Service Automation Foundation


We are the Self Service Generation.

We are so accustomed to researching, planning and paying for most aspects of our lives online, that organisations are expected to provide full-fledged services online as well. But as a business, how are you supposed to keep up with these fast-changing and sometimes very specific demands? Enter: Service Automation.

Service Automation is the concept of achieving customer loyalty with automated technologies. The Service Automation Foundation course is based on the Service Automation Framework, which studies user group experiences to understand their specific requirements to be able to design a service solution, that can eventually be digitised by any organisation.

By successfully applying the concepts learned from this course, you will see significant increases in employee and customer satisfaction and increased customer loyalty, to help your organisation stand out from your competition.


Upon completing course, you will be able to:

  • Understand the business drivers of technology-enabled automated services in order to explain the business case for Service Automation.
  • Discuss how Service Automation Framework enables the practice of an industry that enables their autonomous users to procure, manage and adjust services through self-service technology.
  • Explain the difference and synergy between the Users, Service Design and Technology design elements that contribute to meet and exceed the expectations of user in order to create long-lasting value.
  • Explain the difference between Automated Deployment, Service Delivery Automation and Serendipity Management and describe their underlying processes.
  • Outline the steps for completing a Service Automation Blueprint in order to visualise services in order to design and delivery automated services
  • Discuss the processes that underpin the delivery of automated services and how they need to be integrated in self-service portals in order to provide automated delivery.
  • Explain the concept of Serendipity Management and how it impacts the User Experience (UX) of services.

This qualification is aimed at individuals who require a working knowledge of the key principles of Service Automation, and need to know the terminology used and some of the theory behind the practice. The target audience includes:

  • Service strategists
  • Process consultants
  • Business consultants
  • Strategy consultants
  • Service delivery managers
  • Service designers
  • Enterprise architects
  • Operations managers
  • Service managers
  • Developers
  • Business analysts

There are no prerequisites for this course.


  • This course prepares you for the examination leading to the Service Automation Framework Foundation certificate.
  • For traditional, live classroom and onsite presentations, the exam is scheduled during the last day of class. It is a 40-minute, 40-question, closed-book multiple-choice exam.
  • For virtual, online instructor-led courses, you will receive an exam voucher to take the exam online after you have completed the course.
  • The Service Automation Framework Foundation examination is administered and marked by APMG. You must attain a passing mark of 65% to attain your certificate

Material for this course will only be provided as downloadable soft-copy files that can be viewed on a variety of devices. Attendees may print a hard copy of the files in whatever format best meets their needs, and can use the files under the Pink Elephant Terms of Use.


Materials included with this course provide a very good overview of the concepts and principles, and adequately prepare attendees for the exam.


  • Public (Open Enrollment):
    • Live Classroom: On specific dates throughout the year, conveniently located in hotels in major cities across the country and presented live by our expert instructor.
    • Live Web-Based: On specific dates throughout the year; hosted live online by our expert instructor.
  • In-House (On-Site):
    • Live Classroom: On dates convenient to you; exclusively for your team at your location with our expert instructor.
    • Live Web-Based: On dates convenient to you; exclusively for your team; hosted live online by our expert instructor.

View terms and conditions related to public courses.

Course Summary

Duration (Public / In-House):
2 Days

Formats Offered:
  • Live Classroom
  • Web-Based
  • Live Classroom
  • Web-Based

Exam Provider:

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