Speaking at the Institute of Service Excellence at SMU (ISES) Global Conference on Service Excellence, Dr Jeremy Lim, Partner and Head of Asia Pacific region, Health and Life Sciences at Oliver Wyman, said that in the future, customers will play a greater role in shaping the service they receive. The shift to such a co-production model will change the relationship between consumers and service providers. To react to demand from consumers, "most of customisation and personalisation will be in real time, and it has to be done using algorithms", said PK Kannan, Ralph J Tyser Professor of Marketing Science at the University of Maryland. Prof Kannan further believes that co-production need not be restricted to an individual producing services for himself. Instead, customers can co-produce services that are enjoyed by all. He cited the example of a clinic in Philadelphia, which in the place of accepting payment for its services, allows customers to work off their fees by performing clerical work.