It’s the latest craze sweeping the nation… No, I’m not talking about Fruit Ninja, I’m talking about gamification.
There's a reason "gamification" is the buzzword on the tip of so many tongues these days. It takes ideas and structures from games - the video kind and other types - to guide companies in their quest to affect consumer behavior. So should digital strategists at banks and financial institutions use gamification to meet their business objectives?
We’ll get to that, but for now let's start by clarifying what we're talking about. Forrester defines gamification as:
The insertion of game dynamics and mechanics into non-game activities to drive a desired behavior.
These mechanics come in many shapes & sizes – SCVNGR, a mobile game developer, has a list of more than 40 – but here’s a quick list of four major ones:
· Points. The most basic element of gamification, points is any type of virtual currency – or, in a few cases, IRL currency. Digital strategists at banks & credit card companies have used this tool for years in the form of rewards points.
“Is the IT industry unique in its obsession with its own possible future demise? The sky is always falling in. #ITRapture”
IMO the average IT organization does appear to be somewhat Chicken Little-like and my response of “I think it is because IT is obsessed with itself :)” started me off …
While we have not necessarily fallen in love with our own reflection, it is difficult to argue that we are not overly obsessed with what WE are doing rather than what the business is doing – as per yesterday’s blog “Why Is IT Operations Like Pizza Delivery?”
Consider this exaggerated story
You meet two people at a soiree (that’s a posh cocktail party BTW). The first introduces themselves: “Hi, I’m Ian. I work for LANDesk. I do all sorts of product marketing nonsense.” The second does the same. Well, I say the same; there’s a big difference – “Hi, I’m Stephen. I work in IT.”
Whilst with a software vendor yesterday I reused a favorite IT service delivery analogy that was inspired by, or was it borrowed from, James Finister at least two years ago. At the Forrester I&O Forum in Las Vegas this Thursday I will use it again when Glenn O'Donnell and I present on "A Mindset Change Is Needed: Support The People, Not The Technology."
To me the analogy is indicative of the fact that despite all of the investments organizations have made in increasing IT service management maturity and IT service delivery we still seem to measure our relative success in terms of IT rather than business outcomes.
So consider this somewhat frivolous analogy: comparing IT operations to pizza delivery operations
The pizza company has a palatial store and has invested in the best catering equipment (read state-of-the-art data center). It employs highly-qualified chefs who take pride in creating culinary masterpieces. When the pizza leaves the store it scores ten out of ten on the internal measurement system. This is, however, measuring at the point of creation rather than the point of consumption.
Now consider the customer view of the pizza when it arrives: it is late, cold, has too much cheese, the wrong toppings (even toppings that are unrecognizable to the customer), and it costs more than the customer expected (and wanted) to pay.
How much of this example can be applied to IT delivery?
Last week, Forrester got about 700 of our friends together (ok, conference attendees) to figure out what is cool and what is critical in marketing today as well as what is likely to cross from the former to the latter. We had amazing presentations from major consumer goods, retail, insurance, and technology brands tackling these different issues.
Below, I have included the graphic illustrations of these presentations (courtesy of Kate Dwyer at Collective Next), highlighting the key takeaways from each. In them, you can see the stories and concepts that our speakers revealed to help the audience progress in this complex marketing world we now live in.
Branding is cool again, according to Chris Stutzman. He studied the relationship expressed by consumers between things like brand pride and brand uniqueness and how they influence premium prices and willingness to recommend. His insight: 21st century brands will be built on different foundations than 20th century brands, especially as they relate to what leads the marketing effort. Product-led brands will suffer as experience-led brands thrive (Note: His report will be coming out soon, but here is preview from Advertising Age).
Some great IT service management (ITSM) conversations with BMC this week got me thinking about ITSM people “stereotypes” and what we can learn from them in terms of communication, education, and ITSM tool selection. It started from my mental 2D matrix that plotted organizational ITSM tool need against the axes of organization size, e.g. enterprise, and level of ITSM maturity – with the latter, in my opinion, being a better gauge as to the ITSM tool that is most appropriate.
Conversations about the people within the organizations, however, made me wonder about the need for a third axis of “ITSM mindset” which could further better help to pin down the type of ITSM tool for a particular organization through a now-3D matrix.
Did Somebody Mention Stereotypes?
Oops, yes that was me. My imagination conjured up three stereotypes, and perhaps there are many more, but I liked that they leant themselves to a collective description of Brawn, Brain, and Heart (oh yes, it's a little "Wizard of Oz").
