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Achieving extraordinary service through digitisation and customer centricity
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Achieving extraordinary service through digitisation and customer centricity



This article brought to you by MSIG.

What are the guiding values of MSIG?
As a leading international general insurer, providing an extraordinary service to our customers is at the heart of everything we do. The way we provide this extraordinary service is through digitised and automated solutions supported by our well-trained and experienced workforce. While this approach gives us a natural focus on innovation, we never forget that there is a personal story behind each insurance need. As such, we equally focus on making sure we provide a human touch to our service.

This is best expressed by our five core values: Customer focus, innovation, teamwork, integrity and professionalism.

How much is digitisation a part of your operations?
Digitisation is a fundamental part of what we are doing these days. To increase the digital capabilities of our staff, the HR team established the MSIG Digital Academy around the “Triple E Approach”. This is structured around a series of learning and development initiatives consisting of real-life applications of digital skills (experience), gamified learning environments to widen digital horizons (exposure) and digital-themed forums and workshops (education). Our aim is to provide staff with the inspiration and tools needed to drive the digitisation of their business processes in order to achieve MSIG’s outstanding service objectives.

For us, digital innovation is not an end goal, it must support the customer; either by simplifying or enriching their interactions with us, or by automating tasks to increase efficiency and speed. Therefore, we are constantly reviewing appropriate technologies which support these aims and have developed a suite of interconnected assets, such as our e-commerce website, MSIG App, Facebook Chatbot, fully online EASY Claims system and Robotic Process Automation (RPA) workflow tools. We will continue to invest in enhancing our IT infrastructure and online capabilities to provide customers with a seamless digital experience.

What are some of MSIG’s more recent service innovations?
We are working on a number of innovations to help accelerate our service excellence aspirations. One example is our Design Thinking Incubator, which promotes a non-linear and iterative process to create better products and services for customers. The approach is to challenge our historical assumptions of their needs and redefine our offerings based on this deeper understanding.

Using an agile project design methodology and through incremental enhancements, we are also transforming our entire technology platform. This has rewarded us with a more rapid development of new solutions in a very cost-effective way. When completed, this platform will transform the entire end-to-end customer experience, from quotation and policy issuance to claims.

Adopting cutting-edge RPA technology to handle complicated and time-consuming business processes has led to a more effective use of staff resources, thereby freeing people up to focus on higher-value tasks and provide customers with a better service experience.

What sets the company apart in terms of training and development?
At MSIG, we understand that our people are the most valuable asset, and that their career goals are the blueprint for success. Focusing on service differentiation, digitalisation, technical competence and soft skills, we give staff the tools, training and resources necessary to excel by providing a comprehensive range of opportunities to refine existing skills and master new ones.

We recognise the importance of developing the next generation of leaders. MSIG’s intensive Leadership Development Programme provides high-potential talent with two years of project assignments, overseas secondment and mentorship opportunities. This equips our future leaders with a holistic picture of the company, accelerates their technical knowledge of general insurance and business skills and widens their horizons by rotating through various sales and functional units. After all, change is integral to improvement, and improvement should be an ongoing process.

In addition, our Summer Internship Programme provides university students with the opportunity to experience MSIG culture, gain valuable experience in the workplace and participate in real-world projects that are central to our strategy. This experience has proved to be a win-win for the company and the students, several of whom continue to work for us part-time while completing their studies.

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