At the Institute of Service Excellence at SMU (ISES) Industry Forum on service and productivity held earlier this month, Zalora Regional Managing Director Mr Harry Markl, one of the speakers at the event, said: “In seeking to please customers, businesses often focus their attention on front-line staff and physical touchpoints”, but “often overlooked” service productivity. “It's actually about making all the different parts of the business work together seamlessly, creating an altogether enjoyable customer experience that at the end results in more return purchases and customer advocacy,” added Mr Markl. SMU Visiting Professor (Strategy & Organisation Group) Joseph Porac was also among the speakers at the event.