Ogilvy Beijing helps AIA China launch a health CRM platform promoting a longer, healthier life

Ogilvy Beijing has helped AIA China in creating a new edition of its Customer Relationship Management (CRM) platform. Launched on March 23, the CRM app, Wellness Program, was designed especially for mainland Chinese users. The app is based on Ogilvy Beijing’s insights on AIA’s brand equity and services, as well as an extensive analysis of the company’s target customer behavior, and aims to help every user cultivate a healthy lifestyle.

The strategy in creating the app drew heavily on Ogilvy’s proprietary tool DAVETM (Data-driven Always-on Valuable Experience) to map customer engagement opportunities for AIA. The process discovered a major opportunity for the company to interact and connect with customers based on their health management needs. This insight paved the way for the development of Wellness Program, which provides personalized health consultation services based on the monitoring of factors such as sleep condition and the number of steps walked per day. Ogilvy also designed a variety of “tasks” for customers to complete, providing rewards to incentivize the building of a healthy lifestyle. The customer journey provided by the app enables a greater amount of interaction between AIA and its customers, allowing the company to better manage customer relationships.

Ogilvy Beijing developed the customer engagement strategy, developed the creative idea and designed the UX and customer interface for Wellness Program, while Neusoft, the technology partner, assisted in bringing the technology to life. Since its launch on March 23, the app has received overwhelming positive feedback from users.

About the partnership with Ogilvy Beijing, Celia Ling, Chief Customer Officer, AIA China, said, “During the pitch, Ogilvy Beijing impressed us with its understanding of our industry, in-depth customer insights, strong creative capability, and rich experience in digital marketing and CRM. We’re glad that the 1.0 version of Wellness Program has been a success, and that gives us strong confidence for future editions. Through this platform, we hope AIA can become a health management partner for our customers, truly realizing our brand promise – a longer, healthier, and better life.”

Project leader, Joseph Fan, China Head of Consulting at OgilvyOne, said, “The foundation of a CRM program is the articulation of customer personas and customer engagement journeys. In a world where everything needs to be personalized, CRM should no longer be driven by message broadcasting. The best CRM programs are those that resonate with customers, help solve real problems and enhance the quality of life. Our team at Ogilvy consists of both left brain and right brain experts. We craft valuable customer experiences by combining data and creativity, by blending logic and a bit magic. We help brands build meaningful connections with their customers – we make brands matter. We are honored to have this opportunity to work with a forward-looking client like AIA in launching this health management platform, advocating healthy living, and enabling AIA customers to better care for themselves and their families.”