• • 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: -

• • Relationship management
• • 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 realization.