By Mikee Natinga Norico

(From left to right) Dr. Lenny Rose P. Mucho, Director of RCECC, presents the certificate of appreciation to Dr. Maria Amihan T. Panes, DBM, CHM Faculty and Resource Speaker, alongside Ma’am Ella Kathrina A. Gutierrez, Career Development Officer, HRDO.

In a commitment to fostering service excellence, the dedicated staff of Central Philippine University (CPU) participated in the Filipino Brand of Service Excellence (FBSE) Training on March 12, 2024. The event was held on the 3rd Floor of the Malicia-Rebanal Building, Sto. Domingo St., Brgy. Arguelles, Jaro, Iloilo City, in partnership with the Human Resource Development Office (HRDO) and the Central Philippine University Review, Continuing Education, and Consultancy Center (CPU – RCECC). This transformative seminar aimed to equip CPU personnel with the essential skills and values that embody the warmth, hospitality, and excellence for which Filipinos are globally recognized.

The training commenced with an opening remarks by Dr. Rodel C. Palomar, Director of HRDO, followed by the introduction of the speaker by Ma’am Ella Kathrina A. Gutierrez, Career Development Officer of HRDO. Leading the discussion was Dr. Maria Amihan T. Panes, DBM, a faculty member from the College of Hospitality Management and an accredited trainer for the Department of Tourism (DOT). She provided an in-depth analysis of the Philippine Tourism Industry Situationer and the FBSE journey, covering vital topics such as tourism arrivals, brand campaigns, and the historical development of the 4Cs of FBSE: Concept, Collaboration, Consultation, and Creative Contributions. She also demonstrated the “Mabuhay Greetings” gesture, symbolizing goodwill and warm Filipino hospitality.

Dr. Panes delved into the 7 Ms of Filipino Hospitality and Service Excellence, emphasizing values such as Maka-Diyos (Faith in the Almighty), Maka-Tao (Respect and Humanity), Makakalikasan (Environmental Awareness), Makabansa (Patriotism), Masayahin (Cheerfulness), May Bayanihan (Community Spirit), and May Pag-asa (Hopefulness). The training underscored the significance of service excellence in the tourism industry, highlighting its role in fostering a positive and welcoming environment for guests.

Attendees listen attentively as Dr. Rodel C. Palomar delivers the opening remarks at the FBSE Training, setting the tone for a transformative session.

In the afternoon session, participants engaged in an energizing activity before Dr. Panes continued with her discussion on the G.U.E.S.T. technique, which stands for Greet, Understand, Educate, Satisfy, and Thank. She also shared insights on effective communication strategies, including the 5Ws and H framework for initiating conversations, topics to avoid, and the ABCs of hospitality: Appearance, Behavior, and Communication. Additionally, she elaborated on the importance of knowing and promoting local attractions, managing guest expectations, and handling special requests.

A crucial component of the training was the discussion on the H.E.A.R.T. of Service Recovery, where Dr. Panes outlined the process of effectively addressing customer concerns through Hearing the guest, Empathizing, Apologizing, Resolving the issue, and expressing Thanks. Participants actively engaged in open forums, sharing their insights and experiences in service excellence.

Beyond the lectures, the event fostered valuable networking opportunities, allowing attendees to exchange ideas, discuss best practices, and collaborate on strategies for workplace improvement. Through these interactions, participants strengthened their commitment to creating a more supportive and productive work environment at CPU.

With the guidance of Dr. Panes, attendees gained a deeper appreciation for the impact of outstanding customer service and the value of upholding professionalism in every interaction. As recognition of their commitment, participants will receive DOT-accredited certificates of participation, signifying their dedication to the Filipino Brand of Service Excellence.

The CPU community extends its gratitude to the Department of Tourism (DOT) for continuously promoting service excellence across various sectors. Special thanks also go to CPU-RCECC and HRDO for organizing this meaningful training, ensuring that CPU personnel continue to embody the values of excellence, hospitality, and professionalism in their service to the university and beyond.