Enterprise Service
Management (ESM)
How to create a consistent Service Catalog
to deliver an optimal Employee Experience
Eric Pretty
Inspire Executive Strategist
• Background
• Digital Employee Experience
• Service Catalog Fundamentals
Agenda • Service Catalog Best Practices
• Service Catalog Example
• Conclusion
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Definitions
Grouping of common specific activities in a global organization to be
executed on behalf of some or all entities of a company to reduce
Shared Service costs & increase service quality through process standardization and
execution
Enterprise Ability to manage processes across numerous functions from a single
solution that hides the complexity of working with and across different
Service departments so employee can easily access resources across a variety
of internal and external functions such as IT, HR, finance, legal, facilities,
Management etc.
The list of services that are available to a specific employee / supplier /
Service Catalog customer based on their role, location, organization, etc. This is written
in the language of the consumer / requester.
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What is the Problem ?
Employees / Customers Vendors Government / Machines
External Workforce Regulators
Lack of Manual Back & Forward Time Productivity Poor
Visibility Interaction Communication Consuming Loss Experience
IT Finance Legal Marketing HR Procurement Customer Svc Workplace
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AUDIENCE ServiceNow, The platform of Platforms
AUDIENCE
EXTERNAL
INTERNAL
Performance
Student / Patient Citizen Government/ Forecasting
Contractor Retiree Executive
Alumni Regulators
User Experience
Employee Vendor’s staff Manager Customer Vendor Affiliate
Benchmarking
Omni-Channel Engagement
Actionable Analytics
CTI Virtual NLU Service Email Mobile Walk-Up Profile Service Shop Idea Knowledge Events News / Subscription / Anomaly
Agent Agent Portal Catalog Survey Notification Detection
IT HR FACILITIES SOURCING FINANCE SECURITY LEGAL MARKETING
Digital Workflows (Actions / Tasks Orchestration and Automation) Reports &
Dashboards
Advance Work Visual Task Workflows Supervised Integration On/offboarding
Machine (IoT)
Assignment (AWA) Board machine learning Hub Transition Workspace
Transactional Systems | System of Records
Support Function Service /
Specialist Product Owner
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Digital Employee
Experience
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Great Experiences is about making Complex Tasks Simple
CHOICE
Engagement
Digital Service SIMPLE
Catalog
System of Records COMPLEX
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Enterprise Service Management Employee Experience
MOMENTS THAT MATTER USER EXPERIENCE
• Pre-Hire I want to KNOW
• New Employee
Search for information like policy, process,
Onboarding “How to…”, advice, organization, etc.
• International Travel
• Paternity Leave
• Maternity Leave I want to DO
• Laptop Upgrade Complete myself tasks such as order item,
• Promotion approve request or update information
• Job Transfer
• Relocation
I need HELP to get thing fixed
• Payroll Issue
• Leave of Absence Get issues resolved like incorrect pay slip,
• Voluntary Offboarding broken chair, etc.
• Non-Voluntary
Offboarding
I need CARE
• Alumni
• New Service Introduction Receive personalized help, service,
• Service Outage information and assistance
Employee E-Profile
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Service Catalog
Fundamentals
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Customer Service Security Audit, Risk, & Compliance Workplace
• Credit limit • Badge & building access • Compliance statement • Accommodation
• Credit note and collection • Information security • External audit management • Health and safety
• Customer issue • Visitor management • Internal audit management • Home office
• Customer master data • Office
• Customer onboarding • Maintenance
• Product recall • Printing
Enterprise • Product return Audit, • Restaurant
• Field service Security Risk, & • Transportation
Compli- • Workshop/Factory
Use Cases
Customer ance Work-
Vendor Management Service place
• Vendor audit and risk Meetings & Events
• Vendor master data • Catering
Vendor Meetings • Event organization
• Vendor on/offboarding Manage-
• Vendor performance & Events • Event special
ment equipment
Communication Real Estate
• External speaking Comm- Real • Lease
• Internal comm. unication Estate • Investment
campaign
IT Travel & Expenses
• Bring your own device • Credit card
• Hardware Travel & • Expenses
IT • Travel insurance
• Software Expenses
• Development services • Visa
• IT Infrastructure • Vaccination
Sourcing Finance
Sourcing & Procurement & Proc- and Finance & Control
• Contract review urement Control • Account Payable
• NDA • Account Receivable
• Contract negotiation People & Legal • Financial close
• RFx Global & Corp. • Financial reporting
• Vendor selection Talent Brand & Payroll & Affairs • Finance master data
Marketing Commiss- • General ledger
People & Global Talent ion
• Benefits Legal and Corp. Affairs
• Compensation • Immigration
• On/offboarding Brand & Marketing Payroll & Commission • Work permit
• Life events • Creative service • Commission • Intellectual property
• Pension • Event sponsorship • Payroll • Legal research
• Personal growth • Marketing campaign • Payroll master data • Merger and acquisition
• Personal Time Off (PTO) • Corporate website • Timecard • Legal dispute
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Why doing a single Catalog ?
