Delighting Customers through Integrated Application Process for Employment Pass
Ministry Of Manpower
Singapore

The Problem

Due to its small size and lack of natural resources, Singapore has to constantly focus on maintaining economic competitiveness and moving industry and services up the value-chain. In these circumstances, having manpower in the right numbers and with the right skills to meet the needs of business is a pre-requisite for success. The demand for skilled manpower could not, however, be met by the local workforce alone. The inflow of global talents would greatly augment the expertise and cultural vibrancy of the workforce in Singapore.

However, before 2008, businesses which were able to find suitable foreign professionals to fill their job vacancies, faced an onerous, opaque and lengthy Employment Pass (EP) application process. The government mindset then was that each application could potentially be fraudulent and thus had to be laboriously checked, re-checked and assessed by various processing officers. Applications had to be completed from scratch each time, and submitted together with copies of all the documents cited. In 2002, the Ministry had launched a basic Employment Pass Online (EPOL) system, which had limited web capabilities. At that time, less than 20% of applications were submitted via EPOL as the system was not user-friendly. Processing time took up to 2 months as it depended heavily on the ability of the processing officers to complete the assessment of some 25,000 hardcopy applications submitted monthly. As the details of the complex evaluation criteria for EP were not made public, employers had uncertainty of whether their submitted application would eventually be approved. This lack of transparency led to much frustration amongst employers and applicants, together with an equally high rejection rate of 35%.

Even when a pass was approved, the collection process was problematic. Applicants had to turn up at the Singapore Ministry of Manpower (MOM) premises, take a queue number and wait for their turn so that documents could be verified and their passports stamped with an Employment Pass. This could take up to 4 hours during the peak periods. For foreigners visiting the MOM for the first time, they were overwhelmed and confused by the vast number of services available. The lobby itself was cluttered with functions and directions that confused customers more than guided them. The frustration faced by EP holders in getting their employment passes was an unpleasant start to working and living in Singapore.

Furthermore, as part of Singapore’s efforts to enhance national security, new provisions require fingerprints of EP holders and their families to be captured before they would be issued a secured Employment Pass card. This meant that applicants could expect an even longer waiting and transaction time once the new requirements were implemented. The quality of service provided to MOM’s customers would be further compromised if nothing was done. .

In the global war for talent, opportunities could only be seized through speedy, confident and quality service from the importing country. There was an urgent need for MOM to revamp its administrative process for handling applications and issue of its professional work passes.

Solution and Key Benefits

 What is the initiative about? (the solution)
Between 2005 and 2009, the MOM overhauled its Employment Pass (EP) application process, which included revamping its EP processing system for efficiency and redesigning the overall service experience at the Employment Pass Services Centre (EPSC). The project benefited 46,000 employers who employ foreign professionals and 188,000 foreign professional & skilled workers who currently work in Singapore.

With the revamped Employment Pass Online (EPOL), Singapore now ranks as the world’s fastest in application processing time for foreign professionals and skilled workers (30 minutes to 1 week, compared with the previous 3-5 weeks). Companies enjoy greater convenience in application submission, greater certainty about the application outcome, faster turnaround time, and all in all a better overall customer experience. Our customers also appreciate the greater transparency with the innovative use of EP Self Assessment Tool (SAT) which allows applicants to determine the likelihood of them getting an EP before submitting an application. The EPOL utilization rate increased from 20% in 2005 to 88% in 2009.

There was also a marked improvement in our Customer Satisfaction Survey scores over the last few years. MOM has achieved positive ratings by 90% of its customers surveyed for being effective in facilitating access to foreign manpower so as to complement and enhance the skills profile of our workforce. 90% of customers indicated at least 5 and above satisfaction ratings with EPOL as compared to 60% 3 years ago. Employers have also voiced their appreciation for the simplified application process. They can now better focus on more strategic issues and outsource the application process to employment agencies.

The EPSC was launched in Jun 2009 to facilitate the issuing of EP cards and/or long term pass to EP holders and their dependants. Customers expecting a run of the mill government office have been visibly surprised and pleased with our business lounge setting. Beyond first impressions, a whole host of service innovations have been introduced to cater to the different needs of these pass holders, ensuring a delightful key interaction with the Government during their crucial first weeks in Singapore.

