Customer Segmentation, Principal (SM level)
Hong Kong, HK

At AIA we’ve started an exciting movement to create a healthier, more sustainable future for everyone.

So if you believe in inspiring a better future, read on.


Work with Head, CX Customer Segmentation to achieve the assigned goals below by delivering overall customer centric strategy through driving customer insights from researches, underpinning Ascend 200 Leading Customer Experience steered by end-to-end customer segment-led strategy design, to create a seamless customer journey to deliver distinctive, personalised and meaningful Customer-led, Digital-first experience

Roles and Responsibilities :

Drive Customer Segmentation Strategy

  • Launch best-in segmentation model back by quant and qual research and feedback from channels
  • Define target segment profiles, including differentiating characteristics, trends and size of opportunity
  • Shape multiple personas for each segment that serve as frictional representations to guide CX design
  • Spearhead Customer Insights Strategy

  • Generative research both quantitative and in-depth qualitative / (ethnographic) research on customer segments and persona and publish insights on a regular cadence.
  • Oversee research calendar

  • Synthesise market trend and dynamic gathered from multiple sources into customer insights. Serve as single source of truth across the organization
  • Introduce customer insight community to deliver timely and actionable insights for driving customer engagements and loyalty, leveraging digital platform
  • Apply active listening by collecting voice of customers . Build feedback loop to prioritise improvements that elevate CX
  • Set up researcher community to optimise the value of completed researches. Foster the best practice of robust research idea exchange and sharing and promote collaboration among members to attain high work efficiency
  • Other responsibilities :

  • Support Group Office by being the local lead on companywide research
  • Support business to understand the research data and translate them into potential actions
  • Conduct small-scale internal research studies, focus groups or workshops to support business needs
  • Conduct desk research on issues relevant to the business
  • Identify and maintain a pool of qualified research vendors for ongoing research needs
  • Manage day-to-day operations with appointed research vendors to ensure compliance, quality deliveries and cost effectiveness
  • Liaise with external parties on research related matters.
  • Keep abreast of the latest thinking in market research and apply to the Company’s projects where appropriate
  • Minimum Job Requirements :

  • Consumer insights / research roles
  • University degree with over 9 years working experience in financial services, insurance or related industry. Insurance experience and / or segmentation experience is a plus
  • A combination of in-house and research agency experience
  • Excellent knowledge and proven record in executing various kinds of market research
  • Experience in synthesizing business insights from market researches, provide recommendations and translate into action plans
  • Experience in financial service sector would be an added advantage
  • Detail-oriented and good project management skills
  • Has strong self-confidence and good interpersonal skills to gain respects from peers
  • Good communication skills and excellent presentation skills to management
  • Self-motivated, innovative, responsible, proactive, flexible, take ownership and determined to deliver assigned targets / projects
  • Able to lead internal and cross-functional teams to be a team player
  • Excellent in spoken and written Chinese and English
  • You are required to obtain the relevant license(s) if your job involves regulated activities
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