The Central Provident Fund (CPF) is a comprehensive social security system to enable Singaporeans to have a secure retirement through lifelong income, healthcare financing, and home financing.

The CPF Board (“CPFB”) is committed to the philosophy of providing customer service that empowers and is trusted by all. To enhance service efficiency and experience, the Board was focused on three objectives when looking at its next-gen integrated customer engagement system:

• Enhance customer engagement
• Achieve integration and scalability
• Provide agility for adapting to changes

CPFB knew they needed to address the issue of having separate systems for case management and knowledge management, which challenged the team's ability to drive efficiency, collaboration, and the delivery of exceptional customer service. They sought a unified solution to meet their goals that addressed their challenges, including:

• Separate information systems: Officers had to toggle between different systems for internal and public FAQs when composing replies to customers. This separate setup made it cumbersome and time-consuming to manage customer interactions effectively.
• Basic self-service functionalities: The original customer contact form was a basic online inquiry form that did not support dynamic interaction. Customers had limited self-help options to address straightforward issues, which led to reduced efficiency in handling common questions.
• Non-automated feedback collection methods: Efficient ways to gather feedback instantly from customers were not available. The inability to quickly gauge customer satisfaction and address problems made continual service improvement difficult.

“Our goal is to achieve an omni-channel platform that unifies our CRM and knowledge management systems and allow our Customer Service Executives to serve our members easily and quickly with greater personalisation,” explained Soh Tse Min, Group Director, Customer Relations Group.