AIA Group streamlines customer service operations across Asia

AIA Group, Asia's largest independent life insurance provider, embarked on a multi-year transformation initiative to enhance customer and employee experiences in its contact centers. Starting in 2020, AIA deployed Microsoft Dynamics 365 Customer Service to modernize its support operations. In 2024, the company integrated Copilot, a generative AI solution, into its Singapore and Thailand call centers to further optimize processes. Copilot automates time-consuming tasks such as drafting emails and summarizing chat or case histories, enabling customer service representatives to manage more cases efficiently. Automation of routine tasks and knowledge surfacing allows reps to focus on building stronger customer relationships and offering personalized service. The rollout of Copilot was preceded by rigorous assessments around fairness, privacy, and AI safety, and compliance is maintained by a dedicated AI Council. AIA is now expanding Copilot to more markets, in collaboration with Microsoft for ongoing innovation and new features. The AI-powered transformation has reduced case wrap-up times significantly and helped maintain high standards of customer service, while upholding responsible AI principles.

1. 01Customer service representatives spent significant time manually summarizing case histories and interactions.
2. 02Building meaningful customer relationships was hampered by repetitive administrative tasks.
3. 03Scaling high-quality customer support across diverse Asian markets was complex.
4. 04Ensuring responsible and secure use of AI was a priority for the organization.
5. 05Need to accelerate response times and improve resolution rates.

1. 01Implemented Dynamics 365 Customer Service as the unified support platform across the organization.
2. 02Rolled out Copilot, a generative AI, to automate case and conversation summarization, email composition, and knowledge surfacing.
3. 03Integrated AI capabilities for summarizing chat and case interactions and providing draft responses for faster follow-up.
4. 04Established an AI governance council and ethical framework to oversee responsible AI deployment.
5. 05Collaborated with Microsoft for continuous innovation and expansion of AI features.

1. 01Reduced case wrap-up time in Thailand contact centers by nearly 50%.
2. 02Improved case handling time and increased resolution rates.
3. 03Empowered representatives to manage more cases efficiently.
4. 04Enabled high-quality, consistent, and compliant customer service delivery.
5. 05Maintained robust AI governance and security controls.

• Enabled consistent, compliant customer service
• Improved case handling and follow-up
• Managed more cases efficiently
• Established responsible AI governance