Rapid technological advancements, growing competition and increased customer expectations have made a marketer’s job tougher than ever before. Service management is a generic activity which didn’t originate from the IT industry, and therefore is much bigger and more widely applied than IT service management or business service management. BSM and ITSM can be considered as applications of service management in a specific context.
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Most modern business theorists see a continuum with pure service on one terminal point and pure commodity good on the other terminal point. 2 Most products fall between these two extremes. For example, a restaurant provides a physical good (the food ), but also provides services in the form of ambience, the setting and clearing of the table, etc. And although some utilities actually deliver physical goods â€” like water utilities which actually deliver water â€” utilities are usually treated as services.
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Next, defining the business service requires mapping, which involves building the associations for an application and the underlying components supporting that application. The mapping process results in an illustration which shows the connections between the application and the components including switches, routers, database servers, web servers, application servers, etc.