United Nations Public Service Awards Case Studies

Prior to the launch of EnterpriseOne initiative, information on assistance programmes, regulations and services for Small and Medium Enterprises (SMEs) was dispersed over different government agencies. SMEs did not have a single point of contact that they can turn to for comprehensive help. While SPRING Singapore has a SME First Stop call centre, it was more to promote SPRING’s assistance programmes and did not have the capability to function as a one-stop for enquiries beyond SPRING’s programmes.

No doubt Singapore government has successfully promoted the use of Internet for businesses to interact and transact with the government. However, the information in agencies’ websites was generally agency-centric which only focus on the agencies’ services without making references to other licenses or permits needed to start and run a business (e.g. starting a retail business).

The introduction of a One-Stop Online Business Licensing Service (OBLS) for SMEs to apply for their business licenses online was a huge success. This was great for existing SMEs operating their businesses and entrepreneurs who have decided to start their businesses. However, OBLS is one of many services which enterprises need to transact with government. Feedback from aspiring entrepreneurs and SMEs exploring to start a new business often cited lack of comprehensive and holistic information (e.g. what do I need to start and run a retail business) to assist them to make the final decision to move ahead. Without knowing what services, assistance programmes and incentives that are available, and what rules and regulations they need to comply with, this group of users encountered much difficulties searching for the relevant information and e-services they need. They were frustrated and did not know who to turn to for assistance.

Separately, SMEs also cited lack of business and market information and services to help them grow their businesses. Most SMEs cannot afford to engage reputable consultants nor purchase market intelligence. Unable to tap on expertise advice and good knowledge of the business development and market trends, it would be difficult for our SMEs to grow and expand.

In summary, not knowing where and how to find the relevant government information and services to assist and facilitate their business decision making to start, sustain and grow their businesses, aspiring entrepreneurs, start-ups and SMEs have to resolve through a painful “trial and error” process to locate the correct government agency. Most of the time, they are being passed back and forth in their quest for information or services, and this has resulted in much inconvenience in their interaction with the government.

What is the initiative about? (the solution)
To plug the gaps and improve service delivery to our customers (the entrepreneurs, startups and SMEs), it was proposed that a customer-centric, multi-channel, easy-to-use and effective virtual one-stop service be established. EnterpriseOne, a multi-agency initiative championed by SPRING Singapore was launched on 22 Feb 2006. It comprises the following: (a) A web portal supplemented by a Helpdesk operation for general enquiries; (b) Enterprise Development Centre (EDCs) which SMEs can enjoy customised business advisory and consultancy services; and (c) EnterpriseOne Business Information Services (EBIS) which SMEs can enjoy information consulting services and gain access to over 50 online business databases The benefits resulting from the initiative include: Easy Access to Government Information and e-Services EnterpriseOne portal allows businesses to easily search and access online information and services at a single of point round the clock. The content in the portal are written from customers’ perceptive, and the language used is simple and easy to read. Since its launch, the portal received more than 40,000 unique visitors monthly compared to a previous average of 25,000 at the former business.gov.sg. A survey with users of the portal found that 94% of them liked the portal and about 89% of users found the information and e-services wide ranging and easy to locate. To cater for the Chinese speaking business community, a Chinese version of EnterpriseOne portal was also created with the collaboration with the Singapore Chinese Chamber of Commerce and Industry. To date, more than 80,000 unique visitors have visited this website. EnterpriseOne hotline also helped more businesses in telephone and email enquiries. About 1,500 enquiries were answered monthly and 1,746 enquiries were escalated from EnterpriseOne to other government agencies since launch. The hotline received feedback with more than 98% of our customers satisfied with our service. Access to Affordable Business Advisory and Information Consultancy Services For businesses which require personal consultations and professional advice on business issues, they can get affordable advisory services at the EDCs. On average, 400 SMEs were assisted monthly through the EDCs. Businesses can also have access to trusted and affordable management and business information via monthly industry updates and customised research as a subscriber to EBIS. Cost Savings for the Government EnterpriseOne has resulted in savings of resources for the Government. It is estimated that the potential savings from implementing EnterpriseOne compared to expanding the previous SME First Stop call centre to handle more than 10,000 users per month, would be more than $10 million over a period of 6 years.

