ALLAN THE MAN

Globe Telecom’s Customer Service Innovation on Social Media was declared the winner in the Best in Customer Service Initiative category at the Asia Communication Awards, a testament to the company’s commitment to deliver superior customer experience complementing the company’s modernized network.

The award is in recognition of the company’s well-designed and successfully implemented social media strategy geared at significantly changing the way the company provides customer service through Twitter to deliver its promise of providing meaningful and personalized customer service. This enabled the brand to proactively build lasting relationships with customers through their social networks, and allow Globe to differentiate itself from competition by creating an avenue for honest and sincere communication over this uncharted space.

Tangible and quantifiable results in terms of the company’s financial performance as well as quantifiable improvements in customer experience were also taken into consideration in selecting the winner.

“At Globe, we are deeply rooted in putting customers at the center of everything we do. We want to be where customers are even if they do not engage us directly. According Trendstream, London-based consultancy firm, the Philippines has the largest number of people who engage in social media activities, relative to the total number of online users in the country in 2011. Globe capitalized on this growing social media trend and took customer service beyond the call center,” said Globe Customer Experience Management Head Chris Lipman. 

In this customer service category, Globe is the first telecommunications company in the Philippines that transformed its social presence to be the right channel for end-to-end support. Part of the strategy is to hand-pick online specialists with a unique personality, monitoring the company’s official Twitter account 24/7, defining what customer service should be. 

With this, Globe achieved its goal to deliver a state-of-the-art customer relationship management system through social media. The company has provided a seamless online communication process that caters to its growing Twitter audience. Through an innovative approach to customer engagement, Globe continues to delight and gain the loyalty of subscribers by means of personalized communication and dedicated customer service. 

Lipman added, “This award speaks well of the company’s commitment to reach out to customers in a more personal way, where we can be honest about our products and services and ultimately provide seamless engagement. This will further inspire our team to enrich customer care initiatives. We are extremely proud to have won an award in a category contested by our local telco competitor. It also shows that our strategy of giving customers a more personalized approach to customer service versus a corporate machine is being recognized as best practice.”

With an amplified reach through the firm’s social media specialists, Globe is now able to send out an average of 2,500 personalized tweets per day. Current data shows Globe receives an average of 34,000 tweets a month and broadcasts about 40,000 tweets as part of conversations with customers. @Talk2Globe continues to gain followers and is climbing up the ranks as the second most influential Twitter account in the country according to SocialBaker. 

The Asia Communications Awards give recognition to achievements of telecommunications companies and the individuals in the region responsible for the innovations, achievements and new services that build the industry.

Globe also continues to innovate its customer service presence in the social space with the recently launched Globe Community (community.globe.com.ph). The Globe Community is another industry-first and cements the firm’s strategy for collaborative customer service.

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