2nd Service Innovation: An Introduction
by Chiqui Escareal-Go
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 two-afternoon 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 non-customers
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
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
All contents and cases may be subject to change*
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
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
Schedule
March 6 & 7, 2025 | 1:30 PM - 4:30 PM
Methodology
Lecture, Small Group Discussion, Reflection, Q&A

Chiqui Escareal-Go
CEO and Chief Behavioral Strategist
Author/Co-Author/Editor if 10 books in marketing, entrepreneurship and anthropology
Finished the Advanced Management Program 2018 (IESE Business School New York and Barcelona)
Executive Scholar in Marketing and Sales (Kellogg Business School, Northwestern University)
Took advanced marketing programs at Columbia Business School (CEIBS campus), Harvard Business School, University of California-Berkeley
Certified Master Coach (by the Behavioral Coaching Institute) and Certified Appreciative Inquiry Training Facilitator (by Company of Experts USA)
Go Negosyo Enabler Awardee 2014; ASEAN Women Entrepreneurs Network Awardee 2015
Former Chair of the Women’s Business Council Philippines
M.A. in Anthropology, University of the Philippines / M.A. in English Language and Literature Teaching, Ateneo de Manila University
Author/Co-Author/Editor if 10 books in marketing, entrepreneurship and anthropology
Finished the Advanced Management Program 2018 (IESE Business School New York and Barcelona)
Executive Scholar in Marketing and Sales (Kellogg Business School, Northwestern University)
Took advanced marketing programs at Columbia Business School (CEIBS campus), Harvard Business School, University of California-Berkeley
Certified Master Coach (by the Behavioral Coaching Institute) and Certified Appreciative Inquiry Training Facilitator (by Company of Experts USA)
Go Negosyo Enabler Awardee 2014; ASEAN Women Entrepreneurs Network Awardee 2015
Former Chair of the Women’s Business Council Philippines
M.A. in Anthropology, University of the Philippines / M.A. in English Language and Literature Teaching, Ateneo de Manila University