THE FOLLOWING ITIL SERVICE OFFERINGS AND AGREEMENTS EXAM OBJECTIVES ARE DISCUSSED IN THIS CHAPTER:
Business relationship management ensures that the service provider has the necessary information regarding the business’s required outcomes, customer needs, and priorities, and serves as the interface with the customer at a strategic level.
Financial management for IT services (FMITS) is the process by which service providers (and other business units) calculate, forecast, and track costs and income related to services.
This chapter covers the day-to-day operation of each process; the detail of its activities, methods, techniques; and its information management.
Business relationship management was originally a role fulfilled to ensure that the business had a named contact within the IT service provider. The process has matured over time to become an essential part of a mature service management approach. BRM is now recognized as a strategic process in its own right, not just as a role supporting service level management at an executive level.
The BRM process provides a connection between organizational executives and the strategic management of the service provider.
This process has an important part to play in the alignment of the IT service provider and the customer. The purpose of the process is twofold:
One of the most important concepts in this relationship is that of expectation—the customer’s expectation of the service provider capability and the service provider’s expectation of the customer’s needs. It is critical that the expectation of the customer does not exceed what they are prepared to pay for, and BRM is instrumental in the management of this communication.
The objectives of BRM are as follows:
The scope of BRM will vary depending on the nature and culture of the organization. If the organization works with an internal service provider, it is likely that BRM will be carried out between senior management representatives in both the IT department and business units. Often in larger organizations, you will be able to find dedicated business relationship managers, but in smaller organizations the role may be combined with other managerial responsibility. The business relationship manager will work with the customer representatives to understand the objectives of the business and ensure that the services provided are in alignment and supportive of those objectives.
If an external service provider supports the organization, you will commonly find that a dedicated account manager carries out the process, with an individual allocated to a customer, or a group of smaller customers with similar requirements. As the external service provider relationship with the business is captured in a contract, the focus will be on maximizing contractual value through customer satisfaction.
One of the major requirements for the business relationship manager is to focus on understanding how the services we provide meet the requirements of our customers. The process must ensure that we can communicate effectively with our customers so that we could understand their needs. Some of the key areas we should consider are as follows:
To successfully carry out the BRM process, and so that all of these factors can be taken into consideration, it is necessary to work with other service management processes and functions. For example, the ability to associate business outcomes with services is part of service portfolio management; service level management provides information about service levels and their achievement; and service asset and configuration management maps customers and service owners to the infrastructure, applications, and services.
Often other activities such as project management will use the business relationship manager when they need someone to communicate with the customer. The communication is done by the business relationship manager, but it remains part of the project. The business relationship manager role is discussed further later in this chapter.
This will require clear boundaries, relationships, and responsibilities to be identified between BRM and other service management processes, since there is a strong potential for confusion. Business relationship management should focus on the relationship between the customer and service provider, and the achievement of customer satisfaction, but the other service management processes should focus on the services themselves and how well they meet the specified requirements.
Business relationship management does not ignore the services, but it should be focused on the high-level perspective of whether the service is meeting the business needs rather than specific targets for delivery. Equally, the other service management processes do not ignore this aspect of customer satisfaction, but they should be focused on the quality of the services and how customer expectations can be met.
An example of this is the difference between the service level management and BRM processes. They both have regular interaction with customers, and both are concerned with the ongoing review and management of service and service quality. But each has a different purpose, and the nature of the interface with the customer differs in content and responsibility. This is clearly shown in Table 19.1, which is an extract from the service strategy publication.
TABLE 19.1 Differences between BRM and service level management
Business relationship management | Service level management | |
Purpose | To establish and maintain a business relationship between the service provider and the customer based on understanding the customer and its business needs. To identify customer needs (utility and warranty) and ensure that the service provider is able to meet these needs. | To negotiate service level agreements (warranty terms) with customers and ensure that all service management processes, operational level agreements, and underpinning contracts are appropriate for the service level targets. |
Focus | Strategic and tactical—the focus is on the overall relationship between the service provider and their customer, and which services the service provider will deliver to meet customer needs. | Tactical and operational—the focus is on reaching agreement on the level of service that will be delivered for new and existing services, and whether the service provider was able to meet those agreements. |
Primary measure | Customer satisfaction, also an improvement in the customer’s intention to better use and pay for the service. Another metric is whether customers are willing to recommend the service to other (potential) customers. | Achieving agreed-to levels of service (which leads to customer satisfaction). |
Business relationship management is also concerned with the design of services, which makes them the ideal contact for strategic communication with customers for all departments in the service provider. There is a potential connection for BRM with application development, as well as other development and design areas.
