Thinking about a service catalog, but your organization isn’t ready for it?

Get practical guidance on how you can get started with a basic service catalog, even if your organization isn’t ready for a full ITSM program.

Greg Sanker, ITSM practitioner & thought leader, explains how to:

Identify your services
Look out for opportunities that create clarity
Create a service description
Build your basic service catalog

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Thinking About a Service Catalog,  
But Your Organization Isn’t Ready for It?  
By Greg Sanker  
A service catalog is important for a customer-focused IT organization. But creating  
and maintaining one can prove more difficult than generally thought. This white paper  
offers some practical guidance on how to get started with a basic service catalog,  
even if your company isn’t ready for a full IT service management (ITSM) program.  
What Is a Service Catalog?  
A service catalog is just a listing of available services, right? So what's the  
big deal? Unfortunately, the answer is yes and no. In its most simplistic  
form, a simple listing of all services offered by the IT department is a service  
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catalog, but if you dig into the ITIL books, it seems a lot more complex.  
One key reason is that service catalog management is a process - not  
a document, and it's part of a broader service portfolio management  
process that together spans several of the ITIL lifecycle phases.  
While a simple service listing can be helpful, it’s often created and forgotten.  
It’s frequently the result of someone in the support side of the house,  
posting it on the website in an effort to be more “user friendly”. The folks in  
the technology teams may not even be aware of the list, and rarely feel any  
ownership in it.  
In all but the most diligent of organizations, these types of service listings  
get out of date quickly, and when they’re out of date, people think of them  
as irrelevant, and a well-intended effort goes by the wayside. Without the  
support of other ITSM processes, like change and release management,  
configuration management, knowledge management, and the rigors of  
service design, the seemingly simple service catalog becomes very difficult.  
So, what do you do when you know you need a service catalog, but your  
organization isn’t ready for a full ITSM program, or when you’re having  
trouble with cultural resistance to the "we need a service catalog" approach?  
Have You Ever Played Telephone?  
You know that game many of us played as children, where you sit in a circle  
and one person is given a short phrase whispered in their ear? They, in turn,  
whisper it to the person next to them, and so on around the circle until the  
last person finally says aloud what they heard.  
Rarely does the phrase come out at the end the way it started. Everyone  
has a good laugh, as they compare what they heard at their point in the  
chain. The group marvels at how the phrase changed so much in such a  
short time. The more detail in the original message, the greater the likelihood  
of errors. A phrase like "Sarah likes to eat ripe bananas with her coffee after  
a brisk morning walk in the cold fall air" can turn into "I sort of like bananas  
with brisk ice tea."  
It's all great fun because there's no harm in the communication breakdown.  
It's a lesson in the importance of clarity in communication.  
But what if it's something important? Something like… details of how an IT  
service is configured, or available options?  
The game of telephone is probably not the best model when the details  
are important. And yet, so much of what we do in IT is documented and  
communicated in this very same way. Or, more correctly, UN-documented  
and NOT communicated.  
It’s a recipe for confusion and frustration.  
Growing Out of Confusion  
Unfortunately, this kind of confusion is far more common than any of us  
might care to admit. Technical people are not known for their love of  
documentation – neither creating it in the first place, nor keeping it up to  
date as things change.  
It’s a known weakness in the world of IT, and because of it, we’ve developed  
a system of tribal knowledge to compensate. It’s a complex system of local  
experts and historians who know who did what, when, and why they did it.  
Thinking About a Service Catalog, But Your Organization Isn’t Ready for It?  
3
You’ll recognize it by the types of conversations required to answer even the  
most basic of questions:  
Sarah: “I’m setting up a new mailbox. Remind me what the default  
message store size is again?”  
Jonas: “250 MB for the standard user, 500 MB for executives.”  
Kanish: “No, it’s 500 MB and 1 GB.”  
Jonas: “When did that change? It’s always been 250 MB.”  
John: “No, we changed it when we upgraded the storage array in  
November, except that I thought we decided to just make all mailboxes  
the same size.”  
Sarah: “500 MB or 1 GB?”  
John: “2 GB”  
A lot of IT organizations have incomplete, conflicting, or out-of-date  
documentation about the services they offer. It’s bad enough for IT staff to  
have to wade through this sea of uncertainty, but when it spills over to end  
users, you start having some serious customer satisfaction issues.  
This is where the idea of a clear and concise listing of services usually comes  
up – let’s put together a list of all the services we offer. It’s a good idea,  
of course, but in an organization that’s more focused on technology than  
services, that’s also where the troubles begin.  
