CMO Newsletter July 2016 - AIA · Findings have been conducted by BrandZTM, Millward Brown's brand equity database. It holds data from over 650,000 consumers and professionals across

Welcome to the 12th Issue of INSIGHT!

As we continue our journey to make Customer Centricity a key aspect by including it in every

aspect of our work, we are delighted to see the fruits of our labour culminated with the winning of

the Life Insurance Award in the Singapore Business Review International Business Awards 2016!

We attribute this award to the innovative SavestTM concept, which was developed through deep

customer insights and teamwork among the various divisions. While we are humbled by this

accolade, we aim to work towards making AIA the undisputed number one and make a positive

difference by helping our customers live healthier, happier and better lives.

As a REAL life company, we aim to stay Relevant, Accountable and ensuring our customers find it

Easy to do business with us and most importantly, Like us! As such, I am pleased to announce

some key appointment changes in the marketing department. We will be sharing the new

organisation chart in this issue in detail and do join me in welcoming our new colleagues; Joe Loy,

who has more than 15 years of experience in digital and data analytics to head the newly formed

Digital Marketing Innovation & Data Insights and Sharon Ng as Head, Provider Management

(Healthcare). I have also streamlined the scope of each department, with Existing Customer

Marketing team merging into Consumer Marketing department, to be headed by Chee Koon. I look

forward to your continuous support in their appointments.

Lastly, I’ll like to end off with a quote from Damon Richards: “Your customer doesn’t care how

much you know until they know how much you care.”

Happy reading!

As always

Lee Yen

PAGE 01

ISSUE 12

CMO OFFICE | JUL 2016

INSIDE CMO OFFICE

We are pleased to announce the following key appointments and changes within the Marketing Division effective 1 July 2016:

Richard is responsible for executing the strategies

for AIA Vitality and creating a strong

healthcare proposition that helps our customers to receive quality care at

affordable cost.

Irma is responsible for driving the development and management of products and

ILP sub-funds. In addition, she will assume the role

of chairperson for the Product Implementation Sub-Committee (PISC), which is responsible for driving the end to end

product delivery.

Chee Koon is responsible for implementing

compelling propositions for different customer

segments and formulating strategies to

boost customers’ engagement as well as repurchase rate. He is

also responsible for creating innovative

marketing tools for our distributors to support

them in reaching out to their consumers.

Joe is responsible for all the digital marketing

innovations. He is to develop strategies to help transform AIA Singapore into a digitally

enabled insurer in all consumer facing platforms.

He will drive user experience through digital and mobile,

develop roadmap to strengthen our digital and

analytics capabilities, design and develop digital initiatives

with the aim to elevate our position with the consumers

as the choice insurer.

Joanna is responsible for leading the brand

communications team with an aim to increase brand

consideration and advocacy by creating, curating and

enriching content through Public Relations, Social

Media, CSR, Sponsorship and strategic brand

initiatives that holistically tells our brand story.

Head, Healthcare & Vitality

Richard, WYBER

Head, Product & Funds Development & Implementation

Irma HADIKUSUMA

Head, Consumer Marketing

Chee Koon HOW

Head, Digital Marketing Innovation & Data Insights

Joe LOY

Head, Brand & Corporate CommunicationsJoanna ONG-ASH

Chief Marketing OfficerLee Yen, HO

Brought to you by:Tan Hau Keat AdvisorWendy Yeo EditorMaxwell Low Creative DirectorJoshua Lim Dept. EditorLisa Foo Dept. EditorChristina Mark Dept. EditorEsther Tan Dept. Editor

AIA Singapore Won the Life Insurance Award – Savest

Winners of the Coveted,1st Asia Trusted

Life Agents & Advisers Awards

AIA – Konica Minolta Digital Health Accelerator

AIA is one of the most valuable Global Brands

Do You Know?- AIA Singapore Won the Reader’s Digest Trusted Brand 2016 - AIA ranks top 10 in KidZania SG!

Market and Fund Updates

What’s New?

Campaigns

Roll of Honour

INSIDETHIS ISSUE

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AIA SINGAPORE WON THE LIFE INSURANCE AWARD

PAGE 03INSIGHT ISSUE 12

We are very delighted to have won the Life Insurance Award in the Singapore Business Review International Business Awards 2016, for launching the AIA Wealth Pro Advantage (AIA WPA) with an innovative, new trademarked concept we call Savest™.