There are many connections and similarities between BRM and service level management and other service management processes, and the roles are often combined. But as you can see in Table 19.2 there are distinct differences in the activities for the processes, and there needs to be a clear understanding that when carrying out BRM, an individual needs to be aware when they are working on a strategic business relationship and when they are working tactically.
TABLE 19.2 BRM process and other service management processes
Scenario | Primary process being executed | Other processes involved |
Developing high-level customer requirements for a proposed new service | Business relationship management | Service portfolio management |
Building a business case for a proposed new service | Business relationship management | Service portfolio management |
Confirming customer’s detailed functionality requirements for a new service | Design coordination | Business relationship management |
Confirming a customer requirement for service availability for a new service | Service level management | Business relationship management, availability management |
Establishing patterns of business activity | Demand management | Business relationship management |
Evaluating business case for new service request from customer and deciding go/no go | Service portfolio management | Business relationship management, financial management for IT services |
Report service performance against service level | SLM | Business relationship management |
Business relationship management delivers value by providing structured communication with customers. This enables the service provider to understand the business needs of its customers, now and as they develop. Only through reaching this level of understanding can the service provider ensure that the services it is providing are what the business needs. The customer is also helped to understand the viewpoint of the service provider and what it can realistically deliver. This relationship of mutual understanding and trust helps when difficult issues arise. BRM can act as mediator in these circumstances because it is trusted by the customer and not seen as biased in favor of the service provider. Effective BRM encourages the customer and the service provider to work together as strategic partners.
BRM’s focus on customer satisfaction enables the service provider and customer to understand if the business objectives are being met. Although service provision without BRM is possible, BRM helps to ensure that the service understands and continues to provide what the customer needs within the budget they can afford.
Next we consider some of the policies, principles, and basic concepts of BRM.
The BRM process is often confused with the business relationship manager role. This is because the role of many business relationship managers is broader than just the BRM process. The business relationship manager often represents other processes when engaged in BRM—for example, when obtaining information about customer requirements and business outcomes for use by service portfolio management, demand, and capacity management.
Among the key concepts are a number of data repositories. You saw these earlier when looking at the service portfolio:
BRM works throughout the service lifecycle to understand customer requirements and expectations and ensure that they are being met or exceeded:
Business relationship management is involved in defining and clarifying requirements for service. Customers may sometimes request a particular solution, which may not be the most effective solution. BRM needs to focus on the outcome and the value that the customer requires and then work back to defining the service.
Business relationship management enables service providers to be involved in strategic discussions about the customer’s business. BRM also ensures that relevant information about the strategic direction of the customer is communicated back into the appropriate processes and people within the service provider organization.
The BRM process itself consists of activities in every stage of the service lifecycle, rather than a single end-to-end process. The particular activities executed will depend on the situation that has caused the service provider or customer to initiate the process. The process interfaces with a number of other service management processes throughout the service lifecycle. Business relationship management is not a single end-to-end process with a single beginning and end. Rather, it consists of a number of key activities that are linked together. Figure 19.1 shows the process activities.
The BRM process is initiated either by the customer or by service management processes and functions—usually by contacting the business relationship manager. For customers, BRM provides a way for customers to communicate with the service provider about their needs, opportunities, and requirements, and to have these taken care of in a formal, organized manner.
The business relationship manager should document all opportunities, requests, complaints, and compliments to ensure that they are followed through and do not fall between different processes and functions. The service provider is also able to initiate the BRM process if they need input from customers, or if they need to initiate the creation of a new service or changes to an existing service.
BRM works to apply strategies, policies, and plans to coordinate the service provider’s processes with customer requirements and opportunities. Strategy management will have identified the key market spaces and business opportunities. BRM will ensure that these are appropriately defined and executed from a customer perspective.
