New Rules Roles People 092712

New Rules, New Roles, New People
New Organization For Service Management

Brenda Iniguez
Strategic Business Development
Pink Elephant
brendai@pinkelephant.com
HDI North Coast Local Chapter Tech Expo 2012
A Service Management Organization

As organizations move from a technology to a Service
Management focus, new enterprise structures and roles
are required to sustain and support ongoing continual
improvement.
Service Management Lifecycle: end-to-end focus
During the transition, most organizations struggle with
questions about where to place these new process and
service ownership roles within traditional technology
centric organizational charts.
New Rules, New Roles, New People New Organization For ITSM
Pink Elephant, 2012. All Rights Reserved.

ITIL is a Registered Trade Mark of the Cabinet Office.
How Is The Role Of IT Changing?
Focused on technology
Focused on customer outcomes
Fire-fighting mode
Demand driven
Organizational silos
Enterprise services & processes
Unknown costs
Financial transparency
Technical metrics
Business value

Starting With The End In Mind

IT Operations Management
Technical Management
Mainframe
Server
IT Operations
Control
Application Management
Console Management
Job Scheduling
Backup & Restore
Print & Output
Network
Financial Apps
HR Apps
Business Apps
Storage
Databases
Directory
Desktop
Middleware
Facilities
Management
Service Desk
Data Centers
Recovery Sites
Consolidation
Contracts
Internet / Web
Crown Copyright 2011. Reproduced under license from the Cabinet Office Based on Figure 6.1 Service Operation 6.1

Service Desk Organizational Structures
Local
Service Desk
Third Party
Support
Network &
Operations
Support
First Line Support
Application
Support
Desktop
Support
SKMS
Follow The Sun
Centralized
Service Desk
Second Line Support
Third Party
Support
Network &
Operations
Support
Application
Support
Desktop
Support
Crown Copyright 2011. Reproduced under license from the Cabinet Office Based on Figure 6.2, 6.3 and 6.4. Service Operation 6.1

Optimizing Business & IT Services

Business Product
Explore
Develop
Business Service
Produce
Ship
Refine
Blend
Store
Pipe
Business Process
Business Process
Business Process
Distribute
Market
IT Service
IT
System
Systems
ITITSystems
Database
ITSMProcesses
Process
ITSM
ITSM
Processes
IT Components

First up: New Thinking

SERVICE vs. Technology Thinking end-to-end for the customer

Outside-In Thinking from the Customers eyes
Ask & Listen to the Business
IT: Let go of the control let control go to the Business
Effective Service Management based Operating Model
Governance structure for Service Management Processes
Sustainable organizations: process-based vs. people-based
Dont have processes for process sake or tools for tools sake
o Processes and Tools need to add value and make a difference
Create a perpetual Learning organization

o Learning as a skill and a habit

Operating Model
An Operating Model defines:
all the Services the organization delivers
the capabilities of an organization
how value is generated thru those capabilities
Defining the Value Stream across the entire Lifecycle of a
Plan-Build-Run structured organization
Service Management Lifecycle = end-to-end focus

Evolving IT Organization Culture

Value Chain Focused
IT Is The Line
Business revenue is directly generated by the sale of IT services to

external customers
IT based services and their digital transactions are perceived to be
integral and synonymous with the business processes they support
Market share and stock price is influenced by the markets perception of

the quality and stability of IT capability
Business Partner Focused

IT Supports The Line
Business Customer Focused

IT Service Provider
Service / System Focused

Application vs. Infrastructure
Technology Focused
Technology Silos
IT Executives are part of the strategic business planning processes
The CIO has oversight and responsibility for other departments outside
of traditional IT function (e.g.: facilities, processing, fleet mgmt.)
IT measures its success in terms of business transactional volume /
availability
IT services are understood to support the business process
The IT organization is understood to be an enterprise function made up
of both internal and external suppliers using common processes & tools
Enterprise governance is mature enough to enforce standards across all
IT groups
IT is taking and fulfilling orders from its business customer
Shared Services Organizations are establishing common services,
tools and processes
Service Level Agreements are based on services rather than technology
IT services are typically defined as infrastructure and user based
services
IT Domains / Depts. (Database, Servers, Desktop, etc..)

