The Business Relationship Management Handbook - The Business Guide to Relationship management; The Essential Part Of Any IT/Business Alignment Strategy

Ivanka Menken

Description

In business and IT, you have to know your customer and understand how your company interacts with him or her. This is Business Relationship Management (BRM), and this book should be the Bible for managers on the mechanics of BRM.

Along with the history of BRM and its importance, we offer resources including bulleted lists, scorable quizzes, and checklists and templates (sections about what questions to ask relations, and why, are particularly good) that you can use right now to gauge any organization's suitability to BRM and determine how they need to change in order to get the most out of their systems.

Many CIOs today are using relationship management techniques to better integrate IT into the core business units. These skills are essential, as IT is expected to play a more prominent role in the direction of the business.

When a company matures and scales, it takes a different IT view, moving from reactive to predictive. The way to be successful is using relationship management techniques to further integrate IT into the business model.

Integrating IT into the core business unit does not occur overnight. Instead, that trust builds through a series of successful projects that shows IT can deliver value to the business. IT is rocket science, but, at the end of the day, it's also customer service, and Customer service is listening to the business and reacting accordingly.

Business and IT Alignment: A Business Relationship Management Workbook helps you to establish a framework for IT projects across the company and within individual business units, using relationship management practices and an investment and change management committee composed of top leaders to prioritize projects.

Sujets

• Business
• Economics
• Gestion et management
• Information Management

Informations

• Publié par: Emereo Publishing
• Date de parution: 24 octobre 2012
• Nombre de lectures: 0
• EAN13: 9781742440828
• Langue: English
• Poids de l'ouvrage: 2 Mo

Extrait

Notice of Rights All rights reserved. No part of this book may be reproduced or transmitted in any form by any

means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Notice of Liability The information in this book is distributed on an “As Is” basis without warranty. While every precaution has been taken in the preparation of the book, neither the author nor the publisher shall have any liability to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by the instructions contained in this book or by the products

described in it. Trademarks Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and the publisher was aware of a trademark claim, the designations appear as requested by the owner of the trademark. All other product names and services identified throughout this book are used in editorial fashion only and for the benefit of such companies with no intention of infringement of the trademark. No such use, or the use of any trade name, is intended to convey endorsement or other affiliation with this book.

Write a review to receive anyfreeeBook from our Catalog - $99 Value! If you recently bought this book we would love to hear from you! Benefit from receiving a free eBook from our catalog athttp://www.emereo.org/if you write a review on Amazon (or the online store where you purchased this book) about

your last purchase! How does it work? To post a review on Amazon, just log in to your account and click on the Create your own review button (under Customer Reviews) of the relevant product page. You can find examples of product reviews in Amazon. If you purchased from

another online store, simply follow their procedures. What happens when I submit my review? Once you have submitted your review, send us an email [e-mail] with the link to your review, and the eBook you would like as our thank you from http://www.emereo.org/. Pick any book you like from the catalog, up to $99 RRP.

You will receive an email with your eBook as download link. It is that simple

2 Copyright The Art of Service │Brisbane, Australia│Email:[e-mail] Web:http://theartofservice.com│eLearning:http://theartofservice.org│Phone: [phone]

Table of Contents

TABLE OF CONTENTS................................................................................................................. 3

BUSINESS RELATIONSHIP MANAGEMENT ................................................................................. 5

S EGMENTATION .............................................................................................................................. 9

SUPPORTING DOCUMENTS ..................................................................................................... 12