Customers’ waiting time has been significantly improved from a previous high of 89% served within 30 mins to 99% served within 10 mins. Furthermore, 90% of the transactions were completed at the EPSC counters within 8 mins. Not only has this new setup saved our customers valuable time, but it has also enabled us to cope with the customer-load better. The EPSC achieved 5.54 out of a possible 6 in overall customer satisfaction level, with more than 95% of its customers scoring above 5. It has also received more than 100 compliments from customers within a short 6 months.

As a testament to its innovativeness and effectiveness, MOM received 2 prestigious awards for EPOL in 2008 – the National Infocomm Award (Merit) and Government Technology Awards (GTA). The EPSC also received the “Best in Class” Award under the e-Government category of the GTA in 2009.

Actors and Stakeholders

 Who proposed the solution, who implemented it and who were the stakeholders?
The Ministry achieved success in the strategies due to the close co-operation of different divisions within the Ministry and collaboration with many agencies.

Hewlett Packard (Singapore) was appointed as MOM’s IT partner to develop our online processing system (EPOL). While the system is complex, HP’s experience with MOM’s IT system and rapport with the implementation team ensured quality in the development of the solution.

In our efforts to seek a significant breakthrough in delivering customer service, MOM collaborated with the world-renowned design firm, IDEO, to embark on a human-centered design approach to service experience design. Instead of using conventional data gathering surveys and focus group dialogue, the design thinking approach uses field observation of how our customers interact with our services and navigate our processes and systems. Insights are drawn from out-liers and extreme users of our services to achieve quantum leaps in innovative solutions. The solutions are then prototyped at low resolution through engagement with stakeholders before finalizing them for implementation. This approach was used with great success in the design of the Employment Pass Service Centre.

MOM collaborated closely with various government agencies to achieve the following:

(i) To ensure EPOL performs as an integrated portal for employers, MOM engaged government agencies to access data from their systems and to ensure smooth integration of all the systems. This included the Immigration and Checkpoint Authorities (ICA), Central Provident Fund (CPF), the Accounting and Corporate Regulatory Authority (ACRA) and Home-Security agencies.

(ii) To ensure stringent control of applications from professionals, MOM engaged various professional vetting authorities, like the Singapore Medical Council for doctors, the Traditional Chinese Medicine Board for Chinese physicians, and SPRING Singapore for evaluating the feasibility of business plans submitted by any aspiring foreign entrepreneurs. Such collaboration removed the hassle of making multiple trips to government agencies for our customers.

(iii) To position the EPSC as a one stop centre for information and insights on living and working in Singapore, MOM collaborated with the Singapore Tourism Board, National Library Board and Association of Singapore Attractions to provide a comprehensive range of information to the pass holders.

As part of marketing efforts, briefing sessions were held and direct mailers sent out to inform and educate employers about the revamped EPOL and its capabilities and encourage them to use the EPOL. These included a forum with more than 3000 employers to seek their inputs and feedback before launch of the EPOL. Hands-on clinics were also run to familiarise businesses with use of the system. Today, more than 88% of EP/S pass applications are submitted via EPOL.

(a) Strategies

 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.
The EP application process was redesigned in 2 phases. The online processing system was first re-engineered to achieve greater efficiency for employers. This was followed by the design and set up of the EPSC to deliver a personalized and welcoming experience for the foreign professionals.

(i)Re-engineering the EP Processing System for Greater Efficiency, Transparency & Effectiveness

A comprehensive and thorough review of the process was conducted. To move away from a ‘gate-keeping’ mindset, the provision of documents upfront for verification was replaced with declarations. This change in process enabled us to then harness the full power of IT to automate the assessment of applications (autoprocessing) to dramatically reduce the processing time from the previous 3-5 weeks to 30 mins - 1 week. The ‘liberalisation’ is balanced by targeted checks on approved cases with doubtful profiles, ensuring that efficiency does not compromise the integrity of our work pass framework. At the same time, a self assessment tool is used to help applicants assess their likelihood of getting a pass, improving the transparency and success of the process.

