Jon Hall - SITS14 Presentation. ITSM Lessons from Consumer Champions

© Copyright 04/07/2023 BMC Software, Inc1

How leading consumer services are transformingcustomer expectations of ITSM

Jon HallLead Product Manager (ITSM), BMC Software

ITSM lessons from consumer champions

Twitter: @jonhall_


How are consumer trendschanging corporate IT?


Social Mobile Analytics Autonomy

https://www.flickr.com/photos/jasonahowie/8583949219



Social feedback...and the reshaping of trust

© Copyright 04/07/2023 BMC Software, Inc5 © Copyright 04/07/2023 BMC Software, Inc5

Regulation aims for consistent minimum “SLA”

New York City Taxi and Limousine Commission, regulation $52-04

Republic of Ireland Taxi Regulation Act (2013), Small Public Service Vehicles Rule 20. (1)

Ordinance for the Regulation of Hackney Coachmen in London (1654)

“…regulation of the conduct, behavior, deportment and

dress for drivers…”

“Set and enforce standards and conditions of service”

New York: https://www.flickr.com/photos/imuttoo/4132818872 Ireland: https://www.flickr.com/photos/michalo/250753092/

“Forasmuch as many Inconveniences do daily arise by reason of the late increase

and great irregularity of Hackney Carriages in London...”

https://www.flickr.com/photos/imuttoo/4132818872

https://www.flickr.com/photos/michalo/250753092/


Uber uses feedback as an alternative


Consumer reviews are more trusted than expert ones


TripAdvisor is usurping traditional expert advice

Source: “The New Social Travel Lifestyle” - TripAdvisor

Tripadvisor Q4 Report,11th February 2014

Actual

Projected

Source: Nielsen Bookscan for the Travel Guide Market


Yelp boosts independents, but not the big brands

For independent restaurants...A one-star increase in Yelp rating = 5%-9% increase in revenue

The same effect is not felt by branded chains.

Reviews, Reputation, and Revenue. Harvard Business School 2011.

“Historically, chain affiliation is valuable because it reduces uncertainty about restaurant quality.Consumer reviews serve a similar purpose”



Uber’s disruptive trust model

Transparency

Deliver’s rating known upfront

Reputation

Opacity

No prior knowledge of deliverer

Regulation


Tripadvisor’s multiple points of disruption

Real-time information

Comprehensive coverage

Crowd-sourced opinions

Contextual delivery

Point-in-time information

Limited coverage

Expert opinion

Passive delivery


It’s already happening to IT departments!

(Financial, 5000+ employees)

(Aeropspace manufacturer, 1000-5000 employees)

(Investment bank, 1000-5000 employees)

“Lacking IT structure...”

“Too much time is wasted on the phone to IT...”

“Terrible IT support and resources”


Embracing feedback drives improvement and success“When I first started driving for Uber, my rating was lower than it is now.

Uber sent emails suggesting what I can do to improve, and they stuck with me.Now my overall rating is 4.85.

I strive to keep my rating high and provide the best service”

Uber driver on yelp.com


Embracing feedback drives improvement and success

“A lot of people were saying our off-brand Cheerios tasted like cardboard, so we changed to Fruit Loops. We got a great response to that.”TJ Jones, Anaheim Hotel owner(From 80th ranked hotel in city to 23rd, after acting on feedback)



Mobile enables new levels of contextual

support


Mobile, contextual services


Google Now: Contextual, adaptive, automatic


Mobile is increasingly expected



Analytics drive personal service, and better results


Tescos coupon redemption rate: 20-50%

(average direct marketing response 2%)

Competing on Analytics: The New Science of Winning By Thomas H. Davenport, Jeanne G. Harris

The personal touch... Automated


The power of contextual analytics

Predictive pricing: Three times more bookings

than control group!



Autonomy is expected, and enables innovation


Who’s data is it anyway?Yale University and the CourseTable affair

“I’d like to know which of my social contacts plan to attend each course”

“I want to know how highly people have rated each class”

“I’m interested in seeing my best friends’ course selections”

“There was no centralized database at Yale that allowed students to perform course comparisons at-a-glance.

Washington Post, January 16th 2014

Two students programmed an interface that would compile everything in one place”


“…malicious activity…”

The wrong way to respond!


Jan 22nd 2014

“Technology has moved faster than the faculty could foresee...

Questions of who owns data are evolving before our very eyes”

Mary Miller, Dean of Students, Yale. January 2014


Autonomy’s Impact

“The vast majority (of business users), about 85%, brought Evernote into the workplace themselves”

Evernote CEO Phil Libin, launching Evernote Business

In APJ, 83% of employees bring their own devices to work (41% citing contactability by clients) VMWare “New Way Of Life” Survey, Asia Pacific and Japan, 2013

Large enterprises use an average of 545 cloud services.70% of CIOs believe at least a fifth of their company’s applications share similar functionality and could be consolidated. SkyHigh Cloud Adoption & Risk Report Q3 2013


But... Autonomy is seen as vital to growth

Blue Coat / Economist Intelligence Unit, 2013


IFTTT and Zapier – Enabling “Prosumer” innovation


Social feedback redefines trust and disrupts industries.

Mobile enables a revolution in contextual support

Analytics enable high-value automated personalisation

Autonomy drives productivity and opens up innovation

Key Lessons


Bringing it all together...

“The crew submits complaints it so that passengers don’t have to run around on holiday trying to do it themselves”

“I personally find it to be the most useful tool in the cabin”

“Sometimes it can make all the difference in the way you approach a passenger or deal with an issue”

“It also lets you notify other people if any situation arises and how they may be able to rectify it.”


What will the new ITSM look like?

Constant, open feedback

Contextual and personal offerings

Integrated customer/provider platforms

Proactive analytics

Governed enablement

Quarterly satisfaction survey

Standard offerings

Point ITSM tools

Reactive analytics

Rigid governance

OLD NEW


Some recommended reading


Thank you

Twitter: @jonhall_