While tertiary students shouldn't be treated like customers, improving the way they are serviced can help improve learning outcomes. In this regard, SMU has made efforts to improve its administrative services. SMU Vice Provost (Undergraduate) Pang Yang Hoong said "We have rolled out a Business Process Improvement initiative to streamline our administrative processes to provide the best possible operational support to our students so that they can focus their time and energy on attaining academic excellence." SMU Assistant Professor of Marketing (Practice) and Academic Director of ISES Marcus Lee said "It is clear that students from different kinds of educational institutions care about different things and administrators should consider paying attention to aspects of the student experience that most strongly impact their students' perceptions of quality."