The Service Catalog The Cornerstone ofThe Service Catalog, The Cornerstone of Service Management

Pink Elephant – Celebrating 20 Years Of ITIL Experience

Agenda

The Service CatalogA Tale of 4 CompaniesDesigned Fit For Purposeg pPublishing a Service CatalogEstablishing a Service Catalog Projectg g j

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The Changing Role For IT

HIGH

Value Network Focus IT customers are the customer of the organization

Business Focus IT is perceived as an internal business partner

Customer Focus IT has a single strategy and is focused on the customer, but is perceived as an external supplier

T h l F

IT is focused on the integration and delivery of end-to-end IT services (business solutions)

IT is focused on technology, infrastructure and applications are

Service Focus

Technology FocusLOW

Role Of IT/IS In The Organization

treated as separate and largely unrelated domains

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The Service Catalog

• The Service Catalog is IT’s vehicle for defining prioritizing andC t fC t f The Service Catalog is IT s vehicle for defining, prioritizing and marketing what it does for internal Customers and Users

• Clearly communicates to all stakeholders the value of IT, what it delivers, how well it performs against expectations

Cornerstone for Managing the Business of IT

Cornerstone for Managing the Business of IT

• IT services and their link to IT systems• Customer relationships and agreements• Service financials, including pricing and costing• Single point of contact for all demand

Provides a Service-Centric View of IT

Provides a Service-Centric View of IT

The Service Catalog is the Key Enabler in transforming to a Service-Centric, Customer-Focused Model for IT

Service CatalogPortions © Pink Elephant, 2010. Portions © newScale, Inc. All Rights Reserved. ITIL® is a Registered Trade Mark of the UK Office of Government Commerce

Natures Of The Service Catalog

Constitutive, in that it defines what IT does and does not do, andConstitutive, in that it defines what IT does and does not do, and on what terms

• “We, the people (of IT), in order to form a more perfect union (alignment with the )business), establish justice and insure domestic tranquility…”

• What type of restaurant are you?

Actionable, in that it provides the means by which IT and its customers coordinate and conduct business

• What do people want to do?

Governing in that the key terms conditions and controls definedGoverning, in that the key terms, conditions and controls defined in the Service Catalog are integrated into the service delivery processes of the organization

Service CatalogPortions © Pink Elephant, 2010. Portions © newScale, Inc. All Rights Reserved. ITIL® is a Registered Trade Mark of the UK Office of Government Commerce

• Entitle, authorize, control, charge, account

Stakeholder Definition

All people who have an interest in an organization, project, IT Service, etc. Stakeholders may be interested in the activities, targets, resources, or d li bl St k h ld i l d tdeliverables. Stakeholders may include customers, partners, employees, shareholders, owners, etc.

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Views Into The Service Catalog

Business Customer• What services am I using?• What levels am I receiving?

Service Level Manager / IT View• What services do I offer?• What levels are available?

• What is my IT spend?

• What are my key metrics?

Service Catalog

End User• What services can I buy?• What services can I buy?• What does this include?• When will I get it?

Service CatalogPortions © Pink Elephant, 2009. Portions © newScale, Inc. All Rights Reserved. ITIL® is a Registered Trade Mark of the UK Office of Government Commerce

Four Companies Four Goals

Company A – An IT to IT Service Catalog

Company B – A User / Requester Service Catalog

Company C – A Business PortfolioCompany C – A Business Portfolio Service Catalog

Company D – An External Client Service Catalog

Service CatalogPortions © Pink Elephant, 2010. Portions © newScale, Inc. All Rights Reserved. ITIL® is a Registered Trade Mark of the UK Office of Government Commerce

g

8

End User View of The Service Catalog – Sampleg

End User

Service CatalogPortions © Pink Elephant, 2010. Portions © newScale, Inc. All Rights Reserved. ITIL® is a Registered Trade Mark of the UK Office of Government Commerce

Business Services Catalog

Publishing with Professional Analysis of existing portfolio

Market Services & Set Expectations Align Services with Business Priorities

Publishing with Professional marketing look and feelIdentify, inventory and componentize the services IT

Analysis of existing portfolioOptimizationDemonstrate how each IT

componentize the services IT provides to the business

Enable re-usability, decomposition for reusabilty

service offering supports key business drivers

Tie service definitions to reusabilty

Articulate the cost drivers of the service portfolio in business terms

business process, benchmarks, and KPI

Provide lenses or views that termsCost per InvoicePer employee

answer questions the business will ask

I need to reduce cost 10%, I’m willing t t d d i l l b tto accept reduced service levels but not more risk

