Service Catalog Quick Start

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// Service Catalog Quick Start Guide

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Table of Contents:
TABLE OF CONTENTS: ................................................................
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SERVICE CATALOG QUICK
QUICK START ................................................................
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// WHAT’S A SERVICE? .......................................................................................................................................................3
// WHAT IS A SERVICE CATALOG? ITIL DEFINITION ............................................................................................................... 3
// ACTIONABLE SERVICE CATALOG DEFINED ......................................................................................................................... 4
// TWO SERVICE CATALOGS? ............................................................................................................................................... 4
// SERVICE CATALOG PURPOSE, GOAL, OBJECTIVE ................................................................................................................ 5
// SERVICE CATALOG CONTENT – DEFINING YOUR SERVICES ................................................................................................. 5
// SERVICE REQUESTS AND SERVICE CATALOG...................................................................................................................... 6
// SERVICE CATALOG AND SERVICE LEVEL MANAGEMENT ...................................................................................................... 6
// ACTIONABLE SERVICE CATALOG VS. STATIC SERVICE CATALOG .......................................................................................... 7
// SAMPLE STATIC CATALOG TEMPLATE................................................................................................................................ 8
// EXAMPLE SERVICE CATALOG (DIRECT FROM ITIL V3 APPENDIX G) ................................................................................. 10
// SAMPLE COMMERCIAL SERVICE CATALOG SOFTWARE EXAMPLE (HOME PAGE) ................................................................ 11
// SAMPLE COMMERCIAL SERVICE CATALOG SOFTWARE SERVICE TEMPLATE EXAMPLE ....................................................... 12
// SAMPLE SERVICE CATALOG FULFILLMENT WORKFLOW................................................................................................... 13

Service Catalog Quick Start
Congratulations on your decision to embark on a service catalog initiative. This endeavor should prove
valuable and rewarding for you and your enterprise. Whether you are doing this completely on your own or
leveraging a commercial software solution, this document should provide you some quick guidance on how
to get started. We have deliberately abbreviated and summarized the information contained within the ITIL
version 3 books. Service Catalog is mentioned and discussed in both Service Design and Service Strategy
books, but should also be connected to the processes detailed in Service Operation.

// What’s A Service?
Interestingly enough, this question is probably the single biggest stumbling block for all Service Catalog
initiatives. Actually, ITIL provides defines three types of services:


IT Service. “A service provided to one or more Customers by an IT Service Provider. An IT Service is
based on the use of Information Technology and supports the Customer’s Business Processes. An IT
Service is made up from a combination of People, Process and Technology and should be defined in
a Service Level Agreement”



Business Service. “An IT Service that directly supports a Business Process, as opposed to an
Infrastructure Service, which is used internally by the IT Service Provider and is not usually visible to
the Business”



Infrastructure Service. “An IT Service that is not directly used by the Business, but is required by the
IT Service Provider so they can provide other IT Services. For example directory services, naming
services, or communication services.”

All definitions from: ITIL “Service Design” book © Crown Copyright 2007 (OCG)

// What is a Service Catalog? ITIL Definition
As luck would have it, ITIL provides several definitions, perhaps for clarity:


“The Service Catalogue provides a central source of information on the IT services delivered by the
service provider organization. This ensures that all areas of the business can view an accurate,
consistent picture of the IT Services, their details and their status. It contains a customer-facing view
of the IT services in use, how they are intended to be used, the business process they enable, and the
levels and quality of service the customer can expect from each service”



“The Service Catalog is the subset of the Service Portfolio visible to customers. It consists of services
presently active in the Service Operation phase and those approved to be readily offered to current
and prospective customers.“ (Page 75, Service Strategy)



“A database or structured document with information about all Live IT services, including those
available for deployment. The Service Catalog is the only part of the Service Portfolio published to
Customers, and is used to support the sale and delivery of IT Services. The Service Catalog includes
information about deliverables, prices, contact points, ordering and request processes.” (Page 309,
Glossary, Service Design)

Notes:
1. These definitions suggest the catalog should contain information and documentation, but offers little
guidance.
2. These definitions suggest you need to have your Service Portfolio before you can have a Service Catalog,
but also makes clear it should be customer facing.
3. The definitions make no mention of the connection between the Service Catalog and the other ITIL
processes such as request management, demand management, service level management, and service
portfolio management..

