Transforming customer identity to achieve a greater social good
summary
NTUC Enterprise consolidates customer records into a federated identity model with a master profile and business-specific records, launches a single login for FairPrice, and rebuilds the identity stack serverless on AWS Lambda behind API Gateway. Security relies on CSA STAR certification. Testing shows the platform scales to about 6,000 requests per second, enables cross-channel personalization without sharing raw PII, and reduces duplicate accounts and operational overhead while still needing offline fallbacks (loyalty cards, in‑store mobile number lookup) for non-digital customers.
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chapters (11)
- 0:00Introduction
- 2:18What is a social enterprise
- 2:48What is NTUC Enterprise
- 4:55Why Customer Identity
- 7:14Before Transformation
- 8:38Single Login Experience
- 11:55Platform Architecture
- 13:10Single Customer View
- 15:21Benefits
- 17:15Challenges
- 18:43Questions
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