AIA Group transforms customer service with generative AI using Copilot in Dynamics 365 Customer Service.
Copilot case and conversation summaries allow service representatives to focus on building meaningful customer relationships.
Copilot allows customer service representatives to handle more cases in less time by automating time-consuming tasks like drafting customer emails and summarizing lengthy chats and case histories
AIA Group (AIA) is the largest independent publicly listed pan-Asian life insurance group, serving the holders of more than 42 million individual policies and 16 million participating members of group insurance schemes in 18 markets across Asia. For more than a century, AIA has worked to make a positive impact on its customers and their communities by offering a range of insurance, long-term savings plans, employee benefits, and pension services. As one of the ways to transform the service experience for its customers and employees alike, AIA turned to Microsoft Dynamics 365 Customer Service.
In 2020, AIA began a three-year transformation into a simpler, faster, and more connected organization. As a part of that initiative, the team implemented Microsoft Dynamics 365 Customer Service in its contact centers, ultimately aiming to reshape customer experience.
One of the next steps to achieving AIA’s vision of becoming a more customer-centric company was elevating its customer experience within Microsoft Dynamics 365 Customer Service. Copilot in Dynamics 365 Customer Service (Copilot) is a generative AI solution that leverages corporate knowledge to deliver actionable insights in seconds. With Copilot at their fingertips, AIA customer service representatives are better equipped to deliver higher-quality, comprehensive, and personal service, quickly.
After an extensive assessment, including of areas like fairness and bias, user-friendliness, time savings, and security, AIA rolled out Copilot to its contact centers in Singapore and Thailand in 2024.
With Copilot case summaries, customer service representatives have more time to form more meaningful customer relationships because they no longer have to manually search for case information in scattered emails and notes and then try to turn it into a coherent story. Instead, Copilot summarizes interaction history and offers ready, bite-sized insights to assist with case management and follow-up. Copilot case summaries provide a comprehensive, at-a-glance record of a customer’s account history, including notes, emails, and conversations.
Conversation summaries for Live Chat interactions are important for future reference and continuity of service. Now, Copilot summarizes conversations automatically. A summary with easily digestible sections is available for review and editing within seconds of ending a chat, saving every customer service representative valuable minutes writing one after every single interaction. At AIA Thailand, Copilot conversation summaries have reduced wrap-up time, including review and tagging, by almost 50%.
According to Dr. Christian Roland, Chief Strategy and Digital Officer at AIA Thailand, “Leveraging Copilot in Dynamics 365 Customer Service to summarize interactions while generating answers from AIA’s extensive knowledge systems has shown potential to improve efficiency, reduce case handling time, and support better resolution rates. This tool represents a significant step forward in enhancing our customer service capabilities.” Together, Copilot case and conversation summaries build a rich repository of customer interactions, which is available on other channels to provide continuity of service for customers and a more seamless experience.
Copilot can help customer service representatives more efficiently find information and summarize cases and conversations for them. At AIA, agents can depend on Copilot to help them provide elevated and expedient customer experience with Copilot email drafting assistance. Rather than agents composing a new message or reply from scratch, they simply review the suggested content.
Leveraging Copilot in Dynamics 365 Customer Service to summarize interactions while generating answers from AIA’s extensive knowledge systems has shown potential to improve efficiency, reduce case handling time, and support better resolution rates. This tool represents a significant step forward in enhancing our customer service capabilities.
Dr. Christian Roland, Chief Strategy and Digital Officer, AIA Thailand
For AIA, the benefits of transforming customer service with generative AI are easy to summarize:
AIA continues to strengthen governance on the responsible use of AI with additional controls and guidelines specifically for generative AI. The company developed a Responsible Use of Artificial Intelligence standard that establishes a robust framework for using AI responsibly, guided by accountability, explainability, ethicality, soundness, fairness, and transparency. A group-wide AI Council manages AI risks, including security, while fostering innovation and agility in the development and deployment of AI technologies. Copilot met AIA’s rigorous technology and AI standards and passed extensive testing.
AIA takes user feedback seriously. So does Microsoft. AIA is expanding its use of Copilot to more markets across Asia. At the same time, the two companies are working together to develop new features and enhancements to make Copilot an even more capable adjunct to the customer service team. They are also collaborating on a rollout of Copilot Studio, focused on improving self-service capabilities and making possible the broader use of generative AI across the organization.
With Copilot in Dynamics 365 Customer Service, AIA has further elevated outstanding customer service, using generative AI to enhance agent productivity and customer loyalty.
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