(ii)Innovation through Analogous Design & Prototyping

One of the greatest pitfalls in our design for EPSC was to come up with more of the same- ie a highly efficient, government-style, conservative and impersonal fingerprinting centre. To steer clear, we used analogous design techniques that draw the best customer experience concepts from a restaurant, a self service kiosk, an assembly line and the airport mall, to create a seamless and personalized service experience for our customers. This helped us re-frame our design challenge to providing a one-stop centre for foreign professionals working and living in Singapore, which opened up a plethora of service offerings for our customers.

Over field observations and dialogues with our customers, we systematically developed insights on their expressed and unexpressed needs that guided the development of new service offerings. For example, we learnt that in delivering counter services, certainty is appreciated over shorter waiting time. Customers also appreciate being addressed by their names. These are simple unexpressed needs many service providers do not capitalize on and they offered us opportunities to create a personalized experience.

Another unique strategy to deriving our solution was the use of prototyping, which allows us to “fail sooner to succeed earlier”. Acting on the insights and ideas, we went to great lengths to re-create a life-size prototype centre. We tested the viability of the many ideas through simulated work processes, customer load, staff roles and measured user experience at various touch points. Actual service staff who role-play as customers provided suggestions and feedback that were used iteratively to refine the prototype. Prototyping ensures that risky (innovative) ideas get a fair trial and eliminate costly investments in a non-viable idea or concept.

(b) Implementation

 b.      What were the key development and implementation steps and the chronology? No more than 500 words
2005-2008: A comprehensive process review was undertaken, followed by redevelopment of the EPOL system.

Nov 2006: To manage and mitigate the risks associated with reducing checks at the point of application, the Business Compliance Group was formed to identify potential areas of fraud, build capabilities in data analysis and put in place mechanisms for detecting and verifying fraudulent applications from job seekers as well as businesses.

Mar 2008: The revamped EPOL was piloted in Feb 08 among selected large employers, and further improvements made before it was launched to all employers in Mar 08. As part of marketing efforts, briefing sessions were held and direct mailers sent out to inform and educate businesses about the revamped EPOL and its capabilities and encourage them to use the EPOL. These included a forum with more than 3000 employers to seek their inputs and feedback before launch of the EPOL. Hands-on clinics were conducted to familiarise users of the new system. More features continue to be added to the EPOL system.

Feb 2009: The project team embarked on the design of the EPSC, at separate premises from the MOM building. Using analogous design and fine-tuning through prototyping with service staff, a host of service innovations were dreamt up, including:

(a) An e-Appointment System to better manage the flow of customers and provide certainty and assurance to pass holders that they will be served promptly upon arrival. This allows 99% of our customers to be served within 10 minutes of waiting, well surpassing the Public Service norm of 85% of customers within 30 minutes.

(b) Friendly Service Ambassadors to greet and provide direct assistance to pass holders upon their arrival. The staff are trained to provide personalized service and guide customer through the fingerprinting process;

(c) Self check-in kiosks which allow the pass holders to check in within 10 seconds upon arrival. A unique queue system was also implemented where pass holders are addressed by their preferred names instead of queue number at the EPSC;

(d) Family areas to serve family groups and the physically challenged. A separate enrolment bar was set up to serve single pass holders;

(e) Value-added services such as internet kiosks, wi-fi connectivity, community networking opportunities and useful expatriate information cater to needs of different spectrum of pass holders, thereby allowing them to stay connected and ease into life in Singapore.

Jun 09: The EPSC was launched in 2009, presenting itself as the new paradigm for providing excellent customer service within the public sector. Since its launch, the EPSC serves 800-900 customers daily.

(c) Overcoming Obstacles

 c.      What were the main obstacles encountered? How were they overcome? No more than 500 words
Simplifying our Evaluation Methodology.As speed is identified as a key competitive advantage for businesses in this war for talent, it can only be achieved by having our applications processed by an online IT system, vis a vis assessment of hardcopy application forms. However our Employment Pass evaluation methodology and rules were complex and not easy to automate. Much work was done in mapping out the business rules and converting them into a points system, so that they could be interpreted and decided by the system. The EPOL system had to translate more than 8,000 complex business logic into a rules engine and the project team worked tirelessly to put the system through more than 10,000 different test scenarios. This ensured that quality is not compromised and every decision remains accurate and consistent.

