A Guide to Service Desk

A Guide to Service Desk Concepts, Third EditionEdition

Chapter 2 pService Desk Operations

ObjectivesIn this chapter you will learn: Different types of customer

service and support organizations

Benefits and challenges of centralized and decentralized service desks

In this chapter you will learn:

organizations Components of a service desk

missionR l d i f i l

service desks Benefits and challenges of

managing a service desk as a cost center or a profit center Role and operation of internal

service desks Role and operation of external

i d k

cost center or a profit center Role of outsourcing in the

support industryH h i d k d l i service desks

How size influences a service desks operation

How the service desk model is evolving

A Guide to Service Desk Concepts, Third Edition 2

Types of Customer Service and S t O i ti Types of customer service and support

Support Organizationsyp pp

organizations include Call centers Call centers Contact centers Help desks Help desks Service desks


Types of Customer Service and S t O i ti Call center a place where telephone calls are

Support Organizations

made, or received, in high volume Inbound call center receives telephone calls

f d k from customers and may answer questions, take orders, respond to billing inquiries, and provide customer supportcustomer support

Outbound call center makes telephone calls to customers, primarily for telemarketingto customers, primarily for telemarketing

Telemarketing the selling of products and services over the telephonep


Types of Customer Service and S t O i ti Blended call center receives incoming

Support Organizationsg

calls and makes outgoing callsContact center a call center that uses Contact center a call center that uses

technologies such as e-mail and the Web in addition to the telephone to communicate addition to the telephone to communicate with its customers


Types of Customer Service and S t O i tiSupport Organizations

Both help desks and service desks serve as a single point of contactg p

Help desks typically handle only incidents Service desks handle incidents, service requests, Service desks handle incidents, service requests,

and communications with customers The service desk plays a critical role and may be The service desk plays a critical role and may be

the only contact that a technology user has with an IT organizationg


Types of Customer Service and S t O i ti The service desk cannot function independently

Support Organizations

It must build positive working relationships with other parts of the organization

Service desks are often structured in a series of levels Service desks are often structured in a series of levels or lines, an approach commonly known as a multi-level support model

The service desk refers incidents it cannot resolve to The service desk refers incidents it cannot resolve to the appropriate internal group, external vendor, or subject matter expertS bj t tt t (SME) h h Subject matter expert (SME) a person who has a high level of experience or knowledge about a particular subject


Multi-Level Support Model

Self-help customers solving incidents on

pp

p gtheir own


Service Desk Mission

Service desks can fall prey to the all things to all l d i h l l d fi d people syndrome without a clearly defined

mission Service desk mission a written statement that Service desk mission a written statement that

describes The customers the service desk serves The types of services the service desk provides How the service desk delivers those services

Two principal types of service desks are Two principal types of service desks are Internal service desks External service desks


Service Desk Mission

Internal service desk supports employees pp p ywho work at its companyp y

External service desk supports people supports people who buy a companys products and servicesproducts and services


Internal Service Desks

Internal service desk responds to questions, p q ,distributes information, and handles problems and service requests for its companys q p yemployees

A company can have several types of internal A company can have several types of internal service desks that employees contact for support (e g HR facilities IT)support (e.g., HR, facilities, IT)



Historically, IT departments focused solely on y p ytechnology and on ensuring systems were up and running

IT departments are now being challenged to function as internal service providersp

Internal service provider a department or person within a company that supplies p p y ppinformation, products, or services to another department or person within the same company


Internal Service Desks IT must

Supply competitively priced services that help employees use Supply competitively priced services that help employees use technology to improve productivity and increase corporate profitability

Acknowledge that it is a customer service organization and provide a hi h l l f i i high level of service to its customers

Most IT service desks strive to resolve 70 percent of reported incidents and service requests

They also take ownership of incidents whether or not they can They also take ownership of incidents, whether or not they can resolve them

Taking ownership tracking the incident to ensure the customer is kept informed about the status of the incident, that the incident is is kept informed about the status of the incident, that the incident is resolved within the expected time frame, and that the customer is satisfied with the final resolution



Additional service desk functions include Training preparing and delivering programs that

provide people the knowledge and skills they d h l ff lneed to use technology effectively