// Actionable Service Catalog Defined
The ITIL definitions seem to prescribe a document approach to a Service Catalog. This is what we will call a
Static Service Catalog which will have limited user and business value in the end. An Actionable Service
Catalog is different, and defined as follows:
An Actionable Service Catalog is an easy-to-use, fully searchable, role-driven, and fully categorized online
catalog much like any commercial e-commerce catalog such as Amazon.com or Ebay. It will empower users
to make service requests via shopping cart and provide for automated fulfillment with workflow. Actionable
means it is fully interactive to your customer and fully integrated with your back end fulfillment systems like
help desk and IT service management software.
An Actionable Service Catalog transcends service descriptions and will incorporate the following ITIL v3
processes:







Service Catalog Management - Creation of the catalog itself, puts it all online in user friendly
searchable catalog, a la Amazon.com
Service Level Management (SLM) - When things are ordered, delivery times and SLAs are measured
and reported
Service Portfolio Management - Keeping a current and accurate list of services provided within the
catalog
IT Demand Management - By being the main source of all consolidated service requests, analytics
and reports can help shape and control demand
Service Economics/Financial
Economics/Financial Management - Display and track costs of services, up to and including
departmental charge-backs
Service Request Management - Using intuitive online forms and a full business process management
engine, all service requests are efficiently managed through to fulfillment

// Two Service Catalogs?
ITIL defines two different perspectives on the service catalog which, in practice can be two separate
initiatives:


The Business Service Catalog ~ Services Delivered to Customers



Technical Service Catalog ~ The IT components necessary to support the provision of services to the
customer but should not be part of the customer view.

Notes:
Notes:
1. Focus on the Business Service Catalog ~ services that customers need and use and as seen from
their eyes
2. It should NOT be confused with a configuration management database (CMDB), though they should
integrate. A view of the CMDB may constitute a Technical Service Catalog
3. Suggests it can be a database or document, but fails to say it can also be done in a commercial tool
or other software packages such as ITSM tools, web/portal content management systems.
4. Service Catalog assumes you are building a customer-facing Business Service Catalog from the enduser customer perspective and how a service supports their business process, but you can combine
the two and include technical components such as SLAs, OLAs, etc.

// Service Catalog Purpose, Goal, Objective
The purpose, goal and objective of a service catalog is “…to provide a single source of consistent information
on all of the agreed services, and ensure that is widely available to those who are approved to access it.”
(Page 60, Service Design).
By deploying the service catalog, users benefit by understanding what IT does for the business in business
terms. Your Service Catalog initiative should include positive return on investment (ROI) by delivering tangible
cost savings and measurable business benefits such as improved customer service, improved efficiencies,
reduced time to deliver, and improved quality. In its most basic form, the Service Catalog should provide
relevant information, and therefore reduce help desk calls by eliminating “information requests“ to answer
the simple questions such as “What services are and products are available and how to I get them?”
Commercial Service Catalog solutions include several other ITIL v3 concepts, including service request
management, demand management, service economics, and service level management and can drive far
more opportunities for cost savings, improved processes, and business benefits.

