Speaking at the fourth Institute of Service Excellence Global Conference on Service Excellence at SMU, Minister in Prime Minister's Office Lim Swee Say said that the service industry in Singapore can do better and has to do so to remain competitive. He said that as the government continues to push for better service standards through initiatives such as the Go the Extra Mile for Service Up, or GEMS Up, the industry needs to challenge itself to understand the evolving expectations of customers and tap on technology to deliver service excellence.