IT Service Catalog vs Service Portfolio
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The Service Catalog is not a Request Portal. The terms are often used interchangeably due to lack of knowledge, which can cause confusion for IT and IT's customers. Over the past year, Evergreen conducted dozens of one-day Service Catalog workshops around the U.S. Attended by more than 500 people, a recurring theme we noted was that many attendees thought they had a Service Catalog, when in fact they actually had a Request Portal. IT needs to increase its focus on 3 important areas: Delivering services customers want and need Better alignment with the needs of the business Cost transparency to give visibility to the cost of services Learn more and access the webinar recording at: http://www.evergreensys.com/it-webinars-whitepapers-evergreen-systems #servicecatalog #itsm #servicenow #itservicecatalog
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IT Service Catalog vs Service Portfolio
- 1. Service Catalog vs. Service Portfolio Evil Twins or Powerful Teammates?
- 2. 2 Speaker Bios 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 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
- 3. 3 Today’s Agenda • About Evergreen • Service Catalog vs. Service Portfolio • Evergreen’s Service Taxonomy Model • Evergreen’s User-Centric Self-Service Portal / Catalog (built on ServiceNow) • Possible Next Steps / Q&A
- 4. • 80-person U.S. IT Consulting Firm • Worked with hundreds of Mid-Market and Fortune 1000 Companies • Full lifecycle firm with deep ITSM / ITIL transformation experience • One of Top 5 ServiceNow U.S. partners • Primary Focus – “Customer-Centric IT Service Management” 4 About Evergreen Systems Sample ClientsQuick Facts
- 5. 5 What About the Customer? Evolving… IT’s Value Customer Experience
- 6. 6 An outcome that meets a customer’s need well enough to justify the purchase price What is a Service?
- 7. 7 Service Catalog Definition All services actively offered to customers today
- 8. 8 Service Catalog – Service Details Provide the customer enough information to make a self-service determination… • Name & description • Fit for my use • Who can request it • Cost • Quality • Delivery time • How to request it • Service owner
- 9. 9 Service Catalog – Service Details Provide the customer enough information to make a self-service determination… • Name & description • Fit for my use • Who can request it • Cost • Quality • Delivery time • How to request it • Service owner
- 10. 10 Service Portfolio Definition Full lifecycle services management system From cradle to grave Service Catalog is an output of the Service Portfolio
- 11. 11 Service Portfolio “Factory” Thinking consider build modify retire
- 21. 21 A Service is an outcome that meets a customer’s need well enough to justify the purchase price What is a Service Taxonomy? A Service Taxonomy is the practice and science of classification of services
- 22. 22 Attributes of a Taxonomy Classification of things – often from general to specific Generally organizes things into groups Includes the principles underlying the classification Parts of a whole Parent - child relationship can be multi-parent
- 23. 3-Phase Customer-Centric Services Road Map Employee Self- Service Portal Service Catalog Fulfillment Automation Demand Build Manage Retire Services Taxonomy Services Health Services Lifecycle Factory CMDB Customer sees… IT sees… 23
- 25. 25 Evergreen’s User-Centric Self-Service Portal / Catalog POWERED BY SERVICENOW
- 26. One-Day, Private Service Catalog Workshop $3,950 Demo our “Metro Style” End-User Portal yourself! Possible Next Steps? http://www.evergreensys.com 26 See how our graphical Service Taxonomy designer works
- 27. 27 • Questions? • Thank you for your time. Wrap-Up
Editor's Notes
- Good afternoon, and thanks for joining us! I am Don Casson, CEO of Evergreen and with me is Jeff Benedict who heads up Evergreen’s ITSM practice, and is a phenomenal solutions architect to boot.
- If you are new to our webinar series, welcome. If you are a past attendee thanks for joining us again. Our goal is to share valuable information & insights you can use in your planning and activities right now. The topic we will explore today is, “Service Catalog vs. Service Portfolio” Here is our agenda- After a very little bit about Evergreen, we will dive into our topic - Catalog vs Portfolio, show how a service taxonomy helps, and review a 3 phase customer centric roadmap example. Beyond that we will briefly demonstrate a service taxonomy tool and our always evolving view of a very advanced, self service experience, built on ServiceNow. Then we will answer some questions if you have any. At any time during the webinar you may submit a question using the Q&A function.
- Evergreen is a US based consulting firm and we have worked with hundreds of mid market and Fortune 1000 companies to improve their IT Service Management execution. We are a full lifecycle firm, or in the words of one customer, “you have both process and technology in one company.” We are one of the leading ServiceNow partners and have over a decade of domain experience in each area of the ServiceNow portfolio, but we have a particularly heavy focus on customer centric IT Service Mgmt.
