Market Strategy

Delivering Outstanding Service [BASIC]

By : Chiqui Escareal-Go 

Why focus on handling complaints and difficult customers when you can focus on doing the right things right, so you don’t have to deal with complaints afterward? This pro-active, values-driven approach provides your service team with marketing, operations, and HR best practice examples, research and service frameworks so you have a better understanding of what it takes to deliver outstanding service!

Gain a broader perspective of what service really means and how it can be your company’s source of differentiation and competitive advantage, especially during these competitive times.


Each participant will learn:

  • The importance of service in the attainment of marketing, sales, and financial objectives

  • To apply marketing concepts in a service landscape to help them in pro-active decision-making and in serving customers better

  • How service must be seen through the eyes of the customer using a structured framework

  • Skills necessary in becoming and leading effective service personnel

  • How to use the tools and frameworks both personally and professionally to develop service strategies to manage change as an individual and as a team

The company will gain:

  • A more positive, proactive and energized service team

  • Teams that are easier to motivate and to manage

  • A service team that is marketing-oriented and customer-focused

  • Excellent service standards that differentiate and provide sustainable competitive advantage


  • This seminar is for anyone who interacts with both internal and external customers.

  • Team attendance is recommended so a strong service culture can be established among team members.


More than just smiling or handling complaints, service becomes outstanding when the encounter is so memorable that customers just have to tell others about it. It could be the entire sensory experience that starts from the parking lot or it could be the act of one single frontline who made a lasting impact on the customer because he made them felt truly cared for. It is a kind of service that makes the customer realize that there was no need “to request” for service because the experience was flawless and effortless.  And it doesn’t only happen once or in one branch or with one person. You know the company’s commitment to service and how they value customers by their level of consistency in all service encounters, company-wide.

Prepare yourself and your team to be proactive and effective participants in every customer service encounter by doing things right the first time and doing the right things all the time!

Module 1: Your Promise

  • How you define service is how you execute

  • Service that creates value and differentiation

  • What research says

  • Seeing your offer through the customer’s eyes: why they leave or stay

  • Impact of customer satisfaction on profits and market shares

  • Segmenting and targeting market and positioning service

  • Your brand DNA and its important role in service execution

  • Plotting the Customer experience through the service process map

Module 2: Managing Customer Service Experience

  • Mansmith 3P’s of personal effectiveness

  • Hiring and rewarding the right people

  • The relationship between employee and customer satisfaction

  • Customer recovery

Module 3: Creating Value to Excellent Service Marketing

  • Template for uncovering gaps using the customer’s point of view

  • Service metrics

  • Service big ideas and innovation

Case examples from the following products/industries shall be cited:

  • Airline

  • Apparel

  • Banking Industry

  • Cement Production

  • Financial Services

  • Hospital

  • Hotel

  • Mass Transportation

  • Restaurant

  • Software

  • Telecom

  • Utilities: water and electricity


CEO and Chief Behavioral Strategist   

  • Co-author/editor of 9 marketing and entrepreneurship books

  • Former Chair of the Women’s Business Council PH 

  • Finished the 1-year Advanced Management Program (IESE Business School New York and Barcelona) Executive

  • 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)