The Service Automation Framework is the worlds first

The Service Automation Framework is the world’s first certification which provides step by step guidance for the design and delivery of automated services. “© The APM Group Limited. 2017. All rights reserved”.

Introduction to Service Automation Framework (SAF) • Service Automation – the concept of delivering services through smart technology – is a rapidly growing area of interest for most organizations. • Companies such as Spotify, Netflix and Spotify and Uber (whom deliver 100% automated services) have proven that organizations can achieve rapid growth and gain a competitive advantage by relying on Service Automation. “© The APM Group Limited. 2017. All rights reserved”.

Why is SAF needed? • The future of a successful, streamlined business now relies on the ability to deliver digital readiness to their customers at a fast pace. • Customers have become accustomed to searching, evaluating and purchasing products online and have the same expectations in their work environment. • As a result, the need for organizations to automate their services, ‘go digital’ and to offer self-service applications to their customers has never been so great. “© The APM Group Limited. 2017. All rights reserved”.

Helping customers to thrive in the digital age The solution: • The launch of the Service Automation Framework certification scheme provides candidates with the practical tools and techniques of Service Automation that can be applied instantly. Learning outcomes: • • • A step by step approach that illustrates how organizations can digitize their service offering in a methodical way. Equips staff with the skills and techniques (such as Service Automation Blueprinting) to start Service Automation projects in the organization. Aligned to the Service Automation Framework Alliances (SAFA) guidance, which details the concepts by which any organization can automate its services. “© The APM Group Limited. 2017. All rights reserved”.

Self-service: Key benefits for end users • Puts the customer in charge via a self-service portal • Enables users to: • request services through a technology platform such as an app, smart phone etc • access information they need quickly and easily • receive support via multiple channels incl web, social and live chat • stay connected and engaged from first use • interact with the service from anywhere in the world • receive an optimal customer experience. “© The APM Group Limited. 2017. All rights reserved”.

How SAF supports an organization’s strategy • • Highly scalable business model with enormous growth rate potential Provides the ability to: – Make data-driven decisions; track and monitor usage – Reach millions of potential customers with just a few clicks – Execute requests and answer questions automatically – Keep users engaged and active; surprise them in a positive way – Consistently exceed customer expectations and improve customer loyalty – create “long term fans” – Deploy staff to focus on key development areas for the business – Provide more cost-efficient service delivery resulting in better value for money “© The APM Group Limited. 2017. All rights reserved”.

Target audience Key Sectors: • Finance, Insurance, Healthcare and Government. Job roles: • Service Strategists; Process Consultants; Business Consultants, Strategy Consultants; Service Delivery Managers; Service Designers; Enterprise Architects; Operations Managers; Service Managers; Developers; Business Analysts. • The process of service automation will ultimately touch everyone in a company from Project Managers to the Customer Services team responsible for data input. “© The APM Group Limited. 2017. All rights reserved”.

Target audience • Most of the training that has been delivered has been with Enterprise clients that are actively implementing Service Automation. They are frequently customer-facing organisations, like banks, insurance companies, telcos and government. • The typical profile of a candidate is either someone in service management, or application design and maintenance. • The typical candidate is similar to the Dev. Ops candidate. “© The APM Group Limited. 2017. All rights reserved”.

SAF – a growing global trend • • • Service Automation builds upon a large demographic and sociological trend As a society, we are more than ever in control of our own lives with access to all the knowledge we need globally Consumers increasingly arrange their lives online and are part of the ’Self-Service Generation’ Many organizations are struggling with their response to the increasing demands of this generation and have not yet taken adequate measures to facilitate service delivery through automated technology Service Automation is destined to be one of the major topics on boardroom agendas in the years to come with huge opportunities to enter new markets more easily and attract new customers. “© The APM Group Limited. 2017. All rights reserved”.

Future global trends • • Three years ago, Forrester identified a major shift in the market, ushering in the age of the customer Power has shifted away from companies and towards digitally savvy, technology-empowered customers who now decide winners and losers Forrester identifies consumers in Asia Pacific as changing along five key dimensions: – Increasingly willing to experiment – Reliant on technology – Inclined to integrate digital and physical experiences – Able to handle large volumes of information – Determined to create the best experiences for themselves With highly empowered customers willing to take their business elsewhere for a new, exciting experience, organisations need to be customer-obsessed and constantly innovating in order to remain competitive. “© The APM Group Limited. 2017. All rights reserved”.