- AT Evergreen WE THINK CONVENTIONAL ITSM WISDOM IS WRONG For the most part ITSM has been done the same old way for the past decade – incident, problem, change and a little knowledge. At the end of it, we may be running a little better – but so what? Who even knows? What about the customer? Are we really making a difference for them? Are we delivering them any more value? Or are we waiting to phase 2 or 3 to even think about them. Why are we waiting? This old model is broken. If you are considering moving to ServiceNow, or any other platform for that matter – demand more! You need to start with the customer in Phase 1. You absolutely CAN deliver a big customer experience improvement in Phase 1. One the customers and the CIO will notice. And if you are already a couple of years into your latest ITSM journey – even more importantly - NOW is the time. For the past two years at Evergreen we have been working very hard on exactly this – focusing from the customer in, not IT out. We see both IT and the customer’s experience evolving hand in hand from the beginning – not as an afterthought. Let me share a short story. Late November 2014 we were contacted by a prospective new client who had been using ServiceNow for two years with little to show for it. She wanted to dramatically change her employee’s IT experience by year end. On New Year’s eve she went live with a new, beautiful Employee Self Service Portal, and told us it was the most impactful IT project of the year. She should know, she’s the CIO.
- Alright let’s get rolling here. So what is a Service? An outcome that meets a customer’s needs well enough to justify the purchase price. What is the purchase price? It’s not just money. It is the total investment the customer has to make to get the service – time, energy and money. It also considers ease of use, quality and complexity as the customer moves through the process, just like you do when you are the customer.
- The Service Catalog is your active storefront – it is the services you offer to your customers today. That’s it.
- Let’s dig a little deeper into what makes up a Service. The goal is to provide a simple but complete description of the service and its attributes so the customer can make a self service determination. Let’s say I am the customer. Here we have a service we call SAP financials – which includes the financial software from SAP. We have a description of the core functionality offered so I can decide if that is what I am looking for – perhaps there are different user roles who see different functionality – for example, from lightweight to heavy duty use. I can see that James Vittolo is the service owner if I need to contact someone about it, and I can see that it is rated 4 out of 5 stars for quality. I can also click on the “request this service” button on the upper right hand side…
- Here I can see a brief description, the approval process, the time to deliver – three days, and the cost to me - $50 per month
- If the Service Catalog is our current “storefront” of active offerings to our customers, the Service Portfolio is the process that proactively manages the full lifecycle of a service – from cradle to grave. It is similar in many ways to an SDLC – software development lifecycle system – we could even call it a Services Development Lifecycle System. Since a service can require resources, integration with other software in house or in the cloud, and end to end management expectations, it is beyond the scope of an SDLC, but the analogy is still useful.
- It is helpful to think of the Service Portfolio as Service Factory that we want to build and run. We want to use it to manage “services” over their useful lives. Let’s look at the flow of work in our factory. At the front end we have “Consider” which is our demand or intake funnel. If you are successful it is quite possible than you will get more requests for new services than you can deliver. Which are most important? Which have the greatest value to the company? How do we communicate this fairly to the customers asking for new services? How do we define value – is it a balance of customer outcome, cost to create, complexity and risk? You can see it is important to have a consistent basis for ranking and managing new service requests. Next comes Build where we construct a service. Though it sounds strange, our goal should be not to build a service, rather than build one. The more unique services we have, for more & different customers – the more complex our service catalog becomes. This rising complexity can be dangerous, it may make our catalog so difficult to understand and navigate that people stop using it. We want to follow a building block philosophy in constructing services. Start by creating a family of simple services which can be reused easily across IT, and combined like building blocks to better create more complex services. An example might be building a few standard approval models – ranging from automatic approval to complex, multi step approval - that we reuse. Then comes Modify, where we update or make changes to a service during its useful life. This is fairly self explanatory, what is important here are the same questions we are asking in build, and making sure any modifications go through a quality assurance & change control process to validate that we don’t break existing functionality people are relying upon. Managing service building blocks as CI’s or configuration items is a good services “best practice.” Last is Retire – where the service no longer has value and is removed from our active service catalog. An example of this for some might be a pager provisioning service – perhaps you don’t need this service any more. Interesting to note – while this “service” may be retired – it may be made up of a number of services building blocks that are actively in use across the enterprise. It is only this unique combination of these building blocks that is being “retired.” It is worthwhile to review your services on a regular, planned basis, as having a lot of old, not very relevant services makes your catalog harder to navigate and makes it look “out of date” or “not keeping up with the times” to your customers.
- A lot of what we cover is pretty ITIL centric, and many of our IT team members are likely not well versed in ITIL, while none of our customers – who are members of our team – have any idea what IITL is, so it is helpful to have an analogy everyone can understand. Ford Motor Company is 112 years old – do they operate in a service catalog and service portfolio manner? You bet they do. Here are 3 service catalog items you could select. Each of these is a bundled offering including the car, a warranty for repairs and maybe even some “prepaid services” like free oil changes for life.
- Here in the Service Bay you find more service offerings – perhaps it is a standard 30,000 mile service bundle, or perhaps it is a brake job made up of parts and labor.
- And here is the parts store – where you can buy accessories for your vehicle, and even these are service bundles because they carry a warranty and may also be packaged with some labor to install an item. All of these things are presented to the customer in the Ford “Service Catalog.”
