1. Bridge the Gap
With Service
Catalog
itSMF SLM SIG
Glasgow June 2014

2. Why Service Catalog?
• To help define what IT does clearly across large distributed
organisations
• To help IT organisations become easier to do business with...
• To help define 'good‘, 'success‘, ‘value‘, 'acceptable/not
acceptable’
• A commercial organisation would review run rate
/profitability/value of product lines
• To understand the value derived from different IT services
e.g. operational services as ‘loss leaders’ - helps to avoid poor
outsourcing choices

3. Key points
• Service Catalog (SC) is not one single document or tool
• SC has a number of stakeholders and outputs, so can be manifest
in many forms
• The value is achieved from engaging with IT customers and IT
departments – to work towards demonstrably common goals
• Customers should be engaged to discuss service improvement, not
SLAs or Service Catalogs
• This (SLM) is a process and approach rather than a single
document or tool - which is what tends to be focussed on. 'Service
Catalog'.

4. What is a Service?

5. What is a Service?
• A combination of elements that combine to
achieve a result or outcome for customers
• Can be a number of things
• Very specific technology, that is bought as
such
• Also bundles of technology and other
components, combined to achieve a
result/outcome

6. What Do We Mean By Services?
Analogy: The Airline Business
Large amount of technology, resources, skills and knowledge
deployed to get passengers from A to B, safely and on time.
As passengers, our focal point of the service is the flight and
skill of the pilots.
However every component has a part to play in the success of
the service:
The flight may land on time but delays with baggage result in
passengers being late.

7. Catalogue – menu?

8. Too much information

9. System, not service, reporting

10. ITSM Processes/Functions
ITIL/ITSM stuck with individual ‘silo’ processes
These don’t exist on their own in isolation
Need to think integrated functions, not just processes
People, roles, ownership, accountability, function,
capability and outcomes…!

11. ITSM Geometry
Service
Desk
IT
Department
Customers
Problem
Reporting
/Metrics
Knowledge
User
View
IT/Tech
View
Business
View
Change
Incident
Problem

12. ITSM Geometry
Service
Desk
IT
Department
Customers
Problem
Reporting
/Metrics
Knowledge
User
View
IT/Tech
View
Business
View
Change
Incident
Problem
Service Desk
ITSM engine
Service Catalog
CSI

13. Its all about…

14. Service
Catalog?
itSMF SLM SIG
Glasgow June 2014

15. Catalog – menu?

16. Elements:
User Request Catalogue
For the IT end-user
Self-service request fulfillment
Similar to online shopping experience
Business Service Catalogue View
For the business customer
In business terms
Specific non-IT information
Business SLAs
Technical Service Catalogue View
For the IT provider
Technical and supply-chain details
Component level service data
OLA and Underpinning Contracts
Service Catalogue Elements

17. Service Catalog Objectives?
• Improve service quality and effectiveness
• Improved collaboration/working with customers
• To be able to demonstrate the value of IT
• Improving users awareness of what IT does
• Understanding costs of service and aligning
results / budgets
• Ability to benchmark services – cost per service/
per user

18. Key points
• Service Catalog (SC) is not one single document or tool
• SC has a number of stakeholders and outputs, so can be manifest
in many forms
• The value is achieved from engaging with IT customers and IT
departments – to work towards demonstrably common goals
• Customers should be engaged to discuss service improvement, not
SLAs or Service Catalogs
• This (SLM) is a process and approach rather than a single
document or tool - which is what tends to be focussed on. 'Service
Catalog'.

19. What's a good SC look like?
This will vary, but in essence there are several main types of
content, with 2 initial key documents:
• Service structure
• Service database
These first 2 documents provide the basis for a variety of
documents, depending on requirements and maturity.

20. What documents?
Service database
• Contains detailed information on all aspects of all services.
• A a control document and repository for data and relevant
background details.
• Does not get presented directly but serves as the source of truth
for services.
• Would be the core database on a SC system.
• Its usually a spreadsheet
• Often projects produce this sort of document but then issue it
and it can be off-putting and meaningless to all parties..!

