Excel database: services and service providers

A very simple way is to have a small table which as only two columns:
Name Service

In the Name column you enter the name of a person and in the Service column you enter that person's service. Then if a person provides another service, add an additional row for that person. Enter the name in the name column and the service in the service column:
Name Service
Craig Lawn moving
Craig Dog walking
Craig House cleaning
Mary Dog walking
John Lawn moving
John Dog walking

Select any cell in this table and choose "Insert, Table" from Excel's menu.
Now you can use the filter drop-downs to filter for name, or to filter for service.