Service Catalog Essentials
5 Keys to Good Service Design in Service
Catalogs
The Power of a Consistent Service Design Process
Happy Halloween
DON CASSON, CEO,
EVERGREEN SYSTEMS
Don has led Evergreen
Systems since its founding in
1997. Over the years he has
spoken at conferences,
authored white papers and
been interviewed for
numerous industry
periodicals.
Contact:
dcasson@evergreensys.com
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JEFF BENEDICT, ITSM PRACTICE
MANAGER, EVERGREEN
SYSTEMS
Jeff manages the ITSM practice
at Evergreen and has worked
with ITSM tools for 15+ years.
Jeff is an active contributor to
the Evergreen Blog and Twitter.
(twitter.com/JeffSBenedict)
Contact:
jeff.benedict@evergreensys.com
Today’s Agenda
• About Evergreen
• 5 Keys to Good Service Design in Service
Catalogs
• Evergreen’s User-Centric Self-Service Catalog &
Portal Portal (built on ServiceNow)
• Possible Next Steps / Q&A
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About Evergreen Systems
Quick Facts
• 80-person U.S. IT Consulting Firm
• Hundreds of Mid-Market, Fortune 1000
Companies and Public Sector Customers
• Full lifecycle firm with complete ITSM / ITIL
transformation experience
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•
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•
•
•
Incident / Problem
Change & Request
Asset & Configuration / CMDB
Service Catalog & Portfolio
SLM & KPIs
Shared Services (HR, Facilities, Acq.)
• Deep BMC / Remedy & HP Service
Manager experience
• Top 5 US ServiceNow Partner
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Sample Clients
Conventional ITSM Thinking Is Wrong
Incident,
Problem
Change
(The Horse is our customer…)
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Two Useful Guides
13 page dictionary of Services
definitions – ITIL & beyond
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Taxonomy definitions, best practices
and example framework guidance
Useful Grounding
ITIL def
Customer. Someone who buys goods or services.
Service. A means of delivering value to customers by
facilitating outcomes customers want to achieve without the
ownership of specific costs and risks.
Service Design Package. Document(s) defining all aspects
of an IT Service and it’s requirements, through each stage of
it’s lifecycle.
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A Service Can Be…
• A lot of complex,
individual activities
• Joined together
• From many operating
silos
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Why Do Customers Leave?
Why Customers Leave*
•
•
•
•
3% business moved
5% prefer competitor’s product
9% price increases
14% dissatisfied with product /
service
• 31% total
• 69% left because of poor service
How do IT’s Customers Leave?
• Shadow IT
• Reduced Budgets
• Outsource
“Treat your customers
like captives, and one
day they will be neither”
* White House Office of Consumer Affairs
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Do We Need a Service Design Process?
A Service Design Process seems like a lot of
work…can’t we just start building services?
What Is the worst that could happen?
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69%
Benefits of A Good Service Design Process
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Service Design Process Functionality &
Components
________________________
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Sample Service Design Package
Service Design Package
Service Name
Description
Virtual Meeting Collaboration - Internal Only
Provide a virtual meeting environment, which provides both audio and visual interaction
between company team members globally.
Customer(s)
All Employees or Contractors with an active domain accounts
Service Owner
Steve Thomas
Service Manager
June Smith
Functional Requirements
Microsoft Lync will provide the following functionality: Instant Messaging, IP Audio
Communications, Desktop Sharing and Multiparty Audio\Video\Content Sharing
Cost
$10 per enrolled user \ Monthly Internal Chargeback Cost
Service Level Objectives \ Agreements
99.5% availability, except during stated monthly maintenance window
Operational Level Objectives \ Agreements Support Teams will engage in P1 - Service Outage troubleshooting within 15 minutes
Maintenance Windows
3rd Saturday of each month, from 9:00 pm to 11:59 pm EST
Support Teams \ Primary Contact
Messaging \ Alice Wilson
Windows Server Team \ Sachin Gupta
Database Team \ Susan Price
Network Team \ Alex Tromanski
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What A Service Looks Like to a Customer
Give the customer enough
information to make a selfservice decision…
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•
•
•
•
•
•
•
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Name & description
Fit for my use
Who can request it & how
Cost
Quality
Delivery time
What is / isn’t included
Service owner
Service Design Process - Build Flow
Individual Service Design Activities
Service
Presentation


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Service
Hierarchy
Service
Catalog /
Portal /
Mobile
Service
Offer




