According to the latest Customer Satisfaction Index of Singapore conducted by the Institute of Service Excellence at SMU (ISES), the satisfaction levels of the retail and info-communications sectors have inched up in 2015 from the year before. Another key finding was that locals and tourists responded differently to the various service touchpoints. SMU Assistant Professor of Marketing (Practice) and ISES Academic Director Associate Professor Marcus Lee said: "The changing visitor numbers to Singapore may be beyond the control of most businesses here, but once the customer is in the door, stores must be able to match the experience with expectations, and managers must be cognisant of its customers' profiles and their potentially different perceptions of what constitutes a great experience."