Chompoo Chatbot: The Journey Towards Augmented Agency Force Qorus-NTT DATA Innovation in Insurance Awards 2025- Nominated

Concept and Objectives

For over 70 years, Muang Thai Life Assurance PCL (MTL) has been a trusted leader in Thailand’s life insurance industry, committed to being the customers’ lifetime partner through innovative life, health, and investment solutions. Our core philosophy places customers at the heart of everything we do, and our digital transformation strategy follows the same principle—starting with the end user in mind.

As part of this commitment, we developed Chompoo, named after the Thai word for 'Pink,' which represents MTL’s corporate color, is an AI-powered assistant revolutionizing how insurance agents operate. Recognizing that agents are the backbone of customer engagement, we ensured that Chompoo was built around their needs, workflows, and challenges.

To create a solution that empowers agents, we conducted extensive interviews with agents from diverse backgrounds and experience levels, identifying their pain points, inefficiencies, and barriers to success. These insights were transformed into concept prototypes, extensive tested and validated with agents to ensure that Chompoo delivers real, tangible value in their daily operations. This user-driven approach shaped Chompoo’s development roadmap, ensuring that every enhancement directly improves agent productivity, customer service, and operational efficiency.

Key Objectives: - Reduce onboarding time and improve agent productivity – Chompoo accelerates learning for new agents, ensuring they are sales-ready within weeks instead of months. - Enhance agent and customer experience – Agents can provide faster, more accurate responses, reducing customer frustration and improving trust. - Improve operational efficiency – By automating repetitive inquiries, Chompoo reduces helpdesk dependency, freeing up human resources for more complex cases. - Standardize knowledge across agents – Ensures consistent, expert-level advisory services regardless of agent experience.

State of Competition

While AI-powered chatbots exist in the insurance sector, they are primarily designed for customer-facing interactions, focusing on answering policyholder inquiries and providing basic support. These solutions lack the ability to support and enhance the performance of insurance agents, who play a critical role in advisory and sales processes. No existing AI solution is built specifically to empower agents in the way Chompoo does.

Unlike traditional chatbots that provide only basic FAQ responses, Chompoo leverages advanced Large Language Models (LLMs) to deliver context-aware, expert-verified information that go beyond generic answers. Most AI chatbots operate as standalone applications or web-based platforms, requiring agents to switch between multiple systems to access information. Chompoo, however, is fully integrated within LINE, Thailand’s most widely used messaging app, ensuring frictionless adoption without the need for additional software.

While existing solutions offer limited onboarding support, Chompoo plays an active role in guiding agents from their first day of training to full sales readiness, reducing onboarding time and increasing confidence. In addition, Chompoo does not just assist with product information but also helps agents make data-driven decisions, recommending the most suitable insurance products based on customer needs. These capabilities make Chompoo a truly transformative solution in the insurance industry, redefining how agents engage with customers and perform their roles more efficiently.

Sources of Inspiration

At Muang Thai Life Assurance (MTL), we recognize that agents are at the core of delivering exceptional customer experiences, yet they often face significant challenges that hinder their efficiency and effectiveness. Traditional support systems, such as manual reference guides, static FAQs, and helpdesks with limited capacity, fail to provide agents with instant, reliable, and consistent access to critical insurance knowledge.

Through extensive agent interviews and real-world observations, we identified several pain points that directly inspired the development of Chompoo: - Information Overload & Inconsistent Knowledge Access – New and experienced agents alike struggle to navigate complex insurance policies, underwriting criteria, and claims procedures. Existing support channels require agents to search through multiple documents or wait for helpdesk responses, causing delays in customer interactions and missed sales opportunities. - Slow Onboarding & Steep Learning Curve – New agents typically take three months or more to become confident in selling policies due to the fragmented and manual nature of training materials. Without on-demand AI assistance, many agents experience low confidence, hesitation in engaging customers, and difficulty in closing sales. - Helpdesk Bottlenecks & Operational Delays – With over 15,000 agents nationwide, the Agent Helpdesk was frequently overloaded, leading to long wait times for responses. Many inquiries—especially those related to underwriting and health insurance cases—had to be escalated, disrupting the Operations and Health Expert teams and delaying customer service. - Lack of Personalized Support for Different Agent Experience Levels – Senior agents required advanced, case-specific advisory, while new agents needed structured guidance. However, traditional support mechanisms offered a one-size-fits-all approach, failing to cater to individual agent needs.

To directly address these challenges, Chompoo was built with: 1. Direct agent feedback – Ensuring that it solves real pain points by providing instant, expert-verified responses tailored to different agent experience levels.

2. AI advancements in Natural Language Processing (NLP) – Enabling context-aware, intelligent decision-making, allowing agents to ask complex insurance-related questions and receive accurate, real-time guidance without escalation delays. By integrating cutting-edge AI with real agent needs, Chompoo revolutionizes insurance advisory, empowering agents to work faster, sell more confidently, and deliver a superior customer experience.

Departments Involved Cross-Functional Collaboration: The Teams Behind Chompoo’s Success

The development of Chompoo was not just about implementing AI—it was about creating a seamless, intelligent, and agent-centric solution. To achieve this, MTL assembled a powerhouse of expertise, bringing together key departments and its AI subsidiary, Aigen, to ensure that Chompoo is accurate, reliable, and transformative for agents.

- Transformation Department – Spearheaded the AI implementation and system integration, ensuring that Chompoo seamlessly fits into MTL’s existing digital ecosystem and agent workflow. - Agency Department – Acted as the voice of the agents, providing insights into real-world workflows, and usability improvements, and ensuring Chompoo enhances agent productivity rather than disrupting existing processes. - Product Actuarial, Underwriting, and Health Expert Teams – Validated Chompoo’s knowledge base to ensure accuracy in policy details, underwriting criteria, and health insurance inquiries, minimizing errors and enhancing agent credibility. - Agent Helpdesk & Academy – Provided insights into common agent pain points, shaping Chompoo’s response database to address real-world challenges, streamline onboarding, and improve agent learning experiences. - Compliance & IT Security – Ensured that Chompoo meets strict regulatory, data privacy, and security standards, making it a trustworthy AI assistant that adheres to industry guidelines. - Aigen (MTL’s AI Subsidiary) – Led the AI model training, machine learning development, and natural language processing (NLP) integration, ensuring that Chompoo delivers real-time, context-aware, and intelligent responses. Aigen continues to play a pivotal role in Chompoo’s evolution, refining its capabilities through continuous learning and AI advancements.

By leveraging the cutting-edge AI expertise of Aigen alongside MTL’s deep industry knowledge, these teams worked together to create Chompoo—an AI-powered assistant that is not only intelligent but also practical, secure, and indispensable to agents.

Main Results Chompoo has delivered significant improvements across key business areas:

Faster Onboarding & Sales Readiness - Reduced agent onboarding time from 3 months to just 2 weeks. - New agents can start selling much sooner, increasing return on investment for recruitment and training.

Higher Productivity & Sales Performance - Agents using Chompoo close an average of 15 policies per year, compared to 9 policies for non-users a 66% increase in productivity. - First Year Commission (FYC) for Chompoo users is 71% higher than for non-users, directly boosting agent income.

Increased Confidence & Agent Engagement - AI-driven support reduces uncertainty, helping agents feel confident in advising clients. - Chompoo maintains a 90% accuracy rate and a 4.61 user satisfaction score. - This results in 4,800 agents using Chompoo, or 34% of MTL’s total agency force. Repeat usage has increased by 40%, as agents trust Chompoo for reliable and efficient support.