Where the stereotypes are:
Brawn– this describes the traditional IT Hero mentality, it’s all about you and the IT. Very much an IT-centric approach to IT delivery. Probably no concept of IT services and no interest whatsoever in ITIL (the ITSM best practice framework). It’s all about IT muscle in dealing with a never-ending stream of IT issues – the proverbial fire fighting. Talking to a Brawn about ITIL wastes everyone’s time, they will never be interested.
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
Just over 3 months ago, I made note of three things I'd tell your CIO, all of which focused on your need to build a software development competency to help your firm thrive in this age of software-fueled, consumer-led disruption. Since then, we've heard from a number of clients stating that they're having a tough time convincing their executives, from COOs and CFOs through to CIOs, that they need to stop looking at software and app development as a commodity.
Vendors you work with aren't helping. System integrators and consultancies continue to tell your CFO and CEO to outsource your software development work to them, that they can deliver more quickly, and more cheaply, than you can. Software application vendors build their marketing around needing no customization, even "no software." This helps fuel the perception and myths many executives hold that software development, especially app dev, is a commodity.
Recent research published by Phil Murphy and survey data we recently collected in our Forrsights Software Survey, Q4 2011 can help you bust those perceptions and myths and help you show your executives the importance of software development.
Prior to IBM Pulse 2012 heating up in Las Vegas, I was lucky enough to receive a pre-brief on some of the key messages from this year’s event. One of which is around mobility.
A statistic from the IBM mobility slide deck reminded me of a particular bugbear of mine: that mobility will most likely be yet another opportunity for gifted IT professionals to get excited about technology (and managing the technology) rather than stepping back to appreciate that modern IT is all about the consumption of IT services rather than the technology itself. That mobility is not about mobile devices or apps, that it’s about the consumption of business or IT services on the move BY PEOPLE via fit-for-purpose IT provisioning and IT service delivery.
The IBM Statistic?
In a recent IBM report, it was revealed that the Top Mobile Adoption Concerns are:
Cost of developing for multiple mobile platforms (52%)
Integrating cloud services to mobile devices (51%)
“ITIL, ITIL, ITIL” is all that many of us hear these days when it comes to improving IT service management (ITSM) maturity or the availability of ITSM good/best practice and guidance (for the "Little Britain" fans out there imagine Tom Baker reading this intro). Many talk (and write) about the alternative or complementary frameworks, methodologies, and standards; but neither COBIT nor ISO 20000 (amongst others) have yet gained the market traction and collective consciousness of ITIL, the “ITSM best practice framework.”
ITIL is and will continue to be the de facto choice for most IT infrastructure and operations (I&O) professionals. Having said this, however, many I&O organizations continue to look at the possibilities of using multiple frameworks, methodologies, and standards in tandem to help better deliver against business and IT issues – what is commonly called an “ITIL plus” or “plus” strategy, e.g., ITIL plus COBIT.
Another body of service management good/best practice, the Universal Service Management Body of Knowledge (USMBOK), has long been lauded by ITSM thought leaders; but it has, to date, lacked the profile of ITIL in particular. Importantly, it works with, and is differentiated from, ITIL – it is not an ITIL competitor, more of a “companion piece” that supplements ITIL on both strategic and operational levels. Hopefully you noticed the deliberate naming of USMBOK – that there is no “IT” in it. It is about service management not IT service management – a solution to the issue that we often place too much emphasis on the “IT,” and not enough on the “SM,” element of “ITSM.”
It started as a blog called Giving Back To The IT Service Management Community – a personal plea for anyone involved in IT operations, IT service delivery, IT support, etc., to “give back” to the larger community. Hopefully it highlighted (or reminded us of) the need for the creation of lower-level, more granular, and ultimately more practical best/good practice information that is freely available to IT service management (ITSM) practitioners; as a quick start mechanism and/or to prevent the continued reinvention of the wheel by organizations wishing to better themselves.
Many (OK, some) ask “Where has this gone?” or “Where is the free content?” Great questions, but ones that I will conveniently avoid (hopefully like a skilled politician); although others involved, I expect and hope, will provide updates on this in the comments section below.
To some Back2ITSM might appear yet another forum for “the usual suspects” (bagsy me be Verbal Kint) to “socialize” themselves to their ultimate downfall. However, I beg to differ. I feel that this has legs, no matter how short those legs might eventually be; which brings me to the reasons for this quickly written blog:
I still need to feedback the limited but interesting responses to the Back2ITSM survey.
I want to publicize some Back2ITSM “coming soons.”