Health insurance provider AIA Singapore announced today, 1st September, that it has engaged Singapore Airlines Academy, the training arm of Singapore Airlines, to develop a curated talent development programme.
This initiative will see AIA Singapore collaborating with Singapore Airlines Academy to create a series of workshops focused on enhancing customer experience (CX) capabilities and building a sustained culture of CX excellence at AIA Singapore.
This pioneering collaboration also strongly supports Singapore's national agenda on lifelong learning, directly complementing the Budget 2025 announcements that underscore the critical need for continuous upskilling and reskilling to future-proof the nation's workforce.
Through this collaboration, AIA Singapore aims to establish a new industry benchmark for customer experience and talent development within Singapore's life insurance sector.
AIA Singapore chief executive Wong Sze Keed said: "At the heart of our customer-centric philosophy, we believe world-class customer experience means anticipating and exceeding expectations, not just meeting them. We want to make things easy for our customers, build lasting trust, and delight them in every interaction. This landmark collaboration with Singapore Airlines Academy is a powerful testament to that commitment. By fusing their iconic service standards with our customer-first approach, we're set to transform AIA Singapore's capabilities and significantly contribute to Singapore's vision for a highly skilled and adaptable workforce.”
Wong added that the customised programme will enable AIM staff to deliver unparalleled customer journeys, setting a new benchmark for AIA Singapore and across the industry.
In the long run, this will help ensure that AIA Singapore remains at the forefront of service excellence.
A joint initiative
AIA Singapore and Singapore Airlines Academy have jointly developed this curriculum, which will roll out to all AIA Singapore employees progressively.
Each class is designed for 20 to 25 participants, creating an interactive and dynamic learning atmosphere.
This bespoke programme includes a series of workshops focused on customer experience culture transformation, starting with changing mindsets and enhancing our ability to create delightful customer moments.
That said, this strategic collaboration marks a significant milestone, positioning AIA Singapore as the inaugural insurer to collaborate with Singapore Airlines Academy for an extensive and dedicated talent development programme.
The bespoke programme, curated in collaboration with Singapore Airlines Academy, will deliver a series of immersive workshops focused on two key pillars:
- Customer Experience (CX) Transformation: This foundational, one-day workshop aims to fundamentally shift mindsets, ensuring every interaction embodies AIA's CX North Star – whereby every customer should be able to say, "I feel cared for by AIA". Through self-discovery, storytelling, and scenario-driven practice, participants will explore the emotional impact of everyday interactions, understand the role of belief and mindset in service delivery, and commit to actions that uplift customer trust, satisfaction and loyalty. Key modules include understanding the true meaning of customer experience, cultivating personal service beliefs and achieving compliance excellence while simultaneously delivering exceptional customer experiences; and
- Customer Experience Excellence: Building on the foundational mindset, this follow-up workshop is specifically for customer-facing and servicing roles. It equips participants with practical techniques to handle real-world service interactions with empathy, clarity, and confidence. Participants will learn to identify and respond to customers' needs, navigate perception-driven challenges, and uphold service excellence even in difficult conversations. The programme introduces actionable frameworks such as the 'Positive No' which teaches representatives how to respectfully decline requests while preserving trust, and the '4 As of Apology' for effective and empathetic apologies.
These bespoke workshops are the latest in a series of significant CX initiatives that AIA Singapore has undertaken as part of its ongoing customer centricity pledge.