Need for transparency. For each rejected application, the reason(s) for rejection and the possible alternatives are communicated to the employer/application. However, due to the sensitivity of our EP criteria, a complete disclosure of assessment factors prior to application submission is not viable as it would inevitably undermine the work pass framework. This constraint was overcome innovatively through the introduction of EP Self-Assessment Tool (SAT), which calculates the likelihood of an application being approved, based on the applicant’s salary, educational qualifications, occupation and work experience. The online tool provides users with a preliminary indication of outcome, thus giving would-be employers and employees greater certainty and confidence in the application process. The portal sees 900 hits daily (more than half from overseas) and has helped reduce our rejection rates by 20%.

Overcoming inconvenience of enrolling fingerprints. As part of the strategy to educate pass holders of the new requirements for EP holders and their dependants, there were joint communication efforts to reach out to them on the new centre and the fingerprinting initiative. MOM and Immigration Checkpoints Authority jointly issued press releases to inform public on the national efforts to enroll the fingerprints of work pass holders. From mid 2008 to early 2009, MOM literally brought the service to the customers by conducting onsite enrolment of fingerprints and photo-images of affected pass holders working at organisations having a high concentration of affected pass holders. This measure also sought to gain the pass holders’ acceptance of the new policy. About 10,000 EP holders and their dependants were registered during the exercise and this allowed MOM to test and refine our supporting IT systems and new processes before the launch of the EPSC.

Maintaining the Integrity of our Work Pass Framework. With the introduction of auto processing, the risk of fraudulent applications increases. The Business Compliance Group was set up, and a risk management system put in place, supported by back-end business intelligence systems to detect suspicious business and employee profiles and verify fraudulent applications. The information is continuously feedback into the processing logic of the EPOL, such that it is able to flag out doubtful applications for verification. This ensures that the integrity of the process is not compromised.

(d) Use of Resources

 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
The development of EPOL and EPSAT took almost 3 years and cost around S$5 million. At the peak of the project, it took 30 officers from MOM and our vendors to work full time on the system. The annual recurrent cost of running the EPOL is $300,000. Communication to businesses and about the changes in framework, new schemes and the capabilities of EPOL were on-going, extensive and resource-intensive. These efforts helped to ensure success of the initiative.

The Business Compliance Group formed in 2006 grew from a small team of 3 to 20 in Dec 09. The resources were mobilized by redeploying officers who used to assess hardcopy applications. These officers are experienced in detecting fraudulent applications, including suspicious educational certificates, and are building new capabilities in data analysis, case investigation and enhancement of the processing logic of the EPOL to detect and prevent fraud.

The setting up of the EPSC cost around S$6 million. MOM worked with different vendors such as HP, NEC, Bureauserve and Raptech to get the systems and infrastructure in place quickly. It was very challenging given the large extent and depth of the work involved within the tight timeline. For instance, in implementing new systems, the team of 44 MOM officers had to discuss extensively on the policy formulation and spent long hours on system requirement gathering, testing and deployment.

Sustainability and Transferability

  Is the initiative sustainable and transferable?
For our IT solutions – EPSAT and EPOL, our initiatives have brought about much convenience to businesses and employment agencies such that their use has become integrated into their recruitment processes. Benefits such as being able to log in using SingPass (a common, unique password that provides access to many other Government online systems) rather than a separate ID and password for secured and seamless access to EPOL; having multiple modes of payment like inter-bank GIRO, credit cards, and quick application outcome ensure that customers will continue to use the EPOL. The current EPOL utilization rate stands at 88% and will continue to rise as new services continue to be added, eg the EPOL now offers SMS-Alerts that inform applicants expeditiously of application outcome without their need to log into EPOL. The EPSC serves its original intention of enrolling biometric data of EP holders and issuance of EP cards and more; it serves as an important touchpoint in connecting new EP holders to life in Singapore. These crucial economic and security functions are co-funded by the Singapore government as well as through administrative fees collected from employers.

In the development of this initiative, MOM had ensured that relevant stakeholders were engaged early and throughout the process. This ensured that they too benefited from the process, and minimised any likelihood of problems or conflicts arising later. More importantly, it has strengthened our partnership with the stakeholders and ensured continued co-operation on this and any other similar initiatives in the future.