IT Operations
Infrastructure Organizations, Service Desk
Network
Major Business Functions & Processes

Environment
Organization
Corporate or Management Processes
General
Business Support
IT Services
Processes
Service Desk
Innovation,
Development,
Knowledge Transfer
Processes
Primary Business Processes

Van Haren Publishing, Defining IT Success Through The Service Catalog. Adapted from Figure 2.1, p24

10
The ITIL Service Management Lifecycle
Service
Desk

Service Lifecycle Processes

SERVICE DESIGN
Design Coordination
Service Catalog Management
Service Level Management
Availability Management
Capacity Management
IT Service Continuity Management
Information Security Management
Supplier Management
SERVICE STRATEGY
Strategy Management For
IT Services
Service Portfolio Management
Business Relationship
Management
Financial Management For
IT Services
Demand Management
SERVICE OPERATION
Event Management
Incident Management
Request Fulfillment
Problem Management
Access Management
Functions
Service Desk
Technical Management
IT Operations Management
Application Management
Crown Copyright 2011. Reproduced under license from the Cabinet Office
Figure 1.1 Service Strategy
SERVICE TRANSITION
Transition Planning & Support
Change Management
Service Asset & Configuration
Management
Release & Deployment Management
Service Validation & Testing
Change Evaluation
Knowledge Management
CONTINUAL SERVICE IMPROVEMENT

Seven-Step Improvement

New Service Management Organization

New Focus?
Moving from a technology to a Service focus requires
people be focused on the right activities, with the right
levels of empowerment and support.
What are the essential roles that need to be defined for IT Service
Management?
Is a new organization structure needed? If so, what should it look
like?
Cant we just incorporate new responsibilities to fit within the
current roles and structure?
How far up and down should any new IT Service Management
roles go?
Is the concept of a Service Management Office (SMO) something
that can help?

13
New Roles
SMO Service Management Office
o SMO Leader
Substantial authority to make & carry out decisions
Credible, SM Expert, Cross-Team Leader
Process governance of the Process Owners
PMO & SMO should complement one another

Eg: designing for quality up-front

Service Owners: responsible for end-to-end service

Process Owners: responsible for overall process
Process Manager: responsible for tactical process aspect
Service Management Expert / SME on best practices

14
Scaled & Distributed Process Ownership

Sponsor
ITSM Executive
ITSM Governance
(p)rocess
owner
Process
Manager
Process Owner: Has overall

organizational process accountability and
may as well have specific accountability
for their own group or region.
Process Manager: Has process
accountability for their specific functional
group or region and is accountable to the
Process Owner for organizational
compliance
Process
Manager
Process
Owner
Coordinator
Org 1
External
Org 2
Org 3
15
The Service Management Office
CIO
End User Services
Service Mgmt.
Office
Service Desk
Desktop
IT Operations
Operators
Administrators
Technical
ITSM Governance
ITSM Process Owners
Business Process & Service Improvement
Training & Communication Coordination
Service Level & CSI Mgmt.
Applications
SW Dev
IT Planning
Engineers
Info Sec.
Network
NOC
/ Functional Mgmt.
Process & Service Management

16
ITSM Roles & Customer Engagement

SLM Process Owner
Service
(Delivery)
Manager
Monthly Service Report

(to Customer)
Business Relationship Manager
Submit
Request
Customer
Service
Owner
Service Catalog or
Service Desk
Monthly
Service
Report
to
BU Mgr.
Business
Application
Services
Infrastructure/
Technical
Services
Professional
Services
Supporting Service
Owners

17
Service Organization Structures

Service Mgmt.
Office
Business
Relationship
Mgmt.
Business Line
Customer
Business Services
Supporting Services
ITSM Governance
IT Process Owners
Tool Ownership
Training & Comm.
Professional Services
Applications
Infrastructure
SLA
Service Owners
Service Owner
Application Service
Process Owners
SO
Desktop
SO
Hosting
Business App.
Infrastructure Service
Professional Service
Process Owner
(Incident, Problem & Change)

18
New People
Remember: Competency is made up of 3 key elements:
Skills - Attitude - Behavior
Consider the EI factor: Emotional Intelligence
Emotional intelligence (EI): the ability to perceive, control and evaluate emotions
and to use this information to guide one's thinking and actions
Hire and cultivate Perpetual Learners

Explore Simulation learning & KCS: Knowledge Centered Support
For SM Leaders: go for the Curious, Courageous & Inventive

Surround yourself with Truth-tellers
Consider your organizations Generational Demographics

