INSTITUTE: University School of

Business
DEPARTMENT ..Management..
Masters of Business Administration
Subject Name: Customer Relationship Management
Code: BAT - 758

Service Automation: DISCOVER . LEARN .

Enabling The Self EMPOWER 1
 Customer Relationship
Management

Course Outcome
CO Title Level
Number

CO1 To answer as to how customer relationship Remember

management works and the factors that influence its  

CO2
success
Understand
Will be covered in
To understand customer needs, fulfill customer
requirements, resolve customer complaints and retain   this lecture
customers
CO3 To understand the approaches to and guidelines used Understand
to analyze challenges in CRM and make strategies to
resolve the same.

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Service Automation:
Enabling The Self
Service Generation
The Service Automation
Framework

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Before We Begin…

ITIL defines a Service as a means of delivering value

to customers by facilitating outcomes customers want
to achieve without the ownership of specific costs
and risks."

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Agenda
 Brief Overview of Service Automation
 History of Automation
 Digitization of Services 2020
 The Business Case of Service Automation
 The Self Service Generation
 The Service Automation Framework
 The ‘Heart’ of Service Automation
 The ‘Brain’ of Service Automation
 The Service Automation Blueprint
 Service Automation in Practices
 Next steps in setting up Service Automation

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Mechanical Automation

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Electrical Automation

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Processing Automation

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Process Automation

© Pink Elephant, 2016. All Rights Service Automation: Enabling The Self Service
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Waves In Automation

© Pink Elephant, 2016. All Rights Service Automation: Enabling The Self Service
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What Is Service Automation?

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 Service Automation

The Service Automation Definition:

“Service Automation is the practice of an industry

that enables their autonomous users to procure,
manage and adjust services through self-service
technology and concepts in order to
systematically exceed user expectations.”

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Service Push vs. Service Pull

Push

Pull

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Why Service Automation?

THE BUSINESS CASE

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The Self Service Generation

 Is used for services that are available 24x7

 Is focused on User Experience (UX) instead of
customer satisfaction
 Is in charge of his or her own decisions
 Is tech savvy: knows how to use technology

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Service Automation Means
 The AUTOMATED delivery of SERVICES

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 The Business Case For Service Automation
•5 Business Drivers for Service Automation
 By definition, Service Automation facilitates a scalable business model
by which companies can enter new markets more easily and attract new
customers
 Service Automation assists companies to make data-driven decisions
based on earlier interactions with users and customers. Frequently,
decisions based on facts prove to be more reliable;
 Service Automation is automatically user central. Services are always
designed for user needs, focusing primarily on an optimal user
experience
 The aim of Service Automation is to automate unnecessary manual labor,
providing a more cost-efficient service delivery organization
 And last but not least, by breaking down services into easy-to-understand
steps, Service Automation provides a framework for consistently
exceeding user expectations. Ultimately, the concept of serendipity
management transforms customers into fans

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How To Design For Automated Services

THE SERVICE AUTOMATION

FRAMEWORK
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The Service Automation Framework
Automated Deployment Service Delivery Automation
• Provisioning Process • Request Process
• Familiarization process • Inquiry Process
• Fulfillment Process • Resolution Process
• Upgrade Process
• Feedback Process

User

Service Design
Technology

Serendipity Management
• Serendipity Process

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 Serendipity Management
• Serendipity Management therefore is the structure an organization can put
into place to structurally meet and exceed the expectations of customers.
• Note that this is something different from marketing campaigns or
traditional loyalty programs, because Serendipity Management is a
continuous and day-to-day activity.
• Whereas a marketing campaign aims to ‘wow’ customers at set interval of
times, Serendipity Management aims to ‘wow’ customers every day based
on their own behavior.
• The example of an airline service, let’s break down the process of boarding
the aircraft, which consist of showing and scanning your boarding pass at
the gate, walking through the gate to the plane and arriving at your seat
(three ‘core’ activities in this example.
• Would it not be wonderful if you see a personalized message when you
walk to the plane after you boarding pass has been scanned?
• Or would it not put a smile on your face if there was a welcome message
from the pilot in your seat with your name on it?
How To Design Automated Services

