The NEUST Human Resource Management Office (HRMO) and the Institute of Linguistics and Literature (IOLL), in partnership with the Department of Tourism Region 3, conducted a Filipino Brand of Service Excellence seminar on September 11, 2025, at Rico Fajardo Hall, NEUST Sumacab Campus.

The Filipino Brand of Service Excellence is a Department of Tourism (DOT) program that promotes world-class hospitality rooted in Filipino values and cultural traditions, while equipping NEUST frontliners with skills in customer interaction and complaint handling and instilling the 7Ms: Maka-Diyos, Makatao, Maka-kalikasan, Makabansa, Masayahin, May Bayanihan, and May Pag-asa.

In her message, NEUST President Dr. Rhodora Jugo underscored the vital role of frontline services in shaping the university’s image, stressing that true service excellence is rooted in respect, warmth, and dignity.

“True excellence is not only measured by knowledge or technical skills, but by the integrity and compassion we show in serving others,” she emphasized.

She also noted that in the context of globalization, the way NEUST serves its stakeholders reflects not only the institution’s reputation but also the Filipino values of warmth, respect, and dignity.

Meanwhile, NEUST Vice President for Administration, Business, and Finance, Atty. Bembol Castillo emphasized the importance of professionalism and hospitality, noting that the way personnel present themselves reflects the university’s brand of service.

He highlighted that beyond producing globally competitive graduates, it is also important that NEUST focus on soft skills, particularly how staff communicate, respond to concerns, and interact with students, stakeholders, and international visitors.

“It is not enough that we are skilled and knowledgeable; it is equally important that people say NEUST personnel are kind, respectful, and sincere in dealing with others,” he stressed.

The lecture proper was led by Gil Regondola, who emphasized that the Filipino Brand of Service Excellence showcases world-class hospitality anchored on Filipino values and cultural traditions.

He explained that the program equips NEUST frontliners with enhanced skills in customer interaction and complaint handling, while also instilling the 7Ms of Filipino values in their daily service.

The event concluded with participants from various NEUST offices engaging in role-play scenarios where they addressed different customer complaints, applying the skills and values they acquired from the seminar.

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