BRM will work with other service strategy processes:
In the service design stage, BRM will work to ensure that the detailed design and development of services continue to meet the requirements of the customer and that they are valid for the business outcomes that have been identified.
The main activities and processes BRM will work with are as follows:
In service transition, BRM will coordinate customer involvement in the processes active during service transition. It will also ensure that all changes and releases meet the requirements set by the customer.
The main processes BRM will work with are as follows:
In service operations, BRM is still required. First, customers’ use of services changes over time. BRM will feed this back to the service provider. Second, although the service desk is able to deal with most incidents and requests, some require a higher level of involvement and communication, which BRM provides.
The main processes the BRM will work with are as follows:
Request Fulfillment BRM may be the point of contact for requesting some services.
Incident Management BRM is usually involved during major incidents to provide focused communication to the customer. BRM provides incident management with business information that will help in evaluating the relative priority of incidents.
In the continual service improvement (CSI) stage, BRM facilitates CSI by identifying improvement opportunities and then coordinating both service provider and customer activities to achieve this improvement. BRM also conducts customer satisfaction surveys, which are instrumental in identifying areas for improvement and new opportunities. BRM measures customer satisfaction and compares service provider performance with customer satisfaction targets and previous scores, usually through a regular survey. BRM surveys are concerned with whether the service achieves its objectives at every level, rather than day-to-day handling of individual incidents.
Significant variations in satisfaction levels or downward trends should be investigated and discussed with customers so that the reasons are understood. Results that appear anomalous should be investigated to identify other possible causes. Any opportunities for improvement should be logged in the CSI register in conjunction with service level management for later review and prioritization.
Triggers of BRM include the following:
Inputs to BRM include the following:
Outputs of BRM include the following:
Major interfaces with BRM include the following:
We have explored some of the documentation and information required for effective BRM, in particular the service portfolio, project portfolio, and application portfolio. These important information sources document current and future services and are used by BRM to facilitate effective communication between the customer and the service provider. BRM ensures that the customer portfolio and customer agreement portfolio are maintained.
Customer satisfaction surveys are another important information source. The BRM process ensures that the surveys cover the relevant aspects of the service and are conducted in a fair, consistent, and objective manner to ensure that the results are an accurate reflection of customer satisfaction. The results will also need to be stored so that trends can be identified and progress against baselines measured.
The service catalog is another important reference used to communicate with customers about the available services.
This section describes a number of roles that need to be performed in support of the BRM process. As with the process-specific roles described in other chapters, these are specific additional requirements to the generic roles applicable to all processes throughout the service lifecycle described in Chapter 1, “Introduction to Operational Support and Analysis.”
Many organizations will have a person with the job title business relationship manager. This job may combine the roles of BRM process owner and BRM process manager and allocate it to one person.
Business relationship manager may also be used to describe a number of staff working within BRM, each focused on different customer segments or groups. In some organizations, this role may be combined with the role of service level manager.
The role of the business relationship manager and the BRM process can be confused in some organizations. Because business relationship managers interface with the customer, they are often involved in activities from other processes; however, this does not make those activities part of the BRM process.
The BRM process owner’s responsibilities typically include
The BRM process manager’s responsibilities typically include
The customers and users of the IT services are the other side of BRM. They need to play their part in engaging with BRM to ensure that their needs are understood. A successful relationship requires input from each side, and customer involvement will help ensure that business outcomes are supported.
Finally we consider the CSFs and KPIs for this process. Here are some examples of CSFs and KPIs for BRM:
Challenges for BRM include the following:
Business relationship management risks include the following:
Organizations have to be able manage their finances, but it is a complex process used across an entire organization. It is normally owned by a very senior executive and managed as a separate business function. It is an extremely important area that allows organizations to manage resources and ensure that their objectives are being achieved.
The IT service provider, as part of the overall organization, must be involved in the financial management process. It is important to make sure that all financial practices are aligned; although a separate process may be used, it should follow the overall organizational principles and requirements.