Improve user
experience, Give time back to people
Simplify the requester life, to focus on what is value
make it easy for them satisfaction and
engagement add
Create E2E visibility of
work requested and Enabler of Continuous
performed to justify spend Service Improvements
and/or reduce costs
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How is the Taxonomy use ?
Requester will mostly use the search when they need
something
Requester will browse to understand which services are
available to them
Be able to compare the various service providers
performance
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Service Request Maturity Model
1. Generic request with generic form
2. Specific request with customized form to structure data gathering
3. Create associated tasks to guide fulfilment of request
4. Automate (partial or full) request fulfillment including integration with
other system of records
NOTE: It is normal to have the various elements of your Service Request Catalog at a different maturity level
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Service Catalog Best
Practices
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Implementation Best Practices
Vision Agree on an Enterprise wide vision and goals with the user / requester as the center of it
Create the catalog entries from the perspective of the person requesting the service instead of the service
Create provider
Dissociate the taxonomy from the function providing the service so reorganization has no impact to it
Start Start small with one or two departments that are convinced about the approach to finetune and become
lighthouses
Pilot Pilot first with simple and middle complexity request, avoid very complex requests to learn and deliver value
fast.
Scale Start with requests that meet one or multiple of the following criteria: High expectation from requester, high
volume, high effort to fulfil or fulfillment duration perceived to be too long
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Strategies to build a Service catalog
Service Catalog Big Bang
• As comprehensive as possible with most requests being generic – Service Request Maturity 1
• Provide quickly a good view of all/most services available to the workforce
• Main benefits is a great user experience and high impact to the requester community as well a starting to capture data for
optimization
• Drawback is it bring relatively low efficiency on the provider side
• Recommended approach in a green field use case
Service Catalog as aggregator of Service Catalogs with redirecting links
• Same benefits as previous option
• Allows to gradually migrate service requests from legacy catalogs
• Drawback is the inconsistent user experience between the new and legacy service catalogs
• Recommended approach when many existing legacy service catalogs
Service Catalog Step by Step, high volume/high effort requests first
• Focus on efficiency gain for the provider – Service Request Maturity 3 & 4 at the expense of requester experience
• Requires clear communication to manage requester expectations and constant extension of its scope
• Recommended when urgent quality and SLA issues
A combination of the three options above
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Service Catalog Governance
Governance of taxonomy should be centralized
Service Catalog entries should be managed by each owning function to be agile and responsive
to business needs and avoid a bottleneck that a central function would create
If an entry is country/organization specific, the creation should be done by the owning function
and then the maintenance of it should be delegated to the specific country/organization
All Internally focused services should be delivered from the same ServiceNow Instance to
guarantee a seamless user experience
For externally focused services, an analysis should be done if they are better to be delivered from
the same instance as for the internal services or a separate one
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What is the most difficult part ?
TO GET STARTED !
EACH DEPARTMENT / FUNCTION MOST DEPARTMENT / FUNCTION NO COMMON TAXONOMY NOR LEADING TO LOTS OF INTERNAL
HAS A DIFFERENT UNDERSTANDING ARE LACKING A CLEAR LIST OF LEVEL OF DETAILS OF THEIR DISCUSSION,
OF WHAT SERVICE REQUESTS THEY SERVICE REQUESTS THEY ARE CATALOG
ARE OFFERING PROVIDING AS WELL AS
ASSOCIATED EFFORT AND VOLUME
Therefore ServiceNow has compiled a Service Request Catalog that contain the most frequent
entries from our customers, so you can use it as a basis for your initial implementation
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Best Practices
• Clearly define the Service Portal and the • Start with one or 2 functions to learn then
Intranet positioning onboard others and grow in maturity
• Service Portal and Enterprise Service • Embed Service performance and value
Catalog should be designed from day tracking from the start
one with the whole Enterprise in mind
• Technology is not enough! Shared
• Design for the Employee and not for the Services personnel need to be trained
Service Provider on soft skills to deliver great experience
• Define clear and simple Design Principles • Better to have shallow and broad
coverage than limited and deep
• Involve UX Designer in the process and
coverage, otherwise users will not come
listen to them
• Create the right ServiceNow support
• Common Service Catalog model for
organization (CoEI) model at the
whole Enterprise beginning and then scale as usage of
• Service model – stick to ServiceNow the platform increases
CSDM
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Key Challenges
• Really, really taking the Employee • Central versus delegated content
perspective management
• Aligning all functions on common goals, • Opinion based endless discussions
design, service definition and
performance measures • You will never be done! You need to
manage your Services as having their
• Ensuring Employee productivity gain is own life (Idea, Design, Run, Improve and
not done at the expense of Shared Terminate)
Services efficiency gain and vice versa
• Forgetting / bypassing Design principles
due to time or cost pressures or just plain
convenience for the project team
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Service Catalog
