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Adopt the definitive framework for the design and delivery of automated services.

Service Automation is the concept of achieving customer loyalty by the use of automated technologies and builds upon a large demographic and sociological trend. The courses of the Service Automation Framework provide deep insight into the concept of Service Automation, the concept by which organizations can automate their service offering.

The Service Automation Framework has been created to find a methodical way to discuss Service Automation. It provides a step-by-step approach, including a number of design elements and processes, which every organization can use to systematically enhance its Services. As with any model, it is a simplified version of reality, but it structures the mind and provides uniform terminology when discussing the contents with co-workers and colleagues.

Service Automation Certifications

The Service Automation Framework Alliance has developed appropriate training programs for each level of individual contribution to team efforts. The Service Automation certifications provide assurance that team members can immediately impact projects. As individuals progress through the training programs, they help their teams achieve higher levels of performance and success.

The Service Automation Framework courses are intended for individuals and organizations who want prepare their organization for the future and who aim to provide digital services to their clients. Whether you are an entrepreneur, executive, consultant or work in the field of academia, the Service Automation Framework will help you to consistently exceed user expectations.

Key Objectives of Service Automation

The guidance – one of the first to address this concept – provides a deep insight into the theory and methods of Service Automation. It offers the concepts by which any organization can automate its services, ‘go digital’ and enable them to offer self-service applications to their customers. The framework addresses service automation not as a technology issue, but as a management and business process issue, showing businesses how to meet the challenges of increasing automation.

The framework, training and certification will enable individuals to:

  • Understand the business drivers in order to explain the business case for Service Automation.
  • Discuss how Service Automation enables autonomous users to procure, manage and adjust services through self-service technology.
  • 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 to visualize services.
  • Understand the processes that underpin automated services and how they need to be integrated to provide automated delivery.
  • Explain the concept of Serendipity Management and how it impacts the user experience.

The training and certification scheme was developed in partnership with the Service Automation Framework Alliance. Find out more HERE

SAF Foundation digital badge


Become an informed member of a team designing and delivering automated services.

Service Management, Service Automation
Who is Foundation for?
  • Service strategists.
  • Process consultants.
  • Business consultants.
  • Strategy consultants.
  • Service delivery managers.
  • Service designers.
  • Enterprise architects.
  • Operations managers.
  • Service managers.
  • Developers.
  • Business analysts.
What are the key things you will learn?
  • The business drivers of technology-enabled automated services in order to explain the business case for Service Automation.
  • 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.
  • 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.
  • The difference between Automated Deployment, Service Delivery Automation and Serendipity Management and describe their underlying processes.
  • The steps for completing a Service Automation Blueprint in order to visualize services in order to design and delivery automated services.
  • 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.
  • The concept of Serendipity Management and how it impacts the User Experience (UX) of services.
Exam format:
  •     Multiple choice
  •     40 questions per paper
  •     26 marks required to pass (out of 40 available) - 65%
  •     40 minutes duration
  •     Closed book


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What is a SAF digital badge?

Digital badges allow you to easily showcase your achievements online.

When you pass an exam - you'll instantly have the option to claim a digital badge representing your new certificate.

Your badge can be embedded on an email signature, website, social media or digital CV.

With just one click employers, customers and clients can easily view and verify your credentials and skills.

Please download our digital sharing presentation for more information.

How do I claim my SAF digital badge?

Once you’ve been notified that you’ve passed your exam - you will have the option to create a digital badge in APMG's Candidate Portal.

Visit APMG's Candidate Portal, view your exam results and select 'Create Badge'.

This takes you to the Acclaim website where the digital badges are hosted. You will be guided through the Acclaim account creation process.

Once you have created an account with Acclaim - login into the account and accept your pending badge.

Who is the Service Automation Framework (SAF) scheme suitable for?

The Service Automation Framework® provides a step-by-step approach that illustrates how organizations can digitize their service offering. The corresponding certification scheme has been developed for individuals and teams who wish to demonstrate their proficiency in the Service Automation Framework methodology.

The SAF guidance is aimed at:

  • Service Strategists
  • Process Consultants
  • Business Consultants
  • Strategy Consultants
  • Service Delivery Managers
  • Service Designers
  • Enterprise Architects
  • Operations Managers
  • Service Managers
  • Developers
  • Business Analysts

SAF is especially suitable for individuals and organisations involved in the Finance, Insurance, Healthcare and Government sectors.

How can I train for the SAF examinations?

