The Institute of Service Excellence at SMU (ISES) was established by SMU and the Singapore Workforce Development Agency (WDA) with the primary aim of raising service standards and promoting a culture of service excellence in Singapore. It was launched by Minister for Transport and Second Minister for Foreign Affairs Mr Raymond Lim at an event in SMU on 18 July 2007.

As Singapore positions itself as a key Asian hub for a broad spectrum of services, having consistent and impeccable service is the foundation to world-class standards of service excellence and leadership. The Institute of Service Excellence aims to nurture a business environment where service excellence is firmly entrenched in the culture, policies and processes, and in the mindsets of the country's leaders and service providers.

Introducing a holistic approach, the Institute of Service Excellence collaborates with C-level executives in capability-building for service leadership.