Service Quality Institute Latin America

What Service Quality Institute Latin America does

Service Quality Institute Latin America (SQI Latin America), legally SQI de México, S.A. de C.V., is the regional operating arm of Minnesota-based Service Quality Institute, founded by John Tschohl in the 1970s and active in Spanish-speaking markets since 1996. The company delivers customer-service culture transformation through a structured methodology — built around the proprietary LET (Liderazgo de Equipos Facultados) leadership framework, the Sentimientos (Feelings) employee professionalism program, MAPEO, Fun Delivery, and the Orange Elephant (Estrategia del Elefante Naranja) customer-experience redesign framework — packaged as video-based training libraries (Service First Videoteca), executive certification seminars (Certificación Internacional en Servicio al Cliente, awarding CCSL and CCST credentials), shorter seminars (El Efecto WOW, Manejando Quejas), books and a monthly executive newsletter ('La Estrategia de Servicio').

The business sells primarily to enterprises and executives in Latin America and US Spanish-speaking markets across banking, retail, hospitality, manufacturing, transportation, technology, healthcare, and government; named Latin American clients include Cinépolis, Banco Promerica El Salvador, Dalton Toyota, Banco Agrícola, BBVA Bancomer, Banco G&T Continental, HSBC, E. Wong, Grupo Lala, Coca-Cola Femsa, Ecopetrol, Cervecería Centroamericana, and Primera Plus, alongside global endorsements (FedEx, Salesforce, Marriott, Microsoft, NASA, US Army). Revenue is generated through three primary mechanisms: per-seat certification and seminar fees ($1,497-$2,900 USD per participant), one-time licensed video and book product sales ($79.97-$1,970 USD), and multi-year managed-service contracts via the 3-Year Plan Estratégico de Cultura de Servicio at per-employee pricing with annual escalators.

Distribution combines direct enterprise field sales (phone, WhatsApp, email led by Director of Business Development Cristina Torres across Mexico, Miami, and Guatemala), in-person fixed-venue seminars (Mexico City, Guatemala City) plus a virtual campus, an Associate Consultant channel-partner program, and inbound demand generation through a 600,000+ executive newsletter, free ebook lead magnets, and organic social media. Leadership is centered on Sergio Flores (President & CEO, 24-year tenure), Mynor Izquierdo (Chief Customer Service Coach), founder John Tschohl, and Cristina Torres.

Name

Service Quality Institute Latin America

Legal name

SQI de México, S.A. de C.V.

Website

https://servicequality.net

Company type

Private

Founded year

1996

Operating status

Operating

Short description

Service Quality Institute Latin America delivers customer service culture transformation through certification programs, video-based training libraries, and the 3-Year Plan Estratégico for enterprises and executives across Latin America and US Spanish-speaking markets.

Ownership category

akta.pro rank

Product category

Professional Training and Consulting

NAICS

Professional and Management Development Training (61143), Professional and Management Development Training (611430), Educational Services (611)

SIC

Services-Educational Services (8200), Services-Management Services (8741)

akta.pro primary industry

Customer Experience (CX) & Service Excellence (EDABACAB)

akta.pro secondary industry

Project, Program & Portfolio Management Certifications (EDAAANAB)

Keywords

• Customer service training
• Service culture consulting
• Certification programs
• Leadership development training
• Corporate training services

