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DOWNLOAD: Seven keys to implementing an ITIL framework

http://techrepublic.com.com/5138-10878-5824700.html

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I think this will need to start with Educating both IT and non-IT staff about the ITIL framework.
There are courses available for the different types and levels of staff. Courses for non-IT staff or users will give them an appreciation that it is customer focussed, the possible changes to come about and the benefits for them but most of all get their support and input into the process.