Delivering Integrated Omnichannel Excellence for Singapore's Leading Financial Services Company

The Opportunity:

Singlife saw an opportunity to integrate different digital systems, streamline manual campaign processes, and deliver more consistent customer experiences across multiple touchpoints.

The Solution:

We recognised that some of the challenges that Singlife raised were symptomatic of broader industry challenges, where insurers struggled to deliver consistent customer experiences across multiple touchpoints while maintaining operational efficiency. Our approach centred on Adobe Experience Manager (AEM) as the core technology for building a unified digital ecosystem. Rather than implementing isolated solutions, Temus proposed a comprehensive transformation roadmap designed to evolve with users’ needs. This ensured that Singlife could not only address immediate operational pain points, but also position itself as an innovation leader capable of adapting to emerging technologies and changing customer expectations through enterprise-grade content management infrastructure.

Building the Digital Backbone

The Opportunity

The need for a centralised content management system (CMS) to eliminate fragmented systems and enable “publish once, distribute everywhere” philosophy across all digital touchpoints.

The Solution

Temus’s acquisition of Decision Science Agency (DSA) brought about enhanced resources and unlock deeper capabilities. We implemented Adobe Experience Manager (AEM) as a centralised CMS, delivering the shared vision for “publish once, distribute everywhere” across all digital touchpoints.

Here are the key steps Temus took to implement the AEM foundation:

• Structured Content Architecture Development – Our Content Architects designed comprehensive content models, taxonomies, and information hierarchies using AEM Content Fragment Models, creating the foundational structure for omnichannel content management.
• AEM Technical Development – Deployed AEM Developers to build custom components with Sling models and configured both headless JSON content delivery through GraphQL APIs and traditional HTML rendering for comprehensive multi-channel support.
• Unified Content Creation Workflow – Implemented streamlined Content Author processes to create reusable, channel-agnostic content fragments and experience fragments, enabling consistent brand messaging across all digital touchpoints.
• Adobe Campaign Integration – Integrated Adobe Campaign with AEM for automated email campaign creation and delivery, establishing the foundation for campaign management and content distribution workflows.
• “Publish Once, Distribute Everywhere” Capability – Connected AEM’s content hub with campaign delivery systems to unify content creation with multi-channel distribution, achieving a breakthrough reduction in campaign turnaround time from weeks to hours.

Key Results

• Shaved campaign turnaround time from weeks to hours
• Unified content management across web, mobile, email, and social
• Maintained brand consistency across all touchpoints
• Established foundation for integrated omnichannel experience

Expanding the Vision with AI & Automation

The Opportunity

Moving beyond basic content management to deliver truly personalised, automated customer experiences that respond intelligently to individual customer behaviour.

The Solution

Singlife was able to deploy an advanced personalisation engine integrated with Salesforce Customer Relationship Management (CRM) and data lake, with automation workflows that would create seamless, intelligent customer journeys that exemplify digital-first omnichannel excellence.

• Adobe Audience Manager (AAM) Master Implementation – Deployed AAM as the central customer data platform to unify customer profiles, create identity graphs, and enable advanced segmentation capabilities across all data sources and touchpoints.
• Data Lake & Salesforce CRM Integration – Integrated AAM with Singlife’s legacy data lake and Salesforce CRM systems to create a unified customer profile, consolidating first-party customer data, agent data, and behavioural analytics into a single source of truth.
• Cross-Solution Integration & Orchestration – Connected AAM with existing Adobe Analytics (AA), Adobe Target (AT), and Adobe Campaign (AC) to enable seamless data sharing, audience activation, and personalised content delivery across all customer engagement channels including display advertisement for retargeting, email campaigns, SMS-es and physical mailers.
• 1:1 Personalisation Engine Activation – Implemented advanced personalisation workflows that leverage unified customer profiles to deliver individualised content experiences in real-time, enabling automated EDM/SMS campaigns triggered by customer behaviour and lifecycle events across all digital touchpoints.

Key Results

• Developed automated campaign triggers based on customer behaviour
• Designed an intelligent omnichannel journey
• Achieved coordinated multi-channel engagement without manual intervention
• Enhanced customer service through automated insights and preparation

Achieving Sustained Digital Excellence

The Opportunity

With the core omnichannel infrastructure established and personalisation capabilities deployed, Temus focused on fine-tuning system performance, streamlining workflow efficiencies, and identifying opportunities to enhance user engagement across all touchpoints.
The collaboration with Singlife includes working with Singlife’s financial adviser agencies and distribution team to optimise performance management and explore the use of data and AI to improve efficiency and customer experience.