The Service Desk Institute (SDI) has been connecting service professionals across the world since 1988 and is the leading global community for everyone working in the service and support industry. Our mission is to inspire service desks and support teams to be brilliant.

With a passion for providing industry best practice and sharing knowledge, SDI is dedicated to guiding, inspiring, and connecting ITSM, service desk and support communities. A respected, trusted and independent advisor to the industry, SDI has inspired thousands of organisations and professionals around the world to embark on journeys of service improvement and to be the best they can possibly be. For more information, visit www.servicedeskinsitute.com

As organisations adopt experience data to optimise and enhance IT services, one critical question remains: how do we ensure the experience data truly improves the employee experience?
In this webinar, Sakari Kyrö from HappySignals explores how experience data—real feedback from end-users—can be used for better IT decisions. By aligning AI behaviour with what users actually experience and expect, organisations can avoid common pitfalls of automation and build systems that drive satisfaction, reduce friction, and deliver real value.
Join us to discover how bringing human experience into ITSM leads to better outcomes in day-to-day operations—from faster resolutions and fewer escalations to higher employee satisfaction and trust in digital services.

Top 3 Use Cases for using experience data in ITSM

Discover how ALVAO brings IT Service and Asset Management together in one simple platform. See how it connects with Microsoft Teams, Copilot, and Power BI, and how automation helps cut tickets, speed up self-service, and provide clear insights. No jargon, no long slides. Just a practical demo that makes daily IT work easier.

Key Takeaways

- Manage IT services and assets in one place.

- Get more value from Microsoft tools.

- Save time with automation and one-click actions.

Microsoft-native ITSM & ITAM

AI has been portrayed as the magic solution to offloading repetitive and time-consuming IT service delivery tasks from technicians, saving them valuable time and improving overall efficiency. However, for many organizations, that has not been the case, as they still struggle to leverage AI effectively and demonstrate returns on investment.

ServiceDesk Plus, ManageEngine's AI-driven unified service management platform,  provides high-value AI for ITSM teams without additional operational overheads or extra license costs. 

Watch on demand, to explore the practical applications of AI in ServiceDesk Plus to show how you can drive real efficiency in your IT service delivery using various AI capabilities and features available out of the box. 

Key takeaways for utilizing ServiceDesk Plus:

- Deliver exceptional experiences with conversational workflows powered by an AI virtual agent.

- Boost operational efficiency by automating mundane but crucial tasks like ticket categorization using intelligent predictive.

- Use GenAI to generate responses, summaries, custom functions and more.

Transforming IT service operations with practical AI in ServiceDesk Plus

In 2025, Stephen Mann (itsm.tools) and PeopleCert carried out research into how AI supports ITIL practices across modern ITSM tools. Watch on demand to explore the AI use cases featured in the study, discover key findings on how AI is shaping IT service management today, and gain insights into where it’s heading next.

AI and ITIL - Accredited Tool Vendors: Insights from 2025

This session explores how SCC has embedded Experience Level Agreements into its workplace strategy. Mark Franzen, UK Digital Workplace Experience Leader, shares how SCC evolved its approach from advisory and personal development to day-in-the-life analysis and outcome-based delivery. Through internal transformation and customer case studies, the session highlights how XLAs have helped uncover pain points, improve productivity, and reshape service conversations around what truly matters to end users.

Experience First: SCC’s XLA Journey Towards Measurable Outcomes

What if you could tap into millions of employee voices to guide your IT improvement strategy? In this session, we’ll explore the most common challenges employees face in their interactions with IT—and the proven methods organizations have used to overcome them. Backed by real-world feedback data, we’ll uncover:

- The main reasons for unhappiness in IT support is why the Service Portal often frustrates more than it helps.

- How to reduce ticket reassignments and improve resolution speed

- Why chasing high satisfaction targets can backfire - and what to do instead.

Whether you're just starting your ITXM journey or refining your continual improvement practices, this session will equip you with actionable insights that turn experience into measurable impact.

