USMBOK: ITIL for the Rest of the Business?


“Many paths, one mountain.”
– One interpretation of a popular notion among adherents of Zen Buddhism and other belief systems.

“First, they ignore you, then they laugh at you, then they fight you, then, you win.”
– Mahatma Mohandas Gandhi, who could easily have been describing the arc of the typical disruptive IT project.

For much of the three decades and change I’ve been in the IT business, people have been telling IT decision makers that they need to run their departments like a business. But what if the business were run more like IT?

Don’t laugh or run screaming from the room. There are developments afoot that just might make this approach make good business sense.

For years, IT leaders have used recommendations from the IT Infrastructure Library (ITIL) to create and execute consistent practices for delivering and managing the services that support their businesses. And today, companies such as ServiceNow customers Brit Insurance and CERN (where the World Wide Web was created), are using ITIL recommendations as a foundation for extending better service management beyond IT. Or, as analyst Roy Illsley of Ovum put it on Twitter during Knowledge12 last May, “ServiceNow has taken the IT out of ITSM, it is all service management and should be shared with other functions.”

Now, an emerging option seeks to bring the focus on process optimization ITIL has enabled for IT to those “other functions.” That option is USMBOK™, the Universal Service Management Body of Knowledge™. This ambitious effort is spearheaded by Ian M. Clayton of Service Management 101, who helped to introduce ITIL education to the United States.

And why did Ian undertake such a Herculean task? Here’s how he describes his vision.

“Irrespective of service industry or type of service business, I believe passionately [that] the more successful organizations seem to use a common lexicon of terms, principles, and operational methods. In my opinion, there should be no reason why any service business, even an IT organization, should invent or use any other set.”

USMBOK seeks to do nothing less than to create the foundation for that common lexicon. Or at least to begin the discussion that leads to its creation at enterprises where decision makers share Ian’s vision.

USMBOK is new, and there will be many twists and turns in its evolution. But I can’t help feeling that it’s going to be important, and that its importance will grow to be more pervasive more quickly than ITIL did. (Remember, the first ITIL guides were published from 1989 through 1996, according to Wikipedia.)

What should you do? Begin learning about USMBOK now, to see if it offers anything useful to your organization, within and/or beyond IT. (If you’re planning to attend the ShareIT conference November 13 in Calgary, where I’ll be a keynote speaker, you might start with Ken Gonzalez’ session at that event, as I plan to do.) You might also consider engaging other members of the ServiceNow community, to see what they think about USMBOK and its implications. And of course, feel free to engage with me (email: michael.dortch@servicenow.com; Twitter: @DortchOnIT), to share what you learn or to suggest other questions I might ask and of whom I might ask them.

__________________

Michael Dortch, Sr. Product Marketing Manager, ServiceNow


Comments

My ears were burning

Hi Michael

Thank you so much for blogging on the USMBOK. Its actually been around since @2007 and was developed from more than 25 years of notes taken during my career and secretly filed as what was once my very own consulting 'secret sauce'. Its 'new' from the perspective many traditional ITSMers may have yet to trip over the 650 page doorstop. Its not a 'framework', nor is it a 'competitor' to ITIL, COBIT or anything else. Its a body of knowledge that tries to respect the true origins and intent of service management as defined by product management/marketing.

The USMBOK is in fact a big book, a series of books, and online references and education programs. It is a member of the International Best Practice Library managed by the publishers of ITIL and the PMBOK, inducted in @Feb 2012.

It has a certificate scheme offered by EXIN being launched this November - but its real focus is the concepts and methods successful service businesses and service providers (that includes an IT organization) use. Its helping the 'next generation' service management discussion, introducing outside-in or customer centric thinking to the traditional ITSM thinking, and a basic architecture of four key components: 1) customer engagement strategy, 2) service request management, 3) service support program, 4) continuous improvement program.

At its core is the 'magic number 42', represent the customer expectation, service encounter, service experience and emotional genie plus vital service equations that a provider must gain visibility over, and manage. It is not something to be 'implemented', rather referenced. Its a valuable companion reference and for many a 'rosetta stone' for understanding what service management was, and truly is in today's 'age of the customer'.

So, rather than being a set of concepts and methods for running a business, it provides a comprehensive lexicon for managing the provision of a service type product. In doing so it respects the enormous heritage left by product marketing luminaries and pioneers including Ted Levitt, Richard Normann, and so, so many more that most IT folks are commonly unaware of.

The work in progress is to raise awareness of the series of publications. I'm loathe to post any more website links here for more information without permission... but I am available to help anyone understand what the USMBOK is, and how it might help.... again thanks for taking the time to blog on the series.

