22 lets’ create a wonderful world - globe telecomstart+with+a+winn… · 26 lets’ create a...

Let’s create a wonderful world22

This defines who we are—our wonderful world begins with the customer experience.

Start with a winning culture

2014 Annual and Sustainability Report 25

In 2011, Globe Telecom entered into a phase of transformation to better improve the quality of our service for customers. Our transformation plans included changing the network infrastructure, the brand proposition, down to the way we do things. In less than three years, our efforts started to come into fruition. Our network backbone was declared modernized as over 6,000 cell-sites became 4G-capable. The Globe brand was refreshed to carry a dynamic, modern look and promise of creating a wonderful world for customers. Most importantly, to execute the game-changing strategy, our company culture was refocused to the essential—customer service. What seems obvious now became the differentiating factor to the success of Globe in 2014.

Last year saw Globe finding unique ways to redefine and enrich the customer experience. Launching a comprehensive program called Deliver the Next Act (DNA), we focused on embedding the culture of service in our very core. Through various company-wide initiatives, we sparked the development of a sincere attitude towards service, and likewise galvanized the spirit of innovation. With the commitment to innate care for the customer, our vision of delivering more delightful consumer experiences effortlessly run ablaze into reality. For us at Globe, living and breathing the culture of service makes a wonderful world possible.

Empowering employees

How would one steer a ship of over 10,000 employees, agents, and contractors toward one goal of delivering a winning culture? It starts with a common service language.

UP! Your Service (UYS) is a program by Ron Kaufman which helps upgrade skills to improve service to customers and colleagues. The module frames service into six levels— Criminal, Basic, Expected, Desired, Surprising, and Unbelievable. Globe launched a program with UYS to achieve a competitive advantage through rapid service

improvement. This effort included service education in order to inspire employees not to commit Criminal service and aim for Unbelievable service that will delight customers and increase brand preference. UP! Your Service principles and tools are available for all employees and contractors to take and are offered as part of the onboarding program. To date, 95 Course Leaders were certified by UYS to drive change programs across thousands throughout the entire organization. UYS tools were embedded into existing platforms such as Customer First Circle, Get Better Projects, and Customer Experience Blueprints for ongoing service improvement and competitive differentiation.

Globe is composed of passionate, creative, and hardworking individuals who are willing to enthusiastically take on the responsibility of wholehearted service. Equipped with a common language, they are now guided by 10 Service Principles where Project DNA operates on.

Through Project DNA, different project tracks were also formed within the organization where the principles are embedded and operationalized.

Ambassadorship

The League of 100 Globe Ambassadors is a shining example of individuals dedicated to the delivery of unparalleled and personalized customer service. They are Globe employees from different departments within the organization, who go beyond their respective functions to help deliver the next act.

Globe Ambassadors carry out the task of assisting family, friends, and others with Globe products and services. To do so, they receive meticulous customer care training. They also participate in numerous seminars and immersion activities. Instilled with the aptitude and flair for building and preserving customer relationships, Globe Ambassadors are fully equipped to address customer queries, resolve

Transforming our company culture G4-PR5


concerns, and furthermore create value for the company. A stalwart champion of the Globe brand, a Globe Ambassador stands up to proudly say “I am Globe” and inspires the rest of us.

Wonderful Globe surprises

We believe that happy employees make happy customers—and a happy employee makes wonderful things happen.

Little surprises and random acts of kindness that can indeed brighten someone’s day, so we go out of our way to make each and every one of our employees feel special. On Feel Good Mondays, our employees are surprised and treated to small gifts. They are, in turn, encouraged to pay it forward through ThinkGiving cards and Kudos points.

Kudos was adopted by Globe in August 2014 to give our employees a digital platform to recognize and show appreciation for any colleague who has done wonderful work.

“This program has been contributing

not only improvements in customer

service, but also billions of pesos of real

financial benefits. Most importantly, the

UYS program has been instrumental in

shifting the mindset of our people to

actively be part of the change we want

to see happen, instilling innovation and

continuous process improvement as

part of the culture.”

Rebecca EclipseChief Customer Experience Officer,

Globe Telecom

RESOLVEI am empowered to solve

my customers’ issues at first contact.

ACT

I will do what I promise.

ANTICIPATEI understand and anticipate my customers’ needs and engage them in the best

possible way.

CREATEI seek opportunities to innovate and create a

wonderful Globe experience.

CAREI will treat every customer

as an individual whom I would like to know

and care for.

SURPRISE

I go out of my way to deliver delightful surprises.

DELIGHT

I will turn unfortunate incidents into a delightful

Globe moment.

ENGAGEI represent all of Globe in

every customer interaction.

TAKE PARTI will play my part to make the Globe network better

every day.

INFORMI communicate clearly

and keep my customers informed at all times.

