A panel discussion addressing the challenges of maintaining and increasing customer satisfaction, as well as the increasing importance of innovation in meeting rising customer expectations was conducted at the Institute of Service Excellence (ISES) industry forum and Customer Satisfaction Index of Singapore 2014 Q2 results announcement earlier this month. According to ISES Academic Director Assistant Professor Marcus Lee, data may be important but it is more crucial to harness the right kind and to be able to use it in an innovative manner to improve customer satisfaction. Providers could, he suggested, use data to predict demand, especially since people are creatures of habit. He also felt that it was useful to equip consumers with the right kind of data so that they can make informed choices.