Message from ISE Executive Director



Executive Director
Institute of Service Excellence
Singapore Management University

A thriving service economy is a crucial cornerstone for Singapore’s continued economic success. After all, 75% of national GDP comes from the business our service companies generate.

The Institute of Service Excellence at SMU (ISE) was set up to ensure our businesses remain at the top of their game when it comes to service delivery and customer experience.

Delivering this world-class standard of service requires a holistic, organisation-wide impetus that goes beyond the storefront and frontline training. Furthermore, competition is increasingly global, facilitated by the online economy. Operating in Singapore also brings unique challenges, from labour expense and productivity to land.

The Institute of Service Excellence at SMU works in close collaboration with government agencies such as the Workforce Singapore (WSG) and SPRING to develop programmes and initiatives that directly help our local businesses and workforce.

For example, the Institute’s annual flagship study, the Customer Satisfaction Index of Singapore (CSISG), provides an unbiased, data-driven benchmark of service competitiveness across a wide swarth of consumer service sectors. The analytics-based insights into customer satisfaction and loyalty are unparalleled in breadth and scope. Working in concert with academic faculty from the Singapore Management University, we have developed an integrated training curriculum intended for business leaders.

We will continue to build upon and develop these initiatives. But we are most encouraged when business, big or small, engage and make use of our research findings and executive programmes. The ISE is looking forward to being your partner in your service excellence journey.