Developed by the Institute of Service Excellence at SMU (ISES) the Customer Satisfaction Index of Singapore (CSISG) was launched on 7 April 2008 by Guest of Honour Mr Gan Kim Yong, Acting Minister for Manpower. The event was also attended by Mr Tan Suee Chieh, Governing Council Co-Chair of ISES, members of the ISES Governing Council, Professor Tan Chin Tiong, Deputy President and Provost of SMU, and Professor Pang Eng Fong, Dean of the Lee Kong Chian School of Business.

The CSISG is Singapore’s first standardised measure of customer satisfaction  and  is  modelled  after  the  University  of  Michigan’s

American Consumer Satisfaction Index (ACSI), a leading economic indicator and standardised measure of service excellence in the USA since 1994. The CSISG will annually measure and benchmark customer satisfaction levels over a given time and across different sectors and countries. Already the CSISG has produced indexes for eight economic sectors, 31 sub-sectors and more than 50 companies of the Singapore economy. Future indexes will be expanded to include more companies across the sub-sectors.

Following the launch at a dinner forum, Professor Claes Fornell, a leading expert on customer satisfaction measurement and customer and employee asset management, as well as the founder of the CFI Group and ACSI, spoke about the US experience. Professor Fornell has written substantially about his work and is interviewed extensively as an expert on customer satisfaction and its implications on corporate performance and financial markets.

“The CSISG presents unique opportunities for the different stakeholders in the Singapore economy…[and] is an excellent example of SMU’s commitment to excel within both the realms of academia as well as industry.”
– Practice Assistant Professor Marcus Lee, Academic Director, Institute of Service Excellence at SMU