Our Service Commitments


The Kudos platform, available in both web and mobile, allows each employee to give Kudos points under the context of each Globe value. This novel concept allows Ka-Globe to say thank you in a casual yet methodical system. Last year, there were about 1.2 million Kudos points given and 78 percent of the remarks were on the value of “We put the customers first,” that Project DNA has inspired superior service to be practiced every day.

To the customer who is waiting for his turn at the Globe store, or the unknowing OFW mom who misses her family, a loyal postpaid subscriber who loves car racing, and even our SME partners who we have serviced for the past 10 years, wonderful surprises were done to showcase how Globe has gone the extra mile to deliver superior customer service. We arranged for several initiatives to demonstrate this and have documented these through digital videos shared on the Globe YouTube channel. Our activities included simple programs such as the distribution of donuts at random stores during Easter, a Valentine’s date for a home broadband customer who had their home serviced on February 14, a special F1 experience for a loyal customer during the Slipstream event, and a serenade from Globe endorser Xian Lim at the flagship store in Greenbelt. Some executions were of greater magnitude, like how Shirley, an OFW in Hong Kong, had the opportunity to be reunited with her four children in Manila, or how the offices of Enterprise clients NutriAsia and Del Monte were treated for Christmas with random gifts to thank them for the partnership. With over 19 million impressions on social media, these wonderful Globe surprises for both employees and customers provide more reasons for us to deliver excellent customer service in order to make each Globe moment a little more wonderful.

“In the Enterprise Group, we enable the

mission by making businesses better.

To support this conviction, we look to

our team to discover, innovate, create,

or evolve our processes, products,

programs, and more so the people.”

Nikko AcostaSenior Vice President, Enterprise Group,

Globe Telecom


Top management executives, with no less than Globe President and CEO Ernest Cu, pioneered the program participation, where insights on how to improve experience in two major customer touchpoints can boost service satisfaction and loyalty. iServe was rolled out to junior and senior executives in 2014 and will be offered to regular employees starting 2015.

Innovation allows Globe to put the customer first

Spearheaded in 2009, the Globe Customer First Circle (CFC) program has seen the conception and birth of hundreds of customer-centric ideas and solutions. Inspired by the culture of service, the CFC program structure, processes, and incentives motivate Globe employees to take accountability and ownership over their transformative efforts in their respective functional spheres. With a stake in the business, employees feel a greater sense of fulfillment when they contribute their time and talent to the creation and delivery of value to Globe customers.

In 2014, the CFC Project of the Year was awarded to Project Hot Fudge, a cross-functional Enterprise and Network team. The group cleverly designed a device that reduces data network equipment-related outages by 50 percent, in order to promote greater network reliability for customers. Project Hot Fudge went on to bag the international Singtel Group CREST Eagle Awards Project of the Year 2014, besting entries from other regional mobile carriers AIS (Thailand), Optus (Australia), and Singtel (Singapore). Moreover, they also won an Honorable Mention commendation for “Best Technology-Enabled Process Improvement” at the 16th Process Excellence (PEX) Awards held in Orlando, Florida. The team behind Project Hot Fudge demonstrated how living the culture of service translates to scalable solutions for customers.

“ We believe in the visionary power of

a community. Nothing can generate

innovation more than conversations.

It’s where inspired change can

truly happen.”

Gil Genio Executive Vice President and

Chief Operating Officer, Globe Telecom

Service communications

Key communications functions came together to create the strategic communications council for Project DNA. The members align and co-develop storylines and messaging for customer experience transformation in line with strategic business directions. They also coordinate with enabling units and DNA project teams on content and execution including but not limited to the Customer Experience Blueprint, Network, Recovery, Innovation, and Relationship building.

The service communications council has changed the old ways of talking to customers in all customer service channels to a more personal, approachable, and positive manner which stems from the UP! Your Service principles. The enhancements in tone and language for store front liners, hotline agents, and social media community managers aim to remove criminal jargon and demeanor, and bring out unbelievable customer service engagements which can make the customer say “Wonderful!”Information sharing is also important in a dynamic company like Globe, which allows every employee to be ambassadors in their own right. Everyone in our company enjoys access to the single repository of Globe-related information known as the Knowledge Management System (KMS). An intuitive tool that returns relevant search results based on supplied keywords, the KMS allows everyone in the organization to stay up to date with the latest products, services, and innovations.

Early cultivation of the service culture

We aim to instill the culture of service in our new employees as soon as they step into the company. They begin with onboarding classes, where they not only learn about the history of Globe, but also gain a keen understanding of the thrust toward customer centricity through the company’s mission, vision, and values. The new recruits likewise undergo special training through the Globe University, where they are briefed on the different business operations and take on various assignments.

