In a special feature, Institute of Service Excellence at SMU Executive Director Neeta Lachmandas shared her insights on the significance of the Customer Satisfaction Index of Singapore (CSISG) scores as well as the relevant trends pertaining to customer service. She noted that the CSISG reveals that satisfaction levels and revenue are positively correlated, adding that companies are beginning to realise that service can be leveraged as a business differentiator: "In a world where goods are being increasingly commoditised and consumers are spoiled for choice, service is increasingly being leveraged as a business differentiator. Often, the difference between a good brand and a great brand lies in how much a business has invested in the design and delivery of its service,” said Ms Lachmandas. She also discussed other key issues such as staff retention and the need for businesses to have an omnipresence strategy.