Service by Design: Creative Thinking for
Customer Satisfaction

Today’s customers expect seamless, convenient and personalised service experiences. Organisations that fail to innovate service experiences risk losing both loyalty and competitiveness.


This workshop equips participants with service innovation, design thinking tools and adoption strategies to reimagine service delivery, close performance gaps, and drive measurable improvements in customer satisfaction.


After the workshop, you will be able to:

• Understand the principles of service innovation and their impact on customer experience
• Apply design thinking to identify pain points and create customer-centric service solutions
• Use tools such as customer journey mapping and service blueprinting to redesign service processes
• Strengthen creative problem-solving skills using proven innovation techniques like SCAMPER
• Lead and sustain a culture of continuous improvement and service transformation

Outline

1. The Future of Service Innovation

• Explore the trends reshaping service experiences and learn from leading global innovators

2. Foundations of Design Thinking

• Discover the five stages and key principles of design thinking
• Apply them to redesign real-world service scenarios

3. Understanding the Customer Experience

• Use customer journey mapping and service blueprinting to uncover gaps and opportunities

4. Creative Problem Solving

• Translate customer pain points into actionable “How Might We” problem statements
• Boost innovative thinking through engaging activities and the SCAMPER framework

5. Driving Implementation and Change

• How to lead and sustain a culture of innovation and manage transformations effectively

Grants (if applicable)

• Union Training Assistance Programme (UTAP): NTUC members enjoy 50% unfunded* course fee support for up to $250 each year when you sign up for courses supported under UTAP. NTUC Members aged 40 and above can enjoy higher funding support at up to $500 per year for courses attended between 1 July 2020 to 31 December 2025. NTUC Starter members can enjoy funding support at up to $200 per year. For more information on how to submit UTAP claims, click here.

  *Unfunded course fee refers to the balance course fee payable after applicable government subsidies. This excludes material fees, registration fees, misc. fees etc.

Motivated by her innate passion of helping others achieve their full potential, Ms Chloe Chan has dedicated the last 15 years of her career honing her skills as a learning and development professional, and more recently a certified coach. With enthusiasm, empathy and a commitment to personal growth, she strives to design and deliver initiatives that align employees’ aspirations with organisational objectives.

Chloe is particularly enthusiastic about helping people communicate effectively and adapt their leadership styles to various situations so that they can assume greater responsibilities in their careers. Whether she is coaching children or adults, her goal is to help people unleash their courage to step outside their comfort zone by allowing them to discover their natural talents and improve their skills.

Chloe’s expertise lies in facilitation, coaching and curriculum development. Notably, within luxury hospitality, she has curated impactful training programs, driven cultural transformations, and aided in job role redesigns. Her efforts contributed to the hotel receiving accolades such as the SkillsFuture Employer Award – Gold (SkillsFuture Singapore) and Forbes Five Stars rating (Forbes Travel Guide). These awards are testaments that people are the greatest asset in any company, and how she has helped to foster a culture of trust, collaboration and service excellence in the luxury hospitality environment.

Currently, Chloe is a freelance Learning and Development Consultant engaged by a variety of clients. She is an Associate Trainer with Development Beyond Learning and has been engaged to contribute towards the development of early career professionals from companies including Fidelity (Asia Pacific), Jardines (Hong Kong) and Asia School of Business (Malaysia). She is also an Associate Coach with Collective Change Institute where she has been engaged by both corporate and individual clients to help them achieve their personal and professional goals.