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AIA Company Limited

Associate Director, Customer Experience

AIA Company Limited Hong Kong
Posted 2 days ago Permanent As per market standards

At AIA we’ve started an exciting movement to create a healthier, more sustainable future for everyone.

As pioneering innovators for over 100 years, we’re now transforming our organisation to be faster, simpler and more connected. Because we want to be even better equipped to develop digital solutions and experiences that help more people live Healthier, Longer, Better Lives.

To get there, we need people with tech/digital/analytics expertise and passion to help develop positive, sustainable change through digitally enhanced experiences that will impact the lives of millions of people and create a healthier future for everyone.

If you believe in developing a better tomorrow, read on. 


A Customer and User Experience role which focuses on 3 objectives:

Firstly, creating a clear customer centric and innovative strategy and develop and oversee the implementation of AIA’S Target Customer Experience (all stages of the Customer journey with Digital Partners) in DPP and drive alignment and adoption across Local Business Units (LBUs)

Additionally, identify the main drivers of customer value and differentiated propositions at key points of interaction between the customer, AIA, and our digital partners and ensure a systematic approach to prioritization

Also, provide business leadership in innovative customer communication and engagement models that accelerate the activation of the customer base, in collaboration with partners and distribution channels, driving strategies to promote customer interaction, proposition design, participation, and purchase decisions.

This is a key position in the DPP team as a Subject Matter Expert (SME) role across our markets. Effective communication and collaboration across the LBU leadership teams and the GO functions is key to success in the role.

Roles and Responsibilities:

  • Identify current pain points, propose implementable solutions, and create optimal customer journeys together with UX Designers
  • Independently propose measurable CX & UX KPIs and reach consensus with stakeholders.
  • Own the complete view (document) of pain points identified and future product/feature ideas of assigned product, and systematically raise and review with stakeholders
  • Utilize insights to lead the creation and management of desired customer journeys
  • Identify and act on research opportunities for both new designs and current live platforms, and work with stakeholders on annual research planning
  • Be mindful of AIA's total digital eco-system and persistent live environments, and related user experience in planning
  • Well-managed view of full journey for assigned project stream, capturing full view of experience (e.g. pain points, ideas for future improvements etc.)
  • Leverage position to draw efficient learnings across BUs in research execution and recommendations
  • Work with the LBUs to Identify key processes that need to be addressed to deliver the Target Customer Experience
  • Design the frameworks and toolkits that enable all LBUs to implement the target CX & UX
  • Activate change management programmes as the Voice of the Customer across our customer journeys and partners journeys based on findings from the NPS program (Deep-dive, Industry, Touchpoint) to monitor and drive Customer Centricity improvement for AIA’s customers
  • Determine customer engagement metrics and measurements, and track progress regularly to show data-driven clear lines of value and contribution
  • Help internal functions / countries to interpret consumer trends, customer engagement issues and provide strategic input to their action plan
  • Maintain an up-to-date knowledge of developments in related areas globally, proactively share and leverage market best practices across the region

Minimum Job Requirements:

  • University degree holder graduate, ideally in Design-related field
  • With over 8 years of work experience in similar capacity as Design team lead, with solid understanding of UX and service design methodologies, guidelines, and processes
  • Designing and creating omnichannel experiences - cross-platform and cross-device solutions.
  • Ability to foresee market changes, dynamism in customer expectations
  • Ability to define key metrics; identify and communicate the commercial impact of design decisions
  • Visual thinking, proof of concept, rapid prototyping, storyboarding and technical skills.
  • Data-driven mindset and an aptitude for technology
  • Ability to quickly turn around in an iterative environment.
  • Sophisticated in design and prototyping tools
  • Logical thinking, problem solving, attention to details, well-thought out with edge cases in addition to critical paths
  • Knowledgeable in Agile management tools, techniques, and systems
  • Customer/user centred design thinking – obsessed about customers’ experience!
  • Team player and energizer
  • Charismatic – excellent influencing, communication and mentoring skill

Build a career with us as we help our customers and the community live Healthier, Longer, Better Lives.

You must provide all requested information, including Personal Data, to be considered for this career opportunity. Failure to provide such information may influence the processing and outcome of your application. You are responsible for ensuring that the information you submit is accurate and up-to-date.

Job ID  JR-31968
Hong Kong
23000 Employees Insurance
The roots of today’s AIA Group can be traced to 1919 when entrepreneur Cornelius Vander Starr established his first insurance business in Shanghai, Ch...
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