BRM:E XAMPLE JOB DESCRIPTION AND ADVICE ................................................................................... 13 B USINESS R ELATIONSHIP M ANAGEMENT R ESPONSIBILITIES ................................................................... 16 K EY R OLE I NTERACTIONS ................................................................................................................ 17 S ERVICE L EVEL R EQUIREMENTS ........................................................................................................ 19 Service Information .............................................................................................................. 22 Customer Information .......................................................................................................... 23 Non-representative Information .......................................................................................... 27 U SE OF THE SERVICE PORTFOLIO ....................................................................................................... 29 Service Catalog..................................................................................................................... 30 Retired services .................................................................................................................... 32 SERVICE CATALOG ................................................................................................................ 33 SERVICE CATALOG 1 ............................................................................................................. 45 SERVICE CATALOG 2 ............................................................................................................. 72 8 Steps to Developing a Service Catalog .............................................................................. 97 BRMM ETRICS AND R EPORTS .......................................................................................................... 98 S ERVICE O PTIONS ........................................................................................................................ 111 M APPING R ESPONSIBILITIES &R EQUIREMENTS ................................................................................. 117 B USINESS AND ITS ERVICE M APPING ............................................................................................... 127 C HALLENGES ,CSF S AND R ISKS ....................................................................................................... 144 Challenges and critical success factors .............................................................................. 144 T HE K EY L INKS ,I NPUTS AND O UTPUTS OF S ERVICE D ESIGN ................................................................. 154

3 Copyright The Art of Service │Brisbane, Australia│Email:[e-mail] Web:http://theartofservice.com│eLearning:http://theartofservice.org│Phone: [phone]

FURTHER INFORMATION ...................................................................................................... 155

INDEX ................................................................................................................................... 156

4 Copyright The Art of Service │Brisbane, Australia│Email:[e-mail] Web:http://theartofservice.com│eLearning:http://theartofservice.org│Phone: [phone]

Business Relationship Management

Business Relationship Management is a formal approach to understanding, defining, and supporting a broad spectrum of inter-business activities related to

providing and consuming knowledge and services via networks, with an emphasis on the emergence of online networks as a primary medium through which business relationships are conducted. Business Relationship

Management seeks to provide a complete and holistic model of business

relationships and business relationship value over time, in order to make the various aspects of business relationships both explicit and measurable. A mature Business Relationship Management model will ultimately support both

strategic business research and development efforts and tools and techniques

that implement Business Relationship Management principles. Business Relationship Management as a discipline seeks to enable all stakeholders to develop, evaluate, and leverage high-value relationships throughout the network.

Technology is no longer a tool for the few. With many organizations now completely dependent on their IT systems, the need for the IT department to be seen to be responding to the organization‟s requirements is of critical

importance. Business Relationship Management can help in providing

underpinnings to the IT function. The Business Relationship Manager (BRM) is an emerging role in Information

Technology (IT) organizations. The BRM is a liaison between IT and the

business and should have significant knowledge in subject matters pertaining to

both IT and the business.

The BRM will:

5 Copyright The Art of Service │Brisbane, Australia│Email:[e-mail] Web:http://theartofservice.com│eLearning:http://theartofservice.org│Phone: [phone]

  



Understand the business Assist in the prioritization of projects Ensure projects align with the technology that best provides maximum

return on investment

Direct IT strategy in support of the overall business strategy.

Business Relationship Management differs from Customer Relationship

Management (CRM), in that the Business Relationship Manager is an advocate

for the business, within the IT arena, without the external pressures to sell

products or services.

In addition, the BRM will be an employee of the company that contains the business and IT organizations; whereas, Customer Relationship Managers are

generally employees of a third party company with different motivations, for a

different bottom line. The position "Business Relationship Manager" was created by frustrated CIO‟s,

as a countermeasure to the ongoing problem of business and IT not

understanding each other‟s needs. To solve this problem, CIOs created the Business Relationship Manager

position to act as the liaison between the business and the IT department to

facilitate and improve the effectiveness of communication; which in turn will

improve the company as a whole. Linking BRM and IT Service Management (ITSM) creates a means of automating the matching of technical capabilities to business needs. Current approaches for identifying where there is a gap between what the business

6 Copyright The Art of Service │Brisbane, Australia│Email:[e-mail] Web:http://theartofservice.com│eLearning:http://theartofservice.org│Phone: [phone]

states it needs and how the IT department believes it can help are no longer

effective. Knowing what technical capabilities are available, being able to provision these rapidly and effectively as the business defines its needs and automating the various steps will create opportunities enabling a business to excel within its market. IT has to become a flexible platform to support the business.

