Enabling the Filipino Digital Lifestyle
Providing the best customer experience is a key strategic priority at Globe, and the defining factor that makes the organization unique. Since 2009, the company has been on a mission to provide the best customer experience to its millions of subscribers in the Philippines. To make the paradigm shift, Globe underwent an organizational transformation—from being business-focused to being customer-centric.
Serving as its compass is the Net Promoter Score (NPS), a management tool that gauges customer loyalty. Since adopting an omnichannel strategy in 2015, enabling frontliners and partners to efficiently address customer service concerns, Globe was able to improve its NPS consistently as the number of customer complaints it received declines. In 2018, its NPS went up to 38.3% from 28.9% a year ago. This was consistent with the results of a Corporate Reputation Study by Kantar Philippines in 2017, which earned Globe an index score of 72, higher than its Philippine competitors.
To get to this position, the company engaged its customers and employees, blending the best of technology and human interaction in a personal, instantaneous, and easy way. In 2013, it launched a collaborative platform called Globe Community that enables customers and employees to work together and create solutions. Beyond being a discussion forum, Globe Community helps to constantly deepen the company’s understanding of its customers and their needs, breaking traditional communication silos between customers and service teams. Now, over 200,000 customers from Globe Community’s growing base are regularly tapped to participate in user research and co-designing processes prior to product and service launches.
Globe also takes into consideration customer experience at every step of the product and sales journey. In 2018, the company started delivering cloud-based intelligent omnichannel routing and interactions management. Amdocs, a provider of software and services to communications and media companies, collaborated with Amazon Web Services (AWS) to enable Globe to bring digital engagement to life, delivering effortless experience across all its touchpoints, including web, portal, self-service and mobile applications, social media and messaging platforms, hotline, as well as email. This is powered by capabilities such as artificial intelligence, machine learning, and a unified agent desktop that enables frontliners to assist customers efficiently.
Globe also adopts User-Centered Design practices so customers have an active voice in every aspect of the business. Through the User Council Program, customers give feedback and input when testing Globe products.
The company’s employee service program, Learning Globe Wonderful Service (LGWS), eaches Ka-Globe how to efficiently address customer concerns and use a common service language. Using a mix of classroom trainings during onboarding and onground immersions, Globe offers employees with a comprehensive view of the day-to-day scenario at the frontlines.