Digital-first approach crucial to customer-centricity: AIA Singapore

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Technology, data, and analytics, have become keys to personalisation of online and offline customer experiences.The coronavirus pandemic has turned the world on its head; and every industry on the planet has to innovate and come up with new ways of doing its business. Office-based workplaces have transitioned urgently into work-from-home arrangements; the retail sector has leveraged off of the global e-commerce ecosystem to continue getting goods to customers; and banks have ramped up their own innovations to stay connected with their stakeholders.In Singapore, maintaining the integrity of transactions as they rapidly take on digital forms has been a particular challenge. Fortunately, insurance provider AIA has implemented a new solution that it says is giving greater confidence and security to all of its customers. “Integrating our digital platforms with GovTech’s Sign with SingPass and Kofax’s SignDoc advances our ability to provide fast and even more convenient customer experiences without compromising their data security, which is essential in an increasingly digital world,” says Melita Teo, Chief Customer and Digital Officer at AIA Singapore.Sign with SingPass advantageAvailable to all AIA Singapore customers since November 2020, Sign with SingPass was an initiative spearheaded by the Government Technology Association (GovTech) in Singapore. One of the key features has been its integration with the existing SingPass system, so that users’ identities can be automatically verified with minimal hassle. Signatures made using Sign with SingPass are regarded as secured electronic signatures under Singapore's Electronic Transactions Act, which means customers can now sign legal documents virtually, without face to face meetings.Previously, the majority of contracts – and almost all insurance contracts – needed to be signed in person to ensure validity in Singapore.AIA is the first insurance provider to integrate Sign with SingPass with its distribution platform, which