Singlife wins at Asian Experience Awards 2026 for customer experience transformation

The company redesigned its servicing ecosystem for seamless, accessible, and efficient experiences across all channels.

Singlife has won Singapore Service Experience of the Year - Financial Services at the Asian Experience Awards 2026. The award recognises Singlife’s transformation of its Contact Centre and Service Centre into a customer-centric, digital-first servicing ecosystem that improves accessibility and operational efficiency.

To meet evolving consumer expectations, Singlife modernised its servicing infrastructure through process redesign, automation, and enhanced frontline capabilities. The integration of its telephony and customer relationship management systems gave customer service teams a unified view of customer interactions, providing greater context quickly and helping them resolve enquiries more effectively. Automated email triage was introduced to help prioritise incoming requests based on complexity and customer demand, shortening the processing time of urgent transactions by up to four days.

Singlife also accelerated digital adoption across key servicing journeys, achieving 96% e-document uptake amongst customers. In parallel, the deployment of Buddy – an AI-powered agent-assist tool – has provided frontline staff with quick access to over 300 internal knowledge articles across Singlife’s products and processes for more efficient customer interactions. Buddy has also halved the time required to train new hires on products and processes, whilst improving first-contact resolution. Approximately 80% of physical forms were also converted to digital forms, enabling smoother submission and reducing reliance on paper-based processes.

Beyond digital enablement, physical operations were extensively upgraded for greater inclusivity. As part of its Service Centre transformation, Singlife introduced a QR-based queue management system, online appointment bookings, and priority queues for elderly and vulnerable visitors. Facilities were upgraded with wheelchair accessibility, dedicated counters for customers with mobility needs, as well as assistive listening technology for hearing-aid users. Proactive phone outreach prior to scheduled appointments allowed the team to handle 81% of customer enquiries remotely,  minimising the need for walk-ins.

These service initiatives yielded positive outcomes across all channels, including a 22% increase in Contact Centre Transactional Net Promoter Score, a 100% Customer Service Centre Satisfaction Score as well as a 15% reduction in premium-related enquiries.

These achievements underscore Singlife’s commitment to continually enhancing the customer experience through innovation, accessibility and service excellence, ensuring customers can engage with the company seamlessly across every touchpoint.

The Asian Experience Awards recognises the ingenious initiatives of creative companies delivering meaningful brand experiences. It applauds unique, standout, and innovative experience initiatives launched for clients, potential customers, or employees.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact the awards team at +(65) 3158 1386 or [email protected].