AIA Singapore teams up with Singapore Airlines Academy to launch CX-focused talent development programme
AIA Singapore announced on September 1 that it has partnered with Singapore Airlines Academy, the training arm of Singapore Airlines, to create a curated talent development programme aimed at elevating customer experience (CX) across the insurer’s operations. The collaboration will bring a series of workshops designed to cultivate a sustained culture of CX excellence and sharpen frontline service capabilities.
The initiative underlines AIA Singapore’s commitment to customer-centric service and aligns with Singapore’s national emphasis on lifelong learning. It also complements Budget 2025’s push for ongoing upskilling and reskilling to future-proof the workforce. Through this partnership, AIA Singapore hopes to set a new industry benchmark for CX and talent development within Singapore’s life insurance sector.
Wong Sze Keed, CEO of AIA Singapore, emphasized that world-class CX goes beyond meeting expectations. “It’s about anticipating needs, making things easy for customers, building lasting trust, and delighting them at every touchpoint,” he said. He framed the collaboration with Singapore Airlines Academy as a powerful signal of AIA Singapore’s commitment to transforming its service capabilities by combining Singapore Airlines’ renowned service standards with AIA’s customer-first approach. The goal, Wong added, is to deliver superior customer journeys and raise the bar not only for AIA Singapore but for the broader industry, ultimately keeping the company at the forefront of service excellence.
This joint effort marks a milestone for both organisations. AIA Singapore and Singapore Airlines Academy have co-developed a curriculum that will be rolled out progressively to all AIA Singapore employees. Each class will accommodate 20 to 25 participants, fostering an interactive and dynamic learning environment.
The bespoke programme centers on two pillars. CX Transformation is a one-day workshop aimed at shifting mindsets to ensure every interaction reflects AIA’s CX North Star: “I feel cared for by AIA.” Through self-discovery, storytelling, and scenario-based practice, participants will explore the emotional impact of daily interactions, the role of mindset in service delivery, and actions that bolster customer trust, satisfaction, and loyalty. Key modules include clarifying the true meaning of customer experience, cultivating personal service beliefs, and maintaining compliance while delivering exceptional experiences.
CX Excellence builds on this foundation with practical techniques for customer-facing and servicing roles. Participants will learn to identify and respond to customer needs, navigate perception-related challenges, and uphold high service standards even in difficult conversations. The programme introduces actionable frameworks such as the “Positive No” for respectfully declining requests while preserving trust, and the “4 As of Apology” for effective, empathetic apologies.
This initiative adds to a series of CX-focused efforts that AIA Singapore has undertaken as part of its ongoing commitment to customer-centricity.
What this means for customers and staff
– AIA Singapore employees can expect structured, experiential learning that translates into real-world improvements in how they engage with customers.
– By integrating hospitality-driven CX practices from Singapore Airlines Academy, the insurer aims to create more seamless and emotionally resonant customer journeys.
– The programme’s staged rollout allows for scalable adoption across the workforce, with potential for benchmarking and performance improvements across the life insurance sector.
Commentary and outlook
This collaboration showcases how cross-industry training alliances can elevate service standards in financial services and demonstrate a broader commitment to lifelong learning and workforce resilience. If successful, the partnership could inspire similar collaborations across insurers and other sectors, strengthening Singapore’s reputation for service excellence and customer-centric innovation.
Summary of key points
– AIA Singapore partners with Singapore Airlines Academy to launch a CX-focused talent development programme.
– The two-pillar curriculum includes CX Transformation (one-day) and CX Excellence (practical customer-facing workshop).
– Class sizes are capped at 20–25 participants, with progressive rollout to all staff.
– The initiative aligns with Budget 2025 goals and Singapore’s lifelong-learning agenda, aiming to set a new industry benchmark for CX in life insurance.
Overall, the programme presents a hopeful, industry-shaping approach to elevating customer experience in Singapore’s financial services landscape, while reinforcing a culture of continuous learning and service excellence. negative