SearchConfig - Rename a search form title in the drop-down?

Good day,

I was wondering if someone could point me in the right direction with the 'Search' form in Service Manager. 

I am looking to change the title of a form in the "Look for" drop-down menu.
Ex. I would like to change 'incident' to 'service calls', I am not sure where to go to change this value. (See picture)

Any help is mucho appreciated! 

I can make it rain kudos as well so lets see those responses.

UPDATE: Service Manager Version 9.40