The red chair: customer centricity in Singapore

Mr How Chee Koon, Head of Consumer Marketing at AIA Singapore says the red chair is “a meaningful initiative which highlights the ‘presence’ of AIA customers who are critical to our everyday business.”

“It reinforces how every single discussion, measure or decision we make, has an impact on the customer.”

“Having the red chair in every meeting room reminds us to start our discussions from the view of the customer, and constantly ask ourselves ‘what does this mean for customers’ and how we can value add to meet their needs. The more we put customers at the heart of everything we do, the clearer the objectives become and the easier it is for us to determine the right thing we should do which helps to provide a clear direction when we face tough business situations,” he says.

Stephanie Phillips, Chief Group Insurance Officer said "This is a great way to remind us about what's important every day. Here in Australia we are looking to adapt this for our environment, whether that's a red chair or something else, which will ensure that we keep the customer at the centre of everything we do.

In Australia we keep our customers front of mind with Human Centred Design (HCD) at the forefront of the design and development of our product, services, and processes. Read more about out HCD approach here.