The LeapFrog team has worked closely with AIICO since initial investment in 2020, including significant work on the company’s customer experience, via LeapFrog’s CX Launchpad.

As part of the program, AIICO undertook wide scale customer journey mapping for both its life insurance and general insurance products to identify customer pain points and operational challenges. A cross-functional team from various departments diligently mapped the journeys and prioritised interventions for process improvements.

Pain points uncovered included:

• Agents unable to provide pricing or full product details at the time of sale

• Long and complicated onboarding

• No automated process for confirmation of cash or cheque payments

• Cumbersome claims process

Several initiatives were undertaken in response to the insights collected, including back-end IT changes to improve turnaround times, which ultimately led to an increase in the CX Score. Also, changes to client communications and education through digital channels encouraged customers to move their payments online. Importantly, the process led to an overall shift in company culture to become more customer-centric in all aspects of operations.