PT AIA Financial wins big at Insurance Asia Awards 2023

The insurer took home the Customer Service Initiative of the Year, Education Insurance Initiative of the Year, and Social Media Initiative of the Year at the awards programme.

PT AIA Financial has earned recognition at the Insurance Asia Awards 2023, having won in three categories for their customer service, education, and social media initiatives.

The company was awarded the Customer Service Initiative of the Year - Indonesia for Tanya ANYA, its WhatsApp-facilitated interface that provides a unique combination of virtual and live agent support, as well as digital self-service options for customers.

This initiative came about after the company identified complex paper forms and lack of communication as some of the common challenges faced by customers. AIA leveraged the latest AI and machine learning technologies whilst utilising WhatsApp, the most used communications platform in Indonesia, so it could personalise its communications with customers.

The platform also undergoes continuous improvement by focusing on key performance indicators such as e-submission, e-output, and prompt response.

Additionally, AIA ensured that customers are aware of this new initiative, amongst others, by launching a 100-day awareness campaign to educate customers on their product terms and how to reach out for support. The campaign was made possible through various communication channels such as social media and key visuals.

The efforts proved to be fruitful as Tanya ANYA exceeded the target of 50% active users. The number of Tanya ANYA users also increased, from 59,737 users in January 2022 to 193,945 users in March 2023. Meanwhile, incoming calls went down 30% as 46% of transactions were submitted through the interface in October 2022. Tanya ANYA also helped reduce the use of paper forms, with 80% of customers using the platform instead.

On the other hand, PT AIA Financial made a successful financial literacy initiative through AIAPedia, which was named Education Insurance Initiative of the Year - Indonesia. AIA took on the challenge of boosting financial literacy and insurance penetration in Indonesia by developing informative content with the help of credible public figures and high-profile influencers on Instagram, YouTube, TikTok, and Twitter.

The initiative, which is part of AIA’s ESG initiatives and reflected in AIA Indonesia’s Sustainability Report, has been experiencing success so far. It has collaborated with 50 public figures, influencers, and media, with the programme reaching 6.6 million people on social media in 2022. On top of that, it has received an 83% positive response from audiences.

Lastly, PT AIA Financial was also given the Social Media Initiative of the Year - Indonesia award for BahagiAIA, which uses music, storytelling, and collaboration to showcase the various ways in which customers can benefit from AIA’s services–whether as a life planner or a vitality member.

The insurer works with real AIA customers and influencers to further strengthen the message of the importance of happiness, peace of mind, and the spirit to keep going on.

“At the core of BahagiAIA is a catchy and shareable motivational anthem that encourages listeners to pursue happiness. The accompanying visuals showcase real-life stories of positive inspiration, thereby creating a sense of community and connection amongst customers,” the AIA stated.

The BahagiAIA music video garnered an overwhelming 8.4 million views on YouTube alone, massively surpassing the initial KPI by 168%. In total, campaign activities achieved and contributed to a total of 105,531,953 views and 30 million engagements, which in turn supports the AIA One Billion goal, a company initiative to impact one billion positive stories.

BahagiAIA achieved a 128% increase in impressions and an 84% increase in views from before the campaign. It also reached 125% more people than anticipated and achieved a 40% view-through rate (VTR), proving that audiences not only clicked but also engaged with the content. Overall, the campaign was able to bump up final scores for brand awareness from 77 to 79 and brand consideration from 41 to 48.

Having been honoured at the Insurance Asia Awards and achieving various milestones in their recent initiatives and projects, PT AIA Financial highlighted its commitment to exceptional service, education, and community-building, solidifying its position as a leader in the industry.

The Insurance Asia Awards, now in its 8th year, commends insurance companies that made a significant impact on its customers with exceptional products, services, and solutions. It recognises the hard work, dedication, and creativity of these companies that have stepped up to meet the demands of the industry.

The Insurance Asia Awards is presented by Insurance Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's significant impact on its customers with exceptional products, services, and solutions in the insurance industry, please contact Julie Anne Nuñez at [email protected].