Strategy and Innovation

Service Innovation [BASIC]

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 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.

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

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


  • 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 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 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)