Is service still being treated as support—rather than strategy?

As organisations grow, customer experience often becomes fragmented across departments, processes, and touchpoints. Service is handled operationally, but not always led strategically. 

The result is inconsistency in delivery, missed opportunities to build trust, and a brand experience that may fall short of what the business promises.

Over time, this gap affects more than customer satisfaction. 

It shapes perception, weakens loyalty, and limits an organisation’s ability to differentiate in increasingly competitive markets.

In this hands-on executive workshop, you will learn how to reframe service as a strategic growth lever by strengthening the connection between brand, leadership, and customer experience. 

You will explore how to evaluate touchpoints more intentionally, identify where trust is being built or broken, and lead service excellence from the top with greater clarity and commitment.

Why This Workshop Matters:

Reframe service as a strategic growth lever:

Learn how to move beyond viewing service as an operational function and begin using it as a tool for brand differentiation, trust-building, and long-term business growth.

See your customer experience through a brand lens:

Understand how every touchpoint shapes perception, and how to evaluate whether your delivery truly reflects your brand promise.

Understand the real business impact of service excellence:

Explore the financial and reputational ROI of better service, and why service quality matters far beyond customer satisfaction alone.

Lead service culture from the top:

Develop the leadership perspective and commitment needed to champion, cascade, and strengthen service excellence across the organisation.

Event Details:

📅 Date: 7 July 2026

🕘 Time: 9:00 AM – 6:00 PM

📍 Venue: Lynch Pin Campus, Radia Offices, Bukit Jelutong

💰 Investment: RM 1,250/pax

✨ Special tier pricing available for teams of 4 pax and above. 

Fee excludes 8% SST   

What You Will Learn

• Understand how to position service as a core business strategy rather than a back-end support function.
• Evaluate your current customer touchpoints and assess whether they reinforce or weaken your brand promise.
• Recognise the financial, relational, and reputational value of service excellence.
• Identify where service delivery is creating trust—and where friction or inconsistency may be damaging it.
• Explore the 6 Levels of Service and how they influence customer perception and business performance.
• Apply touchpoint audit and internal service mapping tools to uncover service gaps and improvement opportunities.
• Strengthen leadership alignment around service culture, execution, and accountability.
• Walk away with practical insights and a visible leadership commitment to champion service excellence within your organisation.

Meet Your Trainer – Irene Lim

Irene Lim is the Global Brand Strategy Director of KIAN Group of Companies, with over 20 years of experience building brands and service cultures across more than 20 countries. She brings deep expertise in transforming customer experience into a strategic asset that drives differentiation, trust, and sustainable business growth.

Her work is grounded in real-world business application, making her insights practical, relevant, and immediately actionable for leaders. Irene is also a Certified NLP Practitioner,  IAC-MP Coach and HRD Corp Coach, combining brand strategy with communication and leadership development to help organisations strengthen both customer experience and internal alignment.

Passionate about helping leaders make service their competitive edge, Irene equips participants with the mindset, frameworks, and perspective needed to lead service more intentionally and strategically.

Credentials and Focus Areas:

• Global Brand Strategy Director, KIAN Group of Companies
• Over 20 years of experience in brand building and service culture development
• Built brands and service strategies across 20+ countries
• Certified NLP Practitioner
• HRD Corp Coach
• Brand Strategy and Customer Experience
• Leadership Communication and Service Culture
• Strategic Service Positioning for Business Growth

Approach & Expertise:

• Connects brand strategy, customer experience, and leadership into a unified business approach
• Helps leaders turn service into a competitive advantage rather than a support function
• Encourages practical, real-world application over abstract theory
• Facilitates meaningful reflection and action around trust, consistency, and service delivery
• Guides leaders to make visible commitments that shape culture from the top

Who Should Attend

This programme is designed for senior leaders and decision-makers who want to use customer experience and service excellence more strategically to strengthen brand value, trust, and business growth.

This programme is especially relevant for:

• Chief Executive Officers
• Managing Directors
• C-suite leaders such as COO, CMO, CHRO, and other functional heads
• Brand and customer experience owners
• Leaders in B2B, hospitality, and food & beverage sectors
• Leaders seeking to strengthen service culture, improve customer touchpoints, and align teams around a stronger brand experience

Leave with clearer perspective, sharper tools, and stronger leadership commitment to make service more than a function—make it a strategy your people can deliver and your customers can feel.