SMU Associate Professor of Operations Management Lim Yun Fong said that to raise service quality, companies should diversify and bring new services to consumers. He was speaking at the recent Institute of Service Excellence at SMU industry forum, held in conjunction with the release of the latest Customer Satisfaction Index of Singapore survey results. Associate Prof Lim cited as an example supermarket chain Tesco, which pioneered virtual stores in South Korea. Additionally, he believed that providing additional services need not mean compromising on the quality of the core service. "Companies have to grow. So as they get bigger and bigger, there is the opportunity to diversify," said Associate Prof Lim.