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Customer Experience Management Study—Malaysia’s Life Insurance Market, 2015

Customer Experience Management Study—Malaysia’s Life Insurance Market, 2015

Customer experience is the accumulation of customers’ experiences throughout their journey with the supplier, across any and all functions, products and services, and various touch points. Frost & Sullivan evaluates the various experiences provided by Malaysia's life insurer. This research service takes a look at the critical factors that influence customer behaviour throughout the three phases—pre-purchase, purchase, and post-purchase—of their journey through life insurers’ touch points. The research service utilises the proprietary Customer Experience Index (CEI) methodology, as well as the widely used Net Promoter Scores (NPS) methodology to understand the dynamics of the interactions between customers and their insurer.


  • Research Methodology
    • Frost & Sullivan Research Approach
    • Frost & Sullivan Research Step-by-Step Overview
    • Overview of Research Process
    • Sample Methodology
    • Data Collection Quality Process
    • Sample Distribution by Primary Insurer
    • Sample Demographics-Age and Gender
    • Sample Demographics-Main Products Purchased
    • Frost & Sullivan Customer Experience Index (CEI)
  • Executive Summary
    • Customer Experience Management for the Malaysian Life Insurance Sector in 2015
    • Customer Experience-Definition
    • Factors for Choosing Primary Life Insurance Company
    • Reason for Service Discontinuation
    • Preferred Channel Across Stages
    • Online vs. Insurance Agent
    • Most Often Used Channels for Life Insurers
    • Overall CEI Score by Channels / Touchpoints
    • Overall CEI Score by Life Insurers
    • Net Promoter Score (NPS)
    • Degree of Channel Integration
    • Customer Loyalty Reward
    • Product and Service Recommendation by Life Insurance
    • Relevant Findings by Demographics
  • CEM Study-Malaysia's Life Insurance Sector 2015
    • Reason for Service Discontinuation
    • Service Discontinuation Breakdown
    • Most Frequently Used Channels
    • Most Preferred Channels by Transaction
    • Customers' Top Priority-Experience Matrix
    • Customers' Top Frequency Experience Matrix
    • Degree of Channel Integration
    • Prioritisation of Superior Customer Experience and Fulfilment of Sales Promises
    • Customer Loyalty Reward
    • Proactivity Rating by Life Insurer
    • Customer Experience With Touchpoints
  • Understanding Pre-Purchase Behaviour
    • Factors for Choosing Primary Life Insurance Company
    • Product and Service Recommendation by Life Insurer
    • Channel Used at Pre-Purchase Stage
    • Channel Used for Pre-Purchase Enquiry
    • Customer Experience With Touchpoints
    • Customer Experience Indicators at the Pre-Purchase Stage
  • Understanding Purchase Behaviour
    • Channel Used at Purchasing Stage
    • Preferred Channel at the Purchase Stage
    • Customer Experience With Touchpoints
    • Degree of Satisfaction / Dissatisfaction-Insurance Agent / Broker
    • Degree of Satisfaction / Dissatisfaction-Branch
    • Degree of Satisfaction / Dissatisfaction-Online
    • Degree of Satisfaction / Dissatisfaction-Call Centre and Mobile Application
  • Understanding Post-Purchase Behaviour
    • Channel Used at Post-Purchase Stage
    • Channels Revisited for Post-Sale Enquiry
    • Channel Used for Post-Purchase Enquiry
    • Customer Experience With Touchpoints
    • Evaluation of Experience in the Post-Purchase Stage by Customer Experience Indicators
  • Analysis by Customer Experience Index (CEI)
    • Customer Loyalty, Recommendation, and Additional Purchase
    • Customer Loyalty, Recommendation, and Additional Purchase Trend
    • Overall CEI Score by Channels / Touchpoints
    • Overall CEI Score Trend by Channels / Touchpoints
    • Overall CEI Score by Life Insurer
    • Overall CEI Score Trend by Life Insurer
    • CEI Score for Branch
    • CEI Score for Insurance Agent
    • CEI Score for Online
    • CEI Score for Call Centre
    • CEI Score for Mobile Application
    • Net Promoter Score (NPS)
  • Company Analysis-Great Eastern Life Assurance
    • Great Eastern Life Assurance-Customer Transaction Preference
    • Great Eastern-Customer Priority-Experience Profile
    • Great Eastern-Frequency of Interaction-Customer Experience Profile
    • Great Eastern Life Assurance's Rating for Competitive Factors
  • Company Analysis-AIA Berhad
    • AIA Berhad-Customer Transaction Preference
    • AIA-Customer Priority-Experience Profile
    • AIA-Frequency of Interaction-Customer Experience Profile
    • AIA Berhad's Rating for Competitive Factors
  • Company Analysis-Etiqa
    • Etiqa-Customer Transactions' Preference
    • Etiqa-Customer Priority-Experience Profile
    • Etiqa-Frequency of Interaction-Customer Experience Profile
    • Etiqa's Rating for Competitive Factors
  • Company Analysis-Prudential Assurance
    • Prudential Assurance-Customer Transaction Preference
    • Prudential-Customer Priority-Experience Profile
    • Prudential-Frequency of Interaction-Customer Experience Profile
    • Prudential's Rating for Competitive Factors
  • Final Words-What We Are Excited About
    • Call Centre-Where is it Headed with Regards to CEM?
    • Online-The Most Preferred Channel in the Near Future?
    • Mobile Application-Is this the New Battleground for CEM?
    • Timely and Relevant Product Promotions-What is Next?
    • Will Improving the Customer Loyalty Rewards Programme be a Game Changer?
  • Appendix
    • Definitions

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