The Service Automation Framework

Have you ever wondered why some organizations are successful and others – despite good products and services – never achieve the breakthrough that they so aspire to? What is it that makes ‘exponential’ organizations such as Uber, Netflix and Google attract such a devoted group of followers or, in modern terminology, why do so many people ‘like’ these brands so much? How did they come to be at the center of attention, attracting loyal customers from the South Americas to the north of Asia?

It is not a secret that these ‘exponential’ organizations all thrive through Internet technology and their ability to reach millions of potential customers with just a few clicks. The Internet has an impact on society that is beyond imagination, but I’m sure you are already aware of that. New leaders in the market, however, have added an extra dimension to Internet technology, which makes them stand out from any other competitor: customer service. These organizations apply the concept of Service Automation knowing that customer loyalty is the foundation of any organization and that, especially in the fast and open Internet market, it is much more difficult to retain a loyal customer than to acquire a new one.

What you should know about the Service Automation Framework

The Service Automation Framework® will give individuals and organizations deep insight into the theory and methods of Service Automation, the concept by which you can automate services in any organization. By applying the concepts of Service Automation, companies will see both employee and customer satisfaction levels rise. The Service Automation Framework provides the design elements and processes to systematically optimize user experience by delivering automated services.

The Service Automation Framework starts by studying the user experience of user groups to understand the requirements for different user actions and subsequently designs a service solution that satisfies these requirements through user interfaces. The framework provides a step-by-step approach, including a number of processes, that every organization can use to ’digitize’ their service offering. As with any model, it is a simplified version of actual reality, but acts as a framework that structures the mind and provides uniform terminology when discussing the contents with co-workers, customers and colleagues. By combining service design and processes in a uniform approach, we believe the Service Automation Framework provides a simple but powerful tool for any service organization or service provider. We encourage you to adapt and apply the framework in any way that you see fit in order to meet your (organization’s) requirements.

The Service Automation Framework Building Blocks

The Service Automation Framework consists of six main building blocks that can be divided into the ‘heart’ (focused on design) and the ‘brain’ (focused on delivery), which are both equally important in delivering automated services:

  1. The User. The building block that defines the key characteristics of the groups of people a service provider aims to serve. Read more…
  2. Service Design. The business function that designs and defines the service offering of a service provider. It is the concretization of the service concepts into an actual design, including the relevant support structures and digital interfaces;
  3. Technology. The building block that defines the setup and usability of the digital interfaces, connecting service providers with their users;
  4. Automated Deployment. The processes that enable a user to start using a service based on his or her own action;
  5. Service Delivery Automation. The processes that enable a user to change or resolve any aspect of the service based on his or her own action;
  6. Serendipity Management. The processes that facilitate a planned and continuous approach in order to constantly exceed the expectations of users.

Each of the six building blocks is equally important in realising automated services.

The Service Automation Framework


APMG International


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