Singapore – AIA Singapore has entered into a collaboration with Singapore Airlines Academy, the training arm of Singapore Airlines, to develop a customised talent development programme aimed at enhancing customer experience (CX) capabilities.
The initiative, which will be rolled out progressively to all employees, involves a series of workshops designed to strengthen AIA Singapore’s customer service culture. Each class will include 20 to 25 participants and cover topics such as mindset transformation, service excellence, and practical techniques for customer interactions.
The programme consists of two main pillars. The “Customer Experience Transformation” workshop focuses on reshaping mindsets through self-discovery, storytelling, and scenario-based practice, while the “Customer Experience Excellence” workshop is designed for customer-facing roles, equipping staff with frameworks to handle service situations empathetically and effectively.
“At the heart of our customer-centric philosophy, we believe world-class customer experience means anticipating and exceeding expectations, not just meeting them. We want to make things easy for our customers, build lasting trust, and delight them in every interaction,” said Wong Sze Keed, CEO at AIA Singapore.
They added, “This landmark collaboration with Singapore Airlines Academy is a powerful testament to that commitment. By fusing their iconic service standards with our customer-first approach, we’re set to transform AIA Singapore’s capabilities and significantly contribute to Singapore’s vision for a highly skilled and adaptable workforce.”
This customised programme will equip our people to deliver unparalleled customer journeys, setting a new benchmark for AIA Singapore and across the industry, ensuring AIA Singapore remains at the forefront of service excellence.”
The collaboration aligns with Singapore’s national focus on lifelong learning and workforce upskilling, highlighted in Budget 2025. AIA Singapore is the first insurer to work with Singapore Airlines Academy on a dedicated training programme of this scale.
The workshops are the latest addition to AIA Singapore’s customer experience initiatives, which include the AIA+ app and portal for integrated financial, health, and wellness services, and a “plain English” initiative that simplifies insurance documents for better understanding.
The insurer also emphasised that the training programme forms part of its long-term strategy to embed continuous development into its operations.
