Unifying GovTech’s Community Databases for Smarter Engagement

Team 126: CRM Community

Team Members & Divisions

• Anusha Ratnakumar - CMG
• Nelson Teo - GCC
• Jun Jie Thum - GCC
• Evelyn Chong - CMG
• Rachel Tan - CMG

The Problem: Disparate Databases, Inefficient Engagement

GovTech’s community engagement efforts are hampered by fragmented databases and manual workflows, making it difficult for teams to manage contacts and send targeted communications.

Through our research with four key GovTech communities—STACK Events, STACK Meetups, Job Talent, and TechNews & TechKaki—we identified several challenges:

• Disjointed Contact Storage – Each community stores its contacts separately. While the Job Talent team uses HubSpot, the other three rely on Excel spreadsheets and manual data entry.
• Limited Tagging & Segmentation – Without a proper CRM system, community owners are unable to custom-tag contacts or filter their database for targeted outreach, leading to generic mass email blasts.
• Manual & Error-Prone Processes – Community sign-up forms are not linked to databases, requiring teams to manually download, clean, and input data, increasing the risk of errors and inefficiencies.
• Inconsistent Email Formatting – Emails sent from external CRMs often do not display properly within the GovTech public officer email network, reducing readability and engagement.

These inefficiencies result in missed engagement opportunities, poor data accuracy, and an inconsistent experience for recipients.

The Solution: A Centralised Cloud Database for GovTech Communities

To address these challenges, we are developing a unified cloud-based contact management system that:

• Consolidates disparate databases into a single, structured system
• Enables custom tagging & segmentation, allowing community owners to organise contacts based on interests, engagement levels, and more
• Supports bulk editing and maintains contact history, replacing scattered Excel spreadsheets
• Provides a scalable and secure foundation for future CRM integration

This system aims to streamline database management and improve engagement strategies, setting the stage for an eventual GovTech-wide CRM solution.

Impact & Outcomes

• Greater Efficiency – Eliminates manual data transfers, freeing up time for meaningful engagement
• More Targeted Outreach – Replaces ineffective mass email blasts with segmented, relevant messaging
• Improved Data Integrity – A centralised system reduces human errors and data inconsistencies
• Consistent Email Experience – Future API integration will ensure emails display correctly within the GovTech network

This will allow GovTech’s community owners to spend less time managing data and more time engaging their audiences effectively.

What’s Next?

• Exploring SaaS CRM Solutions – Instead of building a CRM from scratch, we will evaluate whether a ready-made SaaS solution is more efficient for onboarding all communities onto a single, standardised system.
• Standardising Database Structures – We will analyse data fields across the four existing databases and establish a common structure that can be adopted across all communities.
• Automating FormSG Integration – Future development will include API connections between FormSG and the central database, eliminating manual data entry and ensuring real-time contact updates.
• Enhancing Email Deliverability – We will explore APIs for OGP’s Postman email system to ensure email formatting and external content display correctly within the GovTech email network.

To take the first step towards integrating all GovTech communities into a seamless, intelligent CRM ecosystem!