To design, develop, and deliver the services that meet the organizational requirements, we must secure an appropriate level of funding. This is the main purpose of financial management for IT services. At the same time, the financial management process should act as a gatekeeper for the expenditure on IT services and ensure that the service provider is not overextended financially for the services they are required to deliver. Obviously this will require a balance between the cost and quality of the service, in line with the balance of supply and demand between the service provider and their customers.
Cost and quality are key factors in the provision of services, and the only way we can allocate and understand the cost of service provision is through sound financial practices.
The objectives of the financial management process include the following:
Financial management is a well-recognized activity in any organization, but the specific requirement to manage funding related to the provision of IT services may not be so well established.
It is important to understand the strategic approach that is adopted in relation to IT service provision. How will it be managed; is it internally or externally sourced? If internally, is there a requirement to cross-charge for services, or is another mechanism of cost recovery in place?
In the majority of organizations, qualified accountants are in charge of the corporate finances, usually as part of the finance department. They will set the policies, standards, and accounting practices for the business. The strategy relating to IT funding will be part of the overall accounting approach, but the specifics may be managed locally as part of the IT department.
Those engaged in FMITS must ensure that the practices are consistent with the corporate controls, and that reporting and accounting activities meet with the governance standards as defined for the whole organization. Adherence to these standards will also assist with general understanding by the various business units of how IT is funded. Communication and reporting of internal funding practices across an organization is extremely important for enabling a true understanding of the costs of IT services.
Using a service management approach to delivering services should mean that the accounting for IT services is more effective, detailed, and efficient. In an internal service provider, this will enable a translation of the information between service provider and business.
Financial management consists of three main processes:
Budgeting Budgeting is the process of predicting and controlling the income and expenditure of money within an organization. Budgeting consists of a periodic cycle (usually annually) of negotiation to set budgets, and the monthly monitoring of expenditure against these.
Accounting Accounting is the process that enables the IT organization to account fully for the way that its money has been spent. It should enable a cost breakdown by customer, service, activity, or other factor to demonstrate the allocation of funds. It will normally require some form of accounting system (ledgers, charts of accounts, journal, etc.) and should be managed and overseen by someone with an accountancy qualification or skills.
Charging Charging is the process required to bill customers for use of the services and will only be applicable where the organizational accounting model requires it to take place. It requires sound accounting practices and supporting systems so that any cross-charging is accurate and traceable.
The cycles associated with financial management are shown in Table 19.3. The two cycles are
TABLE 19.3 Budgeting, IT accounting, and charging cycles
Frequency | Budgeting | IT accounting | Charging |
Planning (Annual) | Agree to overall expenditure | Establish standard unit costs for each IT resource | Establish pricing policy and publish price list |
Operational (Monthly) | Take actions to manage budget exceptions or changed costs | Monitor expenditure by cost center | Compile and issue bills |
Internal IT organizations now realize that they are quite similar to market-facing companies. They share the need to analyze, package, market, and deliver services just as any other business. They also share a common and increasing need to understand and control factors of demand and supply, and to provide services as cost-effectively as possible while maximizing visibility into related cost structures.
Sound FMITS provides the information the service provider needs to achieve the following:
Financial management provides the information needed to generate strategies or to devise new ways of using assets to achieve our goals. It enables the business to understand the financial results of current strategies—for example:
Good financial management results in a number of specific benefits to the business. It enables the business to comply with regulatory and legislative requirements and generally accepted accounting principles. This compliance ensures that the business is operating legally and is not at risk of being fined for noncompliance. By understanding costs, a realistic budget can be prepared so that the money available is sufficient to cover the cost of service. Finally, the business has the information it needs to make sound business decisions regarding the use of and investment in IT.
Sound financial management also ensures that when it comes to charging for IT services, internal service providers can recover the full cost of service from the business if required. The business units will also have the information regarding the charges they need for preparing their own budgets. External providers can ensure that they charge customers a sufficient amount to cover costs and make a profit. Most fundamentally, linking IT services to business outcomes ensures that all IT spending has a business justification.
Financial management for IT services applies the financial management policies of the organization. It must therefore follow the policies and practices of the organization as a whole. Policies that impact an IT service provider might include the following:
It is a policy decision by the organization’s executives whether IT is a profit center or a cost center. A cost center is a business unit or department to which costs are assigned but that does not charge for services provided. It must account for expenditure. A profit center is a business unit that charges for providing services. A profit center can be created with the objective of making a profit, recovering costs, or running at a loss.
