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Demand Management

Best Practice according to ITIL^® and ISO 20000

Demand Management identifies and influences IT service consumers' demand for IT services by:

analyzing the consumption behavior of IT service consumers
identifying future demand from IT service consumers
influencing the consumption behavior of IT service consumers through appropriate technical and business management measures.

Demand Management is in the classic lifecycle-view part of Service Strategy.

In ITIL^® 4 Demand Management is part of General Management Practices - Relationship Management Practice (unlike ITIL^® 2011, not a separate practice)

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Processes of Demand Management in detail

Process in the ITSM Process Library		Expected process result

Care for Customer Relations		Management of existing customer relations and creation of relations to prospects
Demand Prognosis		Analysis of the IT service consumption and creation of a forecast thereto
Demand Control		Control of the IT service consumption by appropriate technical and financial means
Demand Recording		A potential demand identified in the business unit is documented to such an extent that a decision can be made on the continuation of the demand specification
Alignment with the Service Portfolio		The specified demand is compared with the service portfolio in order to identify existing services to fulfill the demand identify existing services that only require modification to cover the demand
Demand-Specification for new IT-Service		The demand will be further detailed in preparation for implementation readiness
Demand adjustment for comparable existing service		Based on the existing Service Portfolio, the feasibility by modifying an existing IT-Service is clarified
Provider Selection and -Validation		Based on the specification of the adapted IT-Service, the feasibility and continued operation by the previous provider or the selection of a suitable external provider is examined
Risk Evaluation for IT-Services		A policy-compliant risk assessment is created for each new or modified IT-Service (new IT-Service) or the existing one is validated (modified IT-Service)
Business Case for IT-Services		The economic feasibility of demand realization is validated on the basis of the management specifications for the profitability analysis
Realization Decision for IT-Services		On the basis of the available technical and business decision bases, a decision is made on the implementation of the IT-Service in accordance with the internal release rules
Inclusion in the Service Portfolio		The new or modified IT-Service is made available in the Service Portfolio with the current lifecycle status after the implementation decision
Contract Conclusion for IT Standard Services		Agree on the provision contracts for IT standard services with the IT service consumers
Customer Satisfaction Surveys		Proactive collection of information about the satisfaction of the IT service consumers with the IT services and introduction of necessary related activities
Customer Feedback Management		Targeted collection of and reaction to customer feedback including triggering necessary corrective actions
Monitoring of Customer Complaints		Permanent monitoring of customer complaints to enable necessary counter activities

Demand Management as part of Business Relationship Management Practice in ITIL^®4

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Responsible roles

Business Relationship Manager

Performance indicators

KPIs of Demand Management

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