Service Management 2021

Motivation to take the course

Overall, this course is designed to explain the context in which an outsourcing company and any B2B company (to some extent) operate. As we dissect each item within the value chain, you will be able to identify inconsistencies that cause friction and limit the system itself. Afterward, we’ll use service management, implement a knowledge manifestation system, and apply a gateway approach to reengineer the company’s value chain, remove bottlenecks, and unlock scalability potential. 

By the end of the course, you will have a solid foundation for applying Service  Management in your role. The following are the steps you will follow to build your  knowledge: 

  1. Discover what constitutes a service, its limits, and reasons to add/remove one. 
  2. Create your service portfolio and identify the key responsibilities of the outsourcing vendors.
  1. Unify delivery approaches and create frameworks/templates to support them. 
  2. Shape communication and marketing strategy, identify target markets and create an ideal client profile (ICP). Consistency in messaging is the key.
  1. Educate your company’s sales force applying the same consistency. Remember: we sell what we market and can deliver, and nothing else.
  1. Apply data points to track strategy across the company and use quantitative and  qualitative data in your decision making

This course aims to facilitate a transparent relationship between companies, their clients, and employees. You will understand the context in which your business operates and learn how to design a system that maximizes positive impact. All of these insights will contribute to the success of your project in the long run.

Lecture schedule

The dates of the lectures are November 17th- December 18th, 2021. The lectures continue for 5 weeks, each Wednesday 19:00-21:00, Saturday 10:00-12:00.

Registration for the course

To register for the “Service Management” course, please fill in the registration form. Registration must be completed by November 15, inclusive. The selection will be based on previous experience in the field of product management. Then you will receive the details for payment in the mail.

Tuition fee 

Participation in the course is paid. The table below shows the prices for participation.

Early registration October 28th – November  9th   10000UAH
Standard registration  November  10th – November  15th  12000UAH

Criteria for the course completion

To be eligible for the course certificate, the participant must complete at least 60% of the homework. This certificate can be re-count for a similar course at UCU and other universities (if they have this possibility). The course is assessed in 3 ECTS credits.

Course language


Target Audience

This course will benefit those who work:

  • for a B2B service company and want to have a better grasp of its operating context and service management strategy.
  • on pre-sales and design value propositions for their clients (Engagement managers, PMs, BAs, QAs, Architects, Tech leads, etc.)
  • in management positions and have a direct influence on the systems in which they operate, and, therefore, have the power to make changes (Project managers, Delivery managers, Heads of CoE, Delivery directors, Account managers, etc.)

Course structure 

1. Service management: why should you care?

  • What is service design?
  • What are its specifics in B2B market?
  • Why do companies need to implement it?
  • “Success stories” in-between the day-to-day work.


  • Reviewing the reading materials

2. What is a service?

  • What constitutes a service?
  • What’s the difference between the service/engagement model and expertise?
  • Why is it necessary to set limits between services?


  • Identifying the services in “company X” (Vendor) based on number of people, client portfolio/references, segmentation between CoE’s and overall track record
  • Deciding upon what goes in the expertise section
  • Recognizing the aspects that the Vendor cannot deliver on the scale and is “faking” right now

Note: The best way to execute this task is to use a data-driven approach based on Vendor profile, track record, and publicly available information.

3. Service design 101

  • What are the touch-points between Vendor and Client?
  • Are there possible silos?
  • Consistency is the key: how to achieve it?
  • Risk & reward equation: what is it?


  • Creating the Client’s journey map, using UXpressia template for the potential case
  • Segmenting the key services based on the risk/reward equation

4. A systematic approach to value chain design

  • Service starts before delivery: why?
  • Why the “100% custom” approach is your enemy?
  • Why the modular system leads to decreased overheads?
  • Education is the key.


  • Analyzing potential gains from the adoption of the template approach for engaging new clients

5. Expectation management

  • What is expectation management?
  • Why does it matter in B2B, especially for a service business?


  • Based on publicly available information, creating a matrix of Vendor/Client responsibilities for the key service in the Vendor portfolio

6. Positioning

  • Why is the principle of “less is more” valuable in positioning?
  • How can you stand out in a saturated market?
  • How can you create a strategy to gain/sustain positioning?
  • What can you do to ensure that your positioning always generates ROI (directly or indirectly)?


  • Using similar market players to cross-reference and evaluate Vendor’s positioning
  • Using similar market players to cross-reference those differentiators

7. Revision & summary

  • Review of what we have learned


  • Reviewing of course materials and preparing questions

Learning outcomes

By the end of the course, you will:

  • Understand the context in which your outsourcing company operates from a tactical/strategical standpoint
  • Recognize what constitutes the “Service” in the B2B market and what makes it different from the engagement model & pricing
  • Learn that not everything is a “Service” and how to differentiate it
  • Learn how to create a solid foundation in the company (service portfolio and knowledge manifestation system), allowing you to scale fast and efficiently
  • Find out why transparency matters and can help you to support your offering/increase NPS
  • See the connection between your marketing materials and client’s expectations and balance them


Lecturer info

Andrii Laba, Director of Service Management

I combine my background in business analysis, IT domain acumen, and product management, to create sharp positioning for B2B companies. As a Director of Service Management, I’m working on the phased introduction of a customer-focused Services Portfolio and a metrics-backed brand value chain creation. For the last three years, I’ve been working with outsourcing companies to adopt the Service Management approach. I’ve successfully implemented the change on the scale (1,800+ people), and now I’m trying to replicate the success on a smaller scale (300+ people) with more constraints but a faster pace. I also consult companies on how to improve their operational efficiency, become more transparent, and focus on CX/Service management.

Key Achievements

  • Refreshed Services Portfolio using JTBD and Category Management (in companies of 1800+ and 300+ employees)
  • Implemented a new Knowledge Management System for Onboarding (in companies of 1800+ and 300+ employees)
  • Led change management/educational sessions for 7 c-suit executives (in a company of 1800+ employees)
  • Introduced service performance reviews for top/middle management backed by data-driven decision making on the service level (in a company of 1800+ employees)