21. What other documents?
Service structure
Service database
• CIO brochure
• User portal
• User information
• SLAs and OLAs
• Business reporting + dashboards
• Business agreement
• IT technical views – supply chain information

22. Service Structure

24. Service Structure
End User ServicesBusiness Services
Email Desktop/Laptop
Mobile Remote Access
Conferencing Web Services
File and Print Telecoms
Service Desk
HR + Payroll
Commercial Distribution
Professional Services
Project Mgmnt Consultancy
Bus. Reporting Testing
Finance Procurement
E-trading
Scanning
Estates
Transportation

25. Univ X IT Services
Administrative
HR
Finance Open access
File StorageResearch
Estates VLE / Moodle
Computers / tabletsService Desk
Phones / mobiles
Project Mgmnt
University Services Core Services
Professional Services
Email / Calendar
Network / Wifi
Printing
Registry Internet / web/ soc
Academic
Library
Consultancy Purchasing
Security Remote Working
Personal Devices
Business Analysis
Communications
Alumni
Account/PasswordAccommodations

27. XX Corp Information Technology (IT) Department has produced this Service Catalogue in
order to explain the range of services they can provide to you.
The document is arranged into 3 sections to make it easier for you to browse the types of
service most relevant to you.
End User Services
These are the basic generic IT tools you use every day to support you in your role and to
access other IT services. E.g. Email, laptops and mobile phones
Business Services
These are key XX Corp business services used across the business by various departments to
achieve objectives specific to them. E.g., Manufacturing, finance and HR & Payroll
Professional Services
Through these services IT supports business change, maintains business continuity and
provides relevant management information (MI).

29. Service Desk
What is this service?
This service provides you with a single point of contact for IT issues, queries and requests.
What do the Service Desk do for you?
Be available when you need to speak to IT – On Site 06:00- 18:00 On Call 24/7
Get you working again as quickly as possible in accordance with your needs and priorities
How is my call prioritised?
We need to work with you to identify and agree the appropriate priority level. A number of
factors are considered and discussed with you. For example, number of people affected,
impact on the business and timescales. Please help us by providing as much information as
possible.
What does my call priority mean?
Once prioritised, these resolution targets are used by the Service Desk and the rest of IT.
P1 P2 P3 P4 New
Starter
New
Hardware
We will agree an appropriate frequency of communication with you.
Who should I contact if I am unhappy with my level of service?
If you have an issue with the Service Desk the IT Service Desk Manager is your next point of
contact.
Contact us on
12345 67890
servicedesk@XXCorp.com

30. Mobile
What does the service give me?
This service gives you access to business systems regardless of your location using a
handheld device.
What can I request as part of this service?
New / Replacement:
All of the above are requested through X Portal and supported by the IT Service Desk
What access is available through these services?
Email SMS Calls Full XX Corp Network Access
Mobile Phone
Blackberry
Company iPad
3G Dongle (with Key)
Wireless Network
Mobile Phone Blackberry Company iPad 3G Dongle Wireless Network

31. Finance
What is this service?
This service provides the technology to manage all financial transactions. For example
invoice a customer, pay a supplier, collect cash, management account functions.
What key systems are involved?
Finance module
Microsoft Office Applications
General Ledger
Appliation X
Cognos Finance,
Support Information
For any issues you are having please contact the IT Service Desk. We also provide a
heightened level of IT support across the 3-5 days of Month End to match the priority of this
period for the business.

32. Project Management
What does this service give me?
This service provides the successful delivery of new or amended business systems and
services.
Is my request a project or an E1 enhancement?
What is the difference and how is that decided and communicated
How do I request a project for a new or amended service?
Who supports my project once it is live?
Most live services are then supported by the IT Service Desk

35. Service Catalogue Elements

36. 36
ITSMGoodness

37. 1 engage + listen to customers
 Arrange short 121 meetings on improvement (not about 'SLAs')
 Let customers use their own words - give them an open page / simple
questions
 Keep the meetings/ interactions short
 Ask them about specifics - dates, times, key people
 Get out and observe customers
 Ask them about e.g. features
 Risk assess / culture fit?

