AIA taps Singapore Airlines Academy to elevate customer experience and talent skills

AIA Singapore has partnered with Singapore Airlines Academy to develop a tailored talent development programme aimed at redefining customer experience (CX) and future-proofing its workforce.

The collaboration will see a series of workshops rolled out across the organisation, designed to foster a culture of CX excellence. Each session, limited to 20–25 participants, focuses on mindset transformation and practical skills for delivering “delightful customer moments”, according to AIA Singapore.

The programme aligns with Singapore’s national push for lifelong learning, complementing Budget 2025 initiatives emphasising continuous upskilling and reskilling. Through the partnership, AIA Singapore aims to set a new benchmark for CX and talent development within the life insurance sector.

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The curriculum centres on two key areas: the foundational "Customer Experience Transformation" workshop and a follow-up "Customer Experience Excellence" workshop for customer-facing roles. The first aims to help employees understand the emotional impact of everyday interactions, cultivate personal service beliefs, and deliver exceptional customer experiences through scenario-driven practice, storytelling, and frameworks for compliance and service excellence.

The latter equips staff with practical tools to navigate real-world service interactions with empathy, clarity, and confidence, teaching techniques such as respectfully declining requests while preserving trust and delivering effective, empathetic apologies.

The workshops are part of a broader CX agenda at AIA Singapore, which includes the AIA+ app and portal that integrates customers’ financial, health, and wellness needs while offering 24/7 access and consolidated employee benefits. The insurer has also launched a plain English initiative to simplify insurance documents and customer communications, helping customers understand their coverage, identify protection gaps, and improve financial literacy.

The partnership underscores AIA Singapore’s long-term commitment to talent development and customer-centricity. By embedding structured learning and continuous development into its operations, AIA Singapore aims to ensure that every customer interaction is marked by professionalism, empathy, and consistent service excellence.

The move follows AIA Singapore’s SG60 celebrations in May, which included the launch of a special edition Monopoly game designed to spark conversations around health, wealth, and purposeful living. Dubbed "Live better with AIA", the board game is Singapore’s first insurer-branded Monopoly set, taking players through familiar life milestones while spotlighting local culture, financial planning, and healthier lifestyle choices.

Traditional houses and hotels are replaced with “upgrades” and “transformations”, while locally flavoured 'Chance' and 'Community Chest' cards encourage physical activity and celebrate life moments such as receiving angbao or winning an award. The launch marks the start of a year-long line-up of initiatives aimed at promoting holistic well-being and community engagement across the nation.

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