May be ad-hoc or one-on-oneC b tl Can be costly

Might take place In a classroom setting with an instructorg On a one-on-one basis in a users office Through media such as audio, video, computer-based

training or Internet-based trainingtraining, or Internet-based training


Internal Service DesksNetwork and system administration includes day-to-

Setting up and File management

Network and system administration includes day today tasks such as

maintaining user accounts

Ensuring the data the

Printer and server managementM i i d Ensuring the data the

company collects is secure

Monitoring server and network performance

Performance tuning Performing e-mail and

database managementP f i d t b k

Performance tuning Capacity and disaster

recovery planning Performing data backup

and restore proceduresA Guide to Service Desk Concepts, Third Edition 15


Request fulfillment involves handling service requests from users Requests for information or advice, access to an IT service, or a

standard chan estandard change Standard change a preapproved change that is low risk and

follows a procedure Common service requests Common service requests

Answering questions such as how to questions Resetting a password Providing equipment to a new employee Providing equipment to a new employee

Standard changes are often referred to as moves, adds, and changes (MACs) or installations, moves, adds, and changes (IMACs)



Some internal service desks operate very informally Others have very formal processes and require users

to follow clearly defined procedures to obtain services S i ti h t bli h d S i L l Some organizations have established Service Level

Agreements with their internal clients Service Level Agreement (SLA) a written Service Level Agreement (SLA) a written

document that spells out the services the service desk will provide to the customer, the customers responsibilities and how service performance is responsibilities, and how service performance is measured



Examples of customer responsibilities include: Customers must call the service desk Customers must maintain their systems Customers must attend training Customers must attend training

SLAs help set customer expectations and enable the service desk to know its limits

SLAs are agreements, not legally binding contracts The goal of SLAs is to build and manage the

l i hi b IT d i relationship between an IT and its customers SLAs help balance customer demands with the

costs associated with meeting those demandscosts associated with meeting those demands



Service desks must prove their worth The computers, tracking systems, and people

acquired by service desks are investments that help the company avoid lost productivity and lost help the company avoid lost productivity and lost opportunity

An efficient, effective service desk helps lower pthose costs by increasing the effectiveness with which employees can use technology

The technologies that internal service desks use The technologies that internal service desks use usually reflect the companys willingness to invest in the service desk



The best service desks strive to provide high-p gquality service within the limits of their fundingg

Instead of rejecting requests that are beyond their capabilities (sometimes called out-of-their capabilities (sometimes called out ofscope requests), under-funded service desks provide the best possible alternative by provide the best possible alternative by directing the customer to another source that can helpcan help


External Service Desks

External service desks support customers ppwho buy their companys products and services

Most hardware and software companies have external service desks to support their customers

The services that external service desks id b i d d b h l h provide vary by industry and by the role the

service desk plays within its organization



Pre-sales support the service desk answers questions for people who have not yet purchased the companys products or services and May take orders May take orders May respond to billing inquiries

Post-sales support involves helping people who have purchased a companys product or service Answering questions Helping the customer learn to use the product Helping the customer learn to use the product Explaining the advanced features that the product offers Resolving incidentsg



The role of the external service desk is The role of the external service desk is evolving as companies recognize that positive customer experiences help sell positive customer experiences help sell products and servicesTh i d k ib The service desk contributes to corporate growth and profitability by Capturing and sharing customer feedback with

other groups B ld l h Building customer relationships



Customer relationship management (CRM) involves using customer contact and relationship information to generate additional sales and increase levels of customer service and retention

Software products and processes enable the service desk to collect, maintain, and share information about customers with other authorized company employees



External service desks have become a major focal point for customer interactions

Some external service desks cover their own costs by Charging for their services Including support costs with the cost of the product

Others experience the same underinvestment and understaffing bl i t l i d kproblems as internal service desks

The resources available to an external service desk reflect the companys commitment to customer satisfaction and willingness to invest in the service deskto invest in the service desk

The best companies realize they must deliver high-quality products and superior customer support to retain todays savvy customers, who have increasingly high expectations


Sizes of Service Desks

Service desks range in size from small to largeg g The size of a service desk is determined by

