Published: Oct 02, 2025

Streamlining customer service with generative AI for central provident fund board’s contact centre

In an era of rapidly evolving citizen expectations, the Central Provident Fund Board (CPFB), Singapore’s national social security organisation responsible for managing over S$609 billion in assets, set out to reimagine its contact centre operations. Serving 4.2 million Singaporeans, CPFB aimed to deliver faster, more intuitive and consistently high-quality customer service.^[1]

To achieve this, CPFB partnered with NCS to deploy a next-generation cloud contact centre platform, deeply integrated with AI-driven technologies and actionable data insights to enhance citizen experience and operational excellence using Generative AI (GenAI). The transformation not only streamlines customer journeys but also equips contact centre agents with unified, intelligent tools to enhance operational efficiency and elevate service excellence, providing agents more time to handle calls and assist those who need help.

CPFB faced several challenges with their previous contact centre solution. Firstly, customer service was not as personalised as desired, mainly due to siloed systems that prevented complete customer profiles from being formed in a single view. Agents also spent considerable time on manual and repetitive after-call administrative tasks, such as documenting every call, which reduced their efficiency and ability to focus on customer engagement.

The system also lacked integrated analytics capabilities, making it difficult to gain actionable insights on customers or measure agents’ performance effectively. The organisation also struggled with ageing infrastructure, which resulted in lengthy turnaround times for even simple enhancements, further hindering their ability to adapt quickly to changing business needs.

To help CPFB elevate and modernise its contact centre operations, NCS, in partnership with AWS GenAI Innovation Center (GenAIIC) Partner Innovation Alliance (PIA), delivered an integrated solution anchored on Amazon Connect: a secure, cloud-based contact centre platform. Amazon Connect serves as the core for voice engagement channel, centralising interaction history, while integrating with Salesforce Service Cloud via Service Cloud Voice and Singpass for contact centre for caller authentication.

Real-time transcription & call summary

With Amazon Contact Lens, real-time multi-lingual transcription and automated call summaries are made possible. Calls are transcribed in real-time, capturing the full conversation details. This enables GenAI post-contact summaries to be generated after each call based on the transcripts. This reduces manual notetaking, streamlines after-call work, and ensures accurate records, enabling agents to focus more on customer needs and deliver efficient, high-quality service.

Salesforce Service Cloud provides agents with 360-degree customer view on a single platform

The integration between Amazon Connect and Salesforce Service Cloud provides CPFB agents with a comprehensive 360-degree view of each customer, all within a single, unified platform. This seamless integration means agents can quickly access the customer’s relevant data without needing to toggle between multiple system interfaces during a call. With such readily available information, agents are empowered to deliver highly personalised and effective support, leading to faster resolutions and a more consistent, positive customer experience.

Agent evaluation

Leveraging Amazon Contact Lens Agent Evaluation module, a post-call agent scorecard is now automatically generated to evaluate the agents’ performance. Managers can specify evaluation criteria in natural language, and GenAI will automatically summarise and generate agent performance evaluations based on a set of criteria pre-defined by CPFB.  This scoring is unbiased and eliminates human subjectivity from the assessment process. Unlike traditional methods that rely on randomly selected calls, this feature evaluates all phone interactions, giving CPFB comprehensive visibility into performance patterns. This enhanced oversight facilitates’ managers’ identification of exemplary calls for recognition and substandard interactions that require targeted feedback and coaching, ultimately improving service delivery standards. 

Authentication with Singpass

CPFB customers can also securely verify their identity over the phone, thanks to seamless integration with Singpass, Singapore’s national digital identity system. Prior to sharing any personal or sensitive information, agents can verify the identity of the caller quickly and conveniently by initiating an identity check using the Singpass integration. This enhances security, reduces fraud risk, and improves the overall customer experience by making identity verification simple and efficient during calls.

Leveraging AWS GCC Cloud capability

The cloud contact centre is built on AWS Government Commercial Cloud (GCC), which provides a myriad of benefits to CPFB. The contact centre can scale quickly to meet changing demands based on call volume, while ensuring high availability provided by AWS’s cloud infrastructure. In addition, hosting the solution on Singapore’s Government Commercial Cloud (GCC) enables data residency and digital sovereignty, keeping sensitive data within Singapore. This ensures compliance with local regulatory requirements and supports secure, resilient operations tailored for the Singapore context.
 

With the new AI-augmented Contact Centre, CPFB achieved significant improvements in operational efficiency:

• Real-time transcription of calls  
  Helps agents and supervisors revisit conversations instantly to catch missed details, enhancing service accuracy and reducing repeated follow-ups.
•  Automated agent evaluations post-call
  Provides managers with a timely snapshot of individual performance, enabling near real-time insights once the call concludes.
• Call summarisation with Generative AI
  Automatically generates concise, accurate summaries of calls, reducing after-call work (ACW) and ensuring consistent documentation of resolutions. This eases the cognitive load on agents, allowing them to focus more on customer interactions and less on manual notetaking.
• Inclusive customer experience for the less-tech savvy 
  Prioritises callers who require more direct assistance based on their profiles and past interactions
• Increases agent productivity and satisfaction 
  Reduces routine administrative tasks for agents, enabling agents to dedicate more time to meaningful customer engagement, boosting productivity and job satisfaction
• Improved compliance and audit checks 
  Securely stores calls transcripts, summaries, and call recordings, ensuring accurate records for compliance checks and audit purposes.

^[1] Source: CPF Annual Report 2024