Who proposed the solution, who implemented it and who were the stakeholders?
The Ministry of Trade & Industry (MTI) proposed the solution of a one-stop portal for SMEs – EnterpriseOne. This is a key multi-agency initiative under the purview of Business Town Steering Committee (BTSC), a platform to promote whole-of-government co-operations from the other economic agencies. It is chaired by the Permanent Secretary of MTI and attended by CEOs of the related economic agencies. The goal is to provide an integrated approach to better serve the SMEs. EnterpriseOne is championed and managed by SPRING Singapore. SPRING Singapore’s mission is to enhance the competitiveness of enterprises for a vibrant Singapore economy. In developing and implementing EnterpriseOne, SPRING worked very closely with our stakeholders, which include our customers - entrepreneurs, startups and SMEs; economic government agencies; and chambers of commerce and industry associations. Web Portal – A Customer-Centric Approach The requirements from the various stakeholders were collected early in the development, as well as during the pilot test stage to ensure that the final product will benefit our customers. The methods used for gathering the requirements from our customers include surveys, focus groups and one-on-one usability tests. Feedback is gathered from more than 500 businesses and it resulted in a totally revamped portal simply written with user friendly design and easy navigation. SPRING has meticulously compiled and researched information relevant to businesses from 35 government agencies, chambers of commerce and industry associations. Now, instead of going from one government agency to another for information, businesses need only to log onto EnterpriseOne portal to get all the information they need. To ensure that the Chinese version of EnterpriseOne is of high quality and relevance, SPRING works with Singapore Chinese Chamber of Commerce and Industry (SCCCI) to tap on its Chinese expertise to develop and host the Chinese version of EnterpriseOne portal. Helpdesk – First Stop to All G2B Services This multiple-channel hotline covers enquiries from telephone calls, emails and online FAQ section in the portal. SPRING has established an escalation process with respective government agencies for referral of enquiries. EDCs – Access to Affordable Business Advisory Services EDCs at Association of Small and Medium Enterprises (ASME), Singapore Manufacturers’ Federation (SMa), Singapore Malay Chamber of Commerce and Industry (SMCCI) and SCCCI provide first-level general diagnostic services and second-level focused consultancy services to SMEs. Each EDC has its own area of specialisation. EBIS – Trusted and Affordable Business Information Resources and Research Services Led by Singapore Business Federation (SBF), in partnership with National Library Board, IE Singapore and SPRING Singapore, EBIS provides business information resources and research services. It enables businesses to be proficient in use of information for making business decisions.

Describe how and when the initiative was implemented by answering these questions
a. What were the strategies used to implement the initiative? In no more than 500 words, provide a summary of the main objectives and strategies of the initiative, how they were established and by whom.
For the Customers, By the Customers To develop a truly user site, SPRING conducted telephone surveys, focus groups study, face-to-face interviews and pilot tests with more than 300 SMEs to understand their top concerns and needs. Their top concerns and needs include financing, lack of awareness on government support, understanding government regulations, market intelligence, human resource and request for Chinese website. It was also found that the existing government business website – business.gov.sg - was not among the government sites that SMEs frequent. The content in the portal are written in SME-friendly language – simple, concise and easy to understand. It is also organised based on what the users want, rather than agency specific approach. SPRING selected copywriting vendors based on their capabilities and experience (not on company size). They were SMEs themselves who understood concerns of SMEs and provided value-added feedback throughout the implementation process. Prioritise and Deliver what Customers want Emphasis was placed on Research (new content that was SMEs’ top concern but were not available) and Copywriting (SME-friendly language). Hence, EnterpriseOne portal is not just a gateway leading to other agencies’ webpages. It is tailoring business information & services and integrating these in one platform for easy access to businesses. EnterpriseOne provides multi-channel support which makes it easy for customers to access. The old url of the previous business website was retained for ease of access by existing customers. Proactive Feedback and Review Before EnterpriseOne portal was officially launched, SPRING conducted a series of usability tests (survey, card sorting, one-to-one observation) to gather feedback from more than 200 SMEs on, presentation and layout, content adequacy, navigation, and wording and description. Results showed customers like the new website but some had difficulties with the navigation on the website. Based on the feedback, the portal was further fine-tuned. As part of EnterpriseOne’s continuous effort to keep the portal relevant and updated, SPRING conducted a series of studies from September 2006 to March 2007 to identify content gaps and profile our users. The results were a more vibrant homepage (launched on 31 October 2007) and a better understanding of the profile of our users, so that EnterpriseOne team can create content that better meet the requirements of our businesses.

