1 ITIL Intermediate Qualification: Service Strategy Certificate Webinar presentation 15 April 2009
2 Content of Webinar Part 1: Presentation of Module Introduction to module an its context in the qualification scheme Overview of module and syllabus The qualification development process Part 2: Pre-submitted Question Responses Part 3: Q & A
3 Introduction to SS Team Leads Lou Hunnebeck Incoming Service Strategy Team Lead VP, ITSM Vision & Strategy, Third Sky, Inc. QA Team Member for CSI book 20+ years experience in Customer Service industries and ITSM David Cannon, HP Outgoing Service Strategy Team Lead Svc Operation book Co-Author David is handing off to.
4 A little bit of jargon busting Who owns ITIL? Who publishes the books? Who administers the qualifications? Who is responsible for the development of the V3 exams? Sharon Taylor Chief Examiner Who is responsible for the development of individual V3 Qualifications? Senior Examiners Around The World 4
5 Qualification Scheme Management Set Policy Approve Scheme Monitor Compliance Set Standards Define Structure Develop Scheme Team Guidance Establish Scheme Compliance Create Examinations Conduct Moderation Process Appeals 5
6 Examination Institutes As ATOs, you are accredited by and order your exams through one or more of these licensed Examination Institutes: APMG-International BCS-ISEB CSME DANSK IT DF Certifiering AB (DFC) EXIN Loyalist (LCS) TÜV SÜD Akademie
7 Exam Statistics ITIL Version 2 Examinations Taken v2 Foundation v2 Practitioner Total ITIL Version 3 Examinations Taken v3 Foundation v3 Foundation Bridge Total v2 Service Managers v3 Managers Bridge 3400 ITIL Version 3 Intermediate exams More than 2000 exams taken across all modules The statistics for January January 2009
8 Translation of Exam Papers APMG is considering various languages based on market demand. APMG is currently reviewing examination performance and uptake across all of the intermediate examinations, prior to creating a translations schedule. Languages that are likely to be considered include; International French International Spanish Japanese German Brazilian Portuguese
9 Introduction to SS Module
10 Intermediate Qualifications Dual Stream Lifecycle management focused Based on each lifecycle phase Individual module certification 21 hours for each module Complex, gradient scenario MC based exam 90 minute exam 70% pass Course based classroom or virtual study Foundation certificate prerequisite Process focused Practice area process clusters Individual module certification 30 hours for each module Complex, gradient scenario MC based exam 90 minute exam 70% pass Course based classroom or virtual study Foundation certificate prerequisite the management view the practice view 10
11 Introduction to SS Module The Service Strategy Certificate is; a free-standing qualification part of the ITIL Intermediate Lifecycle stream one of the modules that leads to the ITIL Expert in IT Service Management Certificate As a lifecycle qualification, this means it covers the management and control of the activities and techniques within Service Strategy, but not the detail of each of the supporting processes i.e. it provides the management view of Service Strategy
12 Service Strategy (SS) The SS module of the Lifecycle series covers an introduction to the Service Lifecycle, and the concepts, processes, functions and activities involved in Service Strategy phase of the ITIL Service Management Lifecycle, along with technology considerations.
13 Who should attend? Those involved in the ongoing management, coordination and integration of strategizing activities within the Service Lifecycle. Examples of appropriate groups will include; CIOs, CTOs managers, supervisory staff, team leaders designers, architects, planners IT consultants, IT audit managers, IT security managers ITSM trainers.
14 Why should you and/or your staff attend? Does your organization have a clearly defined strategy for itself, as well as for the services you provide? Are you sure you are delivering/planning the right services? Are you in control of your services economics? Do your people know how to address prioritization and resource competition issues? Can your organization handle all the costs and risks associated with your services and manage them for value?
15 Overview of Module Learning Objectives Candidates can expect to gain competencies in the following upon successful completion of the education and examination components related to this certification: Service Strategy Principles Defining Services and Market Spaces Conducting Strategic Assessments Financial Management Service Portfolio Management Managing Demand Driving Strategy Through the Service Lifecycle Challenges, Critical Success Factors and Risks
16 About the certification ITIL V3 Foundation ATO 2 years of experience Basic IT literacy Pre Reading!!! Study Guides being launched
17 Suggestions for ATOs about the Syllabus Time for each section is only a suggestion Adult learning principles recommend 1/3 Theory and 2/3 Practice Aim for at least a 50/50 split Keep exercises to about 60 minutes total including debriefing by instructor You don t have to follow the order of the syllabus You do have to cover all items in the syllabus MOST IMPORTANTLY, HAVE FUN!