Funding is the sourcing and allocation of money for a specific purpose or project. For IT service management, funding is the means whereby an IT service provider obtains financial resources that pay for the design, transition, operation, and improvement of IT services.
Funding comes from two sources:
Funding models include the following:
Rolling Plan Funding A rolling plan is a plan for a fixed number of months, years, or other cycles. At the end of the first cycle, the plan is simply extended by one more cycles.
Trigger-Based Funding In this model, a plan is initiated and funding is provided when a specific situation or event occurs.
Zero-Based Funding Most internal service providers are funded using this model, since it is based on ensuring that IT breaks even. IT is allowed to spend up to the specified budget amount, and at the end of the financial period (monthly, quarterly, or annually) the money is recovered from the other business units through cost transfers.
Service economics is about the balance between the cost of providing services, the value of the outcomes achieved, and the returns that the services enable the service provider to achieve. An effective FMITS process is required to calculate, forecast, and track costs and income related to services to be calculated. The value of services can only be calculated with clearly defined and properly executed practices for FMITS. The calculation of value is a joint responsibility of both the service provider and the customer. They need to have a shared understanding of how costs and returns are calculated in order to be able to demonstrate the value of IT services.
Compliance relates to the ability to demonstrate that proper and consistent accounting methods and/or practices are being employed. It is essential that enterprise financial management policies clearly outline what legislative and other regulatory requirements apply to the service provider’s and customer’s organizations. Regulations such as Basel II and Sarbanes-Oxley have had enormous impact on financial audit and compliance activities.
Although this increases costs, regulatory compliance tends to improve data security and quality processes.
Figure 19.2 shows the financial management process. We are going to examine the high-level steps of accounting, budgeting, and charging.
First we will look at accounting. This is the process responsible for identifying the actual costs of delivering IT services, comparing these with budgeted costs, and managing variance from the budget. Accounting is also responsible for tracking any income earned by services. Accounting enables the service provider to
An important accounting activity is the creation of cost models. A cost model is a framework that allows the service provider to determine the costs of providing services and ensure that those costs are allocated correctly. It helps the provider understand the impact of proposed changes to the current service, customer, and customer agreement portfolios.
Accounting also enables the service provider to track actual costs against budget. It helps support the development of a sound investment strategy and enables the provider to set cost targets for service performance and delivery. The service provider is able to make decisions with full understanding of the cost implications and hence the minimum of risk. Accounting also supports the introduction, if required, of charging for IT services. It provides an opportunity to review the financial consequences of previous strategic decisions to enable the organization to learn and improve.
The next high-level process area we look at is budgeting. Budgeting is the activity of predicting and controlling the spending of money. Budgeting consists of a periodic negotiation cycle to set future budgets (usually annual) and the routine monitoring and adjusting of current budgets.
Budgeting is the mechanism that marshals the resources necessary to meet the strategic and tactical objectives of the organization. It answers fundamental business questions such as “Do we have the resources needed to meet the objectives, and where will they come from? What do we need and when?”
A budget is typically documented as a spreadsheet, with rows indicating the items of expenditure columns showing when that expenditure will take place. The steps of the process can be summarized as
Finally we’ll look at charging. Charging is the activity whereby payment is required for services delivered. Charging is optional for internal service providers—the costs of the service provider may be simply reallocated back to other business units by the central financial function using an internal charging method. This is a decision made by the organization, not by the IT department. External service providers must charge for their services, since this is where the organization obtains the revenue that keeps it in business.
Charging must be seen to be simple, fair, and realistic. There is an argument that customers who pay for services may value them more. They may also question which services they really need. The service provider has to decide which items will be chargeable, as well as how they will be charged—what cost units will be used.
Charging may be calculated in a variety of ways, such as a charge per service, per head, or by processing volume. The prices for the items need to be set, and this is influenced by whether the provider is seeking to make a profit, cover costs, or provide a subsidized service. Finally, the provider issues the bills and collects payment.
