Service training is one of the most common investments in customer-facing organisations. It is also one of the most wasted.
The pattern is predictable: a programme launches, energy is high, scores improve briefly, then reality takes over. New employees join without receiving the training.
Managers revert to operational priorities. Within months, performance is back to where it started.
The problem is not the training content. It is that service is treated as something people learn in a room and then remember under pressure. It does not work that way.
Service standards hold when they are built into how the operation runs: hiring, onboarding, daily routines, team structures, incentives and measurement.
In this keynote, Stine Marsal draws on her experience leading frontline transformation at Copenhagen Airport, where the security operation moved from a mediocre passenger experience to winning Skytrax World's Best Airport Security four times. The first attempt was familiar: a service course for everyone. It worked briefly. The lasting shift came when service became part of the operating system.
This session covers the leadership decisions and operational changes that make high standards hold in real, high-pressure environments. It is built for organisations that are tired of investing in customer focus that does not last.
What you will leave with:
Why service training alone fails and what must be in place before training can stick.
How to embed service standards into hiring, onboarding, daily routines and team design.
How to design operational goals and customer experience goals so they reinforce each other.
Real examples of business results created when service becomes part of the operating model.
Who this is for:
CEOs, COOs, CX leaders and operations directors in service-heavy organisations. Particularly relevant for organisations with high staff turnover, 24/7 operations or large frontline teams.
Pricing and formats
All sessions are available as a standard keynote or fully tailored to your organisation, audience and challenges.
Formats: keynote (45-60 minutes), half-day workshop with group exercises, or online session. Delivered in English, Danish or French.
Online sessions from 2,350 EUR / 17,500 DKK + VAT. Onsite keynotes from 3,350 EUR / 25,000 DKK + VAT. Extended workshops from 4,700 EUR / 35,000 DKK + VAT.
Tailored sessions are quoted based on your brief.
Turn Service Training Into Lasting Revenue Growth
Why your service training disappears within months and what to build instead.
What HR and CX leaders say about working with Stine
“Interesting, entertaining
– and we left with concrete ideas”
“Stine’s presentation and work made it easy for us to deliver better experiences to guests and staff”
Stefan Gildhoff,
Director Sales and Customer Experience
The Royal Danish Theater
“Stine’s keynote was a real eye-opener. She created a clear link between accessibility and lost revenue, and showed how small changes can lead to big results for the business.
Her concrete examples made us rethink how we integrate accessibility in our work with guests. It was not only interesting and entertaining – we left with clear ideas for creating more inclusive customer experiences.”
Sanne Forsberg Holm
Chief People Officer
LEGO House
“Stine mapped our guest and employee experience through a diversity lens and delivered a sharp, action-oriented report and presentation to executive management – the most hands-on we’ve ever received. She translated hidden barriers in the consideration and purchase phase, during the visit and afterwards into clear, concrete solutions. She also developed training videos for our guest-facing employees, making them feel more prepared for the diversity they meet every day. We are very satisfied with the tangible results we’ve achieved”.