Thanks for reading...and writing! :-D

Ian:

Great to "meet" you virtually via the ServiceNow community. I'm hoping your ears have recovered and were only mildly singed.
:-)

I can't help but point out that "42" is also "the answer" to "Life, the Universe, and Everything," according to the mega-computer created by the late, great Douglas Adams. Coincidence? I don't think so...
;-)

I, too, am a big fan of the work of Ted Levitt, and a big believer in the need for a common lexicon that can unite and harmonize the goals and efforts of "IT" and "the business." In that context, I look forward eagerly to learning and writing more about USMBOK, and to meeting you personally, perhaps at the ShareIT event in Calgary next month, where Ken Gonzales and I are already making plans to connect. Meanwhile, keep fighting the good and necessary fight!

__________________

Michael Dortch, Sr. Product Marketing Manager, ServiceNow

ServiceNow Employee

42!

Yup that was the main thrust behind the whole concept - it really is the answer to much of what service management thinking developed into. I detached from the ITSM world for a few years to work with the current business side luminaries when developing the latest 2012 edition. In fact some of them have volunteered to write forewords to my books due out in early 2013 on the 'how to' aspects.

Unfortunately I'm unable to be at ShareIT, Ken is a worthwhile 'sub'. He knows this inside-out, no pun! I feel like Magellan these past few months, having gone around the world twice keynoting on all this. I've got one more trip to Germany to get behind me in November - there is a huge appetite for the customer centric view. All good. As someone who lives in San Diego and a past visitor to your Carlsbad offices I think we might every reason to sink an adult beverage at the Solana Beach Pizza Port...

USMBOK for PaaS?

Good post Michael. As ServiceNow partner for now 5 years (sic! time flies) we have already run a series of non IT projects, typically the CERN mentioned in your post. The main difference I noticed with such projects is a lack of referential and best practices for what I call "business service automation". When deploying ServiceNow for ITSM initiatives, we can leverage on ITIL best practices and our experience to support our customers and sharing with them what works and doesn't. ITIL and our 70+ go-lives experience helps us in proposing short design and configuration phases. This is not always true with BPA-PaaS initiatives (our customers leverage a lot the platform to deploy other processes) and we face the challenge of longer design phases. Simon's comment and ServiceNow vision to move towards the PaaS model made me realize: could the USMBOK the PaaS referential? Perhaps a collaboration opportunity with Ian Clayton?

__________________

Aspediens Michel Regueiro
Director - Solution Consulting
www.aspediens.com/blog

ServiceNow Partner

USMBOK for PaaS? You Bet! :-)

Michel:

Many thanks for your comments and observations. I believe that USMBOK and the use of ServiceNow as a platform are a natural pairing. Just as ServiceNow has helped many companies to extend consistent compliance with ITIL recommendations throughout their IT organizations, ServiceNow can eventually do the same for USMBOK recommendations across multiple business teams and lines of business.

As far as collaboration with Ian Clayton, I'm hoping to plant the seeds for further communication with him at the ShareIT event in Calgary. Meanwhile, thanks again for the encouragement!

__________________

Michael Dortch, Sr. Product Marketing Manager, ServiceNow

ServiceNow Employee

USMBOK and PaaS? Hhmm?

Michel,

The USMBOK helps understand the purpose of a service management program without the need to implement a whole family of processes and embark on a strategy to serve based upon guessing what the customer might need to succeed. It starts with the customer and uses proven outside-in thinking to do that. As for PaaS - it already provides internet access to a library of over 5,000 best practice statements categorized by specific topics. In 2013 there are plans for tablet access and integrated learning, but so far no authority (license) has been granted to any software vendor to incorporate/integrate its guidance into their platform.

Now I may not have understood your comment or question fully, so please feel free to continue the discussion here and I'll see what I can do to answer you...

USMBOK for the biz?

Hello Michael,

Really well written article - thanks for introducing me to USMBOK. I'd seen it mentioned on Twitter by Ian before but never looked into it.

Are you saying USMBOK is a methodology for lines of business (manufacturing, advertising, sales) or for other business supporting functions (HR, Facilities, Maintenance)?

Keep blogging, I enjoyed reading this article

__________________

Simon Morris, Application Development | ServiceNow | www.servicenow.com
Transform IT
ServiceNow

@simo_morris on Twitter
ServiceNow blog
Agile/Scrum blog ServiceNow blog

ServiceNow Employee

USMBOK: The "U" is for "Universal!" :-)

Greetings, Simon!

First of all, thanks for encouraging my behavior. My wife will be thrilled.
:-)

Secondly, I think that it's Ian's intention that USMBOK act as a foundation for methodologies that address both lines of business and supporting functions. As I read what he's said publicly, I believe that he hopes that at many if not most businesses, the support of ALL business services will be based on a single, consistent methodology. (And I thought *I* was aggressively optimistic!)
:-D

I expect to have lots more to say about USMBOK as it evolves and awareness of it grows. So stay tuned, keep reading, and keep commenting, Simon -- and thanks again!

__________________

Michael Dortch, Sr. Product Marketing Manager, ServiceNow

ServiceNow Employee

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