Chief of Wow! Academy Mr Bentley Williams was a panellist at a discussion during the release of the Customer Satisfaction Index of Singapore 2016 first-quarter scores. The discussion was moderated by Ms Neeta Lachmandas, Executive Director of the Institute of Service Excellence at SMU. Mr Williams stressed that a distinctive customer experience needs to be designed and developed by companies so that customers gradually build a connection to the brand through the service staff who deliver it. "Customers are human beings with emotions and they will resonate with brands that understand them and what they want and need," he said.