Keynotes that reframes how we think about service
Jaquie Scammell is one of Australia's leading voices on service culture and leadership. Her keynotes combine practical wisdom, human insight, and powerful storytelling to inspire leaders and teams to rethink what service truly means.
The moment Jaquie steps onto a stage, audiences recognise something rare: authenticity, conviction, and a deep belief in the power of service to transform people, leadership, and culture.
Jaquie’s infectious energy draws audiences in from the first moment. Blending three decades of service leadership with powerful storytelling, she translates human insight into practical tools leaders can use immediately. Known as one of Australia’s leading voices on service culture, she inspires people to rethink service, reconnect with purpose, and lead with humanity.
Over 20 years of Leadership Experience
Jaquie launched ServiceQ after a diverse career spanning more than two decades of leadership across public, private, and not-for-profit sectors. Her experience ranges from the McDonald’s franchise system to major international venues including Wembley Stadium, Emirates Stadium, and the Australian Open.
She is the author of Service Mindset and the award-winning Service Habits, a regular media contributor, and a respected thought leader on service culture.
Her audiences value one thing above all else:
She lives what she teaches.
Speaking Topics
The Future of Service
Inspired by Jaquie’s multi award-winning book, The Future of Service is 5D; why humans serve best in the digital era
The topic
In 2020 the rules of human connection changed overnight. Uncertainty rose. Trust was tested. And in many places, service quietly disappeared behind protocols, automation, and efficiency.
But service was never meant to be mechanical. It was always meant to be human.
Outcomes
If you are in the business of service, you are in the business of human connection. Yet in the pursuit of speed, scale, and efficiency, many organisations have replaced presence with process and connection with automation.
In this keynote, Jaquie introduces Service Intelligence: the leadership capability required to protect what makes service truly human in an AI-driven world. She challenges leaders to rethink service not as a function, but as an operating system—shaping how people think, decide, and show up under pressure.
Because when service becomes identity, not instruction, culture doesn’t need to be managed. It becomes who you are.
In this keynote, Jaquie reveals how the best service cultures return to something simple: small, daily habits that transform how people think, interact, and lead.
When service becomes identity rather than instruction, culture shifts from the inside out.
The presentation will show leaders how to
• Deepen self-awareness and understand the impact they have on others
• Use presence and mindfulness to bring out the best in people
• Build small, consistent habits that ripple through teams and culture
Transforming Service Cultures One Habit at a Time
Inspired by Jaquie’s multi award-winning book, Service Habits – 21 Habits to Transform Your Service Culture.
The topic
Service cultures do not appear by accident. They are shaped by the small, repeated behaviours people bring to work every day.
Yet many organisations focus on systems and processes, forgetting the human habits that truly define the experience people have with each other and with customers.
Outcomes
In this keynote, Jaquie shares a practical framework for building service cultures from the inside out. Drawing on decades of experience, she reveals how small, consistent habits reshape behaviour, strengthen relationships, and elevate leadership.
Participants leave with practical ways to inspire their teams, bring meaning to everyday work, and create service cultures that extend far beyond performance metrics.
Ideal for
- Build deeper self-awareness as the foundation of service leadership
• Use presence and intention to influence team culture
• Reinforce habits that create a positive ripple effect across organisations
Service Mindset
Inspired by Jaquie’s multi award-winning book, Service Habits – 21 Habits to Transform Your Service Culture
The topic
Technology has made our world faster, smarter, and more connected than ever before. AI and automation are transforming how organisations operate.
But as efficiency rises, something essential is being lost: presence. The human capacity to slow down, notice, and truly connect in a moment of service.
Outcomes
Drawing on her direct experience training as a novice monk, Jaquie brings an unexpected lens to modern service leadership—introducing simple, practical techniques to build awareness, presence, and intentional action.
Because when leaders learn to steady attention and lead from awareness, behaviour shifts. Teams reconnect with purpose, and service becomes something people embody, not just perform.
The presentation will show leaders how to
- Reset beliefs and attitudes toward service using awareness and attention activities
- Break down “us versus them” thinking between teams and customers
- Strengthen collaboration across departments and roles
“Staff courtesy became Melbourne Airport’s greatest strength – and passengers noticed.”
