The Ceantral Provident Fund Board (CPFB) has been awarded the first ever Special Distinction for Innovation for Asia and the Pacific for its good practice

Phy-gital@CPF service centres: Bridging the digital divide and revolutionizing service delivery.The award was handed  out at the Regional Social Security Forum, held in Riyadh, Saudi Arabia, in December 2024. In this interview, Melissa Khoo of the CPFB outlines the strategy and results for this innovative physical-digital approach, and how it can inspire other countries.

What does it mean for your institution to receive the first ever ISSA Special Distinction for Innovation for Asia and the Pacific?

We are very honoured to have received the first ever ISSA Special Distinction for Innovation for Asia and the Pacific. This recognition is a testament to the hard work, creativity and dedication of our entire team in revolutionising service delivery through our “phy-gital” experience. It is also a reflection of our commitment to advance inclusive approaches towards social security, in the region. In designing a service experience that is not only seamless and innovative, but also inclusive and accessible for all CPF members, especially the elderly and vulnerable, we hope to inspire others to also bridge the digital divide.

The recognition from ISSA also spurs us to continue innovating and setting new standards in our field. We will continue to push boundaries and set new standards in service delivery, always keeping our members' needs at the heart of our innovations.

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What triggered your institution to reinvent the customer journey through an inclusive physical-digital approach?

CPFB’s transformation took place against the backdrop of a changing operating context.  First, Singapore will see a rapidly ageing population. Today, over 75 per cent of CPF members served at our service centres are aged 55 and above, and by 2030, one in four Singaporeans will be 65 or older. Second, while we have a more digitally savvy population, there are diverse segments, and we must ensure that vulnerable members are not left behind. Third, we want to take advantage of digital technologies to make our services accessible and personalised. These were some of the factors that inspired us to adopt an inclusive “phy-gital” approach.

In short, we want to be “digital first, but not digital only”. We recognised that while digital solutions offer efficiency and convenience, they must be balanced with accessible physical touchpoints to cater to all segments of our population. This realisation prompted us to develop a service approach that integrates both digital and physical elements, ensuring we meet the needs of all our members while bridging the digital divide.

What is the main impact of the “phy-gital” approach at the individual, institutional and national level?

At the individual level, our “phy-gital” approach has elevated the service experience for CPF members. At our service centres, members enjoy a digital and seamless experience – from appointment scheduling, self‑registration via QR code to virtual queue issuance. Our frontliners are made aware of members’ enquiries and language preferences before the appointment so that they can provide personalised services. For those less comfortable with technology, we have maintained human touchpoints, with CPF ambassadors providing assistance and issuing manual queue tickets when needed. Features such as height-adjustable kiosks and multilingual instructional videos at self-help kiosks also support members across all levels of digital literacy, ensuring efficient and comfortable access to our services for everyone.

As an organization, this approach has transformed CPFB's operational efficiency and service capabilities. We have been able to manage appointments more effectively, with 97.6 per cent of appointments served within 15 minutes of the scheduled time. The integration of digital tools has also enabled our staff to provide more personalised service, as they now have access to member information before consultations begin.

At the national level, our “phy-gital” strategy aligns with Singapore's vision as a Smart Nation while addressing the challenges of an ageing population. Through our initiatives and collaborations with other government agencies, we have contributed significantly to digital inclusion efforts. Our programmes have reached out to over 20,000 seniors, helping them navigate the digital landscape more confidently. This not only enhances their ability to access our services but also empowers them in various aspects of daily life in an increasingly digital society.

How can your good practice inspire other countries and pave the way for more efficient social security in Asia-Pacific and beyond?

Our “phy-gital” approach to service delivery offers valuable insights for other countries seeking to revolutionise their service delivery.

Our model has showed that enhancing efficiency does not have to come at the cost of personal touch. We have leveraged technology to streamline processes while still providing human interaction where it is most valued and needed. For example, we have partnered with ServiceSG to offer video conferencing services at their centres, allowing members who are unable to visit our service centres to still have face-to-face consultations with our staff.

In addition, initiatives at our E-Xperience Space demonstrate how social security institutions can go beyond their core services to contribute to broader national goals. Our collaboration with other government agencies, such as the Infocomm Media Development Authority, has enabled us to extend our reach and contribute to improving digital literacy among Singaporeans who are less familiar with technology. This holistic approach to service delivery and community engagement can serve as a model for other countries looking to maximise the impact of their social security institutions.