Customers own and operate configurations of assets to create value for their own customers. The assets are a means of achieving outcomes that enable or enhance value creation. It is important for managers to gain a deep insight into the business they serve or target. This includes identifying all the outcomes for every customer and

market space that falls within the scope of the particular strategy. For the sake of clarity, outcomes are classified and codified with reference tags that can be used in various contexts across the Service Lifecycle. Business Relationship Managers are responsible for gaining insight into the customer‟s business and having goodknowledge of customer outcomes: this is essential to developing a strong business relationship with customers. BRMs are „customer focused‟ and manage opportunities through a Customer

Portfolio. In many organizations BRMs are known as Account Managers,

Business Representatives and Sales Managers. Internal IT Service Providers need this role to develop and be responsive to their

internal market. They work closely with Product Mangers who take responsibility for developing and managing end to end services.

7 Copyright The Art of Service │Brisbane, Australia│Email:[e-mail] Web:http://theartofservice.com│eLearning:http://theartofservice.org│Phone: [phone]

They are „product focused‟ and perceive the environment through a Service Portfolio. Customer outcomes that are not well supported represent opportunities for services to be offered as solutions. Some outcomes are supported by services existing in a catalog. Other outcomes could be supported by services in the pipeline but currently in the design and development phase.

Outcomes that are presently well supported are periodically reviewed. New opportunities emerge when changes in the business environment cause a well- supported outcome to become poorly supported. An outcome-based definition of services ensures that managers plan and

execute all aspects of service management entirely from the perspective of what

is valuable to the customer. Such an approach ensures that services not only create value for customers but

also capture value for the service provider.

8 Copyright The Art of Service │Brisbane, Australia│Email:[e-mail] Web:http://theartofservice.com│eLearning:http://theartofservice.org│Phone: [phone]

Segmentation

Service Level Packages are effective in developing service packages for providing value to a segment of users with utility and warranty appropriate to

their needs and in cost-effective way. SLPs are combined with Core Service Packages to build a Service Catalog with

segmentation. This avoids underserved and over served customers and increases the

economic efficiency of service agreements and contracts. CSPs and SLPs are each made up of reusable components many of which themselves are services. Other components include software applications, rd hardware licenses, 3 party services and public infrastructure services. Some components are assets owned by customers. Making component services visible to customers in the Service Catalog is a

matter of policy with respect to pricing and bundling of services. Risks have to

be considered for decisions on expanding the Service Catalog.

Outcome-based segmentation improves the focus and specialization for service providers in truly meeting customer needs. Each Line of Service (LOS) within

the Service Catalog has one or more service offerings and each service offering

is made up of CSPs and SLPs. This modular approach provides multiple control perspectives within end to end service. It is the responsibility of the Business Relationship Manager (BRM) to

9 Copyright The Art of Service │Brisbane, Australia│Email:[e-mail] Web:http://theartofservice.com│eLearning:http://theartofservice.org│Phone: [phone]

identify the most suitable combination of LOS and SLP for every customer

outcome they are concerned with. This component based approach greatly reduces the cost of providing services

while maintaining high levels of customer satisfaction. BRMs represent customers and work closely with Produc0t Managers to ensure that the Service Catalog has the right mix of LOS and SLP to fulfill the needs of the Customer

Portfolio. Business Relationship Management is also a process found within the ISO 20000 standard. Whether you choose to work towards attaining this standard or not, the „shall‟ and „should‟ criteria provide an excellent quality framework.

Note:Both the supplier and the customer may be internal OR external to the

Service Provider‟s organization. Objective: establish and maintain a good relationship between the service To provider and the customer based on understanding the customer and

their business drivers.

10 Copyright The Art of Service │Brisbane, Australia│Email:[e-mail] Web:http://theartofservice.com│eLearning:http://theartofservice.org│Phone: [phone]