Globe Telecom, the leading telecommunications company in the Philippines, made a public pledge to become the No. 1 customer service provider in their market. To help accomplish this, Globe realized it needed to unlock and share the wealth of knowledge held by thousands of its contact center and shop agents, so each one of them would be empowered to answer customer questions efficiently and effectively. Achieving this ambitious goal required a new approach that was a combination of process of technology improvements and company cultural changes.
Early results showed an impressive improvement in all measured criteria and return on investment and more
Globe's public customer service pledge was driven by the belief that a consistent and excellent customer experience would improve satisfaction and loyalty with Globe's 30 million customers giving them fewer reasons to leave. In addition to improving the customer experience, Globe's program was designed to reduce service costs by minimizing the amount of time and number of interactions required to service a customer request. Globe was also facing an increasingly competitive, multiservice, telecommunications sector offering TV, broadband, and fixed and mobile communications. One key delivering on this vision was creating a way for thousands of Globe's contact center agents to share knowledge across the organization. This included ensuring all staff, irrespective of their length of service, would have easy access to the information needed to swiftly and effectively deal with customer issues. However, Globe's incumbent knowledge system was difficult to use, and agents were often unable to find the information needed to answer customer questions the first time asked. The results of this knowledge gap were long hold times, while agents asked colleagues around for advice, repeat calls, and calls being transferred.
Globe deployed Lighthouse to meet their demands. Early results showed an impressive improvement in all measured criteria and return on investment, a reduction in service costs, and an improvement in customer satisfaction. For the first time ever in Globe’s history, contact centers were able to exceed their high quality targets. As a result, Globe will significantly exceed their ROI forecast by 150%.