Included in this module and implemented in 2014 is iServe, where our new employees are exposed to the job of being in the front lines. They are appointed to man the customer care hotlines and customer help desks in Globe stores, where they gain valuable experience and insights from directly interacting with customers.


With a continued drive to create innovators in every employee, we put together a series of programs designed to inspire and stimulate the imagination for more customer service solutions in the pipeline. The Globe Innovation Month was comprised of four major activities: Mind Brew Talks, iSpark, Globe City, and Globe Innovation Forum.

Through the Mind Brew Talks, employees were able to learn from top innovators in a casual café forum setting. Industry experts from various fields shared their thoughts and inspired creativity and innovation. Esteemed guest speakers included performance artist and corporate trainer Gabe Mercado, news reporter Atom Araullo, creative geeks Tonypet Sarmiento and Jason Drilon, startup founders Terence Lok and Justin Lim of ZAP, and Kalibrr co-founder and CEO Paul Rivera.

Globe developer community Globe Labs also fuelled excitement for Innovation Month by holding iSpark, a company-wide event where people engage in collaborative quick-pitches and computer programming. Employees throughout the organization were encouraged to team up in groups and craft fresh ideas that would leverage on various technologies available at Globe. Technical experts and program developers then were assigned to each team in order to bring their ideas to life as working prototypes. Judges of the iSpark challenge were very impressed with the winning proposal “School in a Box” a device that delivers learning via Information and Communications Technology to far-flung schools that do not have electricity.

We also developed a virtual innovation tool to nurture idea generation and collaboration within the company. Called Globe City, this gamified platform merges real and simulated worlds where actual projects for commercialization are pitched and developed as approved by the Globe City Council. Once a proposal is given the thumbs up, the proponent will be given the chance to either invest in it or sell it to Globe. Although pitching the idea would be done via the virtual world, all incentives would be paid with real money. Through Globe City, employees were introduced to a fun, easy, convenient, and rewarding way of embracing the innovation process to create a healthy stream of potential customer solutions.

To wrap up Innovation Month, a series of 50 learning sessions for the Globe Innovation Forum was held. Our vendors and partners were invited to share with Globe employees the latest in product and business innovation which can pioneer technologies for the consumer of tomorrow. Present at the event were Nokia, WSA/Telco Systems, Gemalto, SMSGT, DTQ, Stratpoint, Acision, Teradata, Amdocs, SmartQ, Evolving Systems, Huawei, WSA/TeleDNA, Nominum, and SAS.

Excellent customer experience at different retail channels

The culture of service flourishes when there are various means for individuals to easily communicate and connect. In the past, customers only had contact with Globe through traditional channels such as the telephone hotline, snail mail, or brick-and-mortar stores. Information was limited and hard to acquire. Resolving issues was, more often than not, painfully slow. In the true spirit of caring, we opened more communication channels for consumers, empowering them to choose how to interact with us, and providing them real-time information and more relevant responses to concerns from different devices.

“The innovation revolution spurred by

venture capitalists decades ago has

created the conditions which allow

big companies to shift from shackling

innovation to unleashing it. Innovation

is no longer the sole preserve of fleet-

footed startups as large companies try

to become better positioned to innovate

than ever before.”

Scott AnthonyManaging Director, Innosight

and Author, Harvard Business Review


“Retail is one touchpoint where brands

build relationships and sell products

and services. It is important today to

have a place to demonstrate what you

stand for. More than 50 percent of the

reason why someone engages with

a brand comes from word of mouth.

Interestingly, 80 percent of word of

mouth comes from direct experience.

Designing the experience is critical to

building brand advocates.”

Tim KobeFounder and CEO, Eight, Inc.

Traditional hotline numbers are still available via landline (+632 7301000) and mobile phone (211) with options to self-serve if transactions can be done via the interactive voice response (IVR) system. Otherwise, well-trained hotline agents will be available to take calls. On any mobile device, the USSD menu via *143# is readily available. It is a user-friendly service that allows customers to get information on promos and offers quickly and easily. It can also help with basic account management, promo registrations, and other subscriber-friendly services without having to remember complex keywords or access numbers.

Customers can visit the Help and Support page on the Globe website (www.globe.com.ph/help) for quick and ready answers to problems they might encounter about any offer, promo, and activity. Globe customers also have the capability to manage their Globe Postpaid, Prepaid, Tattoo Broadband, and GCash accounts conveniently and securely. The Globe MyAccount web service allows users to monitor their bills and pay for them online, check their mobile data usage, and even request for account modification. Customers can also seek special 24/7 assistance through the official Twitter support channel (@talk2GLOBE), where 15 customer-oriented Globe Twitter specialists proactively and quickly find solutions to various concerns.

