SupportWorld, Jan/Feb 2013

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service capabilities by proactively identifying trends and patterns of consumers' demands and experiences and by embedding "Big Data" analytical capabilities in its service solution design. For Lockheed Martin, two trends are of particular relevance as we move into 2013: outsourcing and the cloud. Business Activity Patterns Outsourcing and the Loss of Business Intelligence Few outsourcing contracts go beyond the basic business terms and conditions, and fewer still focus on information-fusion requirements, let alone the need to push business intelligence to stakeholders. This loss of valuable business intelligence often results in dissatisfied consumers, service quality degradation, and loss of revenue. Similar situations can also occur when the renewal of contracts or the transition of services cause a disruption in the flow of business intelligence. In the worst cases, this disruption can lead to the mishandling of information, resulting in security incidents like privacy violation, proprietary information leaks, etc. Taking advantage of business intelligence starts with protecting and ensuring the continuity of business intelligence throughout the outsourcing transition. Outsourcing services doesn't mean losing information. In fact, handling outsourcing business intelligence properly can maximize the returns on the outsourcing relationship. Business Intelligence in the Cloud Service and support has entered a new era, one in which utilitybased computing enables IT capabilities to be consumed as metered services. This pay-by-the-drink model has several key benefits for consumers: they pay for services by consumption, they aren't responsible or liable for the behind-the-scenes infrastructure, and they aren't required to make any upfront investment. In addition, consumers have more choices; they can select the service provider that best meets their needs and expectations, and they can negotiate to retain their business intelligence, further enhancing the outcomes of the outsourcing relationship. From a cloud service provider's point of view, to secure its market share in a competitive cloud service environment, it needs to understand consumers' needs and offer the right services at the right time. Business intelligence on consumer preferences and trends can help service providers design better services, attract more consumes, and increase revenue. Therefore, the use of business intelligence can give cloud-based service providers a competitive advantage. Industry Trends Consumer Experience Business Intelligence Service Demands • • • • • • Happier customers Better customer relationship mgmt. New service ideas Refined service practices Better competitive intelligence Better understanding of market trends .................................. Today's service providers are challenged by smart, savvy consumers who want providers that understand their needs and expectations. Being able to meet and exceed your consumers' needs and expectations is essential for locking down their business. Business intelligence is the key. At Lockheed Martin, service and support are disciplined engineering practices that take advantage of business intelligence driven by ITIL's outcomebased service design and Ian Clayton's "outside-in"-based approach to demand management. These are the secret sources that enable Lockheed Martin to continue to be the federal government's number-one IT service provider. Shue-Jane and Ian Clayton will be presenting a session on this topic at the HDI 2013 Conference & Expo (session #301, "The Outside-In, Inside-Out Continuum: The Lockheed Martin Experience"). To learn more, or to register for the conference, visit Cloud-based service offerings, where service providers commoditize their assets to provide a wide spectrum of services to multiple user communities, are a key feature of this new era of service and support. Unlike traditional IT environments, where organizations own a good portion of their infrastructure, the cloud environment allows communities to consume services they desire without the burden of ownership. While everyone focuses on the clouds most obvious benefit (i.e., reducing operational costs), they overlook the fact that cloud-based services also have a more complex set of consumer profiles that require additional attention to ensure secure, scalable, timely, and affordable service delivery. The business intelligence generated by complex public cloud environments can be powerful fuel for a business's strategy, but if it isn't properly protected, it can also cause extensive damage. Nevertheless, risk aside, maximizing business intelligence in the cloud is essential to achieving continual service success. Dr. Shue-Jane Thompson is the chief of the itSM Office, CTO, at Lockheed Martin Information Systems & Global Solutions. With more than two decades of professional experience, including leading and managing many large nation-wide and international businesses and IT programs, she possesses the critical business and technology skills to deliver needed solutions to US federal agencies, the Department of Defense, and state, local, and commercial consumers. Shue-Jane is a certified ITIL Expert, a PMP, an IEEE Distinguished Visitor Program awardee, and a Distinguished Professional in Service Management through The priSM Institute. | 23 About the Author A Professional Journal for the Technical Service and Support Community

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