Its mission Its mission The scope of its responsibilities


Small Service Desks

Small service desks have anywhere from one to 10 l ff10 people on staff

Reasons companies may have small service desks includeinclude The service desk is new The company has limited its scope of responsibility It does not receive a high number of contacts The products it supports are relatively stable and easy

to useto use Customers have other ways to obtain support (e.g., a

Web site)


Small Service Desks

Single-person service desks are rare Most will grow to have more people in time, if only to

provide a backup Some large companies prefer to have a number of Some large companies prefer to have a number of

small service desks, rather than one large service deskS Some service desks are a one-stop shop the service desk is fully responsible for resolving all incidents and service requests, even if the incidents and service requests, even if the solution requires extensive research or even coding changes


Small Service Desks


Small Service Desks

Pros Cons Can be gratifying to people

who are Highly motivated

Tend to be people-dependent May be affected when people

Organized Capable of managing stress

Enable people to get to know

May be affected when people leave or are out

May find it difficult to id d i itheir customers and

understand their needs Offer the opportunity to

provide adequate training May not have tools that

enable them to capture perform a diversity of tasks and assemble a broad base of skills

enable them to capture knowledge and information

Tend to be more informalMedium service desks have between 10 and 25 people and can take on the


Medium service desks have between 10 and 25 people and can take on the characteristics of both small and large service desks

Large Service Desks

Large service desks vary in size, depending on

g

g y , p gwhether they are internal or external

Large internal service desks have more than Large internal service desks have more than 25 people on staff, whereas large external service desks can have as many as several service desks can have as many as several hundred people


Large Service Desksg


Large Service Desks

Large service desks evolved in several ways

g

g yMany grew from small service desks over time Some were consolidated from several smaller Some were consolidated from several smaller

service desks Some were the result of a merger or Some were the result of a merger or

acquisition Some are divided into specialty teams Some are divided into specialty teams

Product-oriented Customer-oriented


Large Service Desks

P C

g

Pros

May retain their informal ways and lack the discipline

Cons

Enable people to work in a team setting ways and lack the discipline

that a larger work force needs

team setting Offer training and

advancement opportunities Or, may be extremely

performance oriented Can be stressful

Offer people the opportunity to specialize or to be a generalist Can be stressful to be a generalist

Expose people to many tools and best practices


Service Desk Structures

Ways to structure service desks includey Single centralized service desk that supports all of

the technologies used by its customersg y Multiple decentralized service desks that support

specific products or customer communities


Centralized Service Desks

Provide customers with a single point of contact for support services

Customers do not have to determine who to call Customers do not have to determine who to call More efficient and cost-effective Expose analysts to a wider variety of contacts, which

leads to leads to Higher skill levels A greater ability to resolve incidents

C t li i d f li i d t l Centralizing and formalizing processes and tools reduces inefficiencies and costs

Enables all incidents to be logged in a centralized ki i ibl id if d manner, making it possible to identify trends more

quicklyA Guide to Service Desk Concepts, Third Edition 37


W t t li i l dWays to centralize include Locate all analysts in a single location

May be a call or contact center Use technology to establish a virtual service desk Virtual service desk gives the impression of a

centralized service desk by using sophisticated y g ptelephone systems and the Internet Analysts may be located in any number of locations

May require level two resources at remote locations May require level two resources at remote locations Can be challenging if customers contact level two

directly Some companies equip level two with personal digital Some companies equip level two with personal digital

assistants (PDAs) that can be used to capture informationA Guide to Service Desk Concepts, Third Edition 38


Centralized service desks receive a wide diversity of calls on any given day

Effective tools and adequate training are key Effective tools and adequate training are key Without them, centralized service desks can be

frustratingfrustrating With them, and a desire to continuously learn new

skills, centralized service desks are exciting and skills, centralized service desks are exciting and dynamic


Decentralized Service Desks

Multiple decentralized service desks can pprovide a high level of service to customers with specific needsp

Procedures or technology must direct customers to the appropriate service deskcustomers to the appropriate service desk

Fast resolutions are possible because customers immediately receive expert customers immediately receive expert assistance



Ways service desks can be decentralized include Internal service desks physically located

l t tclose to customers Provide customers with on-site assistance Can be costly, as services are duplicated Can be costly, as services are duplicated

