Dell
ISG Service Blueprint
Introducing ISG Service Blueprint:
Overview
Introduction
The ISG Service Blueprint is a comprehensive map of Dell’s custom solutions service offering. It provides a detailed view of the customer journey and the backstage operations, revealing the root cause of pain points and opportunities for improvement.
Business Problem
The ISG Service Blueprint was developed to address several business problems. These include the manual sales intake process, the quality of information from sales and intake, time management issues, the manual resource request process, the integration of tools, the learning curve for new engineers, time tracking issues, information overload in Financial Force, and the early engagement of Technical Resources with customers.
Discover
Research Highlights
The research for the ISG Service Blueprint involved:
Customer interviews.
Platform-wide usability testing.
Interviews with internal SMEs (Subject Matter Experts).
Customer feedback responses, and
The use of analytics tools.
Define
Key Outputs
The key outputs of the ISG Service Blueprint are the Customer Journey Map and the Service Blueprint. The Customer Journey Map is a diagram that condenses customer interviews & metrics to determine where the joys and pain points of a service are. The Service Blueprint combines the Customer Journey Map with the inner workings of the business to discover where the root cause of a pain point is; both for customers and employees.
Approach
The approach to the ISG Service Blueprint is customer-centric, co-creative, and holistic. It involves understanding customers through interviews and a customer journey map, working with customers, employees, and stakeholders to improve their experiences within the service, and building interdependent and interrelated experiences that connect to people.
Role & Tools
As Service Designers / UX Researchers, our role involved user testing, leading interviews, data analysis, blueprint design, and acting as ambassadors to promote its use.
The tools used in the ISG Service Blueprint include Salesforce, CSE, MyDeal, Fuse, Email, Financial Force, Spreadsheet, Teams, and Fieldglass.
How Might We's
The key questions addressed by the ISG Service Blueprint include: How might we understand and map the performance of Dell’s service offering from a customer perspective? How might we discover the highest priority improvement opportunities?
Design/Solution
Solution
The ISG Service Blueprint provides a comprehensive solution to these questions. It maps out the customer journey and the backstage operations, identifies pain points and opportunities for improvement, and provides a roadmap for future enhancements to the service offering.
Overall Journey
The ISG journey begins when the customer reaches out to Dell.
The sales personnel respond to the customer and collect their requirements.
The sales representative opens a lead for the customer and creates an opportunity in Salesforce.
If the customer’s needs are identified as custom, the sales agent opens a custom solutions engagement for the Intake Team.
The customer then receives a project quote from Dell and the Project Manager (PM) sends an email to the customer about the project commencement.
The PM and Solution Architect (SA) meet with the customer to discuss the finer details of the request.
The SA meets with the customer to discuss solutioning, with the PM’s presence being optional.
The Field Service Engineer/Service Delivery Engineer (FSE/SDE) installs the solution and the customer receives the solution at their preferred location.
The PM has a final call with the customer to ensure everything is to specification and the customer signs off on the project.
Sales Representative:
This persona is the first point of contact for the customer. They open a lead for the customer and create an opportunity in Salesforce. They also identify the customer’s needs and open a custom solutions engagement for the Intake Team.
Intake Data Analyst:
This persona downloads reports, filters out internal projects, adds relevant information to projects, assigns them to intake agents, and shares the project details via Teams.
Intake Agent:
This persona receives assignment details, confirms account type on DSA, sets project role and stage, verifies additional child-projects, checks for active projects for the account, and initiates background checks.
Project Manager:
This persona receives the project assignment, validates information, introduces themselves to the customer, requests technical resources, coordinates with the customer about installation, and closes the project.
Partner Resource Manager:
This persona receives requests for resources, creates job openings, selects resources, conducts Tech Spec if the resource is unproven, and initiates background checks.
Solution Architect:
This persona reviews job details, initiates calls with the Intake or Sales team, attends kickoff meetings with the customer, performs daily tasks, and submits all artifacts for project completion.
Technical Resource:
This persona receives appointment notifications, reviews appointments, receives notifications of dispatched tasks, performs work events, and verifies all work and files in EDP.
Blueprint Design
The design of the ISG Service Blueprint addressed several key challenges. These include:
Thematic analysis.
Finding key opportunities to address.
Making the blueprint Visual & Digestible for each department across the company
Engaging to drive the opportunities to be addressed.
Updatable for future enhancements, and
Emotive, to keep the real stories using iconography and tone of voice.
Next Steps
The next steps for the ISG Service Blueprint involve continuous discovery, async data collection of internal challenges, overcoming V1 challenges, and building a simple survey in Typeform to enable internal staff to log feedback of internal challenges and recurrent customer complaints. The survey is organised along the customer journey, saving time with thematic grouping, later.