Our Strategy

Our members

Our key material areas to creating value for our customers

Key member and customer concerns Material areas ... to achieve the following value for our customers ... to achieve the following value for our Fund
  • Simplicity and convenience
  • Speed, safety and accuracy
  • Benefits that matter
  • Clarity of offerings
  • Offering personalised services
  • Improving livelihoods
  • Driving innovation and automating processes
  • Increasing customer engagement
  • Enhancing collaboration between front-end and back-end teams
  • Empowering our employees to provide excellent and consistent service
  • Greater customer experience
  • Faster benefits payments
  • Competitive returns
  • A better quality of life
  • Safety of funds
  • Clear offerings through engagement
  • Better customer engagement and satisfaction
  • Increased coverage
  • Cost efficiency
  • Better quality of life
  • Operational efficiency
  • Brand recognition

Customer service performance in FY25

During the financial year, we continued to deliver fast, effective, innovative customer experiences that empowered generations of members and the public, sparking curiosity, encouraging innovation and inspiring a greater aspiration to save for a better quality of life. The progress made during the reporting period is illustrated below against the key initiatives we committed to achieving.

Customer testimonial

Thank you NSSF and your dedicated team. The speed at which I got a response from your office for my queries on benefits claim is appreciated and it shows that customer satisfaction is your top priority. You are setting an example for many other offices and workplaces across the globe.

Appreciative Customer

Satisfied Customer

Customer-focused digital enhancements

We continued to embrace innovation and leverage technology to enhance our services empowering members through greater convenience, accessibility, and engagement, anytime, anywhere. During the financial year, the following key digital touchpoints were enhanced:

"We are committed to shaping an exceptional customer journey, driven by the belief that digital is not just the future, it is the foundation of service excellence."
Managing Director

Key issues, actions, and milestones

Original issue
Action taken
Milestones achieved
  • Increase customer convenience and experience
  • Low access to or lack of saving options outside mandatory contributions
  • Enhanced our digital tools and Smartlife innovation by introducing a WhatsApp ChatBot
  • Revamping our tollfree Interactive Voice Response (IVR) system, and launching new Smartlife voluntary saving features on the NSSFGO App
  • Increased e-channel to walk-in traffic ratio-96:4 from 91:9 ratio the previous FY
  • A total of 27,194 customers enrolled and voluntarily saved since the launch of Smartlife in November 2024
  • We remain committed to delivering convenience and empowering our customers, today and for generations to come
  • Limited comprehensive customer feedback across service channels
  • Rolled out digital Voice of Customer (VoC) survey and feedback platform
  • Proactively resolved service gaps/issues in teal time and achieved a 91% digital CSI score, exceeding our target of 80%
  • High benefits payment TAT averaging 10 days
  • Deployed Benefits Process Optimisation AI Bot to facilitate human effort in cleaning and reviewing member statements for all benefits claims
  • Reduced the benefits payment TAT to 5.6 days from 10.1 days in the previous FY. This improved member confidence in timely access to their savings
40 YEARS OF BUILDING THE FUTURE: POWERING GROWTH, EMPOWERING GENERATIONS