Health insurance provider AIA Singapore announced on September 1st that it has engaged Singapore Airlines Academy, the training division of Singapore Airlines, to create a specialized talent development program.
This initiative will collaborate on workshops aimed at enhancing customer experience (CX) capabilities, fostering a culture of CX excellence within AIA Singapore.

This landmark partnership supports Singapore’s national lifelong learning agenda and aligns with the Budget 2025 initiatives emphasizing the continuous need for upskilling and reskilling to prepare the nation’s workforce for the future.

AIA Singapore seeks to set a new industry standard for customer experience and talent development in Singapore’s life insurance sector.

Wong Sze Keed, Chief Executive of AIA Singapore, stated: “At the heart of our customer-centric philosophy, we believe that world-class customer experience means anticipating and exceeding expectations, not merely meeting them. We strive to simplify our customers’ journey, build enduring trust, and ensure delight in every interaction. This partnership with Singapore Airlines Academy is a strong testament to our commitment to this goal. By combining their renowned service standards with our customer-first approach, we aim to enhance AIA Singapore’s capabilities and contribute significantly to Singapore’s vision of a highly skilled and adaptable workforce.”

Wong further noted that the bespoke program will empower AIA staff to craft exceptional customer experiences, potentially redefining industry benchmarks.

A Joint Initiative
AIA Singapore and Singapore Airlines Academy have collaboratively designed this curriculum, which will be progressively implemented for all employees at AIA Singapore.
Each workshop will accommodate 20 to 25 participants, promoting an interactive and engaging learning environment.

The program consists of workshops focused on transforming customer experience culture, beginning with mindset changes and enhancing the ability to create enjoyable customer experiences.

This strategic collaboration marks a significant milestone, making AIA Singapore the first insurer to partner with Singapore Airlines Academy for a comprehensive talent development program.

The customized program, developed in collaboration with Singapore Airlines Academy, will focus on two primary themes:

1. Customer Experience (CX) Transformation: This foundational workshop aims to extensively shift mindsets, ensuring that every interaction embodies AIA’s CX North Star, where every customer can express, “I feel cared for by AIA.” Through personal discovery, storytelling, and practice in real situations, participants will explore the emotional effects of daily interactions and learn the significance of belief and mindset in service delivery.
2. Customer Experience Excellence: This follow-up workshop is aimed at customer-facing roles and equips participants with practical strategies to manage real-world service interactions empathetically and confidently. Participants will learn to recognize and respond to customer needs, overcoming perception-driven challenges while maintaining service excellence, even in tough conversations.

These tailored workshops represent the latest in a series of important CX initiatives undertaken by AIA Singapore as part of their ongoing commitment to customer centricity.