Ethos Issue 4, Oct 2008

Better, Faster, Cheaper: Service Transformation and Channel Migration at the Ministry of Manpower
Penny Han

TOWARDS HIGHER SERVICE QUALITY
MOM’s customer responsiveness approach has borne fruit. Customer perception survey results have shown steady improvements over the years, with the percentage of satisfied customers increasing from 91.2% in 2006 to 93.2% in 2007. MOM scored well in the annual Pro-Enterprise Ranking (PER) survey amongst businesses, rising from a PER index of 72.5 in 2006 to 74.6 in 2007. In recognition of the management systems and processes in place for service excellence, MOM was also awarded the Singapore Service Class certification in November 2007.

MOM plans to deliver more electronic and mobile services in the near future. The Employment Pass (EP) Online service will be enhanced, like the successful WPOL, to significantly improve turnaround times for EP processing. Another key e-service will be the development of an integrated Occupational Safety and Health service that will bring together services for reporting workplace accidents, applying for licences and obtaining advice relating to workplace safety and health issues.

Higher customer expectations from a more educated populace will continue to generate demand for even more sophisticated levels of service delivery. At MOM, the next phase of customer responsiveness is to move beyond efficiency targets to raising the standards of service quality. Policies and service strategies will be kept responsive. Quality assurance across all business departments will be ramped up. To intensify customer engagement and outreach, MOM will do more to ensure closure of feedback loops in handling policy and customer-related issues. In 2008, a “Best Public Suggestion Award” will recognise members of the public who have provided suggestions that have led to significant service improvements for the Ministry—this will enhance customer engagement and encourage good suggestions from the public to improve services.

MOM has seen the fruits of its early efforts at service transformation. It has worked hard to balance an effective multi-channel strategy that is sensitive to its customers’ diverse needs with the broader drive towards cost-effectiveness and value creation. It is a clear illustration that a policy-oriented, regulatory agency can deliver a superior customer experience and responsive service vision that is on par with the best in the world.