Through human centric design and prototyping for the EPSC, we have achieved many service innovations uncommon to the Public Service. However, the current centre is not a destination but part of the journey towards service excellence. A prototyping corner was set aside for staff to test possible improvements that can enhance customer satisfaction. This collaboration space allows us to continuously engage customers on enhancements to the EPSC space and processes.

The success of the EPSC has sparked off strong interest within MOM and amongst government agencies in Singapore. The human centric design approach is now used to drive another 26 opportunity areas to transform the service experience of employers, employment agents and foreigners who transact with the MOM. In addition, the EPSC serves as a benchmark as MOM embarks on the design of its new one-stop service centre that caters for other MOM customers besides EP holders.

In the national and global arena, MOM continues to play host to local and overseas government agencies interested in learning our approach to the re-design of our EP application process. The ministry has hosted numerous delegations of senior labour officials from rapidly- developing economies like the United Arab of Emirates, Qatar and Brunei which were keen to better understand and learn about Singapore’s approach to admission of foreign professionals. Locally, national agencies such as the National Library Board and the Public Service Division were keen to learn about our innovative processes to re-make service at the EPSC.

Lessons Learned

 What are the impact of your initiative and the lessons learned?
Developing Customer Centric Solutions through Five Design Principles

Over the course of this journey, with insights drawn from our customers and partners, we crystallized a set of five design principles that helped ensure our solutions are customer centric and can motivate behaviors we want from our customers. These principles have been applied to all our service initiatives and guided the development of the EPOL and EPSC.

1) Anticipate & Build for Change- Understanding the ever-evolving nature of our stakeholders needs, we ensured our system and processes are robust yet capable of adjusting to a dynamic environment. EPOL is designed for quick criteria changes in response to dynamic foreign manpower policies and economic trends. At the EPSC, to cope with a surge in volume, the counters are modular and can be quickly upscaled, the e-appointment system has flexible timeslots and even the service staff are cross-trained to take on different roles depending on needs.

2) Set People up for Success, Using guideposts, we actively identify our customers’ goals and lead them to their goals. Through the use of Self Assessment Tool and disclosure of reasons and advisory in rejection letters, we sought to increase approval rates and minimise frustrations for those who need our services. Similarly, we established certainty and minimize waiting through online appointments at the EPSC. Prior to this initiative, the mindset of the Ministry in processing work passes had been one of “gate-keeping”, ie, to be 100% sure that an application was non-fraudulent before approval was given. Recognising that most employers and applicants are genuine enabled us to change our mindset and focus on designing systems that allowed this majority to succeed. The fraudulent minority was eliminated through targeted checks and downstream audits.

3) Develop Shared Understanding through Ongoing Dialogue- By moving away from the “Government Know Best” attitude, we were able to draw valuable insights through engagements with customers on issues such as the EPOL features and pain-points. A high degree of collaboration and dialogue with our partners also enabled us to streamline many processes for our customers.

4) Prioritise Information to Minimize Complexity- Recognising that customer experience usually start with navigating information, we sought to focus their attention to the most relevant of information and allowed them to make one decision at a time; eg simplifying the various touchpoints like our e-appointment system, the EPSC arrival lobby and the approval letter, guiding them to take the appropriate next steps easily.

5) Build and motivate sustainable positive behaviour. Contrary to the common approach of punishing unwanted customer behaviors, we focused on rewarding customers who demonstrated positive behaviors with perks such as greater convenience or flexibility. For example, to encourage usage of EPOL which will result in efficiency gains, we provided hands-on EPOL clinics that guide new users on use of system. After launch of the EPOL, we continued to add new online features that further improved convenience. This increase the number of online users tremendously as it no longer made any business sense to continue to submit hardcopy applications

Contact Information

Institution Name:   Ministry Of Manpower
Institution Type:   Government Department  
Contact Person:   Jerald Koh
Title:   Manager (Organisational Excellence)  
Telephone/ Fax:   +6564996188
Institution's / Project's Website:   +6565344840
E-mail:   jerald_koh@mom.gov.sg  
Address:   18 Havelock Road #07-01
Postal Code:   059764
City:   Singapore
State/Province:   Singapore
Country:   Singapore

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