Job Description

Bring your career aspirations to life with AIA!A Customer and User Experience role which focuses on 3 objectives:
1) To create a clear customer centric and innovative strategy and develop and oversee the implementation of AIA’S Target Customer Experience (all stages of the Customer journey with Digital Partners) in Digital P&C and drive alignment and adoption across Local Business Units (LBUs)
2) To identify the main drivers of customer value and differentiated propositions at key points of interaction between the customer, AIA, and our digital partners and ensure a systematic approach to prioritisation
3) To provide business leadership in innovative customer communication and engagement models that accelerate the activation of the customer base, in collaboration with partners and distribution channels, driving strategies to promote customer interaction, proposition design, participation, and purchase decisions.
This is a key position in the Digital P&C team as a Subject Matter Expert (SME) role across our markets. Effective communication and collaboration across the LBU leadership teams and the GO functions is key to success in the role.
Roles & Responsibilities
  • Identify current pain points, propose implementable solutions, and create optimal customer journeys together with UX Designers
  • Independently propose measurable CX & UX KPIs and reach consensus with stakeholders.
  • Own the complete view (document) of pain points identified and future product/feature ideas of assigned product, and systematically raise and review with stakeholders
  • Utilize insights to lead the creation and management of desired customer journeys
  • Identify and act on research opportunities for both new designs and current live platforms, and work with stakeholders on annual research planning
  • Be mindful of AIA's total digital eco-system and persistent live environments, and related user experience in planning
  • Well-managed view of full journey for assigned project stream, capturing full view of experience (e.g. pain points, ideas for future improvements etc.)
  • Leverage position to draw efficient learnings across BUs in research execution and recommendations
  • Work with the LBUs to Identify key processes that need to be addressed to deliver the Target Customer Experience
  • Design the frameworks and toolkits that enable all LBUs to implement the target CX & UX
  • Activate change management programmes as the Voice of the Customer across our customer journeys and partners journeys based on findings from the NPS program (Deep-dive, Industry, Touchpoint) to monitor and drive Customer Centricity improvement for AIA’s customers
  • Determine customer engagement metrics and measurements, and track progress regularly to show data-driven clear lines of value and contribution
  • Help internal functions / countries to interpret consumer trends, customer engagement issues and provide strategic input to their action plan
  • Maintain an up-to-date knowledge of developments in related areas globally, proactively share and leverage market best practices across the region

Financial and Non-Financial Measures
Quantitative metrics:
  • Customer and partner rating scores, inclusion in the CX measurement framework adoption
  • Quantity of customer and user journeys embedded

Qualitative metrics:
  • Quality of customer and user journeys embedded

Minimum Job Requirements
  • Education – Bachelor’s degree in Computer Science or relevant discipline gained from reputable University / Tertiary Institution
  • Experience – Well versed in a wide variety of research methodologies and platforms, experienced UCD process
  • At least 10 years of leadership experience gained from leading company with customer focused / digital / service industry in a regional capacity
  • An action oriented and customer obsessed leader with proven success in delivering culture change through customers experience / user experience transformation
  • Possesses the skills to design and implement regional brand, customer experience and engagement programmes through digital and traditional channels
  • Proven skills in translating insights into strategies and action plans
  • Excellent interpersonal, communication and organizational skills
  • Creative problem solver, with strong influencing & leadership skills
  • Experience working with diverse cultures and markets
  • Fluency in both spoken and written English. Any Asian language is preferred
  • Quantity of customer and user journeys embedded

Reporting Structure and Supervisory / Managerial Responsibilities:
  • This is an individual contributor role who will work in collaboration and partnership with LBU CEOs, CMOs, CCOs, local ExCo across all businesses and Group Office functions

Build a career with us as we help our customers and the community live healthier, longer, better lives.
You must provide all requested information, including Personal Data, to be considered for this career opportunity. Failure to provide such information may influence the processing and outcome of your application. You are responsible for ensuring that the information you submit is accurate and up-to-date.

Job Details

Employment Types:




About AIA Group

For a century, we have served millions of people and generations of families all around the Asia-Pacific region.AIA is the largest independent publicly listed pan-Asian life insurance group – with a presence in 18 markets across the Asia-Pacific region.Our Vision is to be the world’s pre-eminent life insurance provider. That is our service to our customers and our shareholders.Our Purpose is to play a leadership role in driving economic and social development across the region. That is our service to societies and their people.Our Promise to help people live Healthier, Longer, Better Lives.

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