Sun Life Philippines is intensifying its focus on client-centric operations amid rising expectations from clients, as noted by Isabela Rae Ver-Bibal, the company’s Client Experience Head.
“There’s definitely more pressure for them, especially in financial services, to keep evolving with market demands,” Ver-Bibal stated. She highlighted the increased cross-functional collaboration within the company, which supports a more client-focused approach. “Employees are now more motivated to reassess client needs, often looking beyond their specific roles.”
However, Ver-Bibal emphasized that technology alone cannot redefine client experiences. “While technology is significant, successful execution aligned with client ambitions requires more. It demands a balance between user behavior—whether from advisors or clients—technology, data, business impact, and overall organizational culture,” she explained.
Additionally, Sun Life has prioritized the collection of client feedback to refine its services. The company has implemented event-based listening to gather real-time feedback during critical interactions with clients. This data is essential for assessing client perceptions of the company’s offerings.
“We obtain feedback on key experiences, enabling us to understand client perceptions of our products and services. This insight allows us to enhance our service delivery and improve the overall client experience,” Ver-Bibal added.
Related topics:
