How to identify and define services

Course Code: 7016


This four-day course focuses on how organizations can use ITIL® best practices to identify and define services quickly and accurately. Service identification and definition is one of the perennial issues that organizations face when adopting service management best practices. Many organizations spend too much time, too much money, and achieve unpredictable results during service identification and definition activities. This course demonstrates, through hands-on practice, how to use the guidance in the ITIL Service Strategy book, to effectively and efficiently identify, define and understand an organization’s services. Organizations will learn how to better define their services and individuals will learn the skills needed to conduct one of the most critical activities that is a part of adopting service management best practices.

ITIL® is a registered trademark of AXELOS Limited, used under permission of AXELOS Limited. All rights reserved.

Schedule Classes

Looking for more sessions of this class?
itil logo

Course Delivery

This course is available in the following formats:

Classroom Live
Duration: 5 days

Virtual Classroom Live
Duration: 5 days

What You'll learn

Service management

  • Services
  • Service portfolio
  • Service provider types
  • Asset and utility based service definition
  • Service archetypes
  • Service models
  • Service units and packages
  • Service segmentation
  • Planning and implementing new and changed service


  • Accountability, boundaries and consistency
  • Cost-effectiveness and quality
  • Stages of the service lifecycle
  • Services
  • The service portfolio
  • Processes and functions
  • A brief discussion of the processes defined by ITIL
  • Roles and responsibilities
  • Exercise 1: Understanding basic service management concepts
  • Step 1: Define the market and identify the customers
  • Step 2: Understanding the customer
  • Step 3: Quantifying outcomes
  • Step 4: Classifying and visualizing services
  • Step 5: Understanding market spaces
  • Step 6: Defining outcome-based services
  • Step 7: Creating service models
  • Step 8: Defining service units and packages
  • The role of service portfolio management
  • Creating a plan and implementing new and changed service processes using the eight steps defined in the service strategy
  • Exercise 2: Understanding the eight-step service definition process
  • Exercise 3: Understanding the role of service portfolio management
  • Type I service providers
  • Type II service providers
  • Type III service providers
  • Understanding market criteria
    • Industry
    • Geography
    • Demographics
    • Corporate relationships
    • Customer specific aspects
  • Exercise 4: Identifying your organization’s market for services
  • Desired business outcomes
  • Customer assets
  • Constraints customers face
  • Perception and measurement of value
  • Understanding and supporting the performance of customer assets
  • Exercise 5: Voice of the customer in service identification and definition
  • Sources of outcomes and objectives
  • Defining desired outcomes
  • Defining service objectives
  • Utilizing service portfolio management to quantify outcomes
  • Exercise 6: Quantifying services using service portfolio management
  • Service archetypes
  • Customer assets
  • Using service archetypes in conjunction with customer assets
  • Revealing pattern of demand
  • Asset-based service strategies
  • Utility-based service strategies
  • Questions for classifying and visualizing services
  • Defining service patterns
  • Exercise 7: Answering questions for classifying services and visualizing services in your organization
  • What is a market space?
  • Strategic industry factors and market spaces
  • Business outcomes and market spaces
  • Market spaces, customer assets and service archetypes
  • Exercise 8: Defining your organization’s market spaces
  • What is outcome-based service definition?
  • Creating a well-formed service definition
  • Example 1: Collaboration services
  • Example 2: Application hosting and support
  • Example 3: Desktop support
  • Line of service, assets utility and warranty definition
  • Defining actionable service components
  • Exercise 9: Creating outcome-based definitions on your organization’s services
  • What is a service model?
  • Questions service models answer
    • Requirements to provision and deliver a new service
    • Identifying critical components and assets
    • Illustrating how value is created
    • Mapping organizational assets involved in delivering a service
    • Understanding the impact on a customer’s ability to achieve business outcomes
    • How to define services
    • Understanding the impact of changes to existing services
    • Understanding asset utilization of new services
    • Assessing the investment required to deliver a new service
    • Illustrating the interface between people and technology
  • Using service models as blueprints for new and changed services
  • Exercise 10: Building a service model
  • Defining service units
  • Defining service packages
  • Service package options
  • Tiered service packages
  • Core services
  • Enabling service
  • Enhancing services
  • Defining user type and packages
  • Service segmentation
  • Designing and transitioning service packages
  • Exercise 11: Building a method for designing and transitioning service packages in your organization
  • Borrowing from ISO/IEC 20000
  • Gradual, iterative onboarding
  • Proposals for new or changed services
  • Change proposals and change records
  • Implementation plans
  • Establishing service acceptance criteria
  • Creating a service acceptance criteria assessment report
  • Reviewing new or changed service
  • Change management involvement and review
  • Exercise 12: Creating a plan and implementing new or changed service process in your organization
  • Review of concepts learned
  • Questions and answers
View More


Participants for the course need to have a foundation level understanding of ITIL® service management best practices. They also need to have experience working in organizations using various IT service management processes.

Who Should Attend

The course is highly recommended for –

  • CIOs, CTOs
  • Service management professionals
  • IT managers and directors
  • IT auditors
  • Service managers
  • Business analysts
  • Business relationship managers
  • Service catalog and portfolio management professionals
  • Change management professionals
  • Continual improvement professionals

Interested in this course? Let’s connect!


There is no certification exam associated with this course.