Defining IT Service Management – Or Is That “Service Management”?

IT service management (ITSM) has a number of definitions from a variety of sources. Starting with the ITIL (the ITSM best practice framework)-espoused definition:

“The implementation and management of quality IT services that meet the needs of the business. IT service management is performed by IT service providers through an appropriate mix of people, process and information technology. See also service management.” Source: ITIL 2011 Glossary http://www.best-management-practice.com/officialsite.asp?DI=575004. Where service management is defined as: “A set of specialized organizational capabilities for providing value to customers in the form of services.”

A more “directly customer-focused” definition is provided on Wikipedia:

“A discipline for managing information technology (IT) systems, philosophically centered on the customer's perspective of IT's contribution to the business. ITSM stands in deliberate contrast to technology-centered approaches to IT management and business interaction.” Source: http://en.wikipedia.org/wiki/IT_service_management

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Online Customer Service Is Essential To Successful Social Marketing

Here is a picture of a cute cat doing something Internet related! 

(Click image to see larger version) 

That got your attention didn't it? Something else which gets a lot of attention is when customers share stories of exceptional customer service online (if those examples include cats that's just a bonus). This fantastic forum thread  taken from UK ISP Be Broadband is currently doing the rounds. In it the customer complains his wireless network is frequently disrupted by his cat's fascination with the router. After some playful banter that issues with feline "agressors" are a known problem the customer was supplied with a tactical decoy router. Subsequent images of the clearly fooled cat were posted by the customer showing success.

Wow. If you were currently feeling disatisfied with your ISP what would your brand perception of Be Broadband be right about now?

Customer service impacts social marketing

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Social Technologies Will Drive Businesses To Focus On The Complete Customer Experience

Consumers across Asia Pacific are using multiple touchpoints to obtain and share information and purchase products and services. Organizations — both public and private — are struggling to support and enhance these new customer experiences across rapidly evolving channels like application marketplaces and mobile devices that are increasingly contributing to revenue growth.

  • Customer relationships will continue to change faster than CRM tools. Organizations are unable to cater to non-traditional touchpoints using their legacy systems. They are beginning to understand how these new touchpoints are impacting engagement at every phase of the customer lifecycle and across multiple channels and touchpoints. Organizations that truly value customers will invest in social tools (and platforms) in 2012 to better manage relationships.
  • Organizations will increasingly be forced to evolve from "transactional" customer interaction methods to customer "engagement." Organizations across multiple industries like FMCG (fast-moving consumer goods), retail, professional services, and media & entertainment in Asia Pacific are already thinking about the customer lifecycle beyond legacy CRM tools — which were typically designed to support organizational processes, not customer ones. Over 2012, we expect organizations across Asia Pacific to expand their use of social technologies, mobility solutions, and analytics to improve engagement.
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