Research: Microsoft and Gartner • • • Microsoft’s 2016 State of Global Customer Service Report found that an average of 90% of consumers surveyed in Brazil, Germany, Japan, the UK and the USA expect brands to have an online customer self-service portal. 97% of global consumers answered that customer service was either somewhat or very important in their choice of or loyalty to a brand, and 60% reported having stopped doing business with a brand due to a poor customer service experience. Analysts at Gartner have also been following technology-driven changes in customer preferences. In their report Predicts 2017: CRM Customer Service and Support, they observe that AI is finding rapid uptake as a tool to provide better customer service and predict that by 2020 the use of virtual customer assistants, also called virtual agents or chatbots, will increase by 1, 000%. “© The APM Group Limited. 2017. All rights reserved”.

Microsoft Research: online service portals “© The APM Group Limited. 2017. All rights reserved”.

About SAF • • Jan-Willem Middelburg is the Regional Director for the Asia Pacific division of Pink Elephant, based in Kuala Lumpur. He has been responsible for Pink Elephant’s regional strategy and operations in Asia since January 2016. In 2016, he published the Service Automation Framework guide for the design and delivery of automated services, which is internationally considered the leading publication on service automation. As author of the book, he is a frequent keynote speaker and moderator at universities and technology conferences around the world. http: //www. serviceautomation. org info@serviceautomation. org “© The APM Group Limited. 2017. All rights reserved”.

The Seven Service Automation Framework Techniques • SAFT 1 – Building User Groups and User Characteristics: In order to deliver ‘valuable’ services, it is necessary to understand the Service Perception of individual users. • SAFT 2 – Translating User Profiles into User Action: In order to ensure that services meet or exceed user requirements or expectations, service providers need to understand the needs and triggers that initiate service requests. • SAFT 3 – Compose the Service Automation Blueprint: The SAF Canvas enables the composition of a Service Automation Blueprint which outlines the ‘ultimate User Experience’ for a specific service and a specific User Group. “© The APM Group Limited. 2017. All rights reserved”.

The Seven Service Automation Framework Techniques (continued) • SAFT 4 – Technology Interface Modeling: The goal of Technology Interface Modeling is to design a Self-Service Portal (e. g. the technology interface) based on industry best practices. • SAFT 5 – Implement Automated Deployment Processes: The goal of this exercise is to apply the three processes of Automated Deployment (Provisioning Process, Familiarization Process and Fulfillment Process) in your own organization. • SAFT 6 – Implement Service Delivery Automation Processes: The goal of this exercise is to apply the five processes of Service Delivery Automation (Request, Inquiry, Resolution, Upgrade and Feedback Process) into your own organization. • SAFT 7 – Surprise your user with Serendipity Management: The goal of this exercise is to apply Serendipity Management to transform your organization’s customers into long-term fans. “© The APM Group Limited. 2017. All rights reserved”.

About SAF “© The APM Group Limited. 2017. All rights reserved”.

About SAF “© The APM Group Limited. 2017. All rights reserved”.

Complementary Schemes Supporting the development, management and delivery of Information Technology products and services. “© The APM Group Limited. 2017. All rights reserved”.

Marketing plan overview - 2018 Strategic objectives: • Build awareness and credibility of the SAF certification by driving traffic to the web pages and related content • Create a real buzz via multi-channel campaigns that support lead generation for SAF and complementary schemes Q 1 Q 2 Q 3 Q 4 Webinars Informative webinar to raise awareness of the new SAF certification scheme and drive visitors to the website pages Events Pink 18 Jan-Willem Middelburg, Pink Elephant speaking Social media Twitter and Linkedin activity and Adword campaigns promoting SAF benefits Website Multi-channel activity: Social media, Events, Blogs, Collateral, news release, Google adwords APMG newsletter Provide regular engaging content for inclusion in the APMG newsletter Sales Slide deck, collateral, positioning statement, tailored messages, white paper, blogs to “© The APM 2017. All rights reserved”. tool. Group kit Limited. promote the scheme to potential ATOs

Campaign Themes These creative ideas will help to demonstrate the value of SAF and bring the concept to life. They can be deployed as content marketing such as blogs, webinars, social media and email marketing. Self-Service Generation Customers in control Future technology trends Area of rapid growth – creating huge opportunities for companies to grow / build customer loyalty and how SAF supports this How self service puts customers in control – at work and home Key trends for the next 5/10+ years and the impact they will have on both individuals and businesses Power of Data Jan-Willem Middelburg Certification = Influencer Insight and thought leadership from Jan-Willem as the face of the brand How the SAF certification can help you improve your career prospects and help your business thrive in the digital age. The ability to make datadriven decisions, monitor usage and reach millions of potential customers – what added value will this bring?

Keep the momentum by sending consistent, topical messages. Themes can be delivered via joint marketing channels. Table Timeline for Power. Point Template You can edit this subtitle “© The APM Group Limited. 2017. All rights reserved”.

Our Partners “© The APM Group Limited. 2017. All rights reserved”.