Headquarters

HQ city

Mexico City

HQ country

Mexico

HQ region

Latin America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Professional Services — Certification Seminars: Intensive executive certification programs (International Customer Service Certification) delivered in-person (4-day immersive) or online (10 sessions on-demand), priced at $2,900 USD in-person and $2,700 USD online. Includes curriculum materials and dual certifications (CCSL and CCST). An express certification track (CCSL only) is priced at $1,597 USD in-person or $1,497 USD online. Revenue is generated through participant registration fees, with financing options available.
2. Training Products — Video Libraries: Sale of physical and digital video-based training kits including the Service First Videoteca (12-session program at $1,597 USD one-time or $1,970 USD financed), Speed program ($997–$1,397 USD), Remember Me program ($997–$1,397 USD), and other standalone training tools. One-time product sales with optional financing plans and a 90-day to 12-month money-back guarantee.
3. Books and Publications: Sale of the book 'Servicio al cliente: el arma secreta' (384–403 pages) at $79.97 USD per copy, with volume discounts available. The ebook version is offered for free with purchases or as a lead magnet. Volume pricing ranges from $79.97 (1-4 copies) down to $39.97 (9-20 copies).
4. Corporate Training — 3-Year Service Culture Plan: A multi-year Service Culture Strategic Plan at 3-year commitment, offering unlimited access to all SQI programs and certified facilitators. Pricing is based on employee count and adjusts annually. Includes all materials, facilitation, train-the-trainers support, and technical software. A free strategic seminar with John Tschohl is included for companies with 2,500+ employees. This is a recurring annual contract model.
5. Seminars — El Efecto WOW and Manejando Quejas: Shorter executive seminar programs priced at $397 USD per person (or $297 each for 2+ participants) for El Efecto WOW (8 hours), and similar structures for the 'Manejando Quejas' program (12+ hours). Team passes are available. On-demand delivery with a 5x ROI guarantee.
6. Buck-A-Day Cost Reduction Campaign: A 30-day employee engagement and cost-reduction campaign ('Un Dólar al Día') with pricing scaled by employee count: flat fee of $1,897 for companies under 50 employees, or tiered per-employee rates ($35/employee for 50-99 employees, $30 for 100-499, $28 for 500-999, $25 for 1,000-2,499). Includes all campaign materials, software, awards, and unlimited support.

Pricing tiers

Go-to-market motion4 records

Distribution channels7 records

Marketing channels7 records

Core offering

Service Quality Institute Latin America designs and delivers customer service training, certification, and consulting programs for organizations across Latin America. Its core offerings include the internationally recognized Customer Service Certification (CCSL/CCST), in-person and on-demand video training libraries, keynote seminars such as "El Efecto Wow," and multi-year strategic service culture plans. The firm also publishes books, newsletters, and audio programs used by companies to build and sustain a customer-centric culture.

Product overview

Service Quality Institute Latin America offers a comprehensive suite of customer service training products organized as a platform-plus-modules architecture. The core offerings include the Videoteca Service First (12-video training library), the Certificación Internacional en Servicio al Cliente (executive certification program), El Efecto Wow seminar, and the Plan Estratégico de Cultura de Servicio (3-year strategic plan). Supporting programs include Rapidez (Speed), Recuerdame, Un Dólar al Día, and specialized seminars like Manejando Quejas and Clientes para Siempre. Key methodologies include LET (Liderazgo de Equipos Facultados), Sentimientos, and the Vacas Sagradas executive program. The company also publishes the book 'Servicio al Cliente: El Arma Secreta' and the 'La Estrategia de Servicio' newsletter. The portfolio serves all organizational levels from C-suite to front-line employees, with programs available in Spanish, English, Portuguese, Chinese, Russian, Arabic, Indonesian, and Romanian.

Differentiator

Problem solved

Functional benefit

Brands

• Certificación Internacional en Servicio al Cliente: International certification program in customer service - executive immersion program spanning 37+ hours of training for leaders and managers
• Service First Videoteca
• Rapidez (Speed)
• Recuérdame
• Un Dólar al Día
• El Efecto Wow
• LET (Liderazgo de Equipos Facultados)
• Sentimientos
• Vacas Sagradas
• CCSL (Certified Customer Service Leader)
• CCST (Certified Customer Service Trainer)
• La Estrategia de Servicio

Products and services

• International Customer Service Certification (CCSL/CCST)

Quantifiable outcome

• A 5% increase in customer retention rate can increase profits by 25% to 100% (per Harvard Business Review cited by John Tschohl)
• +6 more outcomes

Named customers45 records

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

One partnership is on record.

• Associate Consultants (Channel Partner Network)coreChannel Partner/ Reseller/ DistributorSQI recruits a limited number of training companies, consulting firms, and HR organizations as authorized Associate Consultants to represent SQI and resell its Spanish-language customer service training catalog across Latin America and the United States. Associates receive intensive marketing and product knowledge training, certification options, and access to SQI's full portfolio plus structured sales processes and brand prestige.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/sqilatinamerica
• Facebookfacebook.com/sqilatinamerica
• Instagraminstagram.com/sqi.latinamerica
• LinkedInlinkedin.com/company/service-quality-institute-latin-america

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Service Quality Institute Latin America