If you know you need such a service catalog, but you only have the most  
basic parts of an ITSM program in place, you may face some challenges:  
Staff may think: ”Our users know what we do”  
IT services evolve too rapidly  
Changes are made with little formal change management  
Siloed organization  
Poor/informal communication between teams - app dev, infrastructure,  
and support  
“We are technology providers (not services)”  
Lack of service owners  
Thinking service catalog is a static document  
“We already have one…somewhere…”  
Thinking About a Service Catalog, But Your Organization Isn’t Ready for It?  
4
What Is a Service?  
In order to build a service catalog, we should start with talking about what a  
service is.  
Here’s the ITIL definition:  
“A means of delivering value to customers by facilitating outcomes  
customers want to achieve without the ownership of specific costs  
and risks.”  
Which is a great definition that’s as academic as it is accurate, and leaves  
many of us who are just getting started asking: “but, what is a service?”  
What we need is something that’s easier to understand in an organization  
that’s perhaps been more focused on the technology, and less on what  
business processes and problems those technologies are solving.  
Every organization has services, whether they know it or not. Some services  
have been around for so long, we just think of them as institutional fixtures.  
I call these common law services.  
Everyone knows what they are and if you try to change them, or take them  
away, you’ll have angry users beating down your door demanding their  
service back.  
That being the case, those very users are the ideal place to start –  
they know what your services are. At least they know the ones they use  
every day.  
Some they like; others they have unkindly nicknames for. Either way – why  
not ask them? Or at least look at it from their perspective.  
Services should:  
Be recognized by users as a solution  
Support a business process  
Include all the technology components  
Thinking About a Service Catalog, But Your Organization Isn’t Ready for It?  
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For example:  
Let’s take an easy example – email. For many organizations, the email  
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service is provided by the Exchange servers. But most users see email  
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through the Outlook client software. So is it the Exchange or Outlook  
service? But wait, the Outlook client has to run on a PC, so the service  
requires the Exchange server, the Outlook client, and a PC (or laptop). But  
if the PC isn’t connected to either the corporate network, or through some  
remote service, it can’t access the Exchange service.  
The typical Exchange and Outlook combination is also used for group  
calendaring and perhaps shared/public folders.  
That being the case, then, what’s the actual service? Going back to the  
points above, users generally view Outlook as a solution to their need  
for electronic communication that supports the business processes of  
interactions with other employees, external partners, and customers. They  
also see it as a solution for: scheduling meetings, conference rooms, and  
other resources; as well as supporting the business processes of facilitating  
office and customer logistics.  
As you can see, the service is more than simply Exchange or Outlook – it’s  
an electronic messaging, communication, and collaboration service.  
And this brings us to a key point. Services should be named to describe  
the business functions they fulfill – not the technologies pieces that  
support them.  
Identifying Your Services  
Recognizing that users are the key to services, here are some ideas to help  
identify your services:  
Look through your service desk incident data. It’s really hard to fix  
a problem that isn’t associated with something a user is trying to  
accomplish with a piece of technology. Whatever that is, it’s likely  
a service.  
“I need access to…” – things that customers ask to access are nearly  
always a service, or part of a service.  
Everything that’s included in setup for new employees – if you have an  
onboarding checklist, it can be a good source of ‘service’ candidates.  
Common language – every organization has it’s own language or lexicon  
for IT services, things like:  
remote access  
accounts payable system  
local names like “the BEAMR system”  
Thinking About a Service Catalog, But Your Organization Isn’t Ready for It?  
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Reverse Engineering  
As you’re trying to begin building your service catalog, be on the lookout for  
opportunities to create clarity:  
Moments of confusion  
Customer questions  
Conflicting information  
Services that have evolved over time  
When these kinds of situations come up, don’t hesitate a moment - use  
these tribal knowledge conversations as golden opportunities to create  
some clarity.  
The email box size conversation is a great example of moments of confusion  
and conflicting information. When a simple question about details of a  
service or how it’s provisioned or configured requires several people to get  
a satisfactory answer, you have the opportunity to create clarity. It’s a bit of  
a ”write it down so next time we’ll know” approach. And that’s the heart of  
reverse engineering your services.  
Reverse engineering is a term used to describe the practice of taking an  
object apart to see how it’s built – usually for the purpose of creating a  
design for building a similar product. In our case, we’re going to use it to  
figure out exactly how our own services are built, so we can create a single,  
clear description.  