18 About exercises & Bloom Bloom Level 3 = Applying Bloom Level 4 = Analyzing Vernacular examples used in Syllabus: Analyze Demonstrate Apply Distinguish Justify Produce Decide
19 General SS Guidance When approaching this material, one might make the mistake of teaching at either end of two extremes avoid that strike a balance: Every detail of every paragraph and/or diagram does not need to be memorized for exam success. Just broad strokes will not get you there either. The delegate must show true understanding and the ability to apply it. The language in the SS book may be challenging to many. Instructors should make the content accessible. Identify the truly foundational concepts and weave discussion of them throughout the material. Connect the dots take learners through the story of strategy, not just a laundry list of concepts to know for the exam.
20 Overview of Module Key Topics 1. Service Strategy Principles Introduces the core concepts and practices in Strategy and organization applied to Service Management and IT, including: The logic of value-creation within the context of the ITIL Service Lifecycle Capabilities and resources Service provider types Dynamics of a service model based on the concept of value networks Strategic perspectives, plans, positions and patterns as applied to service management and IT in their own organization 2.5 hours
21 Overview of Module Key Topics 2. Defining Services and Market Spaces The core concepts and practices in internal marketing, business development, and opportunity analysis, including: Formal definitions of services Business outcomes of customers and relating them to customer assets and service assets Services into customer outcomes, service assets, utility and warranty elements Market spaces, opportunities for new or changed services, and services as configurations and patterns 3 hours
22 Overview of Module Key Topics 3. Conducting Strategic Assessments The process of conducting strategic assessments with respect to customers, market spaces, and existing capabilities of a service provider, including: Strategic assets of an organization their performance and potential for serving particular customers or market spaces Critical Success Factors and degree of alignment of existing services, capabilities, and strategies with customer s business Business potential within existing customers and in adjacent market spaces through analysis of patterns and environmental factors 3.5 hours
23 Overview of Module Key Topics 4. Financial Management Financial management and investments applied to Service Management, including: Service valuation, financial modelling, service provisioning and analysis, and business impact analysis Funding the Service Portfolio and phases of the Service Lifecycle and defining expectations or return on investments 2 hours
24 Overview of Module Key Topics 5. Service Portfolio Management Portfolio management concepts, methods, and principles applied to Service Management, including: Service Portfolio Management, methods, and processes related to service management and services 1 hour
25 Overview of Module Key Topics 6. Managing Demand Demand Management, profiling, segmentation, and service packaging strategies to effectively serve different types of customer needs, including: Challenges, opportunities and risks in fulfilling demand for a particular customer or market space High-level strategies for demand management that can be supported by capabilities across the Service Lifecycle Demand with respect to customer outcomes, patterns of business activity, and user profiles. Sources of demand and capacity within the Service Catalogue and Service Pipeline Core Service Packages and Service Level Packages 3.5 hours The roles of Product Manager and Business Relationship Manager
26 Overview of Module Key Topics 7. Driving Strategy Through The Service Lifecycle How Service Strategy is implemented through tactics and operations framed by the Service Lifecycle, including: How Service Strategy is driven through and informed by other elements of the Service Lifecycle Policies and constraints for Svc Design that will encode strategic objectives and customer needs Requirements for Svc Transition to act on behalf of Service Strategy in reducing costs and risks as service progress through the Lifecycle Tactical plans for the Service Catalog to be effectively hosted by Svc Operation phase, with adjustments by customers and contracts Opportunities for improvement across the Service Portfolio and Service Lifecycle 2 hours
27 Overview of Module Key Topics 8. Critical Success Factors and Risks Critical Success Factors and risks that determine the viability of strategic positions and plans, including: The role of organization development and sourcing as Critical Success Factors Automation and tools to meet strategic objectives through the framework of service management Benefits and risks from factors such as complexity, coordination, intangible assets, and total cost of utilization (TCU). Types of risks across the Lifecycle and high-level approaches for mitigating risks 2 hours
28 Overview of Module Testing Style Eight (8) multiple choice, scenario-based, gradient scored questions. Each question will have 4 possible answer options, one of which is worth 5 marks, one which is worth 3 marks, one which is worth 1 mark, and one which is a distracter and achieves no marks. Duration of exam: 90 minutes Pass Score: 28/40 or 70%
