The Dialog Manager is a conversational web-based tool that helps organizations manage procedural knowledge. A dialog is a visual knowledge representation of certain procedural knowledge enriched with interactive guides. To empower the usage of dialog, we further provide a service-orientation for Dialog Manager, aiming to enable customized service-based knowledge applications. Such service-orientation will enable a user to select services to answer questions from dialog automatically during runtime. It will also enable the subject matter expert (SME) to specify the external services to make good use of user dialog data to facilitate ticket issuing and resolution. Through a case study, we will demonstrate the great business impact of our proposal.