This document provides information about an upcoming half-day workshop on service innovation for supreme customer experience hosted by SGS Academy Hong Kong. The workshop will be held on March 19, 2015 from 2-6pm at the T.S.T. / Wan Chai Training Centre and have a maximum of 30 participants. It will be conducted in Cantonese supplemented with English material and cost HK$1,300 per participant, with early bird discounts available. The workshop will be led by experienced trainers Max Lee and David Chung and aims to introduce concepts of service innovation and related tools through a practical session to inspire creativity in customer experience. Participants will learn a proven service innovation blueprint and strategies for implementing new ideas based on

1. SGS ACADEMY HONG KONG
LEARNING & DEVELOPMENT SOLUTION
SERVICE INNOVATION FOR
SUPREME CUSTOMER EXPERIENCE
WORKSHOP
WWW.SGSGROUP.COM.HK/ACADEMY
TEL: (852) 2774 7408 | EMAIL: olivia.lee@sgs.com

2. GENERAL INFORMATION: PUBLIC CLASS (HALF-DAY):
Date: 19 March 2015 (Thursday)
Time: 14:00-18:00
Venue: T.S.T. / Wan Chai Training Centre / TBC
Max. No. of Seat: 30
Medium: Cantonese supplemented with English material
Fee: HK$1,300 per participant
Special offer:
Buy 1 get 1 Free for all enrollments made on or before 14 Feb
Buy 2 get 1 Free for all enrollments made on or before 28 Feb
PROFESSIONAL TRAINER:
Mr. Max Lee (Head of SGS Benchmark in
CHK and Macau)
Over 15 years experience primarily with
research agencies and media agencies for
market research projects and customer
service enhancement projects
Specialized in brand positioning, brand equity, market
segmentation, and customer experience
Extensive experience across multiple sectors including
FMCG, retailing, financial services, alcohol, tobacco,
gaming and wagering, government services and technology
Held senior positions in OMD, Added Value & Synovate
(Ipsos)
Mr. David Chung (Head of SGS Academy HK)
INTRODUCTION:
Service Innovation is about having
the creative mind, attitude and
mentality to continuously surpass
competition in customer experience.
It should be the outcomes of group
effort from various business
functions instead of an individual or
a department’s responsibilities.
Corporations create sustainable
competitive advantages in customer
experience by having clear
directions sustained by scientific
approaches.
Delegates will learn the fundamental
concepts and a set of practical tools
of service innovation. A practical
session will take them through the
process. They will also learn the
strategies to actualize and deploy
the newly generated ideas from this
workshop.
OBJECTIVE:
The course aims at introducing Mr. David Chung (Head of SGS Academy HK)
Over 15 years of experience in the field of
Learning & Development, Customer
Experience Management and Leadership
Development gained from various MNC
Leading customer experience & leadership
enhancement projects for over 300 large
scale companies in Asia Pacific, some of the world’s
biggest companies including 3M, AIA, Coca-Cola, Dairy
Farm, Estee Lauder, HSBC, Li & Fung, Swire Group
Patented Customer Experience Management program
designer in HK, co-author of business management book
(Demand Chain Management)
Dale Carnegie certified trainer, Persona Certified Trainer
and NLP Trainer
(SGS Hong Kong Ltd. reserves the right of final tutor arrangement)
The course aims at introducing
service innovation concepts and
related tools through a practical
session to inspire attitude and
mentality of creativity.
TAKEWAYS:
A proven successful Service
Innovation blueprint (Delegates will
go through a completed innovative
process during the workshop)
TARGET AUDIENCE:
General Manager
Marketing Manager
Operation Manager for Retail
and Service Industry
Service Manager

3. Topics Scopes Learning Methods
Service Innovation and
Customer Experience
Understand service innovation and the roles
played in customer experience
Case study
Service Innovation
Cases
Cases from different industries to demonstrate
delighted services designed with extraordinary
creativity.
Service Archetypes
Understand the key Service Archetypes. Each
Archetype depicts specific emotional impacts
generated by the service.
Jungian psychology
Service Attributes
Understand the hierarchies of service attributes
and how they impact the customers’ emotion.
Further analyze of
advanced version of
SERVQUAL model
Service Innovation
Culture
Understand the key elements for creating
corporate innovation culture and know how to
motivate staff to realize the service vision
Case study
Service Innovation by
Co-creation Approach
Service co-creation based on the knowledge of
customer’s demographic traits, satisfaction and
expectation; guided by the Service Archetypes,
Group discussion and
idea co-creation with
Co-creation Approach expectation; guided by the Service Archetypes,
Attributes and Culture.
idea co-creation with
recognized cases
Service Innovation
Implementation
Strategies
Feedback on the workshop; the strategies to
actualize new ideas according to corporate
development direction, positioning, existing
service performance and the acceptance of
stakeholders.
Follow up discussion
with co-creation
results
Course Date: ____________________________ Company: _______________________________
Contact Person: _________________ Tel: ________ Fax: ________ Email: ___________________
Address: ________________________________________________________________________
How do you know about this course? Newspaper □ 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.
Course Participant Position Phone Email
Mr./Ms.
Mr./Ms.
Mr./Ms.
ENROLL: SERVICE INNOVATION FOR SUPREME CUSTOMER EXPERIENCE WORKSHOP AVAILABLE
ST/15
Payment Method: To confirm your booking, please send the completed registration form together
with the course fee by cheque payable to “SGS Hong Kong Limited” (5/F, Manhattan Centre, 8
Kwai Cheong Road, Kwai Chung, NT, Hong Kong – Attention to SGS Academy) OR 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. Public Class In-House
OR
Any tax or bank charges, etc induced by settling course fee to SGS Hong Kong Limited must be fully absorbed by the client itself.
For Enquiry: Email - olivia.lee@sgs.com Phone: (852) 2774 7408

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