Twin pillars of culture and structure

The Global Conference on Service Excellence, organised by the Institute of Service Excellence at SMU, underscores the importance of soft and hard aspects of service innovation. In his keynote address, SMU chairman Mr Ho Kwon Ping says for service innovation to be sustainable, it has to involve both a ?soft side' or prerequisite service culture and corporate values, and a ?hard side', or specific corporate processes to enable continuous, rigorous and collective service innovation.