b. What were the key development and implementation steps and the chronology? No more than 500 words
Prior to 2004, SMEs do not have a single point of contact for comprehensive help and there have been several calls from the public to establish a one-stop agency for SMEs. March 2004 – Minister of State for Trade & Industry (MTI) announced SME One Stop Web Portal in the Parliament debate. July 2004 to March 2005 – As the portal is targeted at SMEs, an SME Requirement Study was conducted for the portal to ensure the web services will truly meet their needs. Top concerns and needs from more than 300 SMEs were gathered through telephone surveys, focus groups study and face-to-face interviews. Information was also gathered from potential content providers of key government agencies and SPRING’s internal departments. The results were translated into a recommendation report outlining the content and services, features and tools needed for the portal, and also the technical and infrastructure requirements to support the EnterpriseOne portal and its complementary delivery channels. March 2005 – Launched of first Enterprise Development Centre (EDC) at Association of Small and Medium Enterprise (ASME). EDCs are channels for the SMEs to obtain professional business advisory and consultation services. April 2005 to February 2006 - Content and technical development of the portal. Copywriting vendors were selected to produce simple and easy to understand content. SPRING also evaluated and implemented various infrastructures, tools and features that can support the portal’s requirements. A pilot test and usability tests were also conducted. Based on the feedback, the portal was further fine-tuned before the official launch. October 2005 – Launched of second EDC at Singapore Manufacturers’ Federation (SMa). 22 February 2006 - Business.gov.sg was officially re-launched as the EnterpriseOne portal with the Chinese version hosted by Singapore Chinese Chamber of Commerce (SCCCI). The third EDC at SCCCI was also launched. July 2006 - The Online Business Licensing Service (OBLS), a one-stop service, has been significantly enhanced with Update, Renewal and Termination functions, beyond the application of new licences function, to better serve businesses. October 2006 – Launched of fourth EDC at Singapore Malay Chamber of Commerce (SMCCI). September 2006 to March 2007 - A series of studies were conducted to identify content gaps, and new content, tools and features to be developed for the portal. The study also provided a profiling of our customers, which help SPRING to create content and service better suited for the SMEs, so as to drive up number of unique visitors and repeat visits to the EnterpriseOne portal. July 2007 – October 2007 – Content development of new industry-specific information for Food & Beverage and Retail. The homepage was also redesigned to incorporate the two new industry sections, and create more vibrancy with latest news and events more prominently displayed. August 2007 – Launched of EnterpriseOne Business Information Services (EBIS). Led by Singapore Business Federation (SBF), this new channel provides access to trusted and affordable business information and research services. 31 October 2007 – Launched of redesigned homepage.