Thinking About a Service Catalog, But Your Organization Isn’t Ready for It?  
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Think like an engineer and ask detailed questions about the service  
in question:  
Details that are in dispute (is it A or B?)  
How are the parts connected?  
Are there other parts to the system (security tokens, remote access,  
cellular devices)?  
What infrastructure services are required (account administration and  
authentication, networks, firewalls, storage servers)?  
What business processes does it support (accounts payable, receivable,  
general ledger)?  
Hours of operation (24x7, business hours);  
are there maintenance windows?  
How do customers get the service?  
Sources of information include:  
Asking the IT staff who were involved with building and supporting  
the technologies  
Talking with users of the service  
Reviewing existing documentation  
Looking through old emails  
Leveraging the service desk’s knowledge base and common questions  
You’re trying to piece together the whole story by getting as much data  
as possible from as many sources as possible. Each unique view gives  
valuable insight into how the service was originally envisioned, designed,  
built, and supported.  
When pieces of information conflict, as is often the case, it’s frequently  
because each source remembers details at different stages of the services’  
history. Like the email box example above – different people have different  
recollections of the size. None of which were wrong, just outdated.  
This is why reverse engineering can be such a powerful tool.  
In the end, you’ll have a complete picture of the service, and there will be  
little room for disagreement. The result of your research is that, in essence,  
the tribe has spoken, which goes a long way toward getting buy-in from the  
various teams.  
Thinking About a Service Catalog, But Your Organization Isn’t Ready for It?  
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Creating a Service Description  
Armed with this initial information, it’s time to draft a service description,  
which is a plain language description of the service, and should address:  
Summary of what the service does, and why users would want it  
Detailed description that describes:  
Business processes supported  
Business outcomes facilitated  
For whom the service is available  
How the service is requested and provisioned  
Costs and approvals  
Service dependencies/requirements (e.g. requires a laptop PC)  
Available hours  
How to get support  
Be sure to:  
Directly address issues that have come up  
Describe the service in plain language that users will understand  
Describe the service as the user sees it  
Define the service timeframes (available hours)  
Designate the intended use – what business processes are supported  
Target users (company wide, divisional – marketing, manufacturing)  
Describe how the service is configured (e.g. mailbox sizes, retention,  
backup, and recovery)  
Once you have an initial draft, use it to facilitate conversations with both  
business users and IT staff. This part may require a thick skin, because,  
whereas it’s hard for people to tell you what it is when you have a blank  
page, it’s much easier for them to tell you what’s wrong with the way you  
have it written. And this is exactly what you want. Take all the feedback you  
can get and revise the draft.  
Basically, you’re facilitating a tribal knowledge conversation to create clarity.  
People who know the details of a service are usually happy to share their  
knowledge, and it’s pretty rare for technical people to not support having clarity.  
Through the process, focus on:  
Shared interests in clarity  
Engaging stakeholders in the process of developing service descriptions  
because it:  
Leverages tribal knowledge  
Increases ownership and buy-in  
Thinking About a Service Catalog, But Your Organization Isn’t Ready for It?  
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Continue the draft/revision process until you can get a broad group to agree  
that you have it right.  
An Example: The Messaging and  
Collaboration Service  
Here’s an example of a service listing for the messaging and  
collaboration service:  
Service: Messaging and Collaboration Service[GS2]  
Summary: Provides email, calendar, and collaboration tools.  
Detailed description: Industry standard email and calendaring  
tools for all company employees and authorized contractors  
who communicate electronically with internal and external users.  
Email  
File attachments  
Corporate directory of users  
Personal and shared calendars  
Meeting scheduling  
Shared folders for team collaboration  
Standard message storage – 500 MB  
Options:  
Secure message exchange (encrypted email)  
Executive message storage – 2 GB  
Web access to corporate email from any location  
Hours of availability: Service is available 24x7, with a 2-hour  
maintenance Sunday at 1:00am – 3:00am.  
Related services: MS Outlook client and MS Windows PCs or  
laptop (limited support for Mac). Requires remote access service  
for telecommuters and travelers.  
Costs: .00/month per user  
How to request: Please call the service desk  
to request the service.  
Thinking About a Service Catalog, But Your Organization Isn’t Ready for It?  
10  
Building a Basic Service Catalog  
After you’ve complete the hard work of creating the service descriptions,  
building the service catalog is relatively easy. The basic structure is to group  
services together under headings that make sense to the users.  