Regional service desks address language, culture, legal, and time-zone considerations

Follow the sun approach that enables an organization to provide 24-hour coverage Each regional service desk works only during the Each regional service desk works only during the

usual business hours for its locationA Guide to Service Desk Concepts, Third Edition 41


Can face challenges in providing quality support g p g q y ppand service

May have difficulty justifying the resources that a y y j y gcentralized service desk can justify

Must communicate to customers what they Must communicate to customers what they should dowhat service desk they should contactwhen incident symptoms are uncleary p

Must define procedures for times when the customer has contacted the wrong service deskg


Centrally Decentralized S i D k Often used by large companies

C bi i l l i d k i h l i l

Service Desks

Combine a single, central service desk with multiple, specialized service desks

Customers contact the central service desk first If necessary, tools and processes are used to seamlessly

transfer the customer to the appropriate specialized service desk

Customers do not have to determine what service desk to call

Individual service desks can focus on their specific scope of Individual service desks can focus on their specific scope of responsibility

Triage is used to determine a customers need and route him or her to the appropriate support grouphim or her to the appropriate support group


Service Desks as Cost Centers or P fit C t Service desks can cost companies a

Profit Centersp

considerable amount of money Regardless of size or structure service desks Regardless of size or structure, service desks

need many resources Service desks may be run as cost centers or as Service desks may be run as cost centers or as

profit centers to pay for expenses


Service Desk Expensesp


Service Desks as Cost Centers

Cost center budget items required to run the service desk are considered a cost (or expense) to the company

Main objective is typically to minimize and eliminate expenses Can result in hidden costs

Lost productivity Peer-to-peer support

Reduce the need to Track expenses in a detailed manner Market services and generate new customers

T l i d k li i i To control costs, many services desks limit service Support only certain products Limit their hours


Service Desks as Profit Centers

Profit center the service desk must cover its expenses and, perhaps, make a profit by charging a fee

Fee is often based on the companys actual cost to Fee is often based on the company s actual cost to provide the services, plus a reasonable profit margin

Some organizations, particularly internal service desks, establish the service desk as an overhead expenseestablish the service desk as an overhead expense Each department is assessed a fee based on its need for

services Fee might cover standard services g Departments can opt to pay for additional premium

services



Some organizations, particularly external g , p yservice desks, establish detailed pricing structures that allow customers to choose Free services Fee-based standard services Fee based standard services Premium services

Organizations must recognize the increased Organizations must recognize the increased cost of delivering nonstandard services



Can often justify expenses and acquire needed j y p qresources Must demonstrate their benefit in the form of Must demonstrate their benefit in the form of

increased revenue Requires staff to account for every activity they q y y y

perform throughout the day


Service Desks as Cost Centers or P fit C t Both are under increasing pressure to

Profit Centersg p

Analyze and control their costs Market the value of their services Market the value of their services Charge a premium for customized services

Without alienating customersg

Requires each person appreciate that his or her actions contribute to the companys her actions contribute to the company s bottom line


Service Desk Outsourcingg

Outsourcing having service provided by an outside supplier

Outsourcing is a business sourcing strategy Outsourcing is a business sourcing strategy that may be used to Reduce costs Make more efficient use of resources Enable existing resources to focus on the primary

purposeor core competencyof the businesspurpose or core competency of the business Contracts are typically used to determine the

services that a supplier will provide


Service Desk Outsourcing

Early days of trend managers thought

g

outsourcing would be more cost-effective Didnt save money, as few companies understood

internal costs internal costs Companies thought they could wash their hands

of service-related problemsof service-related problems Found that outsourcing added another layer of

complexity to the situation Outsourcing engagements failed and companies

reestablished their internal service desks



Despite early misconceptions and failings, service

g

desk outsourcing is a common practice HDI 46 percent of organizations outsource some or

all servicesall services Computer Economics 12 percent of small

companies, 32 percent of medium companies, and 35 p p ppercent of large companies outsource

Outsourcing is not all or nothing business i i strategy, nor is it a permanent strategy

52 percent of companies outsource less than one-third of their workloadthird of their workload



