“In AIAS, we want our customers to have a real choice in establishing the kind of relationship they have with us and our agents.”

Grace LimExecutive Vice President- Customer ManagementGroup & Call Center for AIA Singapore

AIA Singapore American International Assurance Company, Ltd (AIA) has been established in Singapore since 1931. For the past 78 years, AIA Singapore (AIAS) has been helping customers achieve their financial goals. Offering a wide range of insurance and financial solutions for individuals and businesses, AIA Singapore supports customers in managing the significant milestones in their personal and corporate lives — from accident insurance, retirement planning and health insurance, to wealth management solutions.

The Challenge AIA already enjoys a strong brand identity. However, to further build its brand in Singapore, AIAS sees the need to establish a direct relationship with customers and allow them to define the kind of relationship they want with AIA and its agents. Even their print service provider, Toppan Forms, shared the same drive to create a direct relationship in helping their clients to go beyond conventional print solutions in the face of the changing print industry landscape.

Profiling customers and providing timely, accurate product offerings remain key to sustaining AIA’s success. Trying to achieve this with conventional print solutions, such as direct mailers, has become increasingly cost-ineffective. Furthermore, rapid growth in product choices and ways to access them means its harder to effectively reach and interact with customers.

AIA’s traditional business models of segmentation and customer profiling relied heavily on individual agents to profile and determine the products most relevant to customers. This did not fully capture the customers’ life stories as they go through different events and corresponding financial cycles, thus hampered the company’s effort to generate products that matched customers’ personal needs. A better method to harvest such data was needed.

One key marketing communication that needed revamp for AIAS was their Birthday Campaign. Keeping to convention, AIA sent customers an offset printed birthday card with a standard set of assorted coupons enclosed, and a notification of their agent’s visit. However, customers are not engaged at a personal level since such cards are highly generic, and the coupons may not necessarily appeal to them. Certain customers may welcome coupons, but wanted other kinds apart from what was sent out en masse.

AIA Limited, Singapore BranchInsurance Industry Services

Making Real Connections:

AIA Singapore touches base with each customer through an innovative multi-channel marketing campaign

Insurance

About Fuji Xerox Global Services. Fuji Xerox Global Services is the industry leader in document outsourcing and consulting services. Our unique combination of domain expertise, innovative technology and global delivery capabilities enable process re-engineering, integration, transformation and continuous innovation of your document intensive business processes and customer communications. As your business partner, we deliver operational excellence, cost efficiencies, and sustainable growth.

For more information, please email fxgsmarketing@fujixerox.com

www.fujixerox.com/eng/solution/globalservices/insurance/

Mail addressescustomer by name

Mail addressescustomer by name Message comes

from customer’spersonal agent

Personalised URL directs customerto his own website Message comes

from customer’spersonal agent

Personalised URL directs customerto his own website

Solution Components: Printed Direct Mailer

The 1:1 Experience ServiceThe 1:1 Experience Service is an exclusive Asia-Pacific programme developed to implement new marketing strategies via multi-channel avenues, adopting a high degree of personalisation and customisation. The 1:1 Experience Service differs from other marketing development programmes because it specialises in nurturing clients’ direct marketing initiatives using the techniques of personalisation and customisation to tangibly improve the return on investment (ROI) of our clients.

The Solution Seeking to improve the significance of their Birthday Campaign to engage the customers, AIAS worked together with the Fuji Xerox’s 1:1 Experience Team for transformation. The team began its work on the Birthday Campaign by first designing a new and scientific set of criteria to measure success, according to what the clients wanted to achieve: increasing customer touch points and improving customer experience. Working towards this goal, the team turned the Birthday Campaign into a genuine 1:1 affair, using a combination of web, SMS, email and digital printing to produce a birthday event protocol that is personal, sincere and precise.

Using information from segmented databases, a fully customised birthday mail piece was sent to the policyholder in their agent’s name. Using the information from the segmented

database, the mailer was tailored to each individual customer according to gender, demographic profile, status, and past purchase history. For example, colours were chosen according to the gender, and images of children were included or excluded based on the customer’s family status.

Each piece also points the customer to a personalised URL (PURL), inviting him to answer a Life Changes Assessment Test. This online, completely personalised survey is designed to provide AIA with updated information on customer’s financial situation, and allows the company to more precisely customise products to his personal needs. The PURL also exhibits products and offers that are relevant to the customer’s personal profile – all to engineer a precise and personal interaction to help AIA breakthrough to the next level.

The Results The personalised birthday mail piece strengthened customers’ desire to visit the PURL, enabling AIA to capture their reactions, product preferences and age group characteristics. This offered an entire return on investment and not just a narrow marketing window as with conventional campaigns.

After just two months, 1:1 Lab’s combination of print and online solutions proved powerfully effective in increasing and improving customer interaction:

- Over 86% of visitors to the PURL completed the Life Assessment Survey.

- 50% downloaded their bithday coupons.

Information extracted from the PURL survey offered valuable information on age group-specific patterns, which provide useful segment data, potential cost savings and further customisation for future communications.

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