Bangkok Life Insurance has announced a new vision to drive the organization with a focus on 'caring' for all stakeholders, alongside the launch of the campaign brand 'Caring', which reflects the philosophy of working based on 'confidence in the power of caring' in every dimension, aiming to become the number one life insurance company in customer care (The Most Caring Insurance Brand) and to foster sustainable growth.

Mr. Chon Soponpanich, the CEO and President of Bangkok Life Insurance Public Company Limited, revealed the goals behind the organization's new vision, aiming to become the number one life insurance company in customer care. He stated that Bangkok Life Insurance has long operated on a foundation of caring, which is a strength of the organization. Over the years, the company has implemented a caring approach in various areas, including life insurance products, health insurance, company personnel, life insurance agents, financial advisors, and the BLA Every Care service that comprehensively addresses customer care. Surveys of customer groups indicate that when thinking of Bangkok Life Insurance, customers often mention caring as a top priority.

“We believe that the power of caring significantly impacts the Bangkok Life Insurance brand. Therefore, we aim for Bangkok Life Insurance to be the number one life insurance company in customer care across all dimensions, including customers, agents, financial advisors, business partners, employees, shareholders, society, and the environment,” Mr. Chon stated.

Under this new vision, we are committed to delivering excellent experiences through caring, providing peace of mind to policyholders regarding life security through sincere agents, modern technology, as well as offering quality service products and benefits that meet the diverse needs of every generation. For agents and financial advisors, we promote enhancing the team's capabilities to work without limits, ready to adapt to rapidly changing market conditions, while fostering positive energy and awareness of the value of caring so that everyone can provide impressive service to customers. For employees, we encourage happiness, advancement, and job security, enhancing skills for quality growth, respecting differences, and ensuring equality under good governance principles.

“Importantly, we care for society by promoting financial planning knowledge, highlighting the benefits of life insurance and good health to enhance quality of life. Lastly, we care for the environment, ready to drive the organization towards becoming carbon neutral, managing energy, water resources, and waste. All of this creates the power of caring and will be a crucial foundation for us to become the number one life insurance company in customer care and achieve sustainable growth,” Mr. Chon added.

Ms. Ornath Nuchapong, Executive in Marketing Strategy and Customer Management, revealed the concept behind the organization's image adjustment this time, which stemmed from research aimed at finding insights into consumer and customer expectations towards the life insurance business. It was found that different generations have varying needs regarding products, sales channels, and services, but one common expectation across all generations is 'caring' in after-sales service. This brand campaign communication will help consumers see the differences and recognize the caring aspect clearly, especially among the younger generation, which is a key target group for expanding awareness and wanting to assist in financial planning during the early working age.

“The 'Caring' campaign will be conveyed through two advertisement films, which resulted from interesting research. In an era where technology impacts people's lives, most people tend to spend time building relationships through technology, often neglecting and losing the warm connections. The first story will reflect the small but strongest relationship, which is family, based on the belief that if the power of caring is abundant in Thai society, it will bring happiness, comfort, and confidence in life, regardless of how technology evolves. The second story will present supplementary services derived from customer research that are well-liked, such as Driving Home and Home Health Care, which care for customers if they fall ill and need to go to the hospital or require home recovery. The advertisement films are scheduled to be released on November 13 this year through TV, Out Of Home, Online, and KOL,” Ms. Ornath concluded.

Bangkok Life Insurance hopes that this caring campaign will create a ripple effect in society, prompting people to reconsider and choose to create happiness for themselves and those around them. When every family recognizes the value of caring for one another, it will positively impact society to some extent. Meanwhile, Bangkok Life Insurance will continue to create many good things to deliver to customers with intention, ensuring that the Bangkok Life Insurance brand remains in consumers' hearts and ultimately becomes The Most Caring Insurance Brand.