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The User

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 Service Design: SAF Blueprinting
Booking Course
s: Orientation Course Evaluation
raphic Delivery
Demog Materials Psychographics:
• Age er • Information
• Gend • Content
• City • Ease of Use
• Family • Privacy Security
• Etc. Booking Invoice Venue Details Evaluation
Form • Graphic Style
Confirmation
• Fulfilment

Website Evaluation
LMS
Tool

Invoicing Evaluation
Registration
Process Process
Process

Admin Finance Marketing

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Technology
Users Service Providers Applications External Services

Platform

Users Service Providers Applications External Services

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 Technology Integration: Automation
Booking Course
s: Orientation Course Evaluation
raphic Delivery
Demog Materials Psychographics:
• Age er • Information
• Gend • Content
• City • Ease of Use
• Family • Privacy Security
• Etc. Booking Invoice Venue Details Evaluation
Form • Graphic Style
Confirmation
• Fulfilment

Website Evaluation
LMS
Tool

Invoicing Evaluation
Registration
Process Process
Process

Admin Finance Marketing

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 The Service Automation Framework
Automated Deployment Service Delivery Automation
• Provisioning Process • Request Process
• Familiarization process • Inquiry Process
• Fulfillment Process • Resolution Process
• Upgrade Process
• Feedback Process

User

Service Design
Technology

Service Automation: Enabling The Self Service

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Automated Deployment

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Automated Service Delivery

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 The Service Automation Framework
Automated Deployment Service Delivery Automation
• Provisioning Process • Request Process
• Familiarization process • Inquiry Process
• Fulfillment Process • Resolution Process
• Upgrade Process
• Feedback Process

User

Service Design
Technology

Service Automation: Enabling The Self Service

Generation 3
 Automating Exceeded Expectations

© Pink Elephant, 2016. All Rights Service Automation: Enabling The Self Service
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Transforming Customers Into Fans

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Service Automation At Netflix

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Enterprise App Stores

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References
• Roberts, M.L., Liu, R.R. and Hazard, K. (2005) Strategy, technology and
organisational alignment: Key components of CRM success. Journal of
Database Marketing & Customer Strategy Management 12 (4): 315–326.
• Ang, L. and Buttle, F. (2006) CRM software applications and business
performance. Journal of Database Marketing & Customer Strategy
Management 14 (1): 4–16.
• Ramaseshan, B., Bejou, D., Jain, S.C., Mason, C. and Pancras, J. (2006)
Issues and perspectives in global customer relationship management. Journal
of Service Research 9 (2): 195–207.
• Izquierdo, C., Cillan, J. and Gutierrez, S. (2005) The impact of customer
relationship marketing on the firm performance: A Spanish case. Journal of
Services Marketing 19 (4): 234–244.
• Payne, A. and Frow, P. (2005) A strategic framework for customer
relationship management. Journal of Marketing 69 (4): 167–176.
• Plakoyiannaki, E. and Tzokas, N. (2001) Customer relationship
management: A capabilities portfolio perspective. Journal of Database
Marketing 9 (3): 228–237.
References
• Nitsche, M. (2002a) Developing a truly customer-centric CRM
system: Part One – Strategic and architectural implementation.
Interactive Marketing 3 (3): 207–218.
• Nitsche, M. (2002b) Developing a truly customer-centric CRM
system: Part Two – Analysis and campaign management. Interactive
Marketing 3 (4): 350–366.
• Bentum, R.V. and Stone, M. (2005) Customer relationship
management and the impact of corporate culture – A European
study. Database Marketing & Customer Strategy Management 13
(1): 28–54.
• Reid, A. and O'Brien, D. (2005) Creating a single view of the
customer for CRM strategy. Interactive Marketing 6 (4): 357–365.
• Ryals, L. (2005) Making customer relationship management work:
The measurement and profitable management of customer
relationships. Journal of Marketing 69 (4): 252–261.
THANK YOU

For queries you can reach me on

Email: rajeev.e9245@cumail.in