// Service Catalog Content – Defining Your Services
The ITIL documents admit this is vague, but make a clear recommendation: “A good starting point is often to
ask customers which IT services they use and how those services map onto and support their business
processes.” (Service Design, Page 61).
If you are just gathering the initial information for your catalog, here are the content data points that should
be included (according to Service Design Principles, ITIL v3, page 35):
Customer View (Visible in Service Catalog):


Service name



Service description



Supported products



Policies



Ordering and request procedures (can be built-in, or provided as links to other systems)



Support terms and conditions



Entry points and escalations



Pricing and chargeback (Cost per unit)



Entitlement



Authorization



Service Delivery Timeframe (SLO)

Technical Details (Typically Hidden)


Technical Description



Service Owner



Service Provider



Dependencies on other Services

// Service Requests and Service Catalog
As stated earlier, the strict ITIL definition of Service Catalog suggests a document approach, but fails to
create links to the other ITIL concepts. At a minimum, the Actionable Service Catalog will include the ITIL
concept of Service Requests and Fulfillment. These are defined within ITIL:


Service
Service Request – “A request from a User for information or advice, or for a Standard Change or for
Access to an IT Service. For example to reset a password, or to provide standard IT Services for a new
users. Service Requests are usually handled by a Service Desk, and do not require an RFC to be
submitted.”



Request Fulfillment “The Process responsible for managing the Lifecycle of all Service Requests.”

Definitions from: ITIL “Service Operations” book © Crown Copyright 2007 (OCG)
Each service will have at least one standard Service Request associated with it. Some Services will have
many different types of Service Requests. Example: Phone Service (Add New Phone, Modify Existing Phone,
Remove Phone, etc.)
Done correctly, the following should be implemented via your service catalog:


User selfself-service.
service Requests are initiated by customers via the Service Catalog (hopefully via online
shopping-like functionality)



Linking/Integration.
Linking/Integration Requests should be linked to associated Incidents, Problems or Changes as
appropriate (via workflow integration)



Process Alignment. Requests and services should be aligned to Release, Asset, and Configuration
Management where appropriate (via workflow integration)

// Service Catalog and Service Level Management
Since an Actionable Service Catalog should empower users to make requests directly and those requests are
integrated into your fulfillment workflow, then you should be able to measure and live up to the service levels
you communicated to the user. For example, if your service request indicated that it would be delivered in
five business days, the Service Catalog should be able to monitor, measure, and report on your performance,
therefore providing true SLM for requestable services. Keep in mind that we are deliberately excluding SLM
as it pertains to “uptime” and other metrics related to technical IT services. So, consider making sure that
your services not only have Service Level Objectives (SLO) tied to them, but that they are measurable.
Service Level Objectives are defined: “SLOs are specific measurable components of an SLA such as
availability, throughput, frequency, response time, delivery timeframe, or quality.”
For purposes of your Actionable Service Catalog, your SLOs are typically measured in time such as time to
respond (in hours), time to resolve (in hours or days), or due date (number of days to fulfillment).
Service Level Agreements are “An Agreement between an IT Service Provider and a Customer. The SLA
describes the IT Service, documents Service Level Targets, and specifies the responsibilities of the IT Service
Provider and the Customer. A single SLA may cover multiple IT Services or multiple Customers.”
Your SLAs themselves should have key attributes:


Business Value. What vital business functions does this service support?



Availability. When is the service available for use? When is Support available for this service?



Capacity. How many users is this Service designed to support?



OLAs (Operations Level Agreements). What agreements need to be in place between Service
Providers to support the Service?

// Actionable Service Catalog vs. Static Service Catalog
The following table summarizes the differences between an Actionable and Static Service Catalog:
Actionable
(Software based)

Static
(Document or Web Pages)

Role-driven

Included, connected to your existing
Active Directory (or LDAP) for rolespecific and customized catalogs

Typically a global catalog without role
specifics. Makes it much more difficult
to find info and may present sensitive
or irrelevant info to users.