Keep all 3 generations engaged and productive
Start Mentoring programs for effective pairing and knowledge sharing
Set your organizations People Retention strategy

Define a Model for Exit Strategy behavior

19
Defining The Generations

WORLD WAR II+
ages 88+
1910-1924
20M
BUILDERS(Radio Babies) ages 67-87
1925-1945
56M
BABY BOOMER
ages 48-66
1946-1964
80M
GENERATION X
ages 35-47
1965-1977
38M
GENERATION Y
ages 16-34
1978-1996
78M
1997-2010
35M
0 GENERATION (Kids) ages 1-15
U.S. population of 307 million

US Decennial Census 2010
The new total represented an addition of

22 million Americans since the 2000 Census
The 2000 Census recorded a population gain
in every state during the 1990s the only
decade in the 20th century with such growth
New Rules

SM Lifecycle thinking and actions vs. vertical silos

Executive Dashboard Metrics vs. endless operational reports
Results-based outcomes vs. tactical tasks
See & design your processes from your Customers eyes
Ask & Listen to the Business make tangible improvements
Start small, make a difference to the Business add value
Deliver value in quick Sprints vs. long 9-12 month projects
Knowledge is power; sharing knowledge is more powerful
o Skills in finding, authoring, documenting and proofing knowledge

21
Reference Material
Millennials Rising
The Next Great
Generation
What Millennial Workers Want: How to
Attract and Retain Gen Y Workers
whitepaper - RHT
- Neil Howe
William Strauss
R.J. Matson

Knowledge into Results !

Brenda Iniguez
Pink Elephant
______________________
Brenda Iniguez
ITIL Expert
Strategic Business Development
510.262.9925 work
510.685.6798 cell
brendai@pinkelephant.com
"We cannot become what we need to be by remaining what we are ...
Life is not a dress rehearsal. " ~ John Maxwell ~

23
New Service Organization Roles

A critical success factor for the adoption of a service management practices and
service oriented culture is the creation of roles focused on the end-to-end delivery of
IT Services and the ongoing management of the enterprise ITSM processes.
Process Ownership Structures: A tiered process ownership structure with an enterprise

process owner supported by process managers to enable the deployment and consistent
execution of IT management processes across technology domains
Process Governance Council: Establish a decision-making body made up of process

owners, tool owners and the SMO to act as the CSI and planning group for new and existing
processes
Service Management Office (SMO): A dedicated process governance and internal service
management expertise / advisory function to support service delivery excellence and ongoing
transformation. This function provides the ongoing ITSM subject matter expertise and
facilitates the management of change.
Service Ownership: Identify IT Service Executives and Owners to support the management
and planning of services and systems based on a full service lifecycle approach
Customer Relationship Roles: Identify and establish roles to support the input of demand
and the gathering of regular customer feedback related to service and process delivery

24
Generational Traits snapshot

Builders (Radio Babies) Traits
Great Depression, WWII, GI Bill; cash based
Authority respected; disciplined, dedicated
Known for hard work, reliability, honor
Often worked 1 company entire career
The Greatest Generation Tom Brokaw
BABY BOOMERS Traits

Vietnam, Civil Rights, Cold War, Womens Lib
JFK & MLK assassinations; equality for all
Credit cards, TV, Fitness the 60s & 70s
career, healthy, wealthy, forever young
Technology: used to do MORE work
Gen X - Traits
Gen Y - Traits
Persian Gulf War, AIDS, Corporate RIFs
9/11, Afghan/IRAQ, Columbine, Personal Terrorism
Divorce rate tripled; latchkey kids
Cell Phones, Texting, Social Networks
PCs, Internet, Video games, MTV
Laptops, IPODs, Personal mobility w/technology
Work life balance is key driver; autonomy
Nurtured, protected; grown up working on teams
Technology: used to have life balance
Technology: fully integrated into their life

Generational Traits Additional Details

Senior Generation

Value hard work

Willing to work for delayed
reward
Often reserved
Loyal and expect it in return
Like disciplined procedures,
lines of authority
Duty, honor, country
Dedication, sacrifice
Wont fix what isnt broken
Excellent interpersonal
skills
Conformity, blending, unity
Patient
Baby Boomer

Value hard work

Prefer instant or more
dramatic results/rewards
Defined by their job
Believe team approach is
critical to success
Expect loyalty from
coworkers
Success is largely visible
(trophies, plaques, lifestyle
elements)
Believe in and evaluate
themselves and others
based on work ethic
Expressive
Independent
Gen X