Through deep customer insights, this fresh concept was developed to meet the real needs of our customers, redefining wealth management. It offers The Best of Both Worlds, marrying savings and investments in one plan and adopts a balanced financial planning approach.

Winning this award is a testament of AIA Singapore’s commitment as we constantly put our customers’ needs at the centre of everything we do.

Together, we will continuously work towards being the No.1 Life Insurer, developing innovative products and services that add real value to Singaporeans and their family.

The Singapore Business Review has a readership of over 83,000 readers in Singapore and regionally. For more information of the award, please visit: http://sbr.com.sg/photo-gallery/sbr-international-business-listed-companies-national-business-awards-2016

We conducted a survey on AIA WPA's launch and the results has been very positive and encouraging!

87%use the AIA WPA Sales Tool.

96% 90%liked the SAVESTTM concept taken for AIA WPA.

used the word SAVESTTM during their sales presentations.

99% 94%awareness for SAVESTTM campaign amongst respondents.

attributed the iPoS enhancements to easier case submissions.

SAVESTTM

87%

40%60%

AIA WPA Survey findings

PAGE 04INSIGHT ISSUE 12

1ST ASIA TRUSTED LIFE AGENTS & ADVISERS AWARDS

Winners of the Coveted,1st Asia Trusted Life Agents & Advisers Awards

They are an inspiration to all of us, whom collectively provide a critical service to our customers and make an invaluable

contribution to our industry, inclusive of our community.

Let’s all continue to give our best in providing the best products, the best advice and the best service to our customers.

This Award series, organised by Asia Insurance Review and LIMRA, recognises the men and women who help to meet the vital

protection and savings needs of many millions of people throughout our region.

The Awards drew some 500 entries across 15 countries in Asia.

For more information, please refer to: http://www.asiainsurancereview.com/asialifeawards/

Congratulations to our Agency Leaders for winning coveted awards at the inaugural Asia Trusted Agents & Advisors Awards Event.

Dr Mary Chen, SP-CML N ASSOC-MOTION won the Inspirational Leader of the Year

Mr Gabriel Tan from SP-GABRIELTAN won the

Insurance Agency Leader of the Year

PAGE 05INSIGHT ISSUE 12

AIA – KONICA MINOLTA DIGITAL HEALTH ACCELERATOR

After a 12-weeks ‘AIA – Konica Minolta Digital Health Accelerator’ programme, the 8 start-ups chosen from more than 130

applications from 30 countries who applied for the programme – came together on the 28 June for the ‘Demo Day’ at the

Red Dot Museum, Singapore.

Ranked No. 5 accelerator on capital investment just behind Chinaccelerator as reported by Gust, the Demo Day in Singapore

attracted the regions’ leading investors and venture capitalists including Vertex, ACP, Gree, NSI, Infocomm, Wavemaker, Philips

CVC, Global Brains, IMJ, NRF, Jungle, TNF ventures, Qualgro and more.

The spectacular night started with an opening speech by Mr Patrick Teow, Chief Executive

Officer of AIA Singapore, followed by the start-ups pitching their innovative ideas to an

invited audience - investors, government officials, research institutes, partners and

corporate staff, with the hope of securing crucial investor support and funds, for the next

stage of their commercial developments.

“The ‘AIA – Konica Minolta Digital Health Accelerator’ programme had provided support to

entrepreneurs with the passion and the expertise to help improve peoples’ lives. In the

12 weeks, these start-ups have created prototypes, expanded their market reach, signed

customers and raised funds: significant progress towards commerciality. Good ideas need

resources to become reality, and we hope the access provided by the programme will help

them make a real positive impact.” said, Mr. Sim Preston, Group Chief Operations Officer.

This initiative underpins AIA’s desire to stay ahead of the industry, focusing on healthcare which is a priority for individuals, the

industry, as well as government stakeholders. By supporting these start-ups in their bid to create sustainable digital health

solutions, AIA is demonstrating our genuine interest in enabling our customers to lead healthier, happier and better lives.

For more information on the ranking by Gust, please refer to: http://gust.com/asian-oceanian-accelerator-report-2015/

PAGE 06

DO YOU KNOW?

AIA has been chosen as one of the Top 100 Most Valuable Global Brands in 2016 and is also ranked Top 3 in the list of Top 10 Insurance Brands, Globally!

INSIGHT ISSUE 12

This is indeed a testament to your efforts of being the AIA

Customer Centricity Ambassador, constantly building and

positivising the AIA Brand.