c. What were the main obstacles encountered? How were they overcome? No more than 500 words
One of the key challenges was to integrate and coordinate the differing objectives of different government agencies towards a common goal. To do this, strategic direction was provided by the Business Town Steering Committee (BTSC), chaired by the Permanent Secretary of the Ministry of Trade and Industry, comprising members who are senior management of key agencies. Reports were generated to track response time of escalated enquiries for individual experts in agencies. If there is any service lapse, it will be escalated to the BTWC (Business Town Working Committee) under BTSC. A content policy and workflow for handling requests from various agencies and public were also put in place to ensure the right fit of content and minimise the hassle of uploading time. Quarterly content audits had been put in place in addition to the ad hoc new updates. To ensure open and regular communication between agencies, the project team acknowledges and manages specific concerns of various agencies through regular forums and meetings which helped to secure buy-in from agencies. The common vision of being pro-enterprise and setting common key performance indicators helped galvanise our various partner agencies. SPRING also taps on existing network and close working relationships with the business chambers and trade associations. Views are solicited from their members. They also manage the EDCs to provide “personalised advisory services” for the enterprises. Another challenge encounters was the need to integrate technologies, content and process within a short time. By leveraging on available and proven technologies with minimal capital investment, the team was able to speed up the system implementation. Efforts were focused on meticulously putting together the customizations and integration to create streamlined operations within a short period of 2 months. Out of the long list of concerns from the customers as revealed by the survey results, the team focused on addressing the major pain points of the customers. Efforts were focused on translating the existing content and services available and developing new content and services to address these top business needs. To facilitate liaison with multiple teams within the partner agencies, key representatives were identified to be part of the working level committee. This work arrangement helped facilitate communication and hasten implementation of the work processes (e.g. any new changes are updated timely and enquiries received from enterprises are responded within the service level).

d. What resources were used for the initiative and what were its key benefits? In no more than 500 words, specify what were the financial, technical and human resources’ costs associated with this initiative. Describe how resources were mobilized
Singapore e-government strategy is to promote the use of Internet as the main G2B service delivery channel for information and services to the businesses. However, SPRING is aware that the web portal cannot be the solution for everyone because there are still some who prefer to speak to a helpdesk officer for assistance. As a result, a small team was formed to operate the EnterpriseOne Call Centre. To promote the use of Internet, much of the resources went into the research, copywriting and development of new content for the portal. Users must find it easy to navigate; quickly find the information they need and the contents have to be simple and easy to understand. SPRING also invested in developing different Quick Find Tools and a knowledge base of Frequently Asked Questions (FAQs) to aid users to self-help for information round the clock. Financial Resources The cost of implementation for EnterpriseOne is about S$1.2 million. This covers costs for the requirement study, web portal development (hosting, design and development, and implementation), content development, copywriting, pilot testing, translation for Chinese website, hotline service enhancement, training, marketing and publicity. Human Resources In SPRING, there are 13 officers supporting the EnterpriseOne portal and operating the EnterpriseOne Helpdesk service. The copyediting and development of content are outsourced to a professional copywriting vendor on a retainer basis, so SPRING officers can focus on operational issues, maintenance and liaising with various government agencies on content updates. The 4 EDCs are operated by different Chambers of Commerce and Industry Associations. On average, each EDC has about 3 officers to provide basic business advisory services and they are supported by a pool of associated consultants who are able to provide second level consultancy to businesses at a fee. There are 3 EBIS centres and they are operated by IE Singapore, SBF and NLB. Each EBIS centre has one to two officers to assist EBIS subscribers. Both the EBIS centres and EDCs manage their resources and recruit their own staff to support their operations. Technology Resources SPRING leverages on available and proven technologies. Capital investment is kept to the minimum as most the technologies deployed are based on subscription model, rather than owning the hardware and software. As a result, SPRING only pays based on usage and customisation. The key technologies mobilized under EnterpriseOne are: • Content Management Software – manages the uploading and publishing if content on the portal. • Call Logging System – tracks and manages the enquiries and responses to customers, ensuring that service level is met. • Knowledge Base of FAQs – frequently asked questions and answers are captured and uploaded to help other enterprises who may have similar enquiries. • Computer Telephony Integration – enhance relationship management by flagging out the identity of callers and facilitate searching of past enquiries of the caller.

