Seeking Technologies for Seamless And Integrated Customer Experience for PMEs

Background / Description

The Open Innovation Platform (OIP), an initiative by the Info-Communications Media Development Authority of Singapore (IMDA), aims to connect real business challenges to problem solvers.


The National Trades Union Congress (NTUC) is a national confederation of trade unions as well as a network of professional associations and partners across all sectors in Singapore. NTUC's vision is to be an inclusive Labour Movement for all collars, ages and nationalities. NTUC is at the heart of the Labour Movement, which comprises 59 affiliated unions, 5 affiliated associations, 10 social enterprises, 6 related organisations as well as a growing ecosystem of U Associates and enterprise partners.

The objectives of NTUC are:
(a) To help Singapore stay competitive, and workers to remain employable for life
(b) To enhance the social status and well-being of our members and workers
(c) To build a strong, responsible and caring labour movement.

As the workforce in Singapore evolves, a larger percentage of worker fall into the category of Professionals, Managers, and Executives (PMEs). To remain relevant to the workforce, NTUC continually reinvents itself and innovates new products and services to better cater to needs of the PMEs. However, the needs of this segment may vary as they progress through their individual life stages: from a tertiary student looking to enter the workforce, to a mid-career worker with a young family, and someone who could be near his/her retirement.

Keeping in mind the varying needs of the workers in different segments and life stages, NTUC is looking for a digital solution that will enable them to have better engagement with their members, while constantly providing members targeted and anticipatory messaging and promotion that are relevant to them. NTUC also wishes to provide a seamless and integrated digital customer experience at the various customer touchpoints within NTUC family. These are:

• Shopping for groceries at NTUC Fairprice
• Buying insurance at NTUC Income
• Enrolling children in childcare services at NTUC First Campus
• Earning and redemption of loyalty points at NTUC Link
• Dining at NTUC Foodfare
• Shopping at malls under Mercatus
• Engaging in leisure at Downtown East under NTUC Club.
• Attending course/learning a new skill at NTUC Learning Hub
• Seeking career advice from e2i



How can we realise PMEs’ digital customer journey experience in a seamless, integrated, personalised, and anticipatory manner across NTUC family’s suite of products and services?

Technical Specifications

• Proof-Of-Concept (POC) to leverage on our customer experience journey to propose seamless, integrated, targeted and anticipatory recommendations
• Solution should be able to cover NTUC family’s variety of products and services for PMEs in different segments and life stages, as outlined above
• Solution must be able to integrate or interface with NTUC’s existing systems and various platforms e.g. SAP, web/email applications, ERP, third party platforms
• Any digital data has to be compliant with NTUC policies and housed in Singapore
• Cost effective


• Solution can be a member-centric digital ecosystem which users can enjoy an end-to-end experience for a wide range of products and services within NTUC family through a single access gateway, without leaving the ecosystem. For example, NTUC member can shop online for groceries, buy insurance online etc. without going into the individual platforms
• Solution can leverage on the data provided by new and existing members upon sign-up such as: Age, marital status, children, address, occupation, income level
• Solution uses these details to provide targeted and anticipatory recommendations for members. For example, a PME profile would be: married woman in her mid-30s has a young child and works as a marketing manager with an income of SGD $6000. Upon signing up, she receives a set of welcome vouchers and personalized recommendations to sign up for a childcare at a preferred rate. The solution also recommendations other childcare services such as enrichment programmes for her child and also career advisory to prepare her for her next career switch
• Solution can also capture habitual routines by the users such that the anticipatory recommendations can be even more targeted. For example, if the user always buys milk powder every fortnight, the solution can prompt special discount rates for milk powder at the various NTUC Fairprice outlets located near the user’s address
• Solution will also periodically prompt users to update their profile and data as a continuous feedback loop to improve on targeted anticipatory marketing so that the user is kept engaged, which is translated to user retention



• SGD 20,000 of prize money for each winner of this challenge (see Award Model)
• Potential long-term contractual relationship with NTUC
• Association with the NTUC brand for promotional/marketing purposes
• Winner will be publicised by NTUC at the end of the challenge



We are open to global and Singapore-based individuals, research providers and companies that have digital technology expertise and innovation capabilities. Some of these include Info-Comm and Media (ICM) start-ups, SMEs and larger companies. Problem Solvers should have the ability and desire to co-create and innovate with Problem Owners or/and other partners to translate their ideas into solutions that can address real business needs. 

There are no restrictions on the geographic location of the problem solvers who may choose to apply to this challenge. However, the POC needs to be demonstrated in Singapore. Global applicants must be prepared to bear the additional cost of travel.

Further Details

Technical details of the problem statements as well as information related to the innovation calls can be found on the IMDA Open Innovation Platform (OIP) which you will be redirected to after clicking on the 'Proceed To Details' button below and filling up a short form with your basic information.

Preferred Business Model

  • R&D Collaboration
  • Business Collaboration (Joint Venture, Distribution)

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