Turning experience into action: Common improvement areas as told by millions of people!

Power Design's journey supplementing traditional Service Level Agreements (SLAs) with Experience Level Agreements (XLAs) has shaped customer and employee experiences.

Josh begins by contrasting SLAs—focused on technical, process-based metrics—with XLAs, which prioritize user satisfaction, emotional impact, and journey-based outcomes. Using Power Design's ATLAS program as a case study, Josh demonstrates how the team reimagined operations to align with their mission, leveraging the innovative XM Tree framework.

This visual tool roots strategy in the customer journey, mapping touchpoints, identifying "Moments of Magic," and tracing outcomes back to foundational values.

Attendees will discover how Power Design's shift to XLAs empowered teams to exceed expectations, foster loyalty, and deliver memorable experiences that go beyond the numbers—transforming metrics from mere measurements into drivers of business success and customer delight.

From SLA to XLA: Turning Metrics into Magic

This session explores a user-centred approach to improving digital operational services, with a focus on making systems simpler, faster and more effective for all stakeholders. It highlights the importance of understanding both the practical and emotional experiences of users, gathering feedback and using insights to continuously enhance service delivery. Watch now to learn about the transformation of services in complex environments, including the challenges of integrating digital solutions in setting where traditional processes, such as printing, remain essential. The session emphasises how direct engagement with users can reveal critical insights, leading to meaningful improvements in service design, delivery and the overall user experience.

Tipping the Scales of Justice with XLAs

Get ready for a real-world business adventure! In "Scaling Peaks, Breaking the Service Sound Barrier: Unisys' Supersonic Leap to Experience," Patrycja Sobera reveals how Unisys made a bold move in 2020. The company shifted from a traditional IT provider to a global leader in experience management. Patrycja Sobera, Senior Vice President and General Manager of Digital Workplace Solutions at Unisys, is a pioneer in experience management. She was instrumental in the company's bold 2020 pivot to Experience Level Agreements (XLAs), shifting the focus from traditional IT metrics to the actual human experience.

Under her leadership, Unisys created its first Experience Management Office, driving significant improvements in client productivity and employee engagement.

In 2020, Unisys reinvented itself by becoming the first major IT provider to center its business on experience. The company rebuilt its solutions around Experience Level Agreements (XLAs), which measure how employees and customers actually experience technology. Today, as a Global Founding Member of the XLA Institute, Unisys helps set industry standards. 

Patrycja's story is proof that betting on customer and employee experience can drive significant business success.

Scaling Peaks, Breaking the Service Sound Barrier: Unisys' Supersonic Leap to Experience

The Experience Economy is a rapidly evolving landscape, prompting a massive rethinking of experience design and management. In this dynamic environment, both commercial and public organizations are questioning how their culture, work methods, and leadership will evolve.

During the "Market of Ideas" session, Sarah Nicastro will facilitate an engaging dialogue with attendees and industry experts to explore the future of Experience Level Agreements (XLAs) and the direction of experience management. She will delve into the critical questions shaping this new era, guiding a collaborative exchange of insights on the path forward. This interactive session is a unique opportunity to contribute to the ongoing conversation about business transformation and the role of leadership in a human-centric economy.

The Market of Ideas

Every day, your team pushes the same boulder up the mountain - tickets pile up, users complain, and tomorrow brings the exact same challenges. But what if that rock could stay at the top? What if your service desk could actually prevent problems instead of just reacting to them?

The most successful IT teams have discovered something revolutionary: every major incident leaves breadcrumbs. This session reveals how Freshservice's intelligent incident management and CMDB capabilities help you connect those dots before disaster strikes.

What you'll discover:
o Predict before you react: Use Freshservice's incident patterns and CMDB relationships to identify brewing problems before they explode
o Connect the invisible dots: Map asset dependencies and change impacts that most teams never see coming
o Turn chaos into clarity: Transform scattered incident data into actionable intelligence that actually prevents future fires

This session is perfect for IT leaders tired of playing defense and ready to get ahead of their next crisis.

