AIA Singapore has partnered with Singapore Airlines Academy to introduce a company-wide training program intended to strengthen customer experience skills.
The initiative is being rolled out gradually across all employees and is structured around interactive workshops.The collaboration supports Singapore’s national strategy on reskilling and lifelong learning, which was underscored in the government’s 2025 Budget announcements.
The curriculum, created jointly by AIA Singapore and Singapore Airlines Academy, combines group sessions of 20–25 staff members with scenario-based practice. The training is divided into two stages.
The first stage, centred on customer experience transformation, focuses on the role of attitudes and beliefs in service interactions. It aims to help employees recognise the emotional impact of their behaviour and commit to approaches that build trust and loyalty.
The second stage, targeted at customer-facing teams, concentrates on handling day-to-day service interactions with empathy and clarity. It introduces structured approaches such as respectful ways to decline requests and a framework for delivering effective apologies.
AIA Singapore chief executive officer Wong Sze Keed said the partnership draws on Singapore Airlines’ reputation for service. “At the heart of our customer centric philosophy, we believe world-class customer experience means anticipating and exceeding expectations, not just meeting them. We want to make things easy for our customers, build lasting trust, and delight them in every interaction,” she said.
The training sits alongside other initiatives under AIA Singapore’s customer strategy. These include AIA+, a platform that consolidates financial, health, and wellness needs into a single interface, and the simplification of policy documents into plain language. Both efforts are intended to improve accessibility and understanding for customers.
Separately from announcing the training collaboration, AIA Singapore has published its first sustainability report, covering its progress in 2024 and outlining environmental, social, and governance priorities.
The report is structured around five themes: health and wellness, sustainable investment, sustainable operations, people and culture, and effective governance.
Highlights included the launch of AIA Ultimate Critical Cover, which reinstates coverage after claims are made, and the extension of inpatient benefits to include mental health services for more than one million insured employees.
Participation in the insurer’s AIA Vitality wellness program also rose, with improvements reported in key health indicators.
The company expanded digital healthcare access by extending its partnership with telehealth provider WhiteCoat and continued to integrate ESG considerations into investment decisions. It also introduced blended finance projects and maintained funds with a sustainability focus.
Operational measures included reduced printing, installation of solar lighting at its office, and energy monitoring across facilities. The insurer also reported progress in diversity and employee engagement, citing a high percentile ranking in Gallup’s sector benchmarks.
Governance initiatives highlighted in the report involved strengthening cybersecurity measures, improving data protection, and reinforcing compliance through updated training.
