By: Delaila Irma T. Calindas, Project Technical Staff II

In its continuing efforts to strengthen service excellence within the Cordillera higher education community, the Commission on Higher Education – Cordillera Administrative Region (CHED‑CAR), through its UniFAST Unit, successfully conducted the third installment of the 2026 series of the Skills Enhancement and Employee Development (SEED) Project on September 17, 2026, at The Travelite Hotel, Baguio City. This episode featured an introductory training on the Filipino Brand of Service Excellence (FBSE) for Regional Coordinators and UniFAST Focal Persons from partner Higher Education Institutions across the region.

FBSE, a flagship program of the Department of Tourism, equips frontliners with world‑class customer service competencies grounded in genuine Filipino hospitality. The program aims to elevate service quality in government agencies by strengthening core Filipino values and promoting a unified standard of excellence in client engagement.

A total of 60 participants attended the said training, gaining foundational knowledge on the FBSE framework, the 7Ms of Filipino Hospitality, the G.U.E.S.T. service approach, and the principles of effective service recovery.

Ms. Sylvia G. Chinayog, Chief Tourism Operations Officer for the Department of Tourism – Cordillera Administrative Region Office (DOT-CAR), graced the event and provided the overview of the FBSE training program of DOT.

Dr. Alvin T. Morales, Faculty of the University of Baguio and a Certified FBSE Trainer, served as the Resource Person. His engaging delivery and practical insights provided participants with a deeper appreciation of Filipino‑branded service and its application in frontline government work, particularly in higher education services.

Anchored on the E pillar of the CHED ACHIEVE Agenda, Effective and Efficient Public Service, the training strengthens CHED‑CAR’s efforts to enhance frontline service delivery and ensure that interactions with stakeholders reflect professionalism, empathy, and the distinct Filipino brand of hospitality.

The activity forms part of CHED‑CAR’s continuing efforts to strengthen service excellence, enhance institutional responsiveness, and promote values‑driven public service within the Cordillera higher education community.