Marketing IT to in-house clients™

Description

Good work does not always speak for itself. Clients of in-house IT groups can have inaccurate perceptions and un-stated expectations that service improvements will never change.

Systems Thinking has been conducting surveys of IT clients since 1993. Here are just three ways we’ve discovered that clients undervalue the service they receive:

1. Misguided dissatisfaction

   Clients don’t understand the difference between what they “want” and what they “need” and become dissatisfied when their “want” is unfulfilled

2. Lack of Engagement

   A significant percentage can be disinterested, often they don’t know and don’t want to know - that is until something goes wrong

3. Memory of an Elephant

   Even after significant service improvements - memories run long and deep; a bad experience from years ago can still be colouring their view today

Audience

• IT Client Service Managers
• IT Relationship Managers
• IT Project Managers
• Other IT Managers with responsibilities for teams that directly interface with clients on complex technical issues

Prerequisite

Nil

Duration

One day

Workshop Purpose

There are differences between general commercial marketing and marketing for an in-house, “captive” audience. The purpose of this workshop is to design a value message that will direct in-house clients’ perceptions and expectations to be more realistic and self regulating. It aims to reposition an IT service group from service provider to technology partner.

Content

1. Deciding Image and positioning
2. Determining products and services
3. Defining primary, secondary objectives and goals
4. Segmenting client groups
5. Designing the message and distribution method for each client group
6. Writing the Marketing Plan
7. Marketing Websites, Intranets, Portals, Blogs and Twitter
8. Measuring the effectiveness of the plan

Deliverables

1. Pre workshop IT Marketing diagnostic
2. One day Workshop
3. One Marketing Plan review
4. One month telephone and email support on plan implementation

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OLA Preparation workshop

Description

A facilitated workshop to assist inter dependent teams in the IT service chain to develop better more effective working interfaces.

Prerequisite

Inter team Assessment surveys

Agenda

1. Define roles and responsibilities of participating teams
2. Table any issues causing job/team conflict
3. Clarify the interface functions (communication and information flows) for each group
4. Identify the requirements and expectations each group has of the other
5. Identify the information requirements of each group to competently do their job
6. Map the requirements to an OLA framework

Deliverables

1. OLA template
2. One day on-site facilitation
3. Pre-populate OLA template
4. Collection, collation and write up days outcome in an OLA template

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