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ITIL v3 Foundation Case Study

Art for All

Art for Allwas founded by Claude Jeteau in 1993 as a kiosk at Pariss international airport.The kiosk sold mainly buttons, magnets and posters: all imprinted with well-known artworkfrom a range of master artists down through the centuries, from Michelangelo to GrandmaMoses. Jeteau added kiosks at two other European airports in 1995 and placed five kiosks inkey shopping areas within Paris, London, Rome, Dublin and Vienna.

By 2001, Jeteau had over two hundred kiosks around the world. To handle inventory, headded three warehouses in strategic cities and used a world-wide shipper to help deliver to allkiosks just in time inventory. The kiosks used a modern point of sales cash register that

tracked sales for the day. At the end of the day, the register sent the details to a centralcomputer at Jeteaus main office (built in 1998).From there, orders were sent to one of thethree warehouses and items were packed the following day and shipped for delivery the nextmorning. Each kiosk manager could also call in special orders at any time or fill out a paperform and mail it to headquarters.

Periodically, customers at the kiosks would ask for a lesser-known artwork. The managercould check the system to see if the item existed in the system, and if so, order it for thecustomer using one of the above methods. Based off these unusual requests, Jeteaudetermined that he could expand his market by designing and building a website that wouldexpose all his inventory (as well as the inventory of his suppliers) for purchase over the

internet by his customers and kiosk managers (replacing the current special order processemployed at the kiosks).

Jeteau hired a web design consulting firm to help him manage the rollout of his new site. Whatattracted him to this specific firm was their knowledge in Service Management. Jeteau realizedthat for this site to be successful, he would need all his kiosk managers on board. He plannedto replace the current system with the website and wanted the managers to inform theircustomers of the site as well.

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Service Lifecycle

Your firm, Web World,has been asked by Claude Jeteau, owner of Artfor All, a retailestablishment, to design a product catalog and special order website for both his stores andcustomers to use. You were hired, in part, because of your past successes and your focus onService Management. You explained to Jeteau that you use the ITIL Service ManagementLifecycle as a key to your methodology. Jeteau has asked you to discuss the key deliverablesfor each phase of the lifecycle in a report that he can show to his kiosk managers.

Your report is to include the fol lowing :

Overview of the website service requirements. How the RACI model can help ensure the success of the website service. Discuss the resources and capabilities needed to ensure a successful service.

Summary of benefits for Art for All.

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Service Strategy

Jeteau and his managers are excited about the new website. He realizes the benefits of

development and management of this new service using a lifecycle approach, and with yourguidance, he has followed the simple guidelines for appropriate strategy by defining his marketand in developing his new offering.

In the Service Strategy phase of the lifecycle, you have agreed to help him on a business caseto address the goals and needs of the service (developing strategic assets and preparing forexecution).

The fol lowin g sho uld be consid ered within the business case:

A high level plan for the website, including key warranty and utility information. A few key metrics and KPIs that will be used to determine ROI and VOI.

Areas that will need to be considered in ensuring appropriate financing. Risks that may need to be overcome.

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Service Design

Jeteau is pleased with your work to this point and has asked you to move to the next phase,

design of the service. He has asked you to create a bulleted list of the five aspects of servicedesign that will be utilized in preparing the new website to go live. He is also quite interested inany potential design constraints that you feel may restrict the final design.

Additionally, he has asked you to bullet a few key elements within each of the processes of theservice design phase, including a brief description of the goal of each.

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Service Transition

Jeteau is amazed at how quickly and successfully the beta work has been completed. The

kiosk managers are eager to begin utilizing the new service (especially after the glowingreports from the managers who served as beta testers). Jeteau wants to hear about the nextlifecycle phase, Service Transition, and its role in moving the new service into operation.

Jeteau asks you to diagram the flow of the transition processes. Your diagram can be in theform of a table or flowchart and needs to include key elements of each of the seven processesin Service Transition.

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Service Operation

The new Product Order Service has been deployed, and the kiosk managers are excited about

the service. Because of the newness of the service, they often call the headquarters withquestions about its features (as well as suggestions as to more features theyd like to see).The managers have also done a good job informing customers that they can order productsonline if they are looking for additional items or cant seem to decide what to pu rchase whenvisiting the kiosks. This is evident by the number of orders arriving from outside the kiosknetwork.

The website was designed to handle a certain level of expected growth. In order to support thenew service, you helped direct the restructuring of Jeteaus support architecture. The intent ofthe restructuring was not only for managing this new service, but also in continuing to bettersupport all the other services his company utilizes.

In a table format, list each of the processes of Service Operation, each goal/purpose, and onesample of how that particular process can assist in high quality service operations for the newProduct Ordering Service (Value-add). Additionally, include the roles of the four majorfunctions (Service Desk, Technical Management, IT Operations Management and ApplicationManagement) within the Service Operations phase of the lifecycle.

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Continual Service Improvement

Jeteau has retained your consulting firm to serve in guiding him in a Continual Service

Improvement phase regarding, not only his new Product Ordering Service, but his whole set ofIT services. He has asked you to explain the phase and its key elements. You agree to makea list of some of the key drivers of CSI and meet with him to discuss them and the benefits ofCSI.

Include the fol lowing within y our l is t (include a br ief explanat ion) :

The Role of Measurements The CSI Model The Seven Steps of Service Improvement CSI Required Skills The Deming Cycle of Improvement

The value of a Service Owner The need for baselines