The challenge

AIA is the largest publicly listed insurer in Asia. Beyond scale, their ambition is clear: to act as a true Partner to their customers.

To bring this ambition to life and give customers a voice n the boardroom, AIA Singapore partnered with us to launch the AIA360 community. Over time, AIA360 became a catalyst for a range of customer-driven initiatives, including AIA Power Critical Cover, AIA Vitality, My AIA App and AIA Retirement Saver. But the ambition didn’t stop there. AIA wanted to go further in embedding customer-centricity across the organisation. Together we developed the CX Evangelist initiative. The programme brought together selected customer-facing employees with a strong passion for improving customer experience. It equipped them to actively drive Customer Journey Mapping (CJM) inside the organisation.

The solution

With full support from AIA’s regional head office, we designed and delivered a tailored CJM Training Programme. To embed the approach into day-to-day practice, we also developed a CJM Playbook and supported alignment on UXPressia as the organisation-wide journey mapping platform. This enabled teams to collaboratively build journey maps and personas and to gather and refine feedback in real time.

One of the first focus areas was the Claims Journey. Together with the CX Evangelists, we helped design an agile, iterative research approach, combining in-depth interviews with surveys conducted via the AIA360 community. The insights were then translated into a hands-on CJM workshop, where CX Evangelists mapped the Claims Journey and identified key friction points from a customer perspective.

The impact

The impact was immediate. All CX Evangelists who participated in the training reported strong engagement with customer-centric principles and expressed intent to apply CJM in their future projects. 92% confirmed they had a solid understanding of CJM after the programme.

One of the most important outcomes emerged around the Pre-Authorization step, identified as a critical pain point in the Claims Journey. Based on these insights, AIA introduced an improved Pre-Authorization process in the same year.

Since then, we have continued to support AIA in extending CJM across additional parts of the customer journey. What started as a structured programme has evolved into something more enduring: not a one-off initiative, but a shared way of thinking about customers.