Sun Life accelerates client-centric transformation with data insights

Feedback and technology play key roles.

Sun Life Philippines is focusing on client-centricity in its operation, with both employees and clients feeling under pressure from clients’ heightened expectations, according to Isabela Rae Ver-Bibal, Client Experience Head at Sun Life Philippines, 

“There’s definitely more pressure for them, especially in financial services, to keep on evolving with how the market evolves,” she said. Ver-Bibal also highlighted how the company has seen a rise in cross-functional collaboration, which has helped Sun Life adopt a more client-focused approach. “There’s a greater need for employees to relook into client needs and motivations, and sometimes that lens may go beyond employees’ functions.”

Ver-Bibal emphasised that technology alone cannot transform the client experience. 

“It plays a big factor, definitely, but being able to execute it with our client ambitions at scale is not enough. There needs to be an intersection and balance between user behaviour, whether advisors or clients, the tech, data, business impact, and overall organisation culture,” she said.

Sun Life has also placed a strong emphasis on gathering client feedback to enhance its services. The company has institutionalised event-based listening, which allows it to collect real-time feedback from clients during key moments. This data is crucial for understanding how clients perceive the company’s products and services.

“We get client feedback on their experience for key moments, helping us understand how clients perceive our products and services, and with that, we are able to improve how we deliver the services and the client experience that we want for a client,” Ver-Bibal explained.