IT providers are increasingly facing the challenge to adapt their previously resource oriented service portfolios in order to offer their customers services which explicitly support business processes. Such customer centric service propositions, however, seem to contradict the demand for standardized and automated operational IT processes more than traditional IT service offers, as they are even more subject to customer individual reengineering efforts due to permanently changing business requirements. In order to reconcile increased efficiency in operational processes and effectiveness in consumer oriented service propositions, we propose (1) to predefine all service propositions in consideration of both consumer oriented commitments and operational processes, and (2) to allow for standardized customization by offering a selection of complementary service propositions that extend commitments regarding customer oriented functionality and performance. Such service propositions are aligned with a company's entities such as workplaces. Thereby the customer organization is enabled to trace, control and adjust commitments, value and expenses of IT services per entity in its business. We introduce a procedural model for designing and on-demand requesting this kind of service propositions, and we illustrate the model's application and impact by examples taken from two large projects with an associated IT provide