Your CMDB is lying to you: What Greek tragedies teach us about incident management (and how to fix yours)

How does a College based in Lancashire UK, become the first academic institution and public sector organisation to achieve 'World - Class' Service Desk Certification status? 
How did the IT Services department go from “uncertifiable” to 5-Star, and what impact and value has this created?

Join us for an exclusive session with Runshaw College’s Head of IT Services Alex Harding, as he shares their story, the challenges they faced, and the measurable outcomes they achieved.

In this webinar, you’ll discover:

• Runshaw's inspiring Service Desk Certification Journey
• Challenges and obstacles 
• How Runshaw improved productivity by +23% despite increasing ticket volumes
• How customer satisfaction (CSAT) rose from 4.5 to 4.96/5, climbing every year post-Certification.
• What it takes to embed a culture of continual improvement and sustain world-class performance.
• Return on Investment (ROI) figures to shout about.

Whether you’re a CIO, IT service leader, or service desk manager, this is your chance to hear real-world insights from a team that proved the ROI of IT support, gained industry recognition, and built trust across their organisation.

 Don’t miss the opportunity to learn how your service desk can follow in Runshaw’s footsteps and achieve staggering results like theirs.

The Road To World Class: How Runshaw Became The 1st Educational Organisation to Achieve 5 Star Certification

In this session, we will explore how Virtual Personal Assistants (VPAs) are revolutionizing service desk operations, enabling teams to "Automate, Elevate, Innovate". This session is designed for service desks seeking to harness AI and automation for greater efficiency and customer satisfaction.

Discover how AI has evolved into essential business infrastructure, representing a "fundamental paradigm shift" where AI agents actively solve problems. This empowers your team to become smarter, faster, and truly future-proof.

Rina will guide you through the "AI Paradox," demonstrating how to implement AI and automation to enhance—not replace—the human touch.  You'll learn to balance operational efficiency with emotional intelligence (EQ) by building automation strategies that preserve personalization and reinforce trust. 

This talk isn't just about improving your service desk; it's about building a high-impact, future-proof career in IT Service Management (ITSM). Rina will introduce her book, "The ITSM Playbook®," as your strategic roadmap to navigate corporate challenges and build a career path to a six-figure salary. Learn to communicate your impact beyond technical jargon, securing your seat at the leadership table.

The Super Agent: How a VPA Makes Your Team Smarter, Faster, and Future-Proof

Designing with intent: shaping trusted digital workers to serve with confidence and care

AI may grab the headlines, but Intelligent Automation (IA) is where real transformation happens. IA serves as the container that unites all automation tools and methods—including AI—into a coordinated system designed to deliver human-centered, outcome-driven results.This session explores how to achieve a sensible blend of human and AI-supported work—where assistants help you do more, stress less, and protect the quality of your results. Whether you operate in healthcare, finance, government, manufacturing, or within an IT organization, the principles of IA apply across all service-driven industries.You’ll learn why assist before you agentify is the smarter approach, how governance and guardrails sustain trust, and how data management ensures automation remains safe and meaningful. We’ll also decipher the emerging field of agentic AI—exploring the discrete designs and roles of assistants and agents—alongside the growing skills of prompt crafting (for assistants) and prompt engineering (for agent design). Finally, we’ll look at how cost control through measured consumption keeps innovation sustainable.This is automation done right—human-centric, outcome-driven, and ready for the next evolution of service management across every service-based enterprise.

When AI Works with You: The Human Side of Intelligent Automation

This session guides organizations on checking if they are ready for AI. It explains how to assess goals, data, infrastructure, skills, and culture before adoption. The focus is on setting clear expectations and starting small to avoid failure.

How to Assess AI Readiness for Service Delivery

While organizations are rushing to adopt AI, the question of governance and risk management is becoming more and more important.

