Service Innovation

Service Innovation
by Chiqui Escareal-Go

Program Overview 
Module 1: Service, Service Innovation and Servitization

  • 3 Levels of Service Innovation
  • 8 P’s of Service Mix
  • 6 I’s Elements of Service
  • Lessons from 2 introductory service case studies (bank and retail store)
  • Sources and inter-dependencies of service innovation
  • Trends and patterns in service innovation

Module 2: Innovation Tools to Help Leapfrog your Service Career 

  • 4 Capabilities needed by every service leader
  • JTBD: Knowing what customers want and who 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
  • RUSO Test: Matching service proposition tiers of target market 
  • Perceptual Map: Planning for your local monopoly
  • Business Model Map: Integrating your innovation interdependencies  

Module 3: From Service Satisfaction to Service Delight

  • Cases and lessons
  • 10 ways government can innovate on service
  • Innovating on an existing service innovation
  • Field Work: Validating your tools

Module 4: 5C’s of Innovation Process

  • Contrast, Conflict, Challenge, Create, Configure
  • Case studies of problematic service business models
  • Bootcamp application to real world scenarios 

Key Benefits to Participants
Each participant will learn:

  • Ease of spotting opportunities in the creation of  new service ideas
  • How to use service innovation as 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 strategy and execution

CEO and Chief Behavioral Strategist     


  • Co-author/editor of 8 marketing and entrepreneurship books
  • Chair of the Women’s Business Council PH
  • has finished the 1-year Advanced Management Program (IESE Business School New York and Barcelona)
  • Executive Scholar in Marketing and Sales (Kellogg Business School)
  • took advanced marketing programs at Columbia Business School (Ceibs campus), Harvard Business School, University of California-Berkeley, IESE (New York)
  • Certified Master Coach (by the Behavioral Coaching Institute) and Certified A.I. Training Facilitator (by Company of Experts USA)
  • one of the Top Filipina Entrepreneurs 2011 (Trailblazer category)
  • Go Negosyo Enabler Awardee 2014; ASEAN Women Network Awardee 2015
  • has an M.A. in Anthropology, University of the Philippines (thesis pending)