The Institute of Service Excellence @ SMU (ISES) found that the companies which ranked highest in terms of customer satisfaction scores did not really do much to "exceed expectations". ISES director Caroline Lim said: "Our data affirms that…when a company is increasingly not meeting expectations, the incremental loss in customer loyalty is high, whereas the incremental benefit of increasingly exceeding expectations is less impactful. Companies should first and foremost address and attend to customer needs and pain points.” Ms Lim also commented that helping to shape what the company’s customers expect by accurately branding and communicating a business' service proposition “could be as important as process improvements”.