Triggers of FMITS include the following:
We discussed the process inputs earlier. Typical inputs include the following:
Next we’ll look at the outputs of financial management. We discussed these earlier, so we’ll just briefly recap them here:
Service Valuation This is the ability to understand the costs of a service relative to its business value.
Service Investment Analysis Financial management provides the information and history to enable the service provider to determine the value of the investment in a service.
Compliance Regardless of the location of a service provider, or whether they are internal or external, financial data is subject to regulation and legislation. Financial management for IT services helps implement and enforce policies that ensure that the organization is able to store and archive financial data, secure and control it, and make sure that it is reported to the appropriate people.
Cost Optimization The goal of cost optimization is to make sure that investments are appropriate for the level of service that the customers demand and the level of returns that are being projected. Business impact analysis (BIA) involves understanding the effect on the business if a service is not available. This enables the business to prioritize investments in services and service continuity.
Planning Confidence Planning confidence is not a tangible output; it refers to the level of confidence that service stakeholders have in the service provider being able to accurately forecast costs and returns.
All service management processes use financial management to determine the costs and benefits of the process itself. Some also use it to support the execution of their process activities. Major interfaces with financial management for IT services include the following:
The main sources of documentation and information required for effective financial management include the following:
This section describes a number of roles that need to be performed in support of the financial management process. As with the process-specific roles described in other chapters, these are specific additional requirements to the generic roles applicable to all processes throughout the service lifecycle described in Chapter 1.
Many organizations will have a person with the job title of IT financial manager, which typically combines the roles of FMITS process owner and process manager.
The financial management for IT services process owner’s responsibilities typically include
The financial management for IT services process manager’s responsibilities typically include
Various IT managers may have responsibility for the budgets for their own particular area(s). Budget holder responsibilities typically include
Finally, we will cover the CSFs and KPIs for this process. We will discuss some examples; the full list is available in the FMITS section of the ITIL Service Strategy publication. Examples of CSFs and KPIs for financial management for IT services include the following:
Challenges for FMITS include the following:
There are a number of risks to financial management for IT services. These include the following:
In this chapter, we completed our examination of the service strategy processes relevant to service offerings and agreements by looking at BRM and financial management for IT. We covered the purpose and objectives for each process in addition to the scope. We looked at the value of the processes; then we reviewed the policies for each process and the activities, methods, and techniques.
Last, we reviewed triggers, inputs, outputs, and interfaces for each process and the information management associated with it. We also considered the critical success factors and key performance indicators and the challenges and risks for the processes.
We examined the importance of these processes to the business and the IT service provider. Business relationship management ensures that the services provided meet the needs of the organization, in both the short and longer terms, by working with senior business management to align the services provided to the business strategic requirements. Financial management plays a crucial role in managing costs, assessing value for money, managing resources, and recovering costs through charging when appropriate.
Understand the purpose of financial management for IT services and BRM. You need to understand the purpose of BRM and financial management for IT services.
Understand the business value of each process. You should be able to explain the value the business derives from each process.
Know the key activities of financial management. You will need to be able to identify the purpose, objectives, and scope for financial management. Remember the three main areas: budgeting, IT accounting, and charging. Financial management is crucial for the calculation of value for services.
Understand how BRM works with the senior business management. Make sure you understand how the business relationship manager works to ensure that the service provider understands the business strategy and provides the services required to further that strategy. Understand that this process also involves explaining to the business what the service provider can and cannot do.
Be able to describe the key differences between BRM and service level management. You should be able to list and explain the difference in activities and focus between BRM and service level management.
You can find the answers to the review questions in the appendix.
What is the definition of service valuation?
Which of the following statements is correct?
Which of the following is an objective of financial management?
What is the definition of budgeting?
Which of the following responsibilities is not a responsibility of BRM?
Which of the following responsibilities is a responsibility of BRM?
True or false? The customer portfolio is a database or structured document used to record all customers of the IT service provider, and the customer agreement portfolio is a database or structured document used to manage service contracts or agreements between an IT service provider and its customers.
Which of the following is not a trigger for BRM?
Which of the following is a data repository used by BRM?
Which of the following is not an output of financial management for IT services?