Since 2021, China Life has implemented an NPS system which collects customer feedback, monitors service quality for future improvement through a real-time customer feedback platform. An external third-party was commissioned to conduct NPS surveys to enable continuous refinement of every service phase. As digitalization becomes more and more common, China Life strategically promotes digital innovation and proactively invests in the development and application of digital tools to cater customers’ daily needs, enhancing approachability and convenience of digital finance services.
This year, China Life expands its NPS scope to introduce digital NPS to better understand the effectiveness of its digitalization efforts. Results show that China Life acquired first place for both overall NPS and digital NPS categories, in which its overall NPS acquired first place for two consecutive years. Adopting a customer-centric approach, China Life continues to optimize customer experience platform, committed to creating heart-felt services that are well-received by customers. Looking forward, China Life will continue to work toward becoming the most recommended and trustworthy life insurance company.