38.  Build and visualise a simple (1 page) view of services
 Organise into a relevant / useful structure / hierarchy
 Start to populate the services with information
 Use this as the data store (service database) for other service
documentation
 Think outputs/metrics
2 build services based on biz outcomes

39. CUSTOMERS
What IT services
are key to you?
Key people
Key systems
Key departments
Key times/targets
When do you need them?
How quickly do you need them
restored?
What support information do you
need?
What reviews do you need?
IT SERVICE PROVIDER
What IT services
do you provide?
Infrastructure
Networks
Applications
Service/Help Desk
Procurement
Projects
What are your resource levels?
3rd party contracts?
What levels of service can you
provide?
SLM PROJECT
Planning
Workshops
Negotiation
Facilitation
Documentation
Build Service
Catalog
Set up reporting
Set up review
mechanisms
Plan full
implementation
Ongoing support
as needed

41. Service Attributes
• Description
• Customer Contact
• Users
• SLA
• Service Type
• IT Delivery
• Lifecycle Status
• Criticality
• Customer Resp.
• Sourcing Model
• Contingency/DR
• (IT) Service
Owner
• Cost/Price

42. Service Catalog Hierarchy

43. Service Catalog Hierarchy – Non-IT

44. Service Catalog Hierarchy – Non-IT

45. Portfolio Management
Business approach to managing services and
service lifecycles
• Pipeline
• Service Catalogue
• Retired

46. Services and Service Offerings
Service: A collection of IT components (CIs and
other services) that, when combined,
provide the business with the
functionality it needs to operate.
Service Offering: A specific request or incident logged
against a service.

47. Key Questions
• Do we deliver what our customers need via our
services?
• Can we demonstrate this?
• Would our customers agree?

48. Moments of truth
• A customer can log on to the website and buy CDs and DVDs
• Doctors and medical staff access records when needed
• Sales staff get information when they need it to help sell products to
customers
• Till and EPOS systems area available to checkout staff.
• Logistics teams get the information they need to distribute goods to stores
• Online and communications systems are available to process financial
transactions between organisations
• Call centre systems are available and responsive to staff when customers
call in
• Systems are available for access to mobile and broadcast communications
networks
• A system user can access their applications when they need to work
• Support is available, helpful and effective when needed

49. Service Experience - principles
Customer experience drives delivery
SLA is worst case
Manage customer expectations – e.g. keep updated/check closure
Report by customer experience not ITSM process (customer satisfaction
not total # calls logged in a month)
Delivery in order of value to the business
Maximum benefit
Minimum risk
Optimum cost
Fastest possible route to closure
Fix, fulfilment, answer, re-direction etc
Minimum touch points
‘Shift-left’ – more first time fix and Self Service
(cheaper, faster, easier to manage)

50. 50
Term Definition Current use
Service A bundle of activities (IT, people and process) combined to provide a
business outcome
Service Offering A specific task offered as part of a service ( e.g.
create/change/remove/retire)
Service Catalog
(SC)
A framework of services (+ offerings)provided as a multi-level set of
information, including:
Catalog of Services
 SC User
Request Portal
Front end user-friendly interface for users to get information and
fulfillment of services and offerings (e.g. like Amazon)
Service Catalog
 SC Business
View
Outputs intended for business customers/users. Identifying service
performance, supply and demand etc. (e.g. reports + scorecards)
 SC Technical
View
Technical and organizational information to support the IS/IT
organization in delivering the services and offerings (e.g. technical +
process documentation)
Service Attribute Features/values recorded as part of the service
(e.g. owner, customer, components, SLA)
Service Portfolio The lifecycle management of Services from pipeline through to
retiral. ‘Service Catalog’ is the live service status.
Service Offering (?)
SLA Written target for service performance and delivery agreed with
customer
OLA Internal SLA to define inter-departmental responsibilities required to
meet customer SLAs

51. How do we do this?
Metric What Threshold Weighting
Telephony ABR/AHT/ATR ABR<5%
AHT<5 min
ATR<2 min
20%
Incident logging SLA Key apps – HR +
Payroll apps+ Email
99.8% Service
Hours
20%
Incident resolution SLA Weekly review Target 90% 20%
Agent efficiency Weekly review Target 90% 10%
Customer satisfaction Month end billing 100%
availability
20%
Efficiency/scheduling Internal metrics % targets 10%
SERVICE DESK
98%

52. How do we do this?
Metric What Threshold Weighting
Incident Response OLA All Services Target 95% 20%
Incident resolution SLA Weekly review Target 90% 30%
Analyst productivity Weekly review Target 90% 10%
Incidents caused by
changes ration
Systems supported >2 monthly 20%
Incident backlog Outstanding incidents >5% of monthly
total
20%
IT TEAM
90%