Training for SAF is available from our network of Accredited Training Organizations (ATOs) which are assessed and certified by APMG International. To find an training course please choose a SAF certification level to see the available ATOs.

Do I have to receive training to sit the exam?

No, however this is recommended. In addition to receiving accredited training, individuals also have the option of self-study to prepare for the examination by purchasing the core text from APMG Business Books. APMG International administers public exam sessions around the world to accommodate those who self-study. To book a self-study exam click here.

How do I sit the exams?

Most, if not all SAF ATOs include the examinations as part of the associated training course. Alternatively, and for individuals that have self-studied, APMG administers public exam sessions around the world. Sessions are run at certain APMG International offices. There are four dedicated centre’s in the UK for public examinations, and in the United States we utilize the public library network to facilitate sessions. To book a self-study exam click here or contact your local APMG Office to see if there is an available classroom near you. 

How much does it cost to sit the SAF examinations?

If you are sitting the examinations through an accredited training organization, the costs of the exams are generally included in the course fee. APMG International uses a global pricing structure, so for those sitting exams at a public exam centre, the cost is dependent on where the exams are being sat. To find out the cost in your region, please contact the APMG International Service Desk on +44 (0)1494 452450 or at:

Are there any pre-requisites for the SAF examination?

There are no pre-requisites for taking the SAF foundation examination.

What are the main publications for SAF and where can I purchase them?

SAF has one main publication supporting the certification scheme, called Service Automation Framework, for the design and delivery of automated services.

This can be purchased from APMG Business Books.

If training with a SAF ATO please check if a copy of the guidance is included as part of the course fee.

Which languages are the SAF examinations available in?

Foundation examinations are currently available in English only. Further translations will be considered subject to market demand.

Which languages is the SAF guidance available in?

The SAF guidance is currently only available in English.

How long will it take to learn the SAF material?

For individuals self-studying it is almost impossible to say. As all candidates have different experiences and amount of time available for study, it varies from person to person. We suggest you buy the guidance and have a look through for yourself before deciding how long you need to spend learning.

For those studying with an accredited training organization, foundation courses are generally delivered over 3 days. It is well worth investigating with individual providers, as many will offer tailored and blended learning solutions.

What is the structure of the SAF examinations?

The SAF foundation examination consists of 40 multiple-choice questions, with 26 marks (65%) required to pass. It is a closed-book examination to be completed in 40 minutes.

What is the pass mark for the SAF examination?

The pass mark for the SAF examination is:

Foundation: You will need to score 26/40 (65%) to pass the foundation exam.

When can I expect the results of my SAF Examinations?

SAF foundation examinations can be marked on location after the exam, but this is down to the discretion of the invigilator at the time. Please note this will only be a provisional result.

Your formal result will be sent to your ATO approximately 7-10 days after your exam date. Your ATO should notify you of your results so please contact them for further details.

If you did not take your exam through an ATO, your result will be sent directly to you via the relevant APMG International office approximately 7-10 days after the date of your exam.

When will I receive my certificate?

A foundation certificate will be dispatched to you approximately 2 weeks after we have received your exam paper.

Please note that if you have taken your examinations via an ATO, certificates are dispatched to ATOs. Therefore if you have not received your certificate shortly after the above time frame please contact your ATO directly.

How long are the SAF certifications valid for?

The certifications are not valid for a defined period of time and will not expire.

What pass mark is required to be eligible to become a SAF trainer?

To be eligible to apply to become a SAF trainer, individuals must achieve a score of 75% (30/40) in the foundation exam.

How do I find out if I scored enough to be eligible to become a trainer?

To find out if you scored enough to be eligible as a trainer, please email noting your interest. A representative of the Customer Interaction Team will be able to advise you.

Can I use the SAF logo?

Only organizations licensed to do so are allowed to use the SAF logo. Such organizations include SAF ATOs and registered partners accredited by APMG International.

The SAF Logo is a Registered Trade Mark of the Service Automation Framework Alliance.

How do I become a SAF approved trainer?

All SAF trainers must be "sponsored" by a SAF accredited training organization (ATO). Contact a SAF ATO by choosing one from the Accredited Organizations search engine.

A trainer application must be submitted by the sponsoring ATO to their relevant APMG International office.

How does my organization become a SAF Accredited Training Organization (ATO)?

An organization wishing to become a SAF ATO should make an Accreditation Query or contact its local APMG International office. The organization will then be subject to APMG International's ATO assessment process.


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