The Service Catalog
Cornerstone of Service Management
with
George Spalding
Executive Vice-President
Pink Elephant
Pink Elephant – Celebrating over 20 Years Of ITIL Experience

The Changing Role For IT
HIGH
Influence On The Business
IT customers are the customer of
Value Network Focus the organization
IT is perceived as an internal
Business Focus business partner
IT has a single strategy and is focused on the
Customer Focus customer, but is perceived as an external
supplier
IT is focused on the integration and delivery of end-
Service Focus to-end IT services (business solutions)
IT is focused on technology, infrastructure and applications are
LOW
Technology Focus treated as separate and largely unrelated domains
Role Of IT/IS In The Organization
© Pink Elephant, 2012 All Rights Reserved.
Service Catalog & Request Fulfillment ITIL® is a Registered Trade Mark of the UK Cabinet Office 2

What Is An IT Service?
“A service is a means of delivering value to customers by
facilitating outcomes customers want to achieve without the
ownership of specific costs and risks.” (ITIL)
 Fulfills one or more needs of the customer
 Supports the customer’s business objectives
 Is perceived by the customer as a coherent whole
© Pink Elephant, 2012 All Rights Reserved.
Service Catalog & Request Fulfillment ITIL® is a Registered Trade Mark of the UK Cabinet Office

What Customers Want?
“People do not want quarter-inch drills.
They want quarter-inch holes”
Professor Emeritus Theodore Levitt, Harvard Business School
© Pink Elephant, 2012 All Rights Reserved.
Service Catalog & Request Fulfillment ITIL® is a Registered Trade Mark of the UK Cabinet Office 4

The Service Catalog
The Service Catalog is the Key Enabler in transforming to a
The Service Catalog is the Key Enabler in transforming to a
Service-Centric, Customer-Focused Model for IT
Service-Centric, Customer-Focused Model for IT
© Pink Elephant, 2012 All Rights Reserved.
Service Catalog & Request Fulfillment ITIL® is a Registered Trade Mark of the UK Cabinet Office

Views Into The Service Catalog
Business Customer
• What services am I using?
• What levels am I receiving?
• What is my IT spend?
Service Level Manager / IT View
• What services do I offer?
• What levels are available?
• What are my key metrics?
Service Catalog
End User
• What services can I buy?
• What does this include?
• When will I get it?
© Pink Elephant, 2012 All Rights Reserved.
Service Catalog & Request Fulfillment ITIL® is a Registered Trade Mark of the UK Cabinet Office

Business Customer View of
The Service Catalog – Sample
Business
Customer
© Pink Elephant, 2012 All Rights Reserved.
Service Catalog & Request Fulfillment ITIL® is a Registered Trade Mark of the UK Cabinet Office

Composition Of A Service
Business Service Business Service
Management
Business Business Business
process 1 process 2 process 3
Requirements/demand:
IT Services Policy/strategy
governance
compliance
Utility:
Name, description, Service
purpose, impact, contacts
Warranty:
Service levels, targets, SLAs/SLRs
service hours, assurance, including
responsibilities cost/price
we V s s e n s u B
Assets/resources:
i
Infrastructure Environment Data Applications
Systems, assets,
components
i
Assets/capabilities:
Process, supporting OLAs Support IT
contracts services processes
targets, resources
Assets/capabilities:
we Vl aci n hc e T
Support Suppliers
Resources, staffing, skills teams
© Crown copyright 2007 Reproduced under license from OGC. Based on Figure 3.2 Service Design, page 24
© Pink Elephant, 2012 All Rights Reserved.
Service Catalog & Request Fulfillment ITIL® is a Registered Trade Mark of the UK Cabinet Office
8
i

Value Service Network
Service Ecosystem
Business Shared IT
Units Services
3 Service Supplier
Business Service
Service W Types
Unit A Dedicated Unit 1
Service
Business Service
Unit B Service X Unit 2
Shared
Service External
Supplier
Business
Unit C External
Service Y Service
Outsourced Business
Service Unit 3
Unit A
Service Z
Business Service Embedded IT
Unit D Unit 4
Service Catalog
© Pink Elephant, 2012 All Rights Reserved.
Service Catalog & Request Fulfillment ITIL® is a Registered Trade Mark of the UK Cabinet Office

Service Catalog Management Goal
 Ensure that a Service Catalog is produced, distributed
and maintained containing accurate and current
information on all services which are operational or
“live”, and are being prepared for transition to the live
environment.
© Pink Elephant, 2012 All Rights Reserved.
Service Catalog & Request Fulfillment ITIL® is a Registered Trade Mark of the UK Cabinet Office 10

Service Catalog
 Identifies all the services offered
 Should reflect the default levels of service that would
work for 75% - 80% of your organization
 This Service Catalog becomes a master SLA that
allows for different levels of service to be driven from
the default or “standard” levels of service
 Doesn’t require an SLA for each customer
 Easier to update and maintain than separate SLA’s
 Accessible by the customer
 Non-technical document
 Includes a glossary of terms
© Pink Elephant, 2012 All Rights Reserved.
Service Catalog & Request Fulfillment ITIL® is a Registered Trade Mark of the UK Cabinet Office 11

Service Requests
 Included in the Service Catalog
 Standard Changes
 Include a “standard” level of service
 May not be an IT request
 May involve a number of areas within the organization
 Automated as much as possible
 Approvals
 Communications
 Notifications & Confirmations
 Final Status
© Pink Elephant, 2012 All Rights Reserved.
Service Catalog & Request Fulfillment ITIL® is a Registered Trade Mark of the UK Cabinet Office 12

Thank You
g.spalding@pinkelephant.com
© Pink Elephant, 2012 All Rights Reserved.
Service Catalog & Request Fulfillment ITIL® is a Registered Trade Mark of the UK Cabinet Office 13