Fostering digital inclusion constitutes a key objective but also challenge for social security and public administrations. The CPFB of Singapore won the innovation award for its ‘digital first, but not digital only’ strategy and actions to bridge this gap by coaching people to use new technologies, ensuring everyone benefits. It combines technological advancements with a human touch in social security services.

In line with Singapore’s vision as a “Smart Nation”, the CPFB has taken bold steps to digitalize services, while ensuring that no one is left behind. Facing the challenge of a rapidly ageing population, the CPFB adopted a “phy-gital” (physical-digital) approach. The objectives of the good practice Phy-gital@CPF service centres: Bridging the digital divide and revolutionizing service delivery were to design a seamless and innovative service experience that would be inclusive and accessible for all, especially the elderly and vulnerable. In parallel, it aimed to boost the digital confidence and literacy of those in need.  

"The ISSA applauds the Central Provident Fund Board of Singapore for its truly innovative efforts to combine digital services with physical presence along with skills training, in order to ensure stronger service quality and accessibility through an innovative but pragmatic approach of digital first, but not digital only’”, said Marcelo Abi-Ramia Caetano, ISSA Secretary General. The award was handed out at the ongoing Regional Social Security Forum in Riyadh, Saudi Arabia.

The CPFB transitioned to a fully digital counter experience with online bookings and feedback. Service centres were revamped for better accessibility and comfort, featuring self-help kiosks, face verification, videos, modular furniture and padded benches for the elderly. Workshops and one-on-one sessions were introduced to help the less digitally savvy Singaporeans, while vulnerable members can be served quickly in dedicated rooms and partnerships with other government agencies provided alternative face-to-face service options.

The project has proved successful with a member satisfaction rate of 98.6 per cent. By April 2024, 2,130 seniors attended the CPFB’s upskilling workshops, and 20,130 seniors had participated in workshops organized with the Infocomm Media Development Authority (IMDA).

The CPFB won the ISSA Special Distinction for Innovation in competition with 187 good practices from 34 institutions in 21 countries. This is the first ever award of its kind for ISSA members in Asia and the Pacific. It has also received the Singapore Good Design Award 2023 for the transformation of the CPF Service Centres and the Minister for Manpower Awards 2024 for the commitment to empower seniors in their digital journey.

Relevance of the ISSA Guidelines

To meet its goals, the CPFB used design thinking principles to deeply understand members’ needs, challenges, and preferences, leading to a reinvention of the customer journey at service centres through three key design shifts, in line with the ISSA Guidelines on Service Quality.