Globe Telecom’s pioneering customer experience programme proves that brands that listen are the ones that make a difference

Powered by world-class consulting from Kantar and Medallia technology, the programme is now seen to unite every unit at Globe to delight their customers

Kantar, the world’s leading data, insights and consulting company, has launched its partnership in Asia with leading software firm Medallia for a collaborative customer experience (CX) research program for Globe Telecom, the largest mobile, fixed line and broadband network in the Philippines.

Globe Telecom successfully rolled out the Voice of the Customer (VoC) program in the third quarter of 2019. By leveraging Kantar’s expertise in CX and Medallia’s customer feedback platform, the VoC program provided Globe with a systematic, fully automated real time view of its customer engagements across touchpoints that enable its teams to quickly and proactively resolve issues as they emerge. This makes VoC a part of Globe’s day-to-day conversations, influencing their overall strategy, their ways of working, and ultimately, helping them create a truly customer-centric organisation.

Globe’s VoC program has so far mapped the experience of its over 91 million mobile and broadband customers across 7 key journey points in 9 customer touchpoints in less than 9 months. Since its launch, the programme has provided a platform for Globe’s business units to identify priority areas for improvement, making customer experience every Globe employee’s concern. According to Kantar, Globe sent 8.4 million invitations for feedback in 2019 and have, thus far, reached 4.8 customers this year.

Beck Eclipse, Chief Experience Officer, Globe Telecom says, “For us at Globe, providing the best customer experience is a key strategic priority and the defining factor that makes the organization unique. As a barometer for our success, we designed an integrated VoC program leveraging best practices from Kantar and Medallia’s leading-edge solution to crack the complex code governing the strength of customer relationships and sustainability of our business by identifying gaps between customer needs and company performance.”

“Listening” during difficult times

Today, as every individual and every business face the challenges posed by the pandemic, Globe is able to utilize the VoC program to continue “listening” to their customers, allowing them to quickly respond to pressing concerns while adapting to changing customer needs.

By being able to keep its pulse on its customers, Globe is better equipped to quickly respond to their needs, thereby, increasing market share, improving brand reputation and reducing cost to serve. Kantar data showed that, in the last 30 days, while most parts of the country were on enhanced community quarantine, the response rate for Globe’s contact centres improved by 6 points. At the same time, field engineers who were deployed to address customer issues were rated 7 points higher as compared to previous months.

“Success comes from understanding customer expectations, as these are the key points of differentiation for any business. It is important to tap into the customer’s emotions in moments that really matter, as well as to design products and services which create positive, memorable experiences that deliver on the brand promise,” said Nithia Kumar, Head of Customer Experience at Kantar Insights in Asia.

A partnership that puts CX front and centre

With Kantar and Medallia’s partnership, both companies are helping Globe Telecom identify, optimise and activate customer insights for lasting customer engagement and maximum return. This approach brings the VoC program into Globe’s daily operations, and harmonises disparate, siloed teams and data sources. In turn, the program provides critical information and insights that allow Globe to deliver unparalleled customer experiences, ultimately driving company performance and transforming its business.

The ongoing partnership of Kantar and Medallia can likewise help other companies in Asia win in the age of experience. They continue to guide organizations to becoming truly customer-centric and help in identifying impactful and profitable areas of investment. By combining customer feedback with financial and operational information, the solution helps businesses determine how different aspects of their experience affect company performance so they can allocate resources accordingly.

“There is no better time than now to keep track of customer sentiment – when it matters most. These are the times customers will remember the experience a brand gave them and will tell their colleagues, friends and families. But great customer experience doesn’t just happen in times of crisis, it’s an ongoing effort with a change in mindset to putting the customer at the heart of everything the company does,” said Gavin Selkirk, General Manager, APAC at Medallia.