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Digital transformation a continuum of actions

Nurdianah Md Nur | Feb. 23, 2016
As part of its digital transformation journey, NTUC leveraged mobile, social and cloud technologies to better serve its union members.

Dr Kwong Yuk Wah of NTUC
Dr Kwong Yuk Wah, Chief Information Officer of NTUC.

As technology advances and becomes entrenched in our lives, it is causing changes in customer/end-user expectations and behaviours. This places an increasing need for organisations to keep up with the pace, and adopt emerging 3rd Platform technologies -social, mobile, cloud, and big data/analytics - in order to transform themselves so as to remain relevant.

With this in mind, the Singapore National Trades Union Congress (NTUC) embarked on its digital transformation journey in 2008. NTUC is a confederation of trade unions in the industrial, service and public sectors in Singapore. It comprises 60 affiliated unions, one affiliated taxi association, 11 social enterprises, five related organisations and over 880,000 members. Its objectives are to help Singapore stay competitive and enable workers to remain employable for life. This enhances the social status and well-being of workers, and builds a strong, responsible and caring labour movement. 

To achieve these goals, NTUC provides its audience (ie. its members and the public) with access to the right resources and actively engages with them. This however proved not to be an easy task since its audience has such diverse needs and preferences.      

Countering this, NTUC has developed a one-stop online platform that features labour movement content and relevant e-services, said Dr Kwong Yuk Wah, Chief Information Officer of NTUC. Called the NTUC U Portal, this portal allows users to sign up for NTUC membership, check their membership details, as well as register for events and courses hosted by NTUC and its affiliates, at their convenience. Users can also easily search and access information online such as the available financial assistance schemes offered, career advice, and employment rights.

IDC forecasts that more than 2 billion users worldwide will access the Internet via mobile devices by the end of this year, and they are expected to spend more time on their mobile devices than ever before. Foreseeing this trend, NTUC launched My NTUC mobile app in 2011 to enable users to receive timely bite-sized news, as well as access resources, directory and membership promotions on the go, said Dr Kwong.

Additionally, NTUC also rolled out a Workplace Advisory mobile app that serves as a platform for professionals, managers and executives (PMEs) to easily access advice from experts and industry veterans on workplace issues anytime and anywhere. Besides seeking personalised advice from NTUC's dedicated workplace advisors, the app also allows users to browse through the list of frequently asked questions for commonly-faced workplace issues such as unfair dismissal and maternity rights, as well as allow them to connect with other PMEs.


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