Ease of Use and Usability

Fully searchable, categorized, easily
navigable for maximum ease of use.
Users able to find relevant information
quickly

Limited or no search capabilities,
difficult to navigate and find relevant
info

Real-time ordering

Users able to order requestable
services via shopping cart

Not applicable

Real-time order/request status

Users able to track order and request
status in real-time

Not applicable

Workflow capabilities

Service ordering and fulfillment
workflows can be designed and
automated

Not applicable

Integration with back-end systems

Out of the box integration with existing
tools such as Help Desk, HRMS, CRM,
and ERP

Not applicable

WYSIWIG Editing

Button-click editing of content for easy
management

Not applicable

ITIL Request Management &
Fulfillment

Included

Not applicable

ITIL Service Portfolio Management

Easily done via enterprise content
management functionality and full
version and publication control

Not applicable

ITIL Service Economics

Full service costing, accounting, and
reporting

Not applicable

ITIL Service Level Management

Full SLO/SLA creation, KPI metrics,
measurement, and reporting

Not applicable

ITIL Demand Management

Full service analytics

Not applicable

Tier Descriptions:

TBD

Features:

Price:

TBD

Management and optimization of
network
Performance tuning
Vendor contract negotiations (e.g.,
Cisco)
Ongoing configuration of hardware
/ software
Providing authentication
Issue analysis and resolution
Issue management and escalation
to external vendor(s)
Technical support to users
Single circuit with internet backup
Internet Acces set-up

Management and optimization
of network
Performance tuning
Vendor contract negotiations
(e.g., Cisco)
Ongoing configuration of
hardware / software
Providing authentication
Issue analysis and resolution
Issue management and
escalation to external vendor(s)
Technical support to users
Single circuit
Internet Acces set-up

Value Proposition:

TBD

Management and optimization
of network
Performance tuning
Vendor contract negotiations
(e.g., Cisco)
Ongoing configuration of
hardware / software
Providing authentication
Issue analysis and resolution
Issue management and
escalation to external vendor(s)
Technical support to users
Dual circuits
Internet Acces set-up

High Availability

Provides seamless connectivity between various locations
High security network processes that are compatible with organization standards
Network optimized for business needs; high network availability to support business processes
Low total cost of ownership via carrier managed contracts and certified equipment.
Expedited issue resolution thru monitoring and problem resolution process.
Premium

Maintenance and support of network between facilities (e.g. tuning, management, configuration and issue resolution).

Product / Service
Description:

Standard

NTW112200

Service Identifier
(Code):

Product / Service: Networking > Network Management and Support > Wide Area Network (WAN)

// Sample Static Catalog Template

Via Work request Process or BR process. (Depending on the connection and requirements)

Relationship Manager

In multi tenant facilities (BUs at the same location), the level of service can not be differentiated. As a result, the highest
level of service selected by one BU is a required for all other BUs at that facility.

Dependant on the carrier contracts.

Ordering Procedure:

Issue Resolution:

Dependency:

Customer Obligation:

24 x 7 service desk support
(excluding holidays)
99% of software issue resolution
within 4 hours
99% of hardware issues resolved
within 4 working days
Up-time dependant on carriers

Contract term equal to equipment life

8:00 AM to 8:00 PM (local Time)
service desk support; 7 days per
week (excluding holidays)
95% of software issue resolution
within 4 hours
95% of hardware issues resolved
within 4 hours
Up-time dependent on carriers

Terms:

Service
Levels:

8:00 AM to 5:00 PM (local Time)
service desk support; 5 days per
week (excluding holidays)
90% of software issue resolution
within 4 hours
90% of hardware issues resolved
within 4 hours
Up-time dependant on carriers

Service3

Service2

Service1

Service
Name

Description

Type

Supporting
Services

Business
Owners

Business
Unit(s)

Service
Manager(s)

// Example Service Catalog (Direct from ITIL v3 Appendix G)

Business
Impact

Business
Priority

SLA

Service
Hours

Bus.
Contacts

Escalation
Contacts

Service
Reports

Service
Reviews

Security
Rating

// Sample Commercial Service Catalog Software Example (home page)

Employee Desktop Computer Request

// Sample Commercial Service Catalog Software Service Template Example

// Sample Service Catalog Fulfillment Workflow

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