We worked with AIA to develop a new service model to better support their advisers and reduce internal efficiencies and costs.
AIA is a leading life insurance provider in the Australian market. In an increasingly competitive market, AIA recognised the need to provide an industry-leading experience for financial advisers who apply for, and manage, AIA insurance on behalf of their clients.
Fast, efficient and transparent processes enable advisers to achieve their goals of providing high-quality advice and service, and contribute to their overall business success. The ease of dealing with a particular insurer can make all the difference in an adviser’s final recommendation, where the insurance product and pricing is similar across providers.
By investing in creating the best experience for advisers in the market, AIA is on track to achieve strong new business acquisition and, at the same time, reduce internal inefficiencies and costs.
Working closely alongside the AIA project team, we undertook a rapid research, strategy and prototyping process. We engaged with 14 advisers and support staff, as well as dozens of stakeholders from across the business.
The customers and stakeholders we spoke to helped us to build a rich understanding of the customer, the product, the current adviser experience and the relevant internal processes.
We established a set of priority areas for future development. Competitor analysis highlighted areas that competitors were not doing well in – these presented opportunities to ‘leapfrog’ the competition.
Our research identified four main types of advisers, which allowed us to explore opportunities for targeted experiences and to evolve away from the current one-size-fits-all approach. We held a co-creation session with stakeholders to explore possible solutions for advisers within the priority areas, and to inform and inspire an interactive prototype.
We created a future state service blueprint, showing the proposed adviser flow across all stages of the customer journey, from research and quote generation, application, fulfilment and changes to in-force cover. We created an interactive prototype, which demonstrated the future state experience in more detail, and validated it with advisers and support staff over nine feedback sessions
The work completed allowed AIA to develop and communicate a strong business case, garnering internal buy-in and support for the changes. It also gave internal development teams the foundation they needed to properly understand the scope of changes being proposed.
A fortnightly update of our latest thinking, straight to your inbox.
2 Russell Street
17-21 University Avenue
Paper Giant acknowledges the Wurundjeri and Boonwurrung people of the Kulin nation, and the Ngunnawal people as the Traditional Owners of the lands on which our offices are located, and the Traditional Owners of Country on which we meet and work throughout Australia. We recognise that sovereignty over the land has never been ceded, and pay our respects to Elders past, present and emerging.