FWD Life Insurance wins 3 awards at the Marketing Interactive’s Loyalty & Engagement Awards 2022

FWD Life Insurance wins 3 awards at the Marketing Interactive’s Loyalty & Engagement Awards 2022

Bangkok, Thailand - FWD Life Insurance Plc (“FWD Insurance”) recently won the Loyalty & Engagement Awards 2022 in the Best Use of Mobile (Silver), Best Online Experience (Silver), and Best Use of Direct Marketing (Bronze) categories, hosted by Marketing Interactive, Singapore. The highlight of the accolades serves as a testament to FWD's accomplishments in implementing insurance strategic marketing through a digital platform. An AI-powered Chatbot technology deployed to introduce its products and services to customers is in line with the "digital by design" principle to deliver the best online customer experience across the Asia-Pacific region.

Arjan Wes, Chief Commercial Officer of FWD Insurance, said, "We are delighted and proud of winning three awards at the Loyalty & Engagement Awards 2022. The awards are a testament to our efforts to fulfill our vision of changing the way people feel about insurance. Our Conversational Commerce campaign is implemented strategically through a digital platform and innovative medium to deliver the best customer experience, addressing customers’ needs and improving their engagements online. Powered by AI Chatbot technology, premiums can be instantly calculated and quoted for FWD Easy E-Cancer insurance product via Facebook Messenger. The customer is then rerouted to purchase insurance on our website to enjoy instant coverage. This ingenious way of purchasing life insurance online is extremely convenient and fast, satisfying digital-native customers while empowering them to ‘Celebrate living’ and fully enjoy their lives knowing that FWD has always got their backs".

The AI Chatbot technology automatically interacts when a Facebook user expresses interest by commenting on the post and clicking on associated FWD Easy E-Cancer Facebook advertisements. An AI-powered Chatbot promptly provides additional product information and quotes premiums based on individual data to ensure a convenient and quick online conversational experience. Compared to conventional web-based premium calculation, the instantaneous response of the AI Chatbot has led to an increase of 5.4 times in the rate of online premium calculation via Facebook Messenger. Similarly, for a service provider, the cost of finding new clients for premium calculation has dropped by 5.6 times. As a result of the efficient AI Chatbot technology on Facebook Messenger developed in collaboration between FWD Life Insurance and AiChat, AI Chatbot service provider, our Conversational Commerce campaign has won three awards in the categories of Best Use of Mobile (Silver), Best Online Experience (Silver), and Best Use of Direct Marketing (Bronze) at the Marketing Interactive's Loyalty & Engagement Awards 2022 in Singapore.

The Loyalty & Engagement Awards is organized by Marketing Interactive, the leading magazine in Singapore, to recognize excellence in consumer-centric marketing practices that demonstrate an improved connection and loyalty amongst the target customer base. Senior marketers, customers, and brand loyalty experts across Asia made up an independent panel of judges to screen this year’s entrants, which came from all over South Asia, South-East Asia, Australia, and New Zealand to compete among over 43 award categories.