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Business Customer View

Service Catalog Supporting ServicesService CatalogApplication Service

men

ts

Service OfferingDevelopment

Hosting

Supporting Services

BusinessCustomer

Infrastructure Service

Agr

eem

Professional Service

Service Offering

Hosting

Maintenance

Service Offering Hosting

N t k

Storage

Network

Desktop

Telecom

Messaging

Service CatalogPortions © Pink Elephant, 2010. Portions © newScale, Inc. All Rights Reserved. ITIL® is a Registered Trade Mark of the UK Office of Government Commerce

Business Customer View of The Service Catalog – Sampleg

BusinessBusinessCustomer

Service CatalogPortions © Pink Elephant, 2010. Portions © newScale, Inc. All Rights Reserved. ITIL® is a Registered Trade Mark of the UK Office of Government Commerce

How These Attributes Might Appear

Service CatalogPortions © Pink Elephant, 2010. Portions © newScale, Inc. All Rights Reserved. ITIL® is a Registered Trade Mark of the UK Office of Government Commerce

DESIGNED FIT FOR PURPOSEDESIGNED FIT FOR PURPOSE

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What Is An IT Service?

“A service is a means of delivering value to customers by facilitating outcomes customers want to achieve without thefacilitating outcomes customers want to achieve without the ownership of specific costs and risks.” (ITIL V3)

Fulfills one or more needs of the customerSupports the customer’s business objectives Is perceived by the customer as a coherent whole

Service CatalogPortions © Pink Elephant, 2009. Portions © newScale, Inc. All Rights Reserved. ITIL® is a Registered Trade Mark of the UK Office of Government Commerce

What Customers Want?

“People do not want quarter-inch drillsPeople do not want quarter inch drills.

They want quarter-inch holes”Professor Emeritus Theodore Levitt Harvard Business SchoolProfessor Emeritus Theodore Levitt, Harvard Business School

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Steps For Defining IT Services

When adding a new service or when changing a service, you should follow these steps:

1. Define major Business Functions & Processes2. Define facilitating/enabling IT Services3. Map IT Systems to IT Services4. Map IT Components to IT Systems (CMDB)5. Develop Service Offerings6. Define Service-Based costing (Option?)

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© Van Haren Publishing. Adapted from Defining IT success through the Service Catalog 2.1, pgs 22-33

IT Services ExampleInfrastructure & Application ServicesInfrastructure & Application Services

• Messaging• File / Print• Office Productivity

D kt S i• Desktop Services• ERP Services• Trading Applications

Voice / Data LAN• Voice / Data LAN

Professional ServicesProfessional Services

• Architecture and engineering• Securityy• IT support • Project Management Services• Procurement Services

Service CatalogPortions © Pink Elephant, 2010. Portions © newScale, Inc. All Rights Reserved. ITIL® is a Registered Trade Mark of the UK Office of Government Commerce

• Application Development Services

Major Business Functions & Processes

Environment

Organization

Corporate or Management Processesp g

General

IT Services

Innovation, Development,

Knowledge Transfer Business Support

ProcessesProcesses

Primary Business Processes

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© Van Haren Publishing, Defining IT Success Through The Service Catalog. Adapted from Figure 2.1, p24

Composition Of A Service

Business ServiceManagement

Business Service

Requirements/demand:

Businessprocess 1

Businessprocess 2

Businessprocess 3

IT Services P li / t t

Utility:Name, description,purpose, impact, contacts

ss V

iew

IT Services

Service

Policy/strategygovernancecompliance

Warranty:Service levels, targets,service hours, assurance,responsibilitiesB

usi

nes

SLAs/SLRsincludingcost/price

Assets/resources:Systems, assets,components

Assets/capabilities:Process, supporting ca

l Vie

w

Data

Supportservices

OLAscontracts

Applications

ITprocesses

Infrastructure Environment

, pp gtargets, resources

Assets/capabilities:Resources, staffing, skills

Tech

nic

SuppliersSupportteams

servicescontracts processes

Service CatalogPortions © Pink Elephant, 2010. Portions © newScale, Inc. All Rights Reserved. ITIL® is a Registered Trade Mark of the UK Office of Government Commerce 20

