ITIL 4 DSV key terms

The need or desire for products and services among customers and users, including the amount and pattern of that need over time and the reasons behind it.

The practice of understanding, anticipating, and influencing customer demand, then shaping capacity and supply so that demand and available resources are balanced.

Deliberate actions that influence when, how much, or in what form customers consume a service, such as pricing changes, incentives, or feature design.

The maximum amount of work, throughput, or service output that a resource, team, or system can deliver in a given period under normal operating conditions.

A formal description of one or more services provided to meet the needs of a specific consumer group, including what is included, excluded, and expected of both parties.

A means of enabling value co-creation by facilitating outcomes that customers want to achieve, without the customer having to manage specific costs and risks.

A configuration of an organization's resources designed to offer value to a consumer, typically combining goods, services, and access to information or capabilities.

A clear statement of the benefits, outcomes, and costs a service offering delivers for a particular customer segment, explaining why it is worth choosing.

A result or consequence that a customer or stakeholder wants to achieve through using a service, expressed in terms of what changes for them.

The idea that value emerges from interaction between provider and consumer, with both parties contributing resources, knowledge, and effort rather than the provider alone delivering value.

The functional fit of a service for its purpose: what the service does and whether it supports the customer's desired outcomes effectively.

The assurance that a service meets agreed requirements for availability, capacity, continuity, and security, giving the customer confidence it will perform as promised.

A person or organization that defines the requirements for a service and takes responsibility for the outcomes of that service's consumption.

A person who uses a service in day-to-day activities and whose experience of the service is a key input to understanding and improving value.

The sequence of interactions and stages a customer goes through when discovering, acquiring, using, and renewing or leaving a service.

Any point of interaction between the customer and the service provider, such as a website, support call, email, app screen, or in-person contact.

A critical interaction where the customer forms a strong positive or negative impression of the provider, often shaping loyalty and future decisions.

A visual representation of a customer's end-to-end journey, showing stages, touchpoints, actions, emotions, and pain points from the customer's perspective.

A specific problem, friction, or frustration a customer encounters during the journey that reduces satisfaction and may cause them to abandon or complain.

A representative fictional profile of a customer segment, describing goals, behaviors, needs, and frustrations to help teams design from the customer's viewpoint.

The sum of perceptions and feelings a customer forms from all interactions with a provider's services, people, and brand over time.

The perceptions and feelings a user forms while interacting with a specific service, interface, or product, including ease of use and usefulness.

The practice of systematically understanding, measuring, and improving the experiences customers and users have across the journey and at each touchpoint.

A classification of how well a service meets or exceeds customer expectations at a touchpoint, ranging from poor to excellent based on observed interactions.

Structured methods for collecting and using customer feedback, needs, and expectations so that decisions reflect what customers actually value.

A survey metric based on how likely customers are to recommend a provider, used as one indicator of loyalty and overall experience quality.

The degree to which a customer's expectations are met or exceeded by the service received, often measured through surveys and feedback.

A documented agreement between a provider and customer that states expected service levels, responsibilities, and measures used to assess performance.

A measured target or threshold describing the expected performance of a service, such as response time or availability, against which actual performance is compared.

A structured list of available service offerings, with descriptions, audiences, and ordering information, used to make offerings visible and accessible to customers.

A series of steps an organization uses to create and deliver value to customers, showing how work flows from demand to realized outcome.

The extent to which a service or interface can be used effectively, efficiently, and satisfactorily by its intended users in their real context.

The design of services and interfaces so that people with diverse abilities and circumstances can perceive, understand, and use them without undue barriers.

A customer's sustained preference for and repeat use of a provider's services, often resulting from consistently positive experiences and delivered value.

The rate at which customers stop using or renewing a service over a period, often an indicator of poor experience or unmet demand.

A recurring process for collecting customer input and feeding it back into design and improvement decisions so that learning drives action.

An ongoing practice of identifying and acting on opportunities to improve services, experiences, and value delivery, using data and feedback to guide changes.