AIA Group Ltd, the second largest Asia-based insurers bought ING Groep NV’s insurance business in Malaysia in October 2012. This acquisition propelled the company to embark on a service cultural transformation across diversified business units.
Under CEO Anusha Thavarajah, the company made customer experience a key priority and hired Troy Barnes, Chief Customer Experience Officer to develop AIA Malaysia’s customer experience blueprint. Barnes established three immediate priorities: a Service Vision and Customer Value Proposition; a Customer Management Framework; and a Service Mindset across the organization.
AIA partnered with Uplifting Service to implement a service culture building program in 2015.
Going Big, Going Fast
April 2015: CEO and senior leadership aligned on service vision and culture building approach
April 2015: Strategic building block activities to create ‘AwarenessEmbracing-Championing’ in service
July 2015: Change Champions develop customer centricity mindset and skillset
July 2015: 20 Change Ambassadors certified to educate and innovate service with quick wins improvements
Sep-Dec 2015: Over 500 management staff across all levels taught UP principles in first 6 months to begin the customer-centricity journey
