In its mission to raise service levels in Singapore, the Institute of Service Excellence at SMU (ISE) has 3 key areas of focus:


Benchmarking and Comparative Analysis

Objective benchmarking and measuring of service standards are critical for the monitoring and improvement of customer satisfaction levels. One of the inaugural projects initiated by the Institute of Service Excellence, jointly with Singapore Workforce Development Agency, is the Customer Satisfaction Index of Singapore (CSISG) the first annual measure of customer satisfaction cutting across different sectors and sub-sectors in Singapore. The Institute of Service Excellence measures and benchmarks customer satisfaction levels over time, to provide a rigorous, objective and comprehensive assessment of Singapore's service levels. 


Research and Thought Leadership

By engaging in timely and relevant research on service excellence, the Institute of Service Excellence facilitates businesses in their efforts to develop service strategies, innovative business solutions and raise service standards. Research by the Institute of Service Excellence is cross-disciplinary and largely contextualised in Singapore and Asia for the service industries.


Industry Engagement

The Institute of Service Excellence taps into industry and business leaders for their insights and feedback via forums, dialogues, leadership plenary sessions and masterclasses. The objective is to synergise industry knowledge and the research capabilities of Singapore Management University to develop tools and innovative strategies that will sharpen the service sector's competitive edge. 

ISE Corporate Brochure

Tapping the Leaders of Singapore

The Institute of Service Excellence is guided by its Advisory Board and Research Evaluation Committee, and supported by an International Academic Advisory Panel, harnessing the combined expertise and experiences of key industry representatives, government leaders and academic talents.

By marrying the academic rigour of Singapore Management University with the industry knowledge of the Advisory Board, the Institute of Service Excellence is well-positioned to become the think-tank for service excellence in Asia.

Download the ISE Corporate Brochure