29 About Scenarios Support a global audience Scenario ~ 400 words Question ~ 400 words Total ~ 600 words The scenario should be relevant to the question The scenario should provide information that is required to answer the question correctly The scenario should only include information that the candidate needs to analyze to answer the question. Background information about companies, organizations etc. should only be included if this is required
30 Sample Scenario The IT unit of a medium sized transportation company has been implementing Service Management processes for a few years. The IT unit has focused on more operational processes such as Event Management, Incident Management, Request Fulfilment and Access Management. These processes are now documented and implemented to some degree, but the IT unit still struggles with managing and improving the processes, among other reasons, because performance measurements are lacking. Based on business requirements, the IT unit now sees the need to formalize and improve other Service Management processes such as Service Portfolio Management, Service Catalogue Management and Service Level Management, but the CIO is unsure if it is a good idea before basic performance measurements are in place. The implementation of the first Service Management processes was undertaken as a result of a number of operational quality issues and no real strategic considerations were taken into account to support the implementation. The CIO feels that the implementation of the operational Service Management processes has been to a certain degree out of step with the business environment, but it is difficult for him to account for this feeling with specific evidence and arguments.
31 Process for Development of Module SS team based in USA and UK Team of 6 plus an independent reviewer Process Write questions Each question reviewed by peers (other team members) Reviewed and quality assured by independent reviewer Each paper undergoes internal testing Each paper undergoes external pilot
32 Process for Development of Module Template used for consistency Regular team meetings conference calls Regular Senior examiner meetings conference calls and physical Improved QA criteria has been developed, based upon feedback from pilot
33 CSI for the SS Module How How do do we we keep keep the the momentum going? going? What What is is the the Vision? Vision? Where Where are are we we now? now? Where Where do do we we want want to to be? be? How How do do we we get get there? there? Consistent pass pass rate rate Answer distribution 2 sample sample papers papers 2 live live papers papers Ongoing moderation 3 new new live live papers papers in in Reuse Reuse scenarios Ensure Ensure subsections not not covered again again Did Did we we get get there? there? In In progress
34 Next: Pre-Submitted Question That concludes our opening material. Now we will answer the pre-submitted questions and then have open Q & A.
35 Pre-Submitted Questions Question:- Could we have advice on the teaching and examination of Service Level Packages and the related concepts of Service Packages, Core Service Packages and Standard Supporting Packages? The book and glossary definitions seem complex and contradictory. (See Issue 166 and 266 in the Change Control System of the Best-Management-Practice website.)
36 Service Packages and Service Level Packages Some guidelines for Teaching
37 Some Principles We agree that this section can be confusing However, these are important concepts, and should be in the curriculum So we should test them in a way that checks understanding of the concepts without focusing on literal regurgitation of the definitions The key to understanding this chapter is to use good examples, rather than focusing on the definitions
38 An Example of What to Teach There are two types of service, Core and Supporting Example of core: Satellite TV Example of supporting: 24 / 7 phone support There are two types of Supporting Service Enabling (which ensure basic functionality) Example: Installation of the decoder and dish Enhancing (which add additional features that customers find exciting) Example: Channels with content that can only be viewed by satellite TV
39 An Example of What to Teach Many services are complex, and consist of a number of components, many of which are services in their own right Example: Satellite TV consists of a dish, decoder and access to several channels of content These components are packaged together into Service Packages (some of which are Core and some of which are Supporting) Example of core service package: Decoder rental and access to content Example of supporting service package: Sport Channel package, Digital Video Recorder rental
40 An Example of What to Teach Some Service Packages are offered with different levels of service (In this example customers choose from 3 Service Level Package) Example: Satellite TV with 100, 200 or 500 Channels However, many Service Level Packages have more than one option, for example: TV Channels: 100, 200 or 500 Pay per View Sporting Events Digital Video Recorder rental 1, 2 or 4 channel How are these priced, listed and selected? By using Lines of Service and Service Level Packages
41 An Example of What to Teach TV Channels Lines of Service PPV Sport DVR Rental SLP 100 SLP Football SLP 1 Ch SLP 200 SLP Boxing SLP 2 Ch SLP 500 SLP Motor Racing SLP 4 Ch
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