From 13 to 17 April 2026, the 5th Siberian Forum “Productivity and Sustainable Development” – a key business event for Siberia – took place in the city of Tomsk. On this occasion, Alina Petichenko, expert from ISO/TC 312 on Excellence in Service, spoke about what service excellence is and what it is not. The video also features young people in Tomsk sharing their views on service excellence and how to achieve it.