Customer Centricity, Senior Principal

At AIA we’ve started an exciting movement to create a healthier, more sustainable future for everyone. It’s about finding new ways to not only better people's lives, but to better the communities and environments we live in. Encompassing our ambition of helping a billion people live Healthier, Longer, Better Lives by 2030. And as part of our marketing, distribution & partnership team, you’ll play a vital part in advancing this movement. From inspiring meaningful connections with customers, partners and other stakeholders, to delivering purpose‑led brand positioning and messaging, you'll be making a positive, healthy impact across all channels. You will have a unique and important part to play in helping more people live Healthier, Longer, Better Lives. So if you believe in inspiring a better future, read on. About the Role The company has a bold ambition to become the leading customer‑centric insurance company in Hong Kong. Critical to this ambition is to become a leader in customer experience and drive practical transformation across customer touchpoints, with a target to deliver and sustain leading NPS in the industry. Lead and manage customer‑centric initiatives and the CX governance framework to ensure alignment with strategic priorities and brand positioning. This role integrates customer experience with brand marketing principles to deliver consistent, empathetic, and impactful interactions across all touchpoints. The position requires strong project management, critical thinking, and the ability to influence stakeholders while reinforcing the brand’s promise and values in every customer engagement. Roles and Responsibilities Oversee, manage, and implement the Customer Centricity Program with the goal of improving AIA HK’s overall customer experience as evidenced by increasing NPS. Develop and deliver Customer Experience Strategy and coordinate with Group Office and functional stakeholders to drive and orchestrate the right CX measurement, governance, and accountability across the organization. Lead and manage the CX governance framework to ensure alignment with strategic priorities, compliance with standards, clear accountability, and timely execution of customer experience initiatives across all touchpoints. Lead, develop, and implement the customer centric culture program to ensure all staff are aware of their role and impact they can make for customer experience through communication, campaigns, recognition, and training. Collaborate with Human Resource and other departments as needed on the rollout. Work with Proposition, Operations, Distribution, and other teams leading task forces/committees by leveraging the following CX capabilities to drive practical transformation through: Data Analytics and Insights: to establish fact‑based point of departure using customer research and data analytics for specific CX journeys and against competitor benchmarking Journey Mapping: Partner with dedicated CX designers to map processes (operational, digital, etc) and customer journeys. Apply Design Thinking solution and approach to create solutions with stakeholders. Change Management: Collaborate with working committees / task forces that allow for rapid cross‑functional collaboration and execution. Ensure there is alignment with senior stakeholders. Identify when a change management plan needs to be developed and implemented. Ensure there is line of accountability and planning for implementation. Support the Head of Customer Centricity, Insights & Research on overall department management, reporting, presentation, strategy development and promotion of Customer Centricity. Minimum Job Requirements Minimum 15 years work experience and strong track record of driving customer experience strategies in financial services, management consulting, or related industry. Insurance industry experience a plus Net Promoter SCORE and Net Promoter SYSTEM experience (i.e. design and launch system that leads to actions) required Obsessed with customer insights and analytics and can think big strategic picture, with strong storytelling and influencing skillset to embed customer centricity across the enterprise Problem solving, analytical, judgment, and decision‑making skills Demonstrated judgement based on data analysis and insights to identify trends, tell compelling stories, and drive decision making Capacity to think strategically, plan, and implement tactical execution against business challenges Strong experience of leading large‑scale projects, providing thought leadership on customer journey and define customer strategy Experience in developing or supporting campaigns that reinforce brand values Demonstrated ability to operate effectively in a fast‑paced environment and to translate ambiguous concept into action plans Can work with ambiguity and manage change effectively Exceptional stakeholder management and experience. Highly effective in influencing and motivating stakeholders across a variety of disciplines to drive the right commercial outcomes Experience with and passion for insurance‑oriented technology and innovation, digital and analytics‑powered direct‑to‑consumer propositions Excellent written and presentation skills on both Cantonese and English. Fluency in Mandarin is an advantage. Others You are required to obtain relevant license if your job involves in regulated activities 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. #J-18808-Ljbffr