The structure shown below is applicable to any implementation of service  
catalog, whether web-based or in an ITSM tool. Once you’ve done this  
work, implementing it in a tool is actually pretty easy.  
Things to keep in mind:  
Always group services whenever applicable, as customers would expect  
Include users in the process as much as possible  
Make your service catalog easy to find and search  
Avoid naming services specifically by product names (MS Outlook, etc.)  
Use descriptive names (to avoid confusion and aid in clarity!)  
In the following example, the headings are the categories under which  
services are grouped, with a short description of the types of services that  
are included. It’s important to use descriptions that make sense to your  
users – even if they’re not technically 100% accurate; you want to make it  
easy for users to find what they need.  
Email, calendaring, and collaboration services  
Electronic messaging, calendaring, and personal productivity apps  
Client computing services  
Centrally managed desktops, laptops, and kiosk computers  
Phone and voice services  
Desk and mobile phone and audio-based services  
I’m using an HTML drill-down format, so if you click on “Email, calendaring,  
and collaboration,” it expands to show the available services. Here, the short  
descriptions are directly from the service descriptions you developed above.  
Thinking About a Service Catalog, But Your Organization Isn’t Ready for It?  
11  
Self-service spam management  
Provides tools to manage spam email  
Company email  
Provides corporate email address, email, and calendaring  
Email distribution list  
Create and manage corporate email distribution lists  
If you click on the individual service, the full service description (like  
the messaging one above) should be shown to give users a complete  
understanding of the service.  
In my practice, I’ve noticed that one of the biggest challenges in  
implementing a usable service catalog is overcoming the fact that IT people  
often think differently about technology services than customers do. It’s very  
important to get customer feedback on the service catalog. If users expect  
email to be called ‘email’, don’t call it ‘messaging’ in the catalog. Likewise,  
if they only know the accounts payable system as ‘BEAMR System’, guess  
what – you need to list it that way in the catalog.  
You also want to get feedback from the service desk on the kinds of  
questions users ask about services they are looking for. If they ask about  
details that aren’t covered in the service description, it’s a good idea to  
add it. As I’ll mention below, you’ll need to periodically review and revise  
service descriptions.  
Thinking About a Service Catalog, But Your Organization Isn’t Ready for It?  
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Keeping It Current  
Here we get to the final challenge you’ll face in implementing a basic service  
catalog – keeping it current. The key is to tie into any processes that make  
changes to production services:  
Change management  
Project management office (PMO)  
System/software upgrades  
Implementing new features  
System fixes that change the behavior of the system  
If you’re fortunate enough to have a change management program, make  
sure you’re included on any email distribution lists and attend change  
advisory board (CAB) meetings regularly. As changes are discussed, be on  
the lookout for changes that will impact any aspect of the service from a  
user perspective. This includes adding or removing features or changing any  
service parameters.  
Ask project teams to create/revise service descriptions as needed for new  
or changed services. The service desk should expect updated service  
descriptions as part of the new/revised service onboarding. As you’re  
building support for your service catalog, you may have to make these  
updates yourself. The key is to make the catalog part of daily operations.  
Any time there are conversations about service details, pull out the service  
catalog and include it in the conversation. Follow up by making any  
necessary updates.  
The service desk should keep track of times users are either confused  
with a service or experience something different than described in the  
service description. Never waste a good moment of confusion to help  
create clarity.  
In addition to tying in to these processes, you should have a scheduled  
periodic review of the service descriptions. The review is intended to catch  
anything that was missed, or any updates that are needed based on  
customer and staff feedback.  
Thinking About a Service Catalog, But Your Organization Isn’t Ready for It?  
13  
Congratulations –  
It’s a Service Catalog!  
It really is possible to create and maintain a service catalog in any IT  
organization. Leveraging moments of confusion and lack of clarity creates  
the win/win opportunity to engage subject matter experts and get tribal  
knowledge out of their heads and into documented service descriptions.  
If you’re willing to play the role of detective, be on the constant lookout for  
any changes in services, and facilitate conversations with updated service  
descriptions, you’ll no doubt succeed with keeping your new catalog up to  
date. The more the service catalog becomes part of daily operations, the  
more people will come to refer to it and rely on it. The more reliance, the  
more acceptance.  
Plus, you’ve now done the hard work, so you’ll be prepared when your  
company is ready to implement the service catalog in an ITSM tool!  
Want to find out how SysAid can help you improve your end-users’ experience,  
with service catalog and more? TALK TO US.