Source: Bank of America
Work/life balance nonnegotiable (do not want to

be absent parents)
Independent and selfreliant; open comm.
Team-oriented
Not intimidated by authority
Do not like to be
micromanaged
Reject the work ethic of
baby boomers
Excel at finding cuttingedge solutions
Guard personal time
Like modern technology
and tools
Suspicious of baby boomer
values
Raised as parents friends
Cynical and pessimistic
Look for a person to
invest loyalty, not a
company
Gen Y

Expect to change jobs

frequently; easily bored
Team/goal-oriented
Believe respect must be
earned
Value fairness
Technically proficient
Busy, multi-taskers
Accustomed to getting
what they want
Want attention
Expect quick delivery,
results; Ambitious yet
appear aimless
Expect rapid ascent to
higher salaries
Optimistic, charitable, act
with integrity
Relate better to Baby
Boomers than Gen X
Admire values of Senior
Generation
Search for job that
provides personal
fulfillment

10 Recommendations: working w/GEN Y

1. Pair-up the Gen Yrs on projects; keep them challenged
It will still allow collaboration AND minimize the time drain on the manager
2. Pair up Gen Yrs / Baby Boomers on projects

It will enable Gen Y creativity & new thinking with Boomer diligence & experience
3. Start a mentoring program on your team; embrace shadow training

4. Ask Listen Listen Listen and observe the Millennials
5. View things from the Millennials perspective not from your own bias
6. Teach them the WHY of a job .. Not just the what
7. Help them see the BIG Picture and how they fit in
8. Teach them business savvy: explain & illustrate the fundamentals
9. Build relationships; Relationships & guidance = credibility (not titles)
10. Dont forget the FUN!


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New Rules, New Roles, New People

New Organization For Service Management

HDI North Coast Local Chapter Tech Expo 2012

A Service Management Organization

Pink Elephant, 2012. All Rights Reserved.

How Is The Role Of IT Changing?

Focused on customer outcomes

Enterprise services & processes

Pink Elephant, 2012. All Rights Reserved.

Starting With The End In Mind

Pink Elephant, 2012. All Rights Reserved.

Service Desk Organizational Structures

First Line Support

Pink Elephant, 2012. All Rights Reserved.

Optimizing Business & IT Services

Pink Elephant, 2012. All Rights Reserved.

First up: New Thinking

SERVICE vs. Technology Thinking end-to-end for the customer

Create a perpetual Learning organization

Pink Elephant, 2012. All Rights Reserved.

Service Management Lifecycle = end-to-end focus

Pink Elephant, 2012. All Rights Reserved.

Evolving IT Organization Culture

Business revenue is directly generated by the sale of IT services to

Market share and stock price is influenced by the markets perception of

Business Partner Focused

Business Customer Focused

Service / System Focused

IT Executives are part of the strategic business planning processes

IT Domains / Depts. (Database, Servers, Desktop, etc..)

Major Business Functions & Processes

Primary Business Processes

Pink Elephant, 2012. All Rights Reserved.

The ITIL Service Management Lifecycle

Pink Elephant, 2012. All Rights Reserved.

Service Lifecycle Processes

CONTINUAL SERVICE IMPROVEMENT

Pink Elephant, 2012. All Rights Reserved.

New Service Management Organization

Pink Elephant, 2012. All Rights Reserved.

PMO & SMO should complement one another

Service Owners: responsible for end-to-end service

Pink Elephant, 2012. All Rights Reserved.

Scaled & Distributed Process Ownership

Process Owner: Has overall

The Service Management Office

End User Services

Process & Service Management

Pink Elephant, 2012. All Rights Reserved.

ITSM Roles & Customer Engagement

Monthly Service Report

Business Relationship Manager

Pink Elephant, 2012. All Rights Reserved.

Service Organization Structures

(Incident, Problem & Change)

Hire and cultivate Perpetual Learners

For SM Leaders: go for the Curious, Courageous & Inventive

Consider your organizations Generational Demographics

Set your organizations People Retention strategy

Pink Elephant, 2012. All Rights Reserved.

Defining The Generations

BUILDERS(Radio Babies) ages 67-87

0 GENERATION (Kids) ages 1-15

U.S. population of 307 million