{"id":986,"date":"2021-11-12T19:43:00","date_gmt":"2023-06-06T19:43:47","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=986"},"modified":"2023-06-16T04:39:06","modified_gmt":"2023-06-16T04:39:06","slug":"pldt-customer-care-heroku","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ap\/blog\/pldt-customer-care-heroku\/","title":{"rendered":"How PLDT Global Personalises Customer Care Using Heroku"},"content":{"rendered":"\n

According to the Salesforce State of Service<\/a> report, 79% of service professionals believe it\u2019s impossible to provide great service without a complete view of customer interactions. <\/p>\n\n\n\n

It\u2019s easy to understand why. For today\u2019s customers, great service typically means service that\u2019s personalised and efficient. However, that’s difficult to deliver when customer data is siloed across different systems.<\/p>\n\n\n\n

PLDT Global is one of many businesses that have experienced this challenge. PLDT Global offers telecommunications infrastructure and solutions to a global network of carriers, enterprise customers, and distributors. <\/p>\n\n\n\n

The business also provides connectivity and content services to Filipinos living abroad. One of these services, Free Bee, is an award winning app that enables users to make free international calls back to the Philippines and stay connected with their friends and family.<\/p>\n\n\n\n

Here, we share how PLDT Global has overcome the challenge of siloed data to provide all its customers with best in class service.<\/p>\n\n\n\n

Digital drives need to level up service<\/h2>\n\n\n\n

Like many other organisations, PLDT Global was driven to transform service in response to customers\u2019 digital expectations.<\/a><\/p>\n\n\n\n

\u201cCustomer service is very challenging these days because almost everything now is digital and there\u2019s a higher expectation for businesses to be digitally available and extra efficient. We identified the need to level up our service capabilities, including the tools and knowledge bases used by our customer service teams and the cadences for cross-functional collaboration,\u201d said Lea T. Garcia, VP and Head of CX and Process Quality at PLDT Global Corporation. <\/p>\n\n\n\n

As a starting point, PLDT Global needed to gain real-time access to, and analysis of,  its customer data. This information was distributed across six major systems. These were systems that contained loyalty data, subscription data, transaction data, digital distribution and a Voice of the Customer system. <\/p>\n\n\n\n

PLDT Global wanted to connect these systems for a complete view of the customer, enabling personalised service<\/a> and supporting customer analytics. <\/p>\n\n\n\n

Lea shared that PLDT Global is data-driven and wanted to better understand its customers to deliver more meaningful products and services. <\/p>\n\n\n\n

\u201cWe make an extra effort to collaborate and engage with customers so we can craft solutions that fit in with their lives and businesses. What carries through in everything we do is our core value of malasakit, which translates to a unique Filipino care and sense of ownership in service,\u201d said Lea.<\/p>\n\n\n\n

Unlocking customer data<\/h2>\n\n\n\n

Heroku Connect<\/a> has helped PLDT Global deliver on its customer experience goals. Heroku Connect is a data integration service that is typically used to synchronise data between Salesforce and custom apps. <\/p>\n\n\n\n

In this case, Heroku Connect was used to link multiple systems and establish a consolidated view of each customer. <\/p>\n\n\n\n

Appistoki Consulting, a Salesforce Gold Consulting Partner, worked with PLDT Global to implement Heroku Connect and to optimise the business\u2019s analytics capabilities using Tableau CRM<\/a>. <\/p>\n\n\n\n

Remarkably, the project was delivered in just 14 weeks. That\u2019s something that Abhijeet Kulkarni, Founder & CEO of Appistoki Consulting partly attributed to the versatile nature of Heroku Connect. <\/p>\n\n\n\n

\u201cWe believe in leveraging the power of the platform and always adopt a configuration-first approach,\u201d said Abhijeet. \u201cHeroku Connect is also a very versatile platform. We used it both as middleware to link multiple systems and as a database to normalise data before leveraging it to enrich the business\u2019 customer profiles.\u201d<\/p>\n\n\n\n

\u201cWe now have a 360-degree view of our customers, which helps us manage service and provides a strong foundation for analytics to support all of our customer experience efforts,\u201d said Lea. \u201cTableau CRM also gives us the tools we need to slice and dice our data and make it more actionable. For example, we can carry out customer modelling, customer segmentation, and churn analysis.<\/p>\n\n\n\n

\u201cThese analytics provide us with a greater understanding of our customers and also offer us insights into the future, thereby helping us formulate plans to grow the business further.\u201d<\/p>\n\n\n\n

PLDT Global has already experienced more immediate wins, including: <\/p>\n\n\n\n