ITIL® 4 Specialist: Drive Stakeholder Value (DSV)

Module 1: Understand How Customer Journeys are Designed

• Concept of the Customer Journey

  • Definition: Customer Journey

• Relationships Between Value Streams and Customer Journeys

• Customer Journey and Service Interaction

• Concept of Customer Journey

  • Customer Experience

  • User Experience

• Three Aspects of the Customer and User Experience

• Purpose of Identifying, Understanding, and Mastering the Customer Journey

• Stages Involved in Designing an End-to-End Customer Journey and Experience

• Stakeholder Aspirations

• Touchpoints and Service Interactions

• Mapping the Customer Journey

• Personas and Scenarios

• Customer Journey Maps

• Example of a Customer Journey Map

• Understanding the Customer Experience

• Design Thinking

• Marc Stickdorn’s Five Principles of Service Design Thinking

• Design Thinking

• Leveraging Behavioural Psychology

• Design for Different Cultures

• Measuring and Improving the Customer Journey

Module 2: How to Target Markets and Stakeholders?

Step 1: Explore 

• Understanding Service Consumers and Their Needs

• Purpose of the Organisation

• The ‘Golden Circle’

• External and Internal Factors

• SWOT Analysis

• Objectives and Opportunities

• Risks and Mitigation

• Understanding Service Providers and their Offers

• Industry Standards and Reference Architectures

• Characteristics of Markets

  • Understanding Markets

  • Market Segmentation

  • Characteristic-Based Market Segmentation

  • Needs-Based Market Segmentation

  • Identifying and Analysing Service Consumers

• Marketing Activities and Techniques

  • Targeting Markets

  • Value Propositions

  • Marketplace and the Marketspace

  • Personalising and Profiling

  • Targeted Marketing

  • AIDA Model

  • Brand and Reputation

  • Sustainability and the Triple Bottom Line

  • Importance of Existing Customers

Module 3: How to Foster Stakeholder Relationships?

Step 2: Engage 

• Communicating

• Cooperation and Collaboration

• Listening Modes

• Service Relationship Types

• Basic Relationship

• Cooperative Relationship

• Partnership

• Engaging and Fostering Relationships in Different Environments

• Building Service Relationships

• Service Relationship Ladder

• 5 Steps of the Service Relationship Ladder

• Creating an Environment that Allows Relational Patterns to Emerge

• Initial Engagement Tools

• Building and Sustaining Trust and Relationships

• Trust and Relationship Factors

• Three C’s Model Applied to a Service Relationship

• Three C’s Model

• How to Develop Customer Relationships?

  • Building of Trust and Relationships

  • Understanding Service Provider Capabilities

  • Understanding Customer Needs

  • Understanding Value Drivers

  • Value Drivers

  • Example of a Value Driver Framework

  • How Service, Services Interactions, Service Offerings, Products, and Resources are Related

  • Assessing Mutual Readiness and Maturity

  • Types of Maturity Assessment in the Engage Step

  • Managing Suppliers and Partners

  • Relationship Management: Service Integrator Activities

  • Supplier Management Practice

Module 4: How to Shape Demand and Define Service Offerings?

Step 3: Offer 

• Managing Demand and Opportunities

• Patterns of Business Activity

• Optimising Capacity

• Capacity and Performance Management Practice

• Shaping or Smoothing Demand

• Pricing and Charging

• Building the Customer Business Case

• Building the Service Provider Business Case

• How to Collect, Specify, and Prioritise Requirements from a Diverse Range of Stakeholders?

  • Specifying and Managing Customer Requirements

  • Roles and Responsibilities

  • Managing Requirements

  • Minimum Viable Product – MVP

  • User Stories and Story Mapping

  • MoSCoW Method

  • Weighted Shortest Job First

• Methods for Designing Digital Service Experiences Based on Value-Driven, Data-Driven, and User Centred Service Design

  • Designing Service Offerings and User Experience

  • Lean Thinking

  • Agile Product and Service Development

  • User-Centred Design and Service Design Thinking

  • Service Blueprinting

  • Design for Onboarding

• Approaches for Selling and Obtaining Service Offerings

• Selling and Obtaining Service Offerings

• Pricing

• Internal and External Sales

• Business Analysis Management Practice

Module 5: How to Align Expectations and Agree Details of Services?

Step 4: Agree 

• Agreeing and Planning Value Co-Creation

• Types of Service Value Drivers

• Service Interaction Method

• Inherent and Assigned Characteristics of Services

• How to Negotiate and Agree Service Utility, Warranty, and Experience?

• From Service Consumer Needs to Agreement

• SLA Content and Structure

• Service Level Management Practice

• Negotiating and Agreeing Service Utility, Warranty, and Experience

Module 6: How to Onboard and Offboard Customers and Users?

Step 5: Onboarding 

• Purposes of Onboarding and Offboarding

• Onboard

  • Planning Onboarding

  • Onboarding Goals

  • Onboarding Scope

  • Examples of Consumer Resources to Onboard

  • Onboarding Customer and Users: Onboarding Actions

  • Examples of Service Provider, Service Consumer, and Supplier/Partner Onboarding Actions

  • Onboarding Control

• Ways of Relating with Users and Fostering User Relationships

  • Relating to Users and Fostering Relationships

  • Fostering Relationships with Corporate Users

  • Fostering Relationships with Individual Service Consumers

  • Providing User Engagement and Delivery Channels

  • Seamless User Journey with Omnichannel Management

  • Examples of Omnichannel Challenges that have to be Considered by Service Providers

  • Enabling Users for Services

  • Offboarding Customers and Users

  • Customer Offboarding

  • User Offboarding

  • Service Catalogue Management Practice

  • Service Desk Management Practice

• Understand How Users Can Request Services

  • On-going Service Interactions

  • Service Requests

  • Service Desk Interactions

  • When Things Go Wrong

  • Moments of Truth

  • Intelligent Disobedience

  • Customer and User Feedback

  • Challenges and Solutions for Continual Customer and User Feedback           

Module 7: How to Act Together to Ensure Continual Value Co-Creation?

Step 6: Co-Create 

• Fostering a Service Mindset

• Service Mindset for Service Provision

• Methods for Triaging of User Requests

• Concept of User Communities

  • Nurturing User Communities

  • Super-Users

  • Service Requests

Module 8: How to Realise and Validate Service Value?

Step 7: Realise

• Realising Service Value in Different Settings

• Tracking, Assessing, and Evaluating Value Realisation in Different Types of Service Relationships

• Methods to Track and Monitor Service Value

  • Tracking Value Realisation

  • Tracking Performance, Output, and Outcome

  • Tracking Experience and Satisfaction

  • Tracking Service Usage

  • Assessing and Reporting Value Realisation

  • Evaluating Value Realisation and Improving Customer Journeys

  • Evaluation and Verification

  • Continual Improvement

  • Tracking, Assessing, and Evaluating Outcomes

• Charging Mechanisms

  • Charging and Billing

  • Portfolio Management

  • Drive Stakeholder Value – Conclusion

• Understand customer journeys and stakeholder expectations to strengthen engagement throughout the service value system

• Appreciate the role of touchpoints, service interactions, and design thinking in creating positive service experiences

• Enhance the ability to shape demand, manage relationships, and deliver agreed service outcomes effectively 

• Apply principles of value co-creation, communication, and feedback to improve satisfaction and collaboration

• Develop stakeholder-centric approaches that centralise value realisation, improve loyalty, and drive continual service improvement