This document provides information about a workshop on service innovation for supreme customer experience hosted by SGS Academy Hong Kong. The workshop objectives are to develop innovative value propositions and service strategies for brands, explore ways to uplift customer feelings and emotions, and identify impactful touchpoints. The workshop aims to introduce service innovation concepts and tools through hands-on sessions and case studies. It will guide participants through the service innovation process from goal-setting to concept evaluation. The full-day workshop will have up to 5 groups and be 80% interactive. Participants will learn proven innovation methodologies, service design tools, and take away 30+ case studies.

1. SGS ACADEMY HONG KONG
LEARNING & DEVELOPMENT SOLUTION
SERVICE INNOVATION FOR
SUPREME CUSTOMER EXPERIENCE
WORKSHOP

2. WORKSHOP OBJECTIVES:
Develop innovative and competitive value proposition for
brands
Design iconic service strategies and themes through
Jungian Archetypal approach
Explore effective ways to uplift customers’ feeling and
emotion for a long-lasting pleasure experience
Identify impactful touch-points in the critical moments along
the customer journey
INTRODUCTION:
Service Innovation is about having
the creative mind-set, skill-set and
right tools to continuously surpass
competition in customer experience.
Innovation should be the outcomes
of group effort from various business
functions instead of an individual or
a department within brands.
This workshop aims at introducing
service innovation concepts and
tools through “hand-on” sessions
from inspiring creativities to bringing
ideas to life.
To introduce scientific approaches in
designing impactful services which
is the key for brands to create
competitive advantages in customer
experience.
It will also take participants through
a step-by-step service innovation
process: from setting goals, service
design, idea enhancement,
transform ideas into working
GENERAL INFORMATION:
Date: □□□□ 6 Oct 2015 (Tue)
For businesses use customer services in the sales of tangible goods
e.g. Retail, Food & Beverage, Cosmetic, Fashion and Accessories, and
Luxury Products, etc.
□□□□ 14 Oct 2015 (Wed)
For businesses selling customer services as their core products
e.g. Hospitality and Tourism, Travelling Service, Entertainment, Property
Management, Beauty and Fitness, Financial Service, Telecom, Insurance,
TAKE-AWAY FROM THIS WORKSHOP
Proven & Practical Innovation Methodologies
Tools for develop innovative ideas
Tools for design service workflows
30+ trendy innovative cases & industrial practices
Participants are ready to build the service R&D for your
brands!
procedures to concept evaluation.
Targeted Audiences
Working groups, business units or
companies who need to acquire,
retain and win-back more customers
through innovative services.
WORKSHOP FORMAT
7 hours
Up to 5 groups
80% Interactive Approach
Management, Beauty and Fitness, Financial Service, Telecom, Insurance,
Banking, etc.
Time: 9:30am – 5:30pm
Medium: Cantonese (with English materials)
Venue: T.S.T. / Wan Chai Training Centre / TBC
Fee: HK$6,000 per company for FOUR admissions
Participants who come from same company / brand will be grouped as a
team during the workshop
Special Offers:
*10% off discount will be offered to all enrolment made one month prior
to the course
**HK$1,000 off discount will be offered to all participated companies of
Service Innovation seminar 2015

3. Topics Contents
Tools for design &
develop innovative ideas
Morning Sessions
Service Innovation and
Customer Experience
Understand service innovation and the roles it
plays in creating desired customer experience.
Cases from various industries to demonstrate
delighted services designed with extraordinary
creativity.
Define The Intent
Define scope of innovation by framing the
business issue need to cope with. The resources
planned to invest in the near future and expected
results from service innovation.
Service Design Strategy
Plans
Know the Target
Consumers
Explore the latest business environment in the
industry. Knowing the rivals as well as
prospective.
Understand the segments and identify the one
with highest value.
Market Insight Analysis
Personas
Co-Create New Ideas
Understand the Service Archetypes. Each
Archetype address a specific need of customers
to create extra value.
Service co-creation based on understanding of
brands’ current status, customers’ behavior;
Service Archetypes
brands’ current status, customers’ behavior;
guided by the Service Archetypes.
Afternoon Sessions
Four Levels of
Customer Perception
Introduce the four levels of customer service
perception. Understand how customer services
can boost positive feeling in various service
touch-points at different perception levels.
Customer Feeling Analysis
Emotional Impact
Creation
Create the emotional impact across customers’
pre-experience, the-experience and post-
experience.
Situational Chart for
Customer Experience
Synergize On-site and
On-line Experience
Demonstrate methods to uplift customer’s
positive emotion, both through on-site and on-line
experience.
Channel Selection Matrix
Impactful touch point
Design
Apply a recognized psychological model
of Barbara Fredrickson and Daniel Kahneman to
eliminate the pain-points and magnify the
moment-of-truth.
Service Workflow Diagram
For reservation or inquire:
Ms. Eva San (852) 2204-8314 eva.san@sgs.com
Ms. Olivia Lee (852) 2774-7408 olivia.lee@sgs.com