Let’s all continuously work towards achieving Service Excellence

and Transforming Our Customers’ Experience with AIA Singapore!

Findings have been conducted by BrandZTM , Millward Brown's

brand equity database. It holds data from over 650,000 consumers

and professionals across 31 countries, comparing over 23,000

brands. The database is used to estimate brand valuations, and

each year since 2006, has been used to generate a list of the top

100 global brands.

98

PAGE 07INSIGHT ISSUE 12

DO YOU KNOW?

We are proud to have won the Reader's Digest Trusted Brand 2016, Gold Award! Achieving the Gold status is a genuine recognition that your tireless efforts have made

AIA Singapore, one of the most trusted insurance brands in Singapore.

It also reinforces AIA Singapore’s commitment as The Real Life Company that understands

customers and, our staff and agency force will always be there for customers through all

times, empowering them to live healthier, happier, better lives. As we strive towards being

the Undisputed NUMBER 1 Trusted Life Insurer in the hearts of families in Singapore, let’s

continue to put our customers at the forefront of everything we do.

The Reader's Digest Trusted Brand 2016 Awards is organised by Reader's Digest. It is based on the results of the Reader's Digest

Asia Trusted Brand 2016 Survey where consumers were surveyed through questionnaires by mail or online in Singapore.

AIA Ranks Top 10 in KidZania SG!Since the opening of KidZania in April 2016, AIA Insurance

Office has been ranking in the top 10 establishments! As at

June, because of school holidays, it reached an all time

high of 7,242!

What’s more, there are 23 kids who have attained GOLD

Financial Services Consultants status with each of them

selling more than 15 AIA-KidZania plans to their fellow

friends!

If you have not had a chance to go, here’s a fantastic offer

just for you! We are pleased to offer a one-time bulk order

discount of 30% off specially available to AIA Agency Force!

Grab this opportunity to plan some enriching activities for

your children this year-end school holiday or purchase for

your corporate clients/customers! Please place your orders

via eShop. Closing date for all orders – 31 July 2016

Please refer to the Agency eDM for the Terms and Conditions of the orders.

PAGE 08INSIGHT ISSUE 12

MARKET & FUNDS UPDATES

Markets have underestimated the willingness of populations to upset the status quo. The

likelihood of additional anti-globalisation events, given similar movements across developed

economies, could be higher than previously thought. Stock values in Europe have remained

very attractive and continue to be so.

The market is interpreting this event as perhaps the beginning of the end for the European

Union. If that happens, it won’t happen overnight. A process like that takes many years. There

is far too much panic centered on this vote. It’s not the end of the world. European trade will

not cease to exist. Mercedes Benz and BMW will still want to sell cars to the UK; it’s the

second-largest economy in Europe and it’s not going to disappear.

Asian equities look relative cheaper, fundamentally strong and less negative from sentiment

perspective vs UK and European equities. In such an environment, investors might find Asian

equities more attractive compared with developed market equities. Asian equities also benefit from

stronger fundamental growth drivers of their home economies.

The outcome of the Brexit vote and the uncertainty it brings has led

investors to seek shelter in defensive yield plays based on the

expectation that interest rates will remain low for a longer period of

time. Fundamentally strong Singapore equities that offer high

dividend yield and moderate growth could benefit as the economic

growth outlook weakens globally.

- Mark Denning, Portfolio Manager in Capital Investment Management Company Sàrl managing the underlying fund of AIA European Equity Fund

- David Ridley, Portfolio Manager in Capital Investment Management Company Sàrl managing the underlying fund of AIA European Equity Fund

- Suranjan Mukherjee, Portfolio Manager from Fidelity Investment Management managing the AIA Regional Equity Fund

- Brigette Goh and Teo Hiang Boon, Portfolio Managers from AIA Singapore Private Limited managing the AIA Growth Fund

The year 2016 marks the 400th anniversary of the death of William Shakespeare. If Shakespeare wrote a Brexit play

chronicling the events of the recent weeks, would this play be considered a comedy or a tragedy?

Judging from numerous reports around the event, many regard the UK exiting

the European Union as a step backwards for Britain. Global markets and the British

pound have plunged in tandem with the overall negative sentiment.

We asked the portfolio managers managing the AIA European Equity Fund,

AIA Regional Equity Fund and AIA Growth Fund on their views of this event on

European, Asian and Singapore Equities.

