AIA has a strong foundation of Service Excellence built over the past century. We are committed to delivering Customer- Centric services to create unique customer experience.

Since 2019, the industry has witnessed unprecedented challenges. Our Next Generation 3-Level Service Model has given us a strong competitive edge to respond swiftly to potentially drastic changes, including customers’ behavioural change impacted by social distancing in the COVID-19 pandemic.

During the critical times, we have shifted our emphasis to providing self-help services (Level 1), such as the mobile app AIA Connect and Chatbot “Andy”, as well as non face-to-face services (Level 2) to render personalised services without sacrificing performance standard. While maintaining face-to-face centre services (Level 3), we have also enhanced our service by introducing video chat to minimise infection risk.

Moving towards our next 100 years, we will leverage on Technology, Digital and Analytics to bring our Strategic Priority to life – significantly improve our Customer Experience and Service Standards to provide customers with a distinctive and meaningful experience.