AIA begins rollout of online self-service for customers

Steffen Schade, director, group digital platform, AIA

AIA is introducing a website for policyholders, branded MyPage, that is intended to drag a traditional, clunky platform into the 21st century and make it a means of enhancing revenues.

Already, the majority of the insurer’s sales are now conducted electronically, thanks to the insurer having equipped its agents with iPads that have replaced paper-based processing. But that success has not yet been mirrored in the way the company interacts directly with customers online.

Because the existing website is not user-friendly, agents deal with inbound calls or requests for mundane tasks such as changing credit-card details, logging a new home address, or checking payment terms. Not only must these requests be handled manually, but…

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