• Understand the concept of the customer journey
• Understand the ways of designing and improving customer journeys
• Understand the characteristics of markets
• Understand marketing activities and techniques
• Know how to describe customer needs and internal and external factors that affect these
• Know how to identify service providers and explain their value propositions
• Understand the concepts mutual readiness and maturity
• Understand the different supplier and partner relationship types, and how these are managed
• Know how to develop customer relationships
• Know how to analyse customer needs
• Know how to use communication and collaboration activities and techniques
• Know how the following practices can be applied to enable and contribute to fostering relationships: –
o Relationship management
o Supplier management
• Understand methods for designing digital service experiences based on value driven, data driven and user centred service design
• Understand approaches for selling and obtaining service offerings
• Know how to capture, influence and manage demand and opportunities
• Know how to collect, specify and prioritise requirements from a diverse range of stakeholders
• Know how the Business analysis practice can be applied to enable and contribute to requirement management and service design
• Know how to plan for value co-creation
• Know how to negotiate and agree service utility, warranty and experience
• Know how the Service level management practice can be applied to enable and contribute to service expectation management
• Understand key transition, onboarding and offboarding activities
• Understand the ways of relating with users and fostering user relationships
• Understand how users are authorized and entitled to services
• Understand different approaches to mutual elevation of customer, user and service provider capabilities
• Know how to prepare onboarding and offboarding plans
• Know how to develop user engagement and delivery channels
• Know how the Service Catalogue management practice can be applied to enable and contribute to offering user services
• Know how the Service Desk practice can be applied to enable and contribute to user engagement
• Understand how users can request services
• Understand methods for triaging of user requests
• Understand the concept of user communities
• Understand methods for encouraging and managing customer and user feedback
• Know how to foster a service mindset (attitude, behaviour and culture)
• Know how to use different approaches to provision of user services
• Know how to seize and deal with customer and user ‘moments of truth’
• Know how the Service request management practice can be applied to enable and contribute to service usage
• Know how to realise and validate service value
• Understand methods for measuring service usage and customer and user experience and satisfaction
• Understand methods to track and monitor service value (outcome, risk, cost and resources)
• Understand different types of reporting of service outcome and performance
• Understand charging mechanisms
• Know how to assess service value realization
• Know how to prepare to evaluate and improve the customer journey
• Know how the Portfolio management practice can be applied to enable and contribute to service value realisation