What defines a happy customer

SMU Adjunct Professor Bala Shankar looked at the factors that constitute customer satisfaction, and how customer satisfaction has engulfed all business and non-business activities. The business world is moving towards differentiating service, as products are all seemingly equal. This is both an opportunity and a threat - opportunity for those organisations who have sought to oil their customer satisfaction wheels perfectly and threat for others who haven't woken up to the new reality. Adjunct Prof Shankar also noted that SMU has developed a composite measure that seeks to capture customer satisfaction standards in Singapore's context, given the high density of service industries and given that the country seeks cutting-edge standards in such pursuits.