How to balance the benefits of early adoption and effective management on AI risks? ITIL offers a practical AI risk management approach based on the ITIL 6C model for AI capabilities. It allows to identify and assess AI risks in the organization’s context and find relevant and effective countermeasures.

Watch this session to learn about:

·        The typical AI risks

·        The ITIL 6C model for AI functional capabilities

·        A practical approach to AI risk assessment and management.

AI in ITSM: the 6C model for planning and risk management

The three most common root causes of failed Changes are failed communication, poor underlying documentation(CMDB), and not getting “the right” approvals.  These 3 distinct causes all have a common denominator the processes required to execute well contrast with natural human behavior.  Communication is always a challenge in large organizations. No one enjoys keeping the CMDB up-to-date, and it’s easy to forget every single person who should approve a change and we end up going with the default people. AI can address each of these root causes efficiently and effectively. In this session you’ll be introduced you to a new process with AI augmentation that aligns with natural human behaviors. We’ve infused this process into our change enablement function and haven’t had a roll back since.

Utilizing AI in your Change Management/Enablement

AI is transforming service desks—but if we’re not careful, speed can come at the cost of connection.

In this session, Dr. Josh Nelson explores how to implement AI and automation in ways that enhance—not replace—the human touch. As service operations scale, the challenge isn’t just doing more with less. It’s doing better with intent.

You’ll learn how to build automation strategies that preserve emotional intelligence (EQ), personalize interactions at scale, and reinforce trust in every experience. Drawing from real-world insights, Josh will show how to identify where automation adds value—and where human connection still matters most.

Key takeaways:

How to scale service without losing personalization or empathy

Where to apply automation for real impact (and where not to)

Balancing operational efficiency with emotional intelligence

Building AI-driven workflows that feel intentional, responsive, and human

Walk away with a framework for delivering smart, scalable service—without sacrificing what makes it personal.

AI Meets EQ: Automating Service Without Losing Human Connection

With rapid developments in artificial intelligence, it’s easy to picture a world where IT Teams don’t need to drown in a list of logs, because it’s already here today. Nexthink uses AI to help organizations make the shift from reactive to proactive to preventative IT management, resulting in continued improvement in digital employee experience and productivity.

Part one of this 30-minute session will show you how Nexthink customers are leveraging AI TODAY to make informed decisions for their companies, faster. Helping save IT teams time and money with new DEX capabilities such as:
· Cloud Intelligence – evaluate employee experience with AI driven analysis.
· Binary, Device & Application Insights – troubleshoot at scale by leveraging AI to instantly compare single user problems to millions of others like it.
· And many more – a sneak peek into the future of AI for DEX with Nexthink.

Part two will demonstrate the undeniable benefits of IT management through Nexthink Assist, the first AI-powered virtual assistant for DEX.

Teams that harness AI technology will revolutionize digital employee experience faster and more efficiently. You can’t afford to wait. Join us on August 1 to learn more about starting your AI-powered DEX journey with Nexthink.

Harnessing the power of AI to optimize digital employee experience (DEX) with Nexthink

Transform the complexities of IT Service Management and enhance the digital employee experience with the power of generative AI and automation. Join us to explore how SymphonyAI's Apex platform can revolutionise your IT management, achieving up to 50% faster resolution times.

Discover how the designer portal enables the creation of complex workflows with ease, allowing you to roll out new services swiftly using its low-code/no-code platform.

In this webinar, we will demonstrate the employee onboarding process and show how you can easily adapt this to match your internal processes and requirements,

Join our experts, Ikram and Helen, to see how you can lead your service desk into the future.

Taking the friction out of the ITSM for you and your processes

Gain the recognition your IT team deserves with TOPdesk, winners of TrustRadius TopRated and Gartner Peer Insights Customers’ Choice award

Delivering consistently great IT services should be easy – even when you’re busy. It’s why we made TOPdesk: a platform that simplifies life at the IT service desk, so you have more time for the work that wows.