PAGE 09INSIGHT ISSUE 12

Last month, we talked about the benefit illustration enhancements to FFP and FFS that is launching in July. In tandem with that, iPoS interface has been revamped to accommodate these changes, which allows you to illustrate the flexibility of RP-ILP plans. Look out for these changes in July!

What’s New?

iPoS enhancements to FFP & FFS

Contact your friendly PST team if you need training on how to utilize this enhancement to its fullest advantage!

PAGE 10INSIGHT ISSUE 12

Double UP with Double Rewards!We have close to 40,000 of our entire existing customer base

with only 1 policy with us. Out of these single policyholders,

20,000 of them have purchased the policy for more than 5 years

ago! This poses a huge opportunity for us to reach out to them

and have them reconnect back to AIA and you.

WHAT'S NEW?

Terms and conditions apply. Contact Person: Joanna Tay ([email protected]) from Customer Marketing. For more details on this campaign, please refer to the Memo on Agent Internet Access (AgIA).

Customer Promotion:

Customers can receive a $10 Starbucks Card when they complete a Financial Health Review within the campaign period.

No policy purchase required!

Gift Vouchers upon purchase of any insurance plan from AIA with the minimum annualized premium requirements met as

follows:

CAMPAIGNS

Tier

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2

3

4

$1,000 to $1,999

$2,000 to $2,999

$3,000 to $4,999

$5,000 and above

$2,000 to $3,999

$4,000 to $5,999

$6,000 to $9,999

$10,000 and above

Annualized Premiums Robinsons Gift Vouchers

For Premium Term equalor more than 10 years

For Premium Termless than 10 years

$50

$100

$200

$300

$3,000 & above $6,000 & above

Annualized Premiums

Lucky Draw Grand PrizeFor Premium Term equalor more than 10 years

For Premium Termless than 10 years

1 Chance to Win a Trip for 2 to White Hart Lane, London

(includes Flight + Accommodation + Premier League 2016/2017

Tottenham Spurs Match tickets)

A lucky draw chance to win a trip for 2 to White Hart Lane, London.

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PAGE 11INSIGHT ISSUE 12

CAMPAIGNS

On-going CampaignsHere’s a snapshot of our on-going campaigns.

Existing CustomersCampaigns

ECM Maturity Campaign 2016

Double Up Campaign 2016

01Jul 16 30 Sep 16

PAGE 12INSIGHT ISSUE 12

REMIND ME!

Top ECM Awards

ROLL OF HONOUR

RANK NAME AGENCY

FSD - FYC 1 NG JIE SHENG SP-NGJS 2 LEE HEE MONG RAYNER SP-MOTION 3 ONG CHEE WAI DAVID SP-DAVIDONG

FSAD - FYC 1 CHEN MING LI SP-CML N ASSOC-MOTION CHOW VOON SHIN SP-SHIN-PFP 3 TAN CHENG LYE SP-RANDYTAN-JUNETEOH

FSM - FYC 1 CHUNG YI TING EVELYN SP-EVELYN-NGJS 2 TAN CHAI LING SP-CHAILING-MOTION 3 TAN CHING HUA JULIA SP-JULIATAN-ACE

FSC - FYC 1 HAN YUNFENG SP-DERRICKLIM 2 TAN KOK SIONG SP-GABRIELTAN 3 HO LI WAH SP-JUNETEOH

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TOPECM AWARDS

Below are the top ECM awardees as of June 2016. Congratulations!

Below are the top AIA Vitality awardees as of June 2016. Congratulations!

RANK NAME DISTRICT NAME

TOP FSD 1 LEE HEE MONG RAYNER SP-MOTION 2 ONG HAN CHENG SP-CO 3 TAN GIM CHEONG SP-TANGIMCHEONG

TOP FSAD 1 NG EK SIONG SP-TRENT-PETERLEE PANG CHEE WEE SP-JAMESPANG-EVE 3 POK SUAT HONG JUDY SP-JP-LC

TOP FSM 1 KOH LAY MUI SP-JOLENE-DAVIDNG 2 WONG YONG YEE SP-BRILLIANCE-MOTION 3 YONG NGONG LEE SP-GENERATION-JAAGROUP

TOP FSC 1 NG JIN SP-JOLENE-DAVIDNG 2 SULISTYO JACOB WINARKO SP-BRILLIANCE-MOTION 3 GOH BEE HOON BERNICE SP-TANGIMCHEONG

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TOP AIA VITALITY AWARDS