Example
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Typical Service Catalog Entitlement Dimensions
1. AUDIENCE 2. ORGANIZATION 3. LOCATION 4. LANGUAGE
Company alumni Group World English
Employee Group Company 1 Region Spanish
Executive Group Company 2 Country French
Expatriate … State German
External Group Company N Site Chinese
Factory worker …
Manager Language N
Office worker
Retiree
Specialist
Store worker
Workforce
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Audience Inheritance Model
How a person can be part of multiple audiences
Company
Alumni
Specialist
or
could could be
is Employee Manager
Factory worker be Expatriate
or
or Executive
Workforce is Office worker or
or
Store worker could be
is External
Specialist
Retiree
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Service Catalog Structure
This column represents the first level This column represents the second level of This column represents the name of the entry in the Workforce Service Catalog This column represents the type of This column represents This column represent the This column represents the other
of your Workforce Service Catalog your Workforce Service Catalog (taxonomy) request. See key concept above for the target audience of department responsible to departments that are typically
(taxonomy) a detailled explanation the entry. See key deliver the service which also involved in delivering the service
concept above for a owns the definition of the entry
detailled explanation in the Workforce Service Catalog
CATEGORY SUB-CATEGORY NAME TYPE AUDIENCE OWNING FUNCTION OTHER INVOLVED FUNCTIONS
Audit, Risk & Compliance ARC Applications Inquiry about ARC applications 03 - I need HELP Workforce Audit & Compliance
Audit, Risk & Compliance Compliance Request approval for donation or sponsorship 02 - I want to DO Specialist Audit & Compliance
Audit, Risk & Compliance General General inquiry about Audit, risk and compliance 03 - I need HELP Workforce Audit & Compliance
Audit, Risk & Compliance General Inquiry about archiving regulations and policies 03 - I need HELP Workforce Audit & Compliance
Audit, Risk & Compliance General Raise an audit, risk or compliance issue 02 - I want to DO Workforce Audit & Compliance
Audit, Risk & Compliance General Request to generate statements for SEC / SOX / PCI / FESE compliance 03 - I need HELP Specialist Audit & Compliance
Audit, Risk & Compliance General Request to prepare audit and internal control documentation 03 - I need HELP Specialist Audit & Compliance
Audit, Risk & Compliance General Provide ARC processes and systems enhancement feedback 05 - I want to provide FEEDBACK Workforce Audit & Compliance
Audit, Risk & Compliance Privacy Request assessment and proof of privacy compliance (GDPR / CCPA / etc.) 03 - I need HELP Specialist Audit & Compliance
Audit, Risk & Compliance Risk Management Report a crisis 03 - I need HELP Employee Audit & Compliance
Brand & Marketing Analytics Request a web insights, metric or peformance report 03 - I need HELP Specialist Marketing
Brand & Marketing Brand Inquiry about creative and brand needs 03 - I need HELP Employee Brand
Brand & Marketing Brand Submit new proposal for naming and trademark 03 - I need HELP Specialist Brand
Brand & Marketing General General inquiry about brand and marketing 03 - I need HELP Employee Brand Marketing
Brand & Marketing General Provide brand and marketing processes and systems enhancement feedback 05 - I want to provide FEEDBACK Workforce Brand Marketing
Brand & Marketing Marketing Raise enhancement, defect, new feature for corporate website 03 - I need HELP Employee Marketing
Brand & Marketing Marketing Request a marketing campaign 03 - I need HELP Specialist Marketing
Brand & Marketing Marketing Request approval for sponsoring event 02 - I want to DO Employee Marketing
Brand & Marketing Marketing Request company marketing material for event 02 - I want to DO Employee Marketing
Brand & Marketing Marketing Request company merchandising for customer or event 02 - I want to DO Employee Marketing
Brand & Marketing Marketing Request production of a promotional video 02 - I want to DO Employee Marketing
Brand & Marketing Marketing Request to organize an external Webinar 02 - I want to DO Employee Marketing IT
Brand & Marketing Marketing Request web content change to corporate website 02 - I want to DO Specialist Marketing
Communications General General inquiry about communications 03 - I need HELP Employee Internal Communications
Communications General Request approval for speaking at external event 02 - I want to DO Employee Corporate Communications
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Conclusion
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From Provider to Consumer Perspective
CURRENT FUTURE
STATE STATE
“Function / Process Centric” “People Centric”
• Multiple Systems & Tools • One-stop-shop to access all services
• Difficult for employees to navigate • One single system of engagement
• Agents work in multiple systems • Self-service, chatbots and mobile devices
• Preventing visibility into data and process • Automated & Proactive Processes
reinforcing silos and limiting trust in data • Automate and enrich processes
• Fragmented and lacking integrations • Release agents to spend more time on high-
• Reactive Manual Processes value activities
• Requiring significant effort from agents • World Class Employee Experience
• Multiple exchanges to capture issue/request • Single, intuitive, employee aware platform
• Lack of automation • Agents work from a single platform across all
• Disjointed Employee Experience functions
• Proliferation of portals to engage support • Trusted data driving analytics and intelligence
teams provide inconsistent experiences • Integrated across the landscape
• Processes not aligned
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Three Things to Remember
Service Catalog must
You need to break
be written in the Start with an agree
silos to create a great
service consumer enterprise vision but
employee
/requester language execute in phases
experience
and context
And finally: You will never be done! You need to manage your
Services as having their own life (Idea, Design, Run,
Improve and Terminate)
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