One of the biggest shifts in IT service management (ITSM) over the last half-decade has been the push for Enterprise Service Management (ESM), where proven ITSM capabilities are extended to other parts of the organization to improve operations and outcomes. You can read more about the benefits of enterprise service management here.
There have undeniably been great successes in many ESM strategies to date. That said, there’s one thing still holding it back — its name.
What’s wrong with “enterprise service management”?
The name makes sense, right? Right!
To a certain point, at least.
ESM is the use of ITSM capabilities across the enterprise, so “enterprise service management” is an easy sell to those who know what it means. However, that group may be smaller than some might expect, which is where the pushback starts.
Enterprise service management is unknown outside of IT
“Enterprise” is, simply put, an IT-way to refer to the organization as a whole. It’s not something that has caught on quite as much in all other departments, though, especially those where “enterprise” already has a separate, distinct meaning. This can make pitching ESM tough, as its success hinges on other business functions buying into it.
Ultimately, the business functions that are seeking help to improve their operations and outcomes aren’t looking for “enterprise” service management. Instead, they’re looking for digital transformation and a quick-and-easy way to introduce much-needed digital workflows to their operations.
An individual in human resources (HR) may not have read or heard about HR’s need for “ESM”. What they will have been subject to, though, is a constant push to “digitally transform HR operations” and that “new ways of working demand digital workflows.” This messaging is most likely coming from both external and internal sources, too, meaning the recipient is often very familiar with it.
This is why it’s time to talk to potential customers of ESM in the language that they’re expecting — and wanting — to hear.
Let’s not underestimate the critical business need for digital workflows
Your organization and its many business functions, having so far weathered the storm of the global pandemic (and its commercial and operational impact), are likely looking for a solution to support new ways of working. For many, the need for this solution has doubtlessly been accelerated by now-distributed, rather than centrally-located, employees and teams.
For any business function needing help with issues or opportunities such as:
- The inefficiencies and failures of its manual operations
- Missing enablement elements such as self-help tools and knowledge management
- The workflow and working issues caused by remote working
- The lack of insight into demand, performance, service quality, and outcome delivery.
It’s time to think beyond “enterprise service management” and speak about the ready-made solutions to these needs using terms that non-IT personnel will know and understand.
These business functions, teams, and employees all need the power of digital workflows and everything that can come with them. Things like rules-based and AI-assisted automation, self-service catalogs and chatbots, knowledge management, notifications and alerts, platform-based bespoke workflow/app creation, and other capabilities that are readily available and extensible in modern ITSM tools will help to vault your functions and teams to the level needed — if you can get each to buy in. Check out this blog to learn how to create buy-in with teams in other departments.
Let’s talk about enabling digital workflows going forward
None of this diminishes the opportunity and power of “ESM” — it just comes down to how the solution is sold. It’s time to start packaging it as “digital workflows” or “digital enablement” instead, selling the power of ESM to other business functions using the language they expect (and perhaps want and need). This will ultimately be an easier way of helping each improve their operations and outcomes. Check out this eBook to learn about ESM use cases for diverse business teams including HR, Legal, Operations, Marketing, and Sales.
If your organization and its business functions need fast access to flexible digital workflows, then let's connect.