4. Speaker
Speakers
Mr. Max Lee
Head of SGS Research Department, Benchmark, HK & China
Over 15 years’ experience primarily with research agencies
handling market research projects and customer service
enhancement projects
Specialized in customer experience, brand positioning, brand
equity, and market segmentation
Dedicated in promoting the use of scientific methodologies in
service enhancement by launching SERVICE deCODE, a
centerpiece theory that combines psychology and creativity in
service innovation.
Held senior positions in OMD, Added Value & Synovate (Ipsos)
Mr. David Chung
Head of SGS Academy HK
Over 15 years of experience in Customer Experience
Management and Leadership Development. Handled dozens
of performance improvement projects for large companies in
Asia PacificAsia Pacific
Hong Kong’s first investor of patented Customer Life Value
analytical methodology and co-author of Demand Chain
Management book
Certified Dale Carnegie trainer, Persona trainer and Neuro-
Linguistic Programming trainer
Held senior positions in world-class training consultancies and
Hong Kong’s leading retail-chains

5. Training Course Registration Form
課程報名回條
Payment Method One - Mailing
To confirm your booking, please send the completed registration form together with the course fee by cheque
payable to “SGS Hong Kong Limited” to the following address and attend to SGS Hong Kong Limited (SGS
Academy).
Payment method Two -Transfer
Deposit the required amount to SGS HSBC account 002-617918-001 "SGS HONG KONG LIMITED" Then, fax the
bank-in slip and course registration form to SGS office at 2333 2257
付款方法1 – 郵寄
參加者請於支票抬頭填上“香港通用檢測認證有限公司”並連同回條寄回香港葵涌葵昌路8號萬泰中心5樓，
香港通用檢測認證有限公司 (SGS 管理學院) 收.
付款方法2 – 轉脹
轉賬 : 將金額存入SGS香港匯豐銀行戶口002-617918-001「SGS HONG KONG LIMITED」
然後把銀行入數紙及課程報名回條傳真至2333 2257。
Enrolment: Please fill the following form and fax back to us for reservation.
For reservation or inquire:
Ms. Eva San (852) 2204-8314 eva.san@sgs.com
CEM/4-SERVICE INNOVATION FOR SUPREME CUSTOMER EXPERIENCE WORKSHOP
Class Option 選修科: Public Class In-House Class
Any tax or bank charges, etc induced by settling course fee to SGS Hong Kong Limited must be fully absorbed by the client itself.
Course Date: ____________________________ Company: _______________________________
Address: ________________________________________________________________________
* How do you know about this course? □ Social Media □ Web □ Friends □ Others__________
# All cancellations/ postponements of registration must be made to SGS Academy in writing. If postponement is received: One month notice
before the course starts, 20% of the training fee will be charged as administration fee. If cancellation is received: One month notice before the
course starts, 50% of the training fee will be charged as administration fee. Within two weeks before the course starts, 100 % of the training
fee will be charged as administration fee. If you do not want to receive any information from us, please fax to us at (852) 2333 2257.
Contact Person Position Phone Email
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information via email in the future?
Mr./Ms. □ Yes □ No
Course Participant Position Phone Email
Would you like to receive SGS
information via email in the future?
Mr./Ms. □ Yes □ No
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Ms. Eva San (852) 2204-8314 eva.san@sgs.com
Ms. Olivia Lee (852) 2774-7408 olivia.lee@sgs.com

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