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Globe 2012 annual report
empowering you, your way
360 Degree Quality Feedback Programs
With the introduction of these new channels, Globe has
marked significant improvement in customer satisfaction and
issue resolution resulting in a decrease in repeat calls from
customers and about 20% improvement in contact rate.
We also continue to listen to the changing needs of our
varying customers. We did not only launch programs to
improve our customer experience systems and processes
but we also refreshed the Philippine’s most comprehensive
best-in class customer feedback program. Today, this
comprehensive Customer Loyalty Index (CLI) provides the
business with more surveys a month as basis for service
improvements and development for future products and
services.
To complement the CLI, we wanted to ensure customer
satisfaction and immediate issue resolution. In July 2012,
we started measuring the First Contact Resolution (FCR)
where we monitor and track customers who continue to
contact us within 7 days from the time they first raised
their concern. This measure reflects the agent’s efficiency
in handling customers’ issues and helps drive resolution.
These initiatives have also translated into a reduction in call
volume because it eliminates the repeat calls and ultimately
drive higher levels of customer satisfaction. Today, the First
Contact Resolution results improved 6 to 7 points in just six
months i.e. care postpaid increased from 79% to 85%.
This is only the beginning of showing our commitment to
continuously improve the way we serve through humanizing
the experience of consumers and build relationships that
matter. Our focus in the near term is to step-up our online
presence to allow for a unique social and collaborative
customer servicing as well as measure customers’
preference as we move forward.
Customer Loyalty: A more rewarding
experience with Globe
For the past three years, Globe Telecom’s rewards
programs, MyRewards MyGlobe and TM Astig Rewards,
successfully engaged subscribers as evidenced by a
continuously growing and expanding base of redeemers.
The programs have bannered innovative features that allow
subscribers to enjoy the points they earn not only through
rewards redemption from a wide array of call and text
services, handsets, gift certificates, and gadgets, but also
through other schemes beneficial to them.
One is through gifting where subscribers can easily redeem
relevant rewards for their family and friends via text. Telco
services can be redeemed for a friend who has run out of
load, while big ticket items can be gifted to loved ones as a
pleasant surprise. Some subscribers have also opted to pool
points with their friends to redeem higher-value rewards.
This is possible though the points sharing functionality of the
rewards program.
As more redeemers enjoy their rewards for staying loyal to
Globe, MyRewards MyGlobe continued to offer more as it
partners with the biggest and most widely-used consumer
brands in the market to allow subscribers to use rewards
points as a form of payment for daily purchases – just like
cash. This paved the way for Globe to make rewards points
more versatile because it is now accepted as cash in partner
stores and establishments. Subscribers can easily redeem
rewards anytime and have more options on what rewards
they can avail.
To date, more than 20 million subscribers have used their
points, and ₱4 billion worth of items have been redeemed.
Testimonies have been expressed by satisfied subscribers,
and social networking sites are abuzz with posts about
delightful redemption experiences. MyRewards MyGlobe
and TM Astig Rewards have been described as a “Blessing
from God” as subscribers got their daily purchases as a
form of reward. “I was to buy food for my family members,”
stated a grateful subscriber. The positive impact the rewards
programs have impressed on subscribers was translated
to the brands’ churn rates sustained at low levels. The
subscribers’ continued use of Globe services was also
reinforced as a result of giving subscribers the type of
rewards no other mobile network can offer.
As Globe continues to be aggressive with its acquisition
efforts, its rewards programs will play an equally-significant
role in growing the business by keeping the subscriber
base and providing them with relevant, life-enriching, and
world-class rewards. MyRewards MyGlobe and TM Astig
Rewards truly exemplify the company’s strong commitment
to customer delight.
Retail Channel Expansion
The company’s Customer First Policy does not only apply to
its customers in mass markets, but also to its partners who
care for their business. Partnerships were once again forged
with various Philippine universities as Globe becomes part
of their celebration in major academic events. The Adamson
University during its 80th foundation year launched its own
university SIM, the AdU SIM, as well as the Tattoo U-Stick.
The De La Salle University Dasmariñas and Don Bosco
School also unveiled their Jubilee SIM and Globe-powered
SIM, respectively.
Tattoo joined forces with JobStreet, releasing a limited edition
Tattoo-JobStreet prepaid kit that allows job hunters access
to their website even with zero (0) prepaid balance. Figaro
partnered with Tattoo as well, to enable their customers to
surf for free while enjoying a cup of coffee in their stores.
Globe has also partnered with Generika Drugstore, one of
the fast-growing drugstore chains selling quality affordable
generic medicines in the country, to enable customers
who are buying medicines to also reload their Globe or TM
prepaid phones via point-of-sale (POS) technology at any
Generika check-out counters nationwide.
Globe Telecom eyes the expansion of its reload sales partners, in its drive to give more alternatives for Globe Prepaid and TM subscribers to
top-up their mobile numbers. The Generika Drugstore chain became the latest prepaid reload partner of Globe in 2012, with all of its POS or
cashier terminals equipped to sell airtime load for Globe Prepaid and TM.
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