Singlife partners with Salesforce to launch an AI agent for faster, more accurate customer service
14 October 2025
Singlife has teamed up with Salesforce to deploy an AI agent that supports customer service executives with instant, reliable answers to product questions. The insurer is the first in Singapore to adopt Agentforce, the agentic layer of Salesforce's AI-powered CRM.
The goal is clear: reduce response times, increase accuracy, and give agents the confidence to resolve queries without digging through manuals. Early focus is on information retrieval and process efficiency, not replacing people.
What the AI agent does for support teams
- Delivers real-time answers grounded in Singlife's product materials, FAQs, and training guides.
- Cuts manual searching, helping agents respond faster and stay consistent across channels.
- Improves handoffs and escalations by standardizing the facts agents rely on.
- Supports quality control with a single source of truth for product information.
How Singlife is using Salesforce Data Cloud
Behind the scenes, Singlife is consolidating its knowledge base with Salesforce's Data Cloud. This hyperscale data engine brings product manuals, training content, and FAQs into one place so Agentforce can surface the right answer in seconds.
Previously, service executives had to search through multiple documents and systems. Now, they can ask and get contextually relevant information immediately, improving first response and overall handling time.
Leadership perspective
Romil Sharma, Group Head of Technology and Operations at Singlife, said the initiative puts practical AI in the hands of service teams so they can respond faster and with greater confidence. He added that this is an early step in a broader plan to apply AI across customer service, underwriting, claims, and distribution to drive growth, operational excellence, and a stronger customer experience.
Arun Kumar Parameswaran, Executive Vice President and Managing Director for South and Southeast Asia at Salesforce, said the collaboration shows how Agentforce and Data Cloud can raise service efficiency while strengthening the human connection that builds long-term loyalty.
Expanding beyond the contact center
After the initial rollout for customer service, Singlife plans to extend Agentforce to its network of financial adviser representatives. With quicker access to accurate information, advisers can address client questions with more clarity and reduce back-and-forth.
What customer support leaders can take from this
- Start with knowledge: centralize product docs, FAQs, and training materials. Clean, current content is the lever for accurate answers.
- Measure the right outcomes: track first response time, average handle time, deflection rate, escalation rate, and CSAT.
- Keep humans in the loop: define when agents review or override AI-suggested answers, and document exceptions.
- Plan enablement: short, scenario-based training beats long manuals. Give agents quick reference flows and example prompts.
- Iterate weekly: review missed/low-confidence answers, update content, and close gaps in your knowledge base.
About Singlife
Formed from the merger of Aviva Singapore and Singlife in January 2022, Singlife is a wholly owned subsidiary of Sumitomo Life, one of Japan's largest life insurers. The company offers life, health, and general insurance, plus investment and employee benefits, and manages over S$16 billion in assets as of 31 December 2024.
Singlife is a signatory to the United Nations Principles for Sustainable Insurance and the Principles for Responsible Investment, reflecting its focus on responsible growth.
About Salesforce
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