sixteen | process
The
Quest For Understanding
Most vendor organisations carry out customer openness, whereby the required solution
evolves out of a process that would be
satisfaction research, yet often that is based on followed in any ITIL situation – ie, one based
on build, design and review until the point is
a narrow and arbitrary set of dimensions. How reached where both sides know and agree
what is required, and where one side is willing
do they really match up? to pay for that and the other to provide it.
So it is about consultancy, definition and
Words: Brian Wall
continual convergence.”
In many respects, he argues, it is a mutual
D
uring the Service Desk Institute’s with, and relating to, their customers - may tender whereby a relationship is established
2009 Annual Conference, not be all that it could. For example, most to make that possible. The end user has to
delegates were asked to take part in companies view customer needs, wants and be told exactly what implementing the new
a live, interactive survey. A panel of desires from their own perspective or try to solution entails, too. “Typically, any process is
industry professionals was asked to comment guess at them. They know what is good for the going to create overheads, interrupt service,
on the results. Of the 10 questions asked, the customer. etc, before delivering the benefits. That has to
one that generated the biggest reaction was: Unfortunately, this is particularly the be communicated and understood.
‘In your experience, do you think that the ITSM case with people who know their products “What this is really about is not the vendor
software vendors have a good understanding exceptionally well: they can’t see them from or the software, but the delivery of real and
of your business objectives?’ The results were: any vantage point, but their own. Of course, measurable benefits. So vendors need to
we all know – at least, in theory – that any understand the customers’ processes, how
Yes: 10% reputable vendor should be asking customers they work and how to measure them. That will
No: 37% what their exact needs, wants and desires allow them to chose the processes that will best
Sometimes: 53% really are. They should be actively engaging benefit the business, as driven by the business.”
with them at a deep and meaningful level, Not surprisingly, those who do achieve such
Only one in 10 thought they had a in order to base their product and solution heady heights not only keep their customers,
good understanding! That is little short of strategies on their responses. In reality, many but win a substantial share of business from
scandalous, if those respondents are being fail to live up to anything like those exacting their competitors - which makes it all the
fair and objective in their criticism. But then standards. more baffling why vendors, who allegedly
the general perception of the software vendor pride themselves on customer service
- when it comes to interacting The Human Factor excellence and espouse that mantra, fail to
Emerson Freedman, senior IT service understand their customers’ requirements at
manager, BBC Worldwide, recognises that the most fundamental levels.
there are many challenges on both sides
of the equation when vendor and purchaser “Vendors need to
interact. “No engagement can be perfect.
understand the
We are all human, so it’s as much about
listening, learning and co-operating. One of
customers’ processes,
the big buzzwords that began to emerge
how they work and how to
some years ago was ‘partnership’, but
this was often abused and misused in
measure them. That will
practice – more focused on saving allow them to chose the
money, for example, than
processes that will best
on creating a mutually
beneficial relationship.
benefit the business, as
“Far more
driven by the business.”
important is to
Emerson Freedman, senior IT service
establish a
manager, BBC Worldwide
certain level
of mutual
Why such a disconnect between the
respect
hypothesis and the execution? Well, for one
and
thing, most people measure themselves
against industry benchmarks - which can,
at best, be useful indicators and, at worst,
www.supportworld.co.uk
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