Customers can likewise choose to interact and participate in community problem-solving through the forums, blogs, and various interest groups of the Globe Community. Globe Community is an online channel that has over 60,000 members, uniquely designed for both Globe and non-Globe customers to exchange questions, opinions, and suggestions about non-account specific Globe-related concerns, service-usage tips, and other topics about products and services. Posts in the Community are user-generated and pertain to tips and tricks, concerns that other customers can help resolve, tutorials, step-by-step guides, infographics, videos, as well as new ideas.

GServices, on the other hand, is a mobile app that allows Globe users on-the-go to conveniently monitor their accounts and manage their plan, personal information, and latest promos from their mobile phones or tablets anytime, anywhere.

Engaged employees provide better experience for our customers, contributing to loyalty and retention. Retail personnel in the Globe stores and service agents in the contact centers, while they are customer-facing, are not directly employed by Globe. Nonetheless, we value that these front-liners are pivotal to the fulfillment of our promise for superior customer experience. In 2014, we have engaged these manpower and business process outsourcing (BPO) vendors as partners and we provide the proper training and alignment toward the service culture we want to build. With the expansion of self-serve and customer- empowerment programs, customer satisfaction recorded high scores for the Globe consumer and business segments.


Customer loyalty index (CLI) is the standard measure for overall satisfaction and engagement of our customers. We continuously seek to improve our services through feedback and results received from this study and look at correlations with subscriber churn rates. In 2014, the method to measure consumer CLI has changed with the evolution of the different customer touchpoints and shift to self-service with the intent to deliver consistent customer experience as the company. We also started to serve CLI for our Globe business segment and see how we can better improve servicing the top enterprise corporation in the Philippines.

The Globe Generation 3 Stores

In the most tangible evidence of our innovation efforts 2014 was the simultaneous launch of the Globe Generation 3 (GEN3) store at SM North EDSA, Quezon City, Manila, and Limketkai Mall, Cagayan de Oro.

Identifying physical retail outlets as significant consumer touchpoints, Globe took on the challenge of reimagining these spaces, to create a whole new customer journey that will engage them better. We sought the help of designer Tim Kobe, founder and CEO of Eight Inc., whose most famous work is the Apple Store on New York’s 5th Avenue. His design vision for the GEN3 stores exhibits dynamism as well as functionality. Store space can easily be modified to showcase a new story, or reconfigured to accommodate events, moments, and other heightened experiences.

The Globe GEN3 Stores feature various lifestyle zones namely Music, Productivity, Life, and Entertainment—featuring inspiring displays that let customers do more than pay bills and discover more of what a device has to

offer. The zones feature latest trends in people, and even in business. These also highlight the unique stories of the brand ambassadors that will change every quarter. Customers are invited to browse the latest gadgets and learn about the best solutions. The best product are lined up for every type—whether they be music lovers, product entertainment junkies, workaholics and health buff, the new GEN3 store won’t fall short.

Reconfigurable store displays allow more room for creativity. Every quarter, the store will be filled with different surprises per lifestyle zone, telling stories of up- and- coming personalities that customers can relate to. The flexibility of the layout also gives us the opportunity to prepare exclusive activities that valued customers can enjoy. Our customers can also check out the Play Bar to explore the different featured apps and sit through one-on- one service consultations.

Self-service tools are made available to customers, eliminating queues and number systems. Customer representatives are given the opportunity to better entertain and serve customers in whatever part of the store. Globe GEN3 is equipped with a video hotline—a first for any retail store. Customers just need to pick up the handset, and they will automatically see a live video of the Globe representative ready to help.

Leading up to the launch of the GEN3 Stores, Globe collaborated with homegrown Philippine artists who took part in one of our biggest transformation projects. Led by multi-awarded artist Ross Capili, the artists turned their design inspirations into live art galleries, showcasing murals to compliment the look, feel, and experience of the GEN3 Stores.

In 2015, we are set to convert more of our existing stores into GEN3 Stores to bring the Globe retail experience to more Filipinos.

CUSTOMER LOYALTY INDEX (CLI)*

2014

Consumer** 82.52

Business 79.88

*Numbers are at absolute value with the highest score of 100*2014 results are not comparable to 2013 as methodology changed for the Consumer segment in Q4 2014. This is the first year that we have measured CLI for the Business segment. Scores are based on a 100-point scale.**80 is the CLI World-Class Score Benchmark determined by international agency, Polaris Research

G4-PR5

“Exciting, unexpected, and experiential are the words

to describe our GEN3 Stores. The concept and design

of the GEN3 Stores have undergone intense research

and consultation with the world’s top-notch designers

and architecture experts. We are inviting customers

to explore and be inspired by the stores’ four zones—

music, entertainment, productivity, and life so they can

fully enjoy a wonderful world.”

Joe CaliroRetail Transformation and Management Head,

Globe Telecom

22 lets’ create a wonderful world - globe telecomstart+with+a+winn… · 26 lets’ create a...

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