Part 2 - How to Build a Service Catalog That Customers Actually Use

6 days ago
3 min read

Introduction

For many MSPs, the service catalogue is one of the most under utilised tools in the entire service management ecosystem. On paper, the catalogue is meant to define services, outline expectations, and streamline requests. In reality, many clients don’t use it and many technicians don’t either.

Why? Because most service catalogues are built from an engineer’s perspective, not the customer’s.

A great service catalogue is not a list of technical capabilities. It is a communication tool one that defines, simplifies, and standardises how clients engage with your services.

Here’s how MSPs can build a service catalogue that customers actually rely on.

Why Traditional Service Catalogues Fall Flat

They’re too technical

A customer doesn’t care about “Azure Active Directory Conditional Access Policy Enforcement.” They care about “Secure Access to Business Applications.”

They look like internal documentation

Many catalogues mirror internal categories, not customer outcomes or business language.

They don’t clarify what’s included vs billable

Nothing creates friction faster than surprise invoices.

They don’t tell the customer how to request the service

A service without a request pathway is just a description on a page.

What an Effective MSP Service Catalogue Must Include

1. Simple, client-friendly descriptions

Use plain language. Focus on outcomes. Speak to business value, not engineering detail.

Instead of: “Endpoint AV deployment using EDR tools.” Use: “Advanced antivirus protection for company devices.”

2. Clear boundaries: What’s included vs. not included

Every service should specify boundaries. This avoids misunderstandings like:

“I thought you handled third-party vendor issues.”
“We assumed onsite was included.”
“You never told us licenses were extra.”

Transparency reduces tension and builds trust.

3. SLAs, prerequisites, and cost structure

A great service catalogue answers:

How long will this take?
What conditions must be met?
Is this included in my contract?
What can I expect as an outcome?

Clients appreciate predictability, and the catalogue is your opportunity to create it.

4. Clear, simple request paths

Every service should specify exactly how to request it:

Portal form
Email address
Required approvals
Required information (e.g, new hire details)

The more intuitive the request path, the better the client experience.

Best Practices for Designing a Catalogue Clients Will Use

Group services logically

Common groupings include:

End-User Services
Cloud Services
Cybersecurity
Infrastructure
Professional Services

Clients should instantly understand where to go.

Start with the top 10 most common requests

Don’t start with the full list, begin with the services clients request most. This ensures immediate impact and faster adoption.

Keep formatting consistent

A structured template for every service improves clarity and usability.

Create automation behind the scenes

A great service catalogue should power automation.

For example:

New User Setup triggers task lists and workflows
Access changes route to the right team
Software install requests auto-assign based on device type

Your catalogue should not be static, it should drive operational efficiency.

A Good Example: New User Setup

Service: New Employee Account Setup

Purpose: Provide new staff with the accounts, access, and tools they need on day one

Included:

Account creation
Email setup
M365 licensing
Group assignment

Not Included:

Onsite hardware delivery
Licensing costs

SLA: 2 business days

Request method: Portal form

Required info: Start date, role, department, required apps

Simple, clear, repeatable.

Conclusion

A great service catalogue doesn’t just describe services. It empowers clients, reduces friction, and enhances consistency. When clients understand how to request what they need, and MSPs have clear workflows to support them, the entire service delivery experience improves dramatically.