Is the initiative sustainable and transferable?
Currently, EnterpriseOne is one key multi-agency initiative under the purview of Business Town Steering Committee (BTSC), a platform to promote whole-of-government co-operations from the other economic agencies. Having an effective governance structure helps to coordinate efforts of multiple partner agencies towards a common goal. Strategic direction is provided by the BTSC chaired by the Permanent Secretary of Ministry of Trade and Industry, comprising members who are CEOs of key agencies. There is strong support from BTSC as well as the 35 partners to provide an integrated approach to better serve the SMEs in Singapore. If there is any service lapse in responding to escalated enquiries within our service standards; or problem with getting or updating of contents for the web portal, it can be escalated to the Business Town Working Committee (BTWC) for resolution. The EnterpriseOne uses customer centric approach to design and develop content and services for the portal. The methods used for gathering the requirements were based on sound tools – not only surveys and focus groups but also on one-on-one usability tests. This approach generated interest from other government agencies such as Infocomm Development Authority of Singapore (IDA) who will be driving the revamp of SinGov Online – comprising mainly of www.gov.sg and www.e-citizen.gov.sg. The Inland Revenue Authority of Singapore (IRAS) also approached the EnterpriseOne to learn the approach used to aid them in revamping their corporate website. The use of simple and easy to understand language is also being replicated in one agency’s website (Workforce Development Agency (WDA)) where similar format is adopted for their scheme’s pages. Many other agencies are exploring adopting our customer centric and easy to understand approach in their future website design. At the international level, countries like Denmark, Spain, Korea and Hong Kong have contacted SPRING to find out more about EnterpriseOne and to better understand how the initiative have benefited SMEs and the business community in Singapore. Saudi Arabia, in particular is very keen to explore EnterpriseOne model as a case study for implementing a similar customer service approach to jumpstart its effort.

What are the impact of your initiative and the lessons learned?
These are the lessons learnt from the journey of EnterpriseOne: 1. A common vision was established to galvanise the various agencies. Only with a common vision and goal would agencies see the need to change their mindsets and alter their current processes to benefit businesses. 2. We ensure that the initiative is sustainable. We also strive to gain support from our key stakeholders. 3. We constantly seek support from the senior management of government agencies. We do so by involving senior management from the various ministries and agencies in regular forums to inform them of the progress of the project. 4. We put in place an effective governance structure for senior management to provide guidance and strategic direction to the working level officers. 5. We established common key performance indicators for the project which allow each agency to be aware of what the project sets out to achieve, and hence work towards the common KPIs. 6. We recognise the importance of open and regular communications among agencies and as such we encourage and urge agencies to provide regular feedback to the project team on any issues or problems concerning them. Such an understanding is necessary to secure the continued buy-in from agencies. 7. The service is developed for our customers and we got the inputs for implementation from our customers. 8. Choose the right vendors, partners and right team members for project development as they will make a difference. 9. Leverage on current and proven technology as much as possible given a time constraints. For a project to be implemented successfully, the commitment of various stakeholders is needed: (a) Dedication from the team to drive changes; (b) Participation from government agencies, chambers of commerce and industry associations who understand the value proposition of the project; and (c) Support from our customers with their feedback and suggestions. Only then can the project be successful and sustainable in the long term.


Institution Name:		SPRING Singapore
Institution Type:		Government Agency
Contact Person:		Joey Ho
Title:		Manager
Telephone/ Fax:		(65) 6279 3367
Institution's / Project's Website:		(65) 6276 9606
E-mail:		joey_ho@spring.gov.sg
Address:		2 Bukit Merah Central
Postal Code:		156835
City:		Singapore
State/Province:
Country:		Singapore

The Problem

Solution and Key Benefits

Actors and Stakeholders

(a) Strategies

(b) Implementation

(c) Overcoming Obstacles

(d) Use of Resources

Sustainability and Transferability

Lessons Learned

Contact Information