FWD Insurance boosts customer service with advanced Generative AI Voicebot and Chatbot upgraded for greater accuracy and efficiency

Mr. David Koruni?, Chief Executive Officer of FWD Life Insurance for Thailand and Cambodia ("FWD Insurance"), explained: "FWD Insurance has always maintained a customer-led philosophy. We believe that truly understanding our customers is fundamental to delivering exceptional service. This is why we continuously analyze customer usage patterns and feedback regarding both our staff and automated systems. An effective contact center goes beyond scripted responses—it must provide accurate solutions while understanding the underlying customer needs."

"Our 'Digital by Design' strategy integrates technology at every touchpoint to enhance customer service delivery and expand our reach. We selected generative AI to transform our Voicebot and Chatbot capabilities, enabling them to conduct professional, natural conversations with a friendly tone—essentially providing customers with the experience of having a dedicated staff member available at all times."

The enhanced system leverages Natural Language Understanding (NLU)? technology to comprehend authentic human communication patterns across both text and voice channels. Rather than simply translating words, the system interprets customer intent and contextual meaning. Through advanced Intent Recognition? capabilities, the AI accurately identifies customer objectives regardless of whether inquiries are direct, open-ended, or ambiguously phrased. The system analyzes emotional cues from vocal tone and communication style to deliver precisely targeted responses. When human intervention is required, seamless information transfer ensures continuity of service without disruption.

Since implementation in April, performance metrics demonstrate significant improvements across both platforms. The Chatbot now delivers substantially more accurate responses, while the Voicebot consistently achieves "Very Good" and "Good" customer satisfaction ratings. Notably, the First Call Resolution rate—successfully addressing customer issues during the initial contact—approaches 100%.

The strategic deployment of AI for routine policy inquiries and procedural questions has enabled human agents to concentrate on complex advisory services, particularly policy maintenance consultations. This optimization has resulted in measurably higher employee satisfaction scores, reflecting enhanced interaction quality. Consequently, policy cancellation rates decreased by 60% while policy retention improved by 41% compared to the previous year, demonstrating the technology's effectiveness in meeting customer expectations and business objectives.

Customers can access Voicebot services around the clock through the Customer Service Center at 1351, while Chatbot functionality is available via LINE Official Account: @FWDThailand. Both platforms incorporate robust two-factor authentication to ensure maximum security standards.

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