1.1 Understand the concept of the customer journey
1.2 Understand the ways of designing and improving customer journeys
Know how to target markets and stakeholders
2.1 Understand the characteristics of markets
2.2 Understand marketing activities and techniques
2.3 Know how to describe customer needs and internal and external factors that affect these
2.4 Know how to identify service providers and explain their value propositions
3. Know how to foster stakeholder relationships
3.1 Understand the concepts of mutual readiness and maturity
3.2 Understand the different supplier and partner relationship types, and how these are managed
3.3 Know how to develop customer relationships
3.4 Know how to analyse customer needs
3.5 Know how to use communication and collaboration activities and techniques
3.6 Know how the relationship management practice can be applied to enable and contribute to fostering relationships
3.7 Know how the supplier management practice can be applied to enable and contribute to supplier and partner relationships management
4. Know how to shape demand and define service offerings
4.1 Understand methods for designing digital service experiences based on value-driven, data-driven and user-centred service design
4.2 Understand approaches for selling and obtaining service offerings
4.3 Know how to capture, influence and manage demand and opportunities
4.4 Know how to collect, specify and prioritise requirements from a diverse range of stakeholders
4.5 Know how the business analysis practice can be applied to enable and contribute to requirement management and service design
5. Know how to align expectations and agree details of services
5.1 Know how to plan for value co-creation
5.2 Know how to negotiate and agree service utility, warranty and experience
5.3 Know how the service level management practice can be applied to enable and contribute to service expectation management
6. Know how to onboard and offboard customers and users
6.1 Understand key transition, onboarding and offboarding activities
6.2 Understand the ways of relating with users and fostering user relationships
6.3 Understand how users are authorized and entitled to services
6.4 Understand different approaches to mutual elevation of customer, user and service provider capabilities
6.5 Know how to prepare onboarding and offboarding plans
6.6 Know how to develop user engagement and delivery channels
6.7 Know how the service catalogue management practice can be applied to enable and contribute to offering user services
6.8 Know how the service desk practice can be applied to enable and contribute to user engagement
7. Know how to act together to ensure continual value co-creation (service consumption / provisioning)
7.1 Understand how users can request services
7.2 Understand methods for triaging of user requests
7.3 Understand the concept of user communities
7.4 Understand methods for encouraging and managing customer and user feedback
7.5 Know how to foster a service mindset (attitude, behaviour and culture)
7.6 Know how to use different approaches to provision of user services
7.7 Know how to seize and deal with customer and user ‘moments of truth’
7.8 Know how the service request management practice can be applied to enable and contribute to service usage
8. Know how to realize and validate service value
8.1 Understand methods for measuring service usage and customer and user experience and satisfaction
8.2 Understand methods to track and monitor service value (outcome, risk, cost and resources)
8.3 Understand different types of reporting of service outcome and performance
8.4 Understand charging mechanisms
8.5 Know how to validate service value
8.6 Know how to evaluate and improve the customer journey
8.7 Know how the portfolio management practice can be applied to enable and contribute to service value realization
