Case Study: Singapore Life achieves 96% customer satisfaction and near-instant support with Zendesk Messaging

Disrupting life insurance markets with Zendesk omnichannel

Singapore Life is a digital-only life insurer in Singapore that set out to disrupt a paper-heavy industry by delivering fast, customer-centric service. With about 150 employees and eight dedicated external agents, the company needed to remove paperwork friction, meet regulatory audit requirements, handle complex policy workflows, and scale quickly during spikes (2,500 tickets/month) while maintaining high satisfaction.

Singapore Life implemented Zendesk’s omnichannel suite (Support, Chat, Guide, Talk) and integrated it with Slack, using macros, automations, shared views and reporting to streamline both customer and internal workflows. The platform provided recorded interactions for compliance, enabled rapid onboarding during growth or acquisitions, supported self-service content creation, and gave managers real-time visibility—helping the insurer achieve a 96% CSAT, near-instant call wait times, and more efficient, scalable operations.

Singapore Life

James Shanahan

Chief Operating Officer