Digital Transformation and Health & Wellness Journey
Wong Sze Keed - Chief Executive Officer, AIA Singapore
We pride ourselves on anticipating the ever-evolving needs of our customers. That means access and
information across their learn, buy, service and claim journeys on any platform and at any time. Through
our investments in TDA, we can provide an easier, more efficient, and more personalised experience
for our customers.
We leverage the power of analytics and artificial intelligence to better understand and serve our
customers. Interactions with agents and partners and increasingly direct with AIA are rapid, seamless
and accurate, thanks to our leading digital apps and tools. This best-in-class experience is driven by
our guiding principles of simplicity, timeliness, and reliability.
Fisher Zhang - Chief Executive Officer, AIA China
At AIA China, we have built an end-to-end digitalised customer journey, driving high levels of digital
adoption and automation. Customers have access to apps, tools and services to support them across
their learn, buy, service and claim journeys. And many of our processes have been automated. So,
response is almost instant.
Our customers value our service highly and AIA has ranked as number one on CES and NPS for the
last four years. And our apps are also very highly rated. Understanding our customers is key to
delivering the best experiences, and through TDA we have built continuous and real-time customer
feedback systems.
With 11 different touchpoints covering buy, service and claim journeys, we collect customer feedback
in real time. Over the past three years, we have acted on the insights from more than 250,000 customer
surveys. These results inform ongoing improvements at all levels of the organisation, enabling deeper
and more timely engagement with greater personalisation.
So, how do we maintain this leading customer experience as our business grows ever larger? Meet
Xiao Bang, our Al personal assistant.
Xiao Bang - AIA China's Al Personal Assistant
Customer: Hello.
Xiao Bang: Hello, Miss Chen, this is Xiao Bang, an intelligent service robot from AIA China. It shows
that you have not paid your renewal premium for your medical insurance. Did you forget to pay the
premiums?
Customer: Oh yes! I forgot to pay the premium. What should I do now?
Xiao Bang: Don't worry. I can help you to apply for your renewal ... This is Xiao Bang.
Fisher Zhang - Chief Executive Officer, AIA China
Since launching in 2020, Xiao Bang started out making basic outbound calls and has grown up to handle
more complex two-way conversations. Xiao Bang is even able to pick up on the nuances of a customer's
voice. Through emotion tracking, Xiao Bang utilises a combination of acoustic models, emotion
recognition, and over 500 risk factors, creating a sense of trust and understanding for customers.
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