Our service management solution combines an out-of-the-box, ready-to-use tool with in-house experts, helping you achieve your IT and service management goals step by step. From our easy-to-use Self-Service Portal and knowledge management items, to asset management and comprehensive reporting – we’ve got you covered.

Let us help you improve, one step at a time.

How can IT service management help improve your digital employee experience? By implementing a robust ITSM solution you’re setting the foundation for great experiences for your employees, whether they’re operators or end users.

Gain the recognition your IT team deserves with TOPdesk

Jake will demonstrate how HaloITSM seamlessly integrates with enterprise collaboration tools to empower communication. Join Jake to discuss the importance of technological communication and a ‘how to’ on streamlining efficiency across the modern, hybrid-work environment.

Driving User Experience: Collaboration Tools and Enterprise Service Management

According to a recent Gartner study, organisations that implemented enterprise-wide service management solutions saw a 30% increase in employee satisfaction and a 25% improvement in operational efficiency.

Join us for this insightful session where we'll explore how you can leverage your IT service management investments to extend best practices beyond IT and into your business teams, including HR, Finance, Facilities, and more. Discover the benefits of unifying service management across your entire enterprise, such as enhanced employee experiences, improved productivity, and a greater return on your service management investments.

With the power of gen AI, you now have the opportunity to revolutionise service management across the organisation, enabling agents to concentrate on what truly matters to your business.

In this session, you'll learn how Freshservice from Freshworks enables you to create an AI-powered, unified service management experience for both IT and business functions. We'll cover how IT and other business departments can collaborate to resolve employee queries instantly, automate tasks, streamline workflows, and personalise interactions.

Key Takeaways:
- How to unify service management across your enterprise.
- The benefits of AI-powered service management.
- Strategies for enhancing productivity and employee experience.
- Real-world examples of successful service management implementations across various business functions.

Don’t miss this opportunity to unlock the full potential of your service management investments. Register now to secure your spot and transform your organisation's service management practices.

Freshservice. Maximising Your IT Investments Across the Organisation

A key driver for superior employee experiences is to increase the self-reliance of employees so they don't need to wait for the IT service desk to assist with simple requirements or issues that hinder their work momentum. And IT self-service automation plays a significant role in the gradual journey towards empowering employees beyond simple IT assistance.

In this session, we will focus on how ServiceDesk Plus can deliver exceptional self-service experiences through the platform's workflow automation capabilities. Also, the session will showcase how our AI-powered virtual agent can converse simply with end users to resolve their low-level incidents.

Key takeaways of the session:
Design conversational service request experiences with an AI-powered virtual agent on a visual canvas.
Build end-to-end automated workflows that can be triggered for precise service desk operations.
Establish tier zero support that can try to auto-remediate L1 incidents before escalating to a technician.
Leverage end-to-end automated workflows to automate service requests such as software accesses.

Boost digital employee experiences with end-to-end service delivery automation

Discover how PeopleCert's ITIL Accredited Tools Registry can help you make more informed decisions and reduce risks when selecting a new tooling option for your service.

1. Why do we accredit tool vendors?
2. What does this accreditation mean for tool buyers?
3. What is the value for tool buyers?
4. How can you benefit?

Learn more about ATV and discover the list of accredited tool vendors at https://atv.peoplecert.org/tool-vendor-accreditation/

Meet The Only Official ITIL Accreditation for ITSM Tools

ITSM Digital Tech Showcase

SysAid's latest offerings significantly enhance service desk efficiency. The SysAid Copilot's Chatbot and Emailbot can increase ticket deflection by up to 35%, reducing the number of tickets that require human intervention. The new Admin Assist tools slash Mean Time to Resolution (MTTR) by 50%, accelerating problem-solving processes. Additionally, SysAid's AI Insights and BI Analytics provide critical data to identify areas for improvement within the service desk, driving continuous enhancement and optimization.

How to 5x productivity by leveraging AI in ITSM

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How to 5x productivity by leveraging AI in ITSM

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Service Desk Institute (SDI)