Service
Functionality
Offerings
Requests
Scope
Service
Fulfillment




Workflow
Approvals
Assignments
Messaging
Service
Feedback



Service
Status
Service
Rating
Service
Survey
Service
Measurement



Service
Metrics/KPIs
Service
Reporting
Service
Dashboards
Constituents of a Service
Customers
Customer
Experience
Design From the Customer In,
Not IT Out
Managers
Providers
Governance &
Accountability
Design Management Needs
In From The Start
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Execution
Effectiveness
Build for the Providers Too
or It Will Not Work
Toolkit: The Service Design Model
A Service Design Model ensures you consider all relevant areas
What it does for you:
• Helps communicate the mechanics of a
service end to end
Service Design Model
Business Goals and Strategy
• Helps everyone understand the big
picture and their role in it
Customer
Experience
• Breaks "the service and operations
problem” down to bite-sized chunks
• Facilitates decision making / trade-offs
as to where and how resources are
used
Assets &
Finance
Technology
& Support
Sourcing
& Alliances
• Key executive / stakeholder and
change team communication tool
• Factual approach to expand the debate
from tactical to strategic – i.e. from cost
reduction initiatives to ‘What are we
trying to do for the business?’
Business
Processes
SDM
Resources
Governance
&
Compliance
Organization
&
Geography
Roadmap for Change
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Toolkit: Definitions of Model Elements
Service Design Model
The Sourcing & Alliances factors
define which activities will be performed
within the organization, by other parts of
the parent groups and by external
parties
The Customer Experience factors link the
value proposition to the specifics of the
interactions between the customer and the
entity
The Assets & Finance factors define
which activities are executed where,
the scope of the service and the
dependencies on specific assets, with
financial and accounting
considerations
The Technology &
Support factors outline the
supplications, infrastructure
and operations supporting
the business
The Resources factors
outline the people
implications in terms of skills
and behaviours required, the
expected headcount
distribution and the change
implications
Customer
Experience
Assets &
Finance
Technology
& Support
Business
Processes
SOM
Organization &
Geography
Resources
The Governance & Compliance factors outline
the oversight and management structure and the
major compliance activities (external vs. internal)
and the mechanism by which the service is
monitored and controlled.
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Sourcing
& Alliances
The Business Processes
factors show the core
functions and processes
related to how work is
executed and delivered
Governance
&
Compliance
Roadmap for Change
The Culture factors (shadow
ring) show the values, norms
and beliefs that drive how
people in the organization act
The Organization and Geography factors
outline the organizational structure, locations
of where activities occur, the sourcing of
activities (external vs. internal) and the
mechanism by which implementation and
changes to the model will be managed
Toolkit: Service Operating Model Framework
Service Operating Model
STRATEGY
Design and
Roadmap
Customer
Experience
Sourcing &
Alliances
Business
Processes
Customer
Strategy
Vendor
Strategy
Business
Strategy
ARCHITECTURE
Business, Tech &
Support
WORKFLOWS
Key Business and
Technology
Components
& Integrations
Customer
Workflows
ROLES
RACI Roles and
Responsibility
PERFORMANCE
KPIs/Metrics,
Surveys and Rptg
AGREEMENTS
OLAs and SLAs
MONITORING
Innovation, Risk
and Lifecycle
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Innovation
Governance
&
Compliance
Resources
Governance
Strategy
Organization
Structure
Organization
Structure
Governance
Audit &
Schedule
Business
Workflows
RACI
Customer
KPIs
Organization
&
Geography
Technology
& Support
Assets &
Finance
System
Strategy
Asset
Strategy
Systems &
Operations
System
Workflows
RACI
RACI
RACI
Vendor
KPIs
Business
KPIs
Geo KPIs
Audit KPIs
Resource
KPIs
System
KPIs
Vendor
SLAs
Business
OLAs & SLAs
SBU
OLAs & SLAs
Management
SLAs
Resource
SLAs
System SLAs
Risk
Innovation &
Lifecycle
Risk
Risk
Risk
Innovation &
Lifecycle
Asset
KPIs
Risk &
Lifecycle
Toolkit: Service Design Factors and Influences
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Example: Service Package
Service Name
Messaging and Collaboration
Core
Services
Enabling
Services
Enhancing
Services
Network
Service Desk Support
Service Desk Support
8x5
 10 x 6
 7 x 24 x 365
 Instant Messaging
Server
Storage
System Monitoring
Account Administration
Information Security
Email
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Options
Mailbox Size (Maximum)
 2 GB
 10 GB
 Unlimited
Multi-language
 Spanish
 French
 Japanese
Wireless Devices
 Lenovo S6000
 iPad Air
 Samsung Galaxy S5
 iPhone 5s
Service Support Level
 Gold
 Silver
 Bronze
Five Keys to Good Service Design
________________________
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KEY 1 – Clear Service Ownership
Provide the customer
enough information to
make a self-service
determination…
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•
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Name & description
Fit for my use
Who can request it
Cost
Quality
Delivery time
How to request it
Service Owner
If everyone owns the service, no one does
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KEY 2 – User Experience Matters
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KEY 3 – To Build (a Service) or Not?
Value?
Worthwhile
High volume
Highly repetitive
Simple, durable
2-3 solutions meet the 80/20
Cost & Risk?
Cost to build & maintain
Degree of complexity
Risk of failure
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KEY 4 – Modular Services as CIs
A SERVICE
Svc
Build reusable service
modules
SILO
Svc
SILO
Svc
Combine them to
create new services
Svc
SILO
SILO
Svc
SILO
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Manage each service
as a configuration
item (CI) to give you
accountability
KEY 5 - Balance Customer & Provider Needs in Design
How Many Services? Many & Shallow? Few and Deep?
Miller’s Number
Taxonomy
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Evergreen’s Numbers
to
Service
Use a Service Design Process
Business Goals and Strategy
Customer
Experience
Assets &
Finance
Technology
& Support
Sourcing
& Alliances
Business
Processes
SDM
SDM
Resources
Governance
&
Compliance
Organization
&
Geography
Roadmap for Change
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Evergreen’s Employee Self-Service Catalog & Portal
POWERED BY SERVICENOW
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Possible Next Steps?
One-Day,
Private Service
Catalog Workshop
Onsite for
only $3,950
MOST VIEWED APP on the SN App Store. Demo
our Self Service Catalog & Portal yourself!
Request a copy of our Services
Definitions Dictionary:
http://content.evergreensys.com/webinarservice-definitions-dictionary-offerexclusive
http://www.evergreensys.com
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Wrap-Up
• Questions?
• Thank you for your time.
http://www.evergreensys.com/servicenow-servicecatalog-services-workshops
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