© Crown copyright 2007 Reproduced under license from OGC. Based on Figure 3.2 Service Design, page 24

Service Dependency Model

SLA

Customer Direct T h l S iLine of

SLA

Technology Services

Professional

Line of Business

OLAServicesOLA

OLA

Component TechnologyServices

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Value Service Network

Business Units

Service EcosystemShared IT Services

BusinessUnit A

ServiceUnit 1

3 Service Supplier Types Service W

DedicatedService

External

BusinessUnit B

ServiceUnit 2Service X

SharedService

ServiceUnit 3

ExternalBusiness

U it A

External Supplier

BusinessUnit C Service Y

Service

OutsourcedService Unit 3 Unit A

B i S iService Z

Service

BusinessUnit D

ServiceUnit 4

Embedded IT

Service CatalogPortions © Pink Elephant, 2010. Portions © newScale, Inc. All Rights Reserved. ITIL® is a Registered Trade Mark of the UK Office of Government Commerce

Service Catalog

Service Offerings / Bundles

Service OfferingDesktop Mgmt.

IT ServiceField Support

IT Service (Component or Sub Service)Install , Move, Add, Change

IT Service (Component or Sub Service)Software Distribution

IT Service (Component or Sub Service)Support & Maintenance

IT ServiceImage Mgmt.

IT Service

Service CatalogPortions © Pink Elephant, 2010. Portions © newScale, Inc. All Rights Reserved. ITIL® is a Registered Trade Mark of the UK Office of Government Commerce

IT ServiceLease Mgmt.

Service Offerings Or Bundles

The creation of a service offer or bundle refers to the bundling together of complimentary services based on typical usage patter that together provide a value dd d ff iadded offering

Service CatalogPortions © Pink Elephant, 2010. Portions © newScale, Inc. All Rights Reserved. ITIL® is a Registered Trade Mark of the UK Office of Government Commerce

Supporting Service Model

E-Commerce Service

Security

Web Hosting

Marketing & Webdesign Production Systems

Global Product

g

$

Finance Billing

Distribution Channel

Banking & Credit CardAuthorization

Finance, Billing,Business Support Processes

Multiple IT and business services interact to deliver the product to the consumer!

Service CatalogPortions © Pink Elephant, 2010. Portions © newScale, Inc. All Rights Reserved. ITIL® is a Registered Trade Mark of the UK Office of Government Commerce

p

Publishing Service Catalogs

Service CatalogPortions © Pink Elephant, 2010. Portions © newScale, Inc. All Rights Reserved. ITIL® is a Registered Trade Mark of the UK Office of Government Commerce 26

Service Catalog Management Goal

Ensure that a Service Catalog is produced and maintained containing accurate information on all services which are provided / operational / live, and are b i d f t iti t th li i tbeing prepared for transition to the live environment

Service CatalogPortions © Pink Elephant, 2010. Portions © newScale, Inc. All Rights Reserved. ITIL® is a Registered Trade Mark of the UK Office of Government Commerce 27

Service Catalog

Identifies all the services offeredShould reflect the default levels of service that would work for 75% - 80% of your organizationThis becomes a master SLA that allows for different levels of service to be driven from the default levels of

iserviceDoesn’t require an SLA for each customerE i t d t d i t i th t SLA’Easier to update and maintain than separate SLA’sAccessible by the customer Non-technical documentIncludes a glossary of terms

Service CatalogPortions © Pink Elephant, 2010. Portions © newScale, Inc. All Rights Reserved. ITIL® is a Registered Trade Mark of the UK Office of Government Commerce 28

Service Catalog Management & Customer EngagementEngagement

SLMProcess Owner

MonthlyService

Report toCustomer

ServiceManager

SCM Process Owner

Service Level Manager(Business

Customer

Business Application

ManagerOwner

(Business Relationship Manager)

Application Services

Infrastructure/ TechnicalCa

talo

g

Service Information

Customer

/ Technical Services

Professional S i

Serv

ice

C

& Requests

Services

Product Service Catalog

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Service OwnerManagersManager

Questions?

g.spalding@pinkelephant.com

Service CatalogPortions © Pink Elephant, 2010. Portions © newScale, Inc. All Rights Reserved. ITIL® is a Registered Trade Mark of the UK Office of Government Commerce 30