In a joint commentary, SMU Associate Provost for Postgraduate Professional Education and Associate Professor of Accounting (Practice) Themin Suwardy and Melvin Yong, Singapore Country Head of CPA Australia, discussed how exceptional customer services can be created with data. They opined that this involves employing technology and analytical skills, with agile teams working across functional lines. SMU Associate Dean of the School of Computing and Information Systems and Professor of Information Systems (Education) Michelle Cheong said, “Sustainable competitive advantage can come from improvements in their product and service offerings which can be implemented quickly, cannot be imitated easily, and can bring benefits to their current and new users.”