How else can you compete or be differentiated in the service landscape? Do you know enough creative approaches to service innovation, or do you even know where to begin?   How do you put together your customers’ service needs, wants and expectations to fuel your service innovation initiatives – beyond mere customer satisfaction?   This one-day introductory program is important to companies wanting to create a pioneering service category, or at least find opportunities to be the first to introduce a new but relevant way to deliver service.  With a generous number of case examples, this is the only program in the Philippines that gives participants some frameworks in generating service innovation ideas,and/or creating an innovative service value proposition, as a first step toward developing a corporate mindset and culture of innovation.   Program Overview
Module 1: An Introduction
  • 3 Levels of Service Innovation
  • 8 P’s of Service Marketing Mix
  • 6 I’s Elements of Service
  • Sources and inter-dependencies of service innovation
  • Trends and patterns in service innovation
  • Workshop/Lessons from the financial services industry 
  Module 2: Innovation Tools to Help Leapfrog your Service Career 
  • 4 Capabilities needed by every service leader
  • 4 Sensemaking tools
    • JTBD: Knowing what customers want and who/what you are up against
    • BIDA Check-up: Distinguishing pain points of customers, competitor’s customers and noncustomers
    • Decomposition Map: How to use ‘principle of selectivity’ in action
    • Business Model Map: Integrating your innovation interdependencies
  • Workshop on using sensemaking tools
  Module 3: From Service Satisfaction to Service Delight
  • 10 ways government can innovate on service
  • Bringing Service Innovation to the next level
  Key Benefits to Participants
Each participant will learn:
  • Ease of spotting opportunities in the creation of new service ideas
  • Understand why service innovation is a source of competitive advantage 
  Key Benefits for Companies
The company will gain:
  • Teams who understand how to create true customer value via new service ideas
  • Frameworks and tools to guide their service innovation thinking
Industries discussed
  • Airline
  • Automotive/services
  • Banks
  • Barber Shop
  • Café/Fast Food
  • Call Center
  • Car rental
  • Cement
  • Clinic
  • Computer repair
  • Crowdsourcing
  • Entertainment
  • Fitness gym
  • Hotel/hospitality
  • Insurance
  • Logistics
  • MLM
  • Outdoor Advertising
  • Retail
  • Salon
  • Social Enterprise
  • Solar panel
  • Supermarket
  • Tools
  • Travel/Tour
  • Video on demand
  • Wet market
CEO and Chief Behavioral Strategist     
  • Co-author/editor of 8 marketing and entrepreneurship books
  • Chair of the Women’s Business Council Philippines
  • Executive Scholar in Marketing and Sales (Kellogg Business School, Northwestern University)
  • Finished the Advanced Management Program (IESE Business School New York and Barcelona)
  • Took advanced marketing programs at Columbia Business School (CEIBS campus), Harvard Business School, University of California-Berkeley
  • Certified Executive Coach (by the Behavioral Coaching Institute) and Certified A.I. Training Facilitator (by Company of Experts USA)
  • Awarded one of the Top Filipina Entrepreneurs 2011 (Trailblazer category), Go Negosyo Enabler Awardee 2014 and ASEAN Women Entrepreneur Network Awardee 2015
  • Graduated from De La Salle University with a double degree in Communication Arts and Marketing Management (Accelerated Program)
  • Has an MA in English Language and Literature Teaching from Ateneo de Manila University
  • Currently pursuing an M.A. in Anthropology at the University of the Philippines (thesis pending)

How much to pay for each course?

Early Bird Rate

If paid on or before February 11, 2020



Regular Rate

If paid during February 12, 2020 to March 10, 2020



On-site Rate

If paid during or after the seminar




March 04, 2020