Smart Service Experience: Digital Service & Customer Care Qorus-NTT DATA Innovation in Insurance Awards 2026

1. Technological Innovation and Digital Tools Fubon Life actively introduces innovative InsurTech applications to optimize service processes and integrates artificial intelligence into online services through the launch of customer service chatbots. By leveraging InsurTech solutions, the company accelerates the digitalization of insurance services and delivers more impactful and innovative customer experiences.

Through an intelligent routing mechanism, high-frequency and standardized inquiries are handled by chatbots, while human service representatives focus on high-value interactions, enhancing both service efficiency and quality. In parallel, a knowledge management (KM) system has been implemented to provide real-time response support, strengthening internal operational consistency and accuracy.

Fubon Life has also introduced intelligent voice-based Q&A capabilities, enabling customers to complete travel insurance applications through voice interactions, significantly simplifying the process. The intelligent voice customer service bot has been fully integrated into the 080 customer service hotline, allowing callers to describe their needs in a single sentence. Voice navigation technology then identifies customer intent, determining whether inquiries can be answered automatically—such as basic policy information—or should be routed to specialized service lines for premiums, loans and repayments, claims, or investment-linked policies, or directed to the travel insurance application flow. This warm human–machine collaboration ensures seamless service delivery. For inquiries that require identity verification before automated responses, customer identity is verified through MID, after which the bot continues to address the customer’s questions.

Fubon Life places strong emphasis on accessibility and age-friendly design by introducing features such as voice-based OTP and enlarged fonts, advancing financial inclusion and expanding service coverage. In addition, the company provides an integrated protection-view APP/Web platform that transforms insurance into a personalized, asset-oriented service experience. Based on customer inquiry patterns, dedicated shortcut workflows are also designed for service representatives, ensuring customers receive smooth, consistent, and seamless service across all channels.

2. Continuous Innovation and Deepening of Applications Fubon Life continues to introduce innovative InsurTech solutions to comprehensively optimize customer service and transaction processes, enhancing service efficiency and customer experience. The initiative spans from early-stage knowledge management (KM) and Web/App-based mobile digital services to more recent technologies such as artificial intelligence (AI), speech-to-text (STT), text-to-speech (TTS), natural language processing (NLP), and cloud integration, collectively building a smart insurance service architecture. (1)Leveraging Real-Time Interactive Technologies to Enhance Accessibility and Efficiency of Self-Service. In the application of customer service technologies, Fubon Life has introduced text-based chatbot services, leveraging natural language understanding (NLU) along with WebSocket and STOMP messaging protocols to enable real-time interaction and message delivery. The service is fully integrated into Web and App platforms, supporting a wide range of self-service functions, including policy coverage review, policy loans and repayments, online premium payments, and policy inquiries. This allows customers to complete insurance-related transactions anytime and anywhere with greater convenience and efficiency. (2) Integrating Voice and Semantic Technologies to Create an Accessible Insurance Application Process. The “TA Call In Digital Insurance Application” initiative combines speech-to-text (STT) and natural language processing (NLP) technologies, integrating existing telephony systems with backend data connectivity. This enables customers to complete travel accident insurance applications through voice interactions, significantly reducing waiting time while enhancing convenience and service accessibility, particularly for vulnerable and underserved groups. (3)Introducing MID Identity Verification to Strengthen Security and System Resilience. In terms of identity verification technologies, Fubon Life has integrated the TWID multi-factor identity authentication platform to establish an MID-based mobile number verification mechanism. Customers only need to enter their mobile phone number and national ID number to verify their identity through telecom operators, completing secure authentication. All verification processes are executed via standardized APIs provided by the MID platform, supported by backup environments and emergency response plans to ensure system stability and uninterrupted service. (4)Adopting International Standards to Enhance Complaint Handling Quality. In addition to handling customer complaints in accordance with the Ten Principles of Fair Treatment of Customers, Fubon Life adopted the international standard for complaint quality management in 2024. The company was awarded the BSI British Standards Institution’s ISO 10002:2018 Complaint Management System Certification, demonstrating its ongoing commitment to refining complaint handling processes and upholding a customer-centric service philosophy.

3. Technological Innovation and Digital Tools. Fubon Life continues to drive operational process optimization through technological innovation by deeply integrating RPA into administrative operations. The company launched the “Report Verification Automation” initiative, applying RPA to the verification processes of various customer notification statements. Through automated system-based comparison of data sources and document content, Fubon Life has achieved 100% verification, replacing the traditional sampling-based manual approach. As a result, personnel can focus solely on layout discrepancies or exceptional cases, significantly reducing the risk of human error while enhancing operational consistency and data accuracy. This automation not only strengthens process quality but also delivers greater transparency and reliability in report verification.

4. Continuous Innovation and Deepening of Applications. In response to the diverse formats and characteristics of different customer notification statements and reports, Fubon Life continuously adjusts and expands the scope of its RPA applications. By flexibly combining various digital tools and integrating them with existing digitalized processes, the company has established a reusable and scalable automation framework. Through ongoing optimization and the strategic use of integrated toolsets, Fubon Life is able to more accurately ensure the correctness of information delivered to customers, reducing discrepancies and risks associated with manual operations. This approach not only enhances process quality but also progressively builds a digital operating model with greater automation flexibility and scalability.

5. Integration with the National Police Agency’s 165 Anti-Fraud Platform. To safeguard customer assets and prevent fraud incidents, Fubon Life actively collaborated with the National Police Agency in 2025. On November 24, 2025, the company became the first life insurance provider in Taiwan to formally integrate with the National Police Agency’s 165 Anti-Fraud Platform. Through real-time queries, the system enables the identification of policyholders who may be potential fraud victims during claim or payment-related transactions, thereby reducing the risk of repeated fraud. This initiative demonstrates Fubon Life’s strong commitment and proactive actions in combating financial fraud. (1)Real-Time Verification to Identify Potential Fraud Victims. When customers conduct counter-based transactions involving fund flows—such as applying for policy loans or policy surrender—Fubon Life can instantly assess whether the customer may be a potential fraud victim through a real-time online verification mechanism, enabling timely and accurate risk identification. (2) Strengthening Care-Based Questioning to Enable Real-Time Fraud Prevention Based on fraud source lists published by the National Police Agency, differentiated questioning strategies and fraud identification scripts are developed accordingly. When frontline service staff identify a customer as a potential fraud victim, they intensify care-based engagement and gradually guide the customer to explain the actual purpose of the funds in order to assess potential fraud risks. If there are concerns that the customer may have been targeted by fraud, a local supervisor will further verify the situation with the customer, or the customer will be advised to call the 165 Anti-Fraud Hotline. When necessary, law enforcement officers may be notified to provide on-site assistance in preventing fraud.