The Team

Steve Coyle

  • Steve and his ServiceWinners Sdn. Bhd. team design and deliver customized learning programs to help you and your organization succeed. He started ServiceWinners in 2003. Originally from Seattle, he has lived in Kuala Lumpur since 1995. He has delivered programs throughout the world, including Afghanistan, but mainly focuses in the Asia Pacific region. The key word in his programs is ‘practical’. His goal is for learners to find tips, tools, and confidence that can immediately be used back on-the-job. Since 2003, he has delivered programs to thousands of learners.
  • Key focus areas are in:  CX (Customer Experience), Supervisory skills, Credit / collections skills, Train-the-trainer skills for internal trainers, Instructional-design skills, Business Writing, Business Speaking, Sales /Telesales skills.
  • Prior to ServiceWinners, he worked in the banking field at CIT Equipment Finance (USA, Alaska branch), in telco with Maxis Mobile (Malaysia) where he helped  start Maxis, and at Verizon Wireless (USA).  He also worked as a high school and college professor in Poland. He has lived and worked in 40+ countries which allows him to adapt to most any culture.
  • He has an MBA from Gonzaga University (U.S.A.) and a Masters in Education- Instructional Technology(Malaysia). He is a Certified Credit Executive (USA) and a Certified Financial Collections Professional (Canada). He is a certified ‘English as a Second Language instructor’ (UK). He’s a member of the Association of Credit Management Malaysia.
  • He writes for magazines such as Quill (Malaysia), New Strait Times (Malaysia), Call Center Magazine (US), Credit CCR World (UK), Business Credit (US), Credit Today (UK), Training Magazine (US), Credit Management (Australia), and others.
  • He’s the author of the practical book ‘Debt Collections: Stir-Fried or Deep-Fried?’ e-versions are available on this website. Print and Kindle versions are available at

Feel free to drop him at line at: or +60 12 2000 998 (mobile)



  • Jude Louis is a Senior Consultant. He is from Ipoh, Malaysia. His experience was gained in the consulting and IT industries. Jude has a Masters in Education- Instructional Technology (Malaysia).



  • Dr. Sasheedran Raman, DBA is a Senior Consultant. He is also from Ipoh. His work experience was gained in the telco, manufacturing, and training industries. He is certified in Neuro-Linguistic Programming and Time-Line Therapy. He has an MBA in Marketing and a Doctorate of Business Administration.


Albert Khoo

  • Albert is a Senior Consultant. He is from Malacca, Malaysia. His work experience is in the Customer Experience, Sales, and Banking realms. He has worked at numerous banks in senior positions in Malaysia. In addition, he was a training partner with ServiceWinners on many successful joint projects. His knowledge and senior management experience has proven vital in our past projects. Albert has a degree in Economics (Malaysia) and a diploma of banking from Bank Negara’s arm: IBBM (now called Asian Banking School).