53. How do we do this?
Metric What Threshold Weighting
Incident + request SLA All Services 99.5% Target 10%
Major Incidents All Services 99.8% Service
Hours
20%
Service availability All Services Target 90% 20%
Team performance Relative operational
performance
Thresholds
outside 5%
10%
Customer satisfaction Month end billing 100%
availability
20%
Cost per service Target unit costs /
budget
Thresholds
outside 5%
20%
IT MANAGEMENT
93%

54. How do we do this?
Metric What Threshold Weighting
SLA Incident/fix <5 per week 20%
Availability Key apps – ERP + Email 99.6% Service
Hours
15%
Customer Satisfaction Weekly review Target 85% 25%
NPS/KCI Weekly review Target 75% 10%
Key Metric – Moment of
truth
Key time availability 100%
availability
30%
CUSTOMER - SERVICE A
100%

55. How do we do this?
Metric What Threshold Weighting
SLA Incident/fix =None per
week
30%
Availability Key apps – HR +
Payroll apps+ Email
99.8% Service
Hours
20%
Customer Satisfaction Weekly review Target 90% 10%
NPS/KCI Weekly review Target 90% 10%
Key Metric – Moment of
truth
Month end billing 100%
availability
30%
CUSTOMER - SERVICE B
98%

56. Next steps
• Validate structure
• Socialise
• Build Service Database
• Get data from IT and biz teams
• Customer meetings – trial/phased Services
• Build + validate service ‘bundles’
• Create initial reporting
• Review and identify systems approach
• Define out puts – e.g. CIO Brochure
• Produce CIO Brochure
• Actions and owners

57. Thank you for listening!
barclayrae.com
Itsmgoodness.com
#itsmgoodness
@barclayrae
bjr@barclayrae.com

58. The SLA small print…
– ICT accepts no responsibility whatsoever at any time for anything it might or might not do..
– The person of the first party shall be ICT, pending approval from the ICT Steering committee. In respect of the
second party this should be the user community as appropriate. 3rd parties are not allowed, unless these include free
alcohol.
– SLA performance is not guaranteed, but is expected to reach 60% of 90% of the agreed target, except when the DBAs
and Network team are on a bender.
– The Service Desk will accept calls from users if they really feel like it They also reserve the right to ask unreasonable
questions about serial numbers, otherwise all contact is invalid.
– IT reserve the right to send meaningless automated emails to users at any time.
– Query response times are expected to be sub-second, unless there is excessive run-time load from QRG tables on the
JTAG server in X/DOPP. XSPART nodes are enabled for elves, except under BS/0906688, including abusive calls to
the monkfish database.
– IT will respond in a timely manner to high-priority business incidents, if they are asked very nicely indeed and also
made to feel very special and important.
– System availability will be 100% when not required, patchy at key business times, which are not agreed or
understood.
– All requests will be ignored until they are chased up by users or their angry PAs.
– Requests for PCs will be delivered within 6 months or at least before the requester leaves the organisation – or
whichever is most convenient for the IT department.
– Users are responsible for care and maintenance of their own PCs – if not they will be subject to abuse and humiliation
from young geeky guys with no socials skills and who don’t have any other sort of life and couldn’t get a girlfriend.
– This SLA document is binding and any breach of the aforementioned conditions will result in immediate dismissal
and summary execution.
– This SLA will be filed for reference and stored in the private folder D://unused/garbage, marked ‘Do not read’. In the
event of it being read it will become invalid.
– Issues or complaints should be escalated to the least responsible person available, and will be ignored.

59. Why are SLAs like this?

60. SLAs are often started without services being defined or understood.
There is often little understanding of how to build and negotiate
services and SLAs.
In effect the services are also being defined as well as the SLAs –
perhaps unwittingly.

61. How do you make your SLAs successful…?
1. Start with Services – understand what current
services are provided and what needs to be designed
for improvement.

62. 2. Ask the business what they want…
…or what they think their services are

63. 3. Use simple and appropriate language

64. 4. Keep the SLA realistic and achievable

65. 5. Only set up an SLA that can be measured

66. 6. Keep them short and concise…
…otherwise no one will read them.

67. 7. Keep smiling…!

68. Workshop
How do we define a Service? What attributes?
What are our services?
Please come up with a list of IT services
that IT delivers to your Customers