Leong (right) says that the recognition reflects AIA’s commitment to innovation and excellence.
ONE of Malaysia’s leading insurance and takaful providers, AIA Malaysia, was recently honoured with the Digital Transformation of the Year award at the 9th Asia Trusted Life Agents & Advisers Awards.
This accolade – presented at one of the region’s most prestigious events in the industry, highlights the insurer’s innovative implementation of artificial intelligence (AI) technology.
Being one of the first in the industry to revolutionise its agency recruitment and customer experience with AI, this milestone underscores AIA Malaysia’s commitment to embracing digital innovation to drive efficiency, improve experiences, and driving a new benchmark for the insurance industry.
AIA Malaysia’s chief agency distribution officer, Leong Chee Soong, said the win is testament to the company’s unwavering commitment to innovation and excellence.
“By embracing AI technologies, AIA Malaysia has created a more seamless and convenient experience for our customers and Life Planners (agents), demonstrating the potential of digital innovation in streamlining recruitment, operations, and customer experience.
“We will continue to prioritise perfecting the balance between technology and the human touch so we can remain focused on enhancing trust and customer confidence while eliminating tedious processes – all while providing people with the right recommendations and solutions to lead Healthier, Longer, Better Lives,” added Leong.
The recognition of AIA Malaysia was driven by the implementation of three AI technologies:
> AI Interview: AIA Malaysia integrated AI into its AIA Recruiter platform, enabling virtual AI interviews to accelerate its agency recruitment process. Candidates can complete the interview 24/7, reducing turnaround time from eight days to just one day. The built-in AI within the platform will assess candidates based on a comprehensive set of criteria including motivation level, adaptability, networking abilities, competencies, body language, and other soft skills, while minimising human bias.
> Customer720: Building on the success of Customer360, Customer720 provides a deeper understanding of consented customers’ digital interactions and interests by combining internal customer data with external insights from big data providers. With that, AIA Life Planners receive cross-sell triggers based on customer preferences, allowing personalised and meaningful engagement. Since its launch, over one million customers have been tagged by Customer720, resulting in a material increase in repurchases from highly likely customers.
> AI Talk Bots – Alexis and Aisya: These bots handle pre-lapse policy reminders, contacting customers with policies due within the one-month grace period. By automating this process, AIA Life Planners can focus on understanding customer needs and providing tailored advice. Moreover, the AI Talk Bots operate beyond office hours, offering personalised interactions and storing relevant account information for real-time responses. Within just five months of the AI Talk Bots launch, the bots attempted 350,000 customer engagements — nearly fourfold the 93,000 successful contacts made in the entire year of 2022, resulting in successful engagements and timely premium payments.
Separately, AIA Malaysia’s AI innovations were also recognised at the prestigious Insurance Asia Awards 2024 with the AI Initiative of the Year – Malaysia award.
These accolades underscore AIA Malaysia’s dedication to integrating technology in ways that significantly benefit both the company and its customers.
By adopting AI-driven solutions, AIA Malaysia not only improves the efficiency of its recruitment processes but also enhances the overall experience for potential life planners and customers.
