceorganization Service delivery
Service Quality Translation of instructions into actions
Translation of strategy into procedures Formulation of strategy by
the management Gkhan Tuna, TOPdesk
63. THANK YOU FOR YOUR ATTENTION Questions and discussion