Approaches to outsourcing vary

g

pp g y Internal service desk supports employees while

supplier supports external customers, or vice pp ppversa

Internal service desk provides support during regular business hours and conditions, supplier provides support after-hours or for peak call loads

Supplier supports a legacy application while employees learn a new technology



Nearly 54 percent of companies do not d h l

g

outsource and have no plans to outsource Believe internal resources better understand and

meet the needs of customers Choose to maintain internal control over services to

ensure Service quality Service quality Customer acceptance

Lack sufficiently high volume of services to warrant the cost the cost

Unwilling to give supplier access to their companys customer data and records



Reasons companies do outsource include

g

p Realize service desk is critical but lack ability or

the desire to build and manage function internallyg y Unwilling to make capital investments required to

deliver competitive service desk services Want to deliver after-hours or multilingual

services or accommodate seasonal or project-driven peak volumes without increasing staffing levels



Today, engagements are more successful

g

y, g g Better understanding of how to negotiate and

monitor contracts Many suppliers monitor contact volumes and

proactively notify companies if contact volume is Higher than usual Approaching a predefined threshold

Many suppliers are offering incident prevention services (e.g., trend analysis and reporting)



Suppliers offer a variety of servicesCh

g

Charges to customers vary Increasingly suppliers are being paid for performance

Measurable indicators are spelled out in contractsp Supplier employees must keep records of time and effort Used to create customer invoices and measure employee

performanceperformance As success and profitability are based on quality, suppliers

carefully screen applicants and provide ongoing training Service providers now understand they must rigorously Service providers now understand they must rigorously

measure and manage suppliers performance


The Service Desk Model

Companies are consolidating support services From multiple decentralized help desks to fewer help

desks or a single, centralized help desk From help desks into service desksFrom help desks into service desks

Fueled by the number of companies adopting ITIL ITIL views the service desk as vitally important y p

Provides guidance on how to ensure the service desk delivers value

Describes how to make the service desk an attractive Describes how to make the service desk an attractive place to work and retain people with the needed experience and skills



Companies are moving customer-related transactions into the service deskthe service desk

Provides customers a single point of contact Enables the service desk to

Deliver a broader set of services Deliver faster service Streamline processes by reducing handoffsp y g Reduce costs Avoid engaging level two and level three groups unnecessarily Deliver services more efficiently and cost-effectively to y y

customers Technology is enabling further consolidation



Service desk industry is growing and changing One size does not fit all Many types and sizes of service desks existy yp People entering the industry can choose from a

range of opportunities More service desk-related classes are available;

opportunities are growing Service desk positions are available around the

world


Summary Underlying purpose of customer service and support organizations

is the same from one organization to the next

y

is the same from one organization to the next Services offered and operating characteristics such as type, size, and

structure vary, depending on the needs of the company and its customers

Call centers, contact centers, help desks, and service desks are all examples of customer service and support organizations

Help desks and service desks tend to handle technology-oriented i id d iincidents and questions

Service desks have a broader scope of responsibility Also handle service requests and communications with customers

C i d k i i f h l Customers contact service desks using a variety of channels, including the telephone, e-mail, and the Web


Summary

Two principal service desk types are internal and external Wi hi h i

y

Within these two categories Some organizations are small, others large Some centralized, others decentralized Some are run as cost centers, others as profit centers

All have strengths and all have challenges All require different skills All require different skills People who consider these strengths and challenges can

determine the type of service desk opportunities that Support their career goals Support their career goals Enable them to broaden their resume


Summary

Service desk outsourcing is a common practice

y

g p Outsourcing is a complex partnership aimed at

enabling companies to focus on their mission, g p ,expand their services, and contain costs

The success and profitability of a supplier is based The success and profitability of a supplier is based on the quality of its services Suppliers carefully screen applicants and provide pp y pp p

extensive training


Summary

Companies worldwide are C

y

Consolidating support services Evolving help desks into service desks

Trend is fueled by the number of companies adopting e s ue e by t e u be o co pa es a opt g ITIL

Service desk model challenges managers throughout the company to move transactions that directly involve the company to move transactions that directly involve customers into the service desk

Technology is enabling further consolidation End result is that companies can

Deliver services more efficiently and effectively Increase customer satisfaction Increase customer satisfaction


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A Guide to Service Desk

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