- If we go back to our Service Factory workflow definitions – we have 4 steps - Consider, Build, Modify and Retire. At the front end of the demand funnel the Ford product planning group considers what new autos should be developed for sale – and these possibilities compete with each other for funding just like your services do. Early on when a new offering is being considered, designers create concept sketches to help visualize the possible new car.
- These concepts are often built into full scale “Show Cars” – with some intended just to gauge customer reaction and help steer longer range design thinking. Others are thinly veiled pre-production models that are near final design completion and getting ready to move into production. Here is a pretty far out Ford show car from 1958 called “ la Galaxie” concept. The future looked pretty cool in 1958 huh?
- Once the decision is made to build a concept, the full size car is actually hand sculpted in clay by automobile sculptors (service designers?). This is still true today and is part of the Build process.
- Also part of Build, here we see a Ford Focus hatchback coming off a production line in Germany.
- Once we have completed the Build process we have a service item ready to be presented in our service catalog, or in Ford’s case – cars start showing up in dealer showrooms. We move to the Modify phase, because cars, just like our services are subject to changes over their useful lives. While a given model like a Ford Mustang may have a 4-5 year life, there is often a mid-life refresh or update 2-3 years after the initial issue, with a number of improvements. Here we see an new optional modification to the Service Catalog item “Ford Mustang” called a cold air intake, which can be added to the vehicle to improve performance.
- And last we come to the final phase of a service offering’s life - Retirement. This is when the service is taken out of the active Service Catalog, or in the case of Ford, the car goes out of production. Some services are better than others, just like some cars are better than others. Here we see a famous failure - the Ford Edsel. It debuted in late 1957, and even with powerful marketing claims to the contrary - the Edsel look was only here to stay for another 12 months.
- So what is a service taxonomy? We already covered a definition for a Service. A Service Taxonomy is a logical, repeatable way to classify the services we want to offer, as well as the ones we might want to offer. The taxonomy of homo sapiens here is a pretty good type of taxonomy model for IT Services – the classification goes from very broad to specific, from millions to few. The 140 year old Dewey decimal system is a good taxonomy example as well, in use at over 200,000 libraries today. Could you imagine trying to find a book without it?
- So a taxonomy is a logical and extensible way of classifying things. Most taxonomies organize things into logical categories, groups, and even sub groups as the classification gets more and more specific. Taxonomies don’t have to be hierarchical groups, they can be alphabetic listing of things as well. The best type of taxonomy for you is the type that is most useful in creating and managing the services you want to offer. It is very helpful if the taxonomy “includes” or carries with it the principles of classification in the framework itself. One common way to do this is to use self defining terms – ie – a term generally understood to be the same thing by a high percentage of the target customer for that group of services. For example, the term “high power desktop computer” is more self defining than “compute hardware 64 bit Linux OS v5.” The parts of a taxonomy are meant to be parts of a whole. At the highest level the framework should capture the broadest view of what you see as potentially within the scope of your effort. Of course the taxonomy can be grown or shrunk later – it is never locked down. But it is easier to start with a broad view as there is no downside to it, you don’t have to use all of it right away, and you will minimize any re-classification efforts downstream that could come from changing the taxonomy.
- Let’s wrap the presentation with a high level look at a generic, 3 phase Customer Centric Roadmap. This assumes core functionality like Incident, Problem and Change are already in place. We have classified the phases by color with Blue being Phase 1, Orange Phase 2 and Purple Phase 3. If you look at the blue line down the middle, above the line is what the customer sees or experiences. Below the line is what IT sees and delivers from a Service Portfolio perspective. Remember – everyone is different. In Phase 1 you can create a beautiful customer self service portal, accessible from any device enabling the customer to log an Incident, search knowledge, check status, and get help. If they don’t see what they want, they can connect to the Service Desk with one click. For many organizations this alone is a very big improvement. If you can go a little further, you can create your Service Taxonomy and bring a small number of high value services to your Catalog, in Phase 1. This naturally leads to Phase 2 where it now becomes important to create your Service Portfolio process, and begin storing your service building blocks in your CMDB, while continuing to grow your service offerings. Phase 3 is when you circle back to service fulfillment and focus intently on eliminating or automating the work of IT by linking it to the customer’s self service choices. At the same time, proactively managing Services Health from the customer’s eyes becomes very important.
- If you found this interesting and wonder what might be a logical next step, here are a few options. If you are interested in our advanced Employee Self Service Portal, it is available now as a self service demo. You can get your own login on our website – follow the front page banner. If you are looking for a better way to organize and categorize services – you can access a short demo video of it from our website. Or perhaps you are considering a broader Service Catalog initiative but aren’t sure where to start and how to get your team all on the same page. Evergreen offers a one day, private Service Catalog Workshop on your site which educates your team, uncovers your key business drivers, and creates a logical roadmap for going forward. You can literally save months of effort in consensus building and get your program moving.