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Digital Service Management (DSM): Moving from IT Services to Digital Services

Digital Service Management (DSM) is here. The old days of IT Service Management (ITSM) are over.

If you have not realized that this is a completely different scenario yet, you may think that Digital Service Management is only a new fuzzy word for ITSM. But this is not the case, this is something that has been happening for a while and now it is a reality.

In this article, I will let you know the great differences between providing “IT Services” in the early days and providing “Digital Services” in this new era. Going Digital is a must, the Key Survival Factor (KSF) for any Service Manager.

This is a fact, IT Services are moving to Digital Services. Along many years we have being discussing about ‘the role of the CIO’, the changes that were suffering IT departments, and so on. Now IT Services are just the old days, and now we are living in a Digital Services era.

In the following I explain in detail each type of service, and why you should go to Digital Services.

IT Services

  • IT Services competed in a Local market. Your IT Services provider usually was a company near your location.
  • IT Services were technology-based services. They just grouped technology features into a Service.
  • IT Services were built along many months, and finally delivered into production.
  • SLAs were agreed upon Key Performance Indicators (KPIs) over the whole technology-based service.
  • ‘Good Service’ was focused to provide a global high-availability of this technology, but not in each Customer Experience using it.
  • Change Management had strict rules and was slow because focus was again on the overall availability goals.
  • Users were sometimes treated as idiots, sorry that this may sound rude, but it is 100% real. When they didn’t know how to work or interact with the service, the problem was considered to happen in the user’s side.
  • New user requests were queued (if not trashed), and many of them where treated as ‘out of scope’ in the service.
  • IT Services resulted in a commodity.

Digital Services

  • Digital Services compete in a Global market. Your Digital Services provider may be a company located in any location on the planet. The only requirement is that they are offering something great. Or if you are the Digital Services provider, you need to know hat your customers are comparing you with everyone else, everywhere!
  • Digital Services are user-centric services and completely social media focused. Information now flows very fast, either good and bad user experience reviews. The overall statistic of service availability is useless if some of your users share bad experiences with your service. Any bad experience may result in a bad social review. So this requires providing support and follow up not only in your channels, but in any channel used by the user. What’s more important than monitoring technology, is monitoring User Experience.
  • Each detail counts for improving Customer Experience. This requires Agile Change Management. You can’t wait two weeks for implementing new improved features in your Digital Service due to strict control of your Change Management process because it may be too late for your Customer Experience.
  • They are built and delivered very fast with an initial set of features, and they are in continuous development based in the permanent feedback from users.
  • Meeting SLA is not enough, the objective is exceeding expectations (a ‘WOW experience’).
  • Customer Experience (CX) is reached via both: continuous new features and incredible Customer Support. Each bad experience from a user is an opportunity for over delivering a great Customer Support experience.
  • Improved accessibility with different mobile and desktop devices is included in the Digital Service itself.
  • Each new feature requested by the users is gathered as gold. Changes are really welcome because they will be the Key Survival Factor (KSF) of the digital service.
  • Digital Services result in continuous innovation.

Are you ready for Digital Service Management (DSM)?