Globe Business Revolutionises Customer Service Efficiency with AI

Globe Telecom harnesses AI to keep customers at the centre of its business.

Products Used

Service Cloud

Einstein for Service

Sales Cloud

Marketing Cloud

Tableau

Agentforce

Globe Business wanted to work more efficiently to deliver an exceptional customer experience. Salesforce is helping Globe achieve its goals with AI-powered service that has reduced workload by 34%.

About the company

Globe Telecom, Inc. is a leading digital solutions platform in the Philippines. The company serves the telecommunications and digital solutions needs of consumers and businesses across a suite of products and services, including mobile, home broadband, corporate data, and fixed-line voice. At Globe Business, the goal is to provide transformative insights and solutions that resolve the most pressing challenges, no matter the size of the business.

Deliver seamless and efficient experience across the customer lifecycle

Customers are at the heart of Globe Business, and as their needs and expectations evolved, the company wanted to continue providing them with an exceptional experience. Taking advantage of automation and AI, Globe set out to deliver more seamless and efficient customer engagement, from the point of acquiring new customers to the delivery of support.

One of Globe’s priorities was to free employees from duplicate and manual tasks, empowering them to work more efficiently and deliver faster support.

Salesforce plays a pivotal role in our customer experience journey, starting with acquisition through to after-sales support.

Jon Atun

Head of Technical Support Services & Digital Capabilities, B2B CXM, Globe Telecom

Service Cloud and AI transform efficiency of customer service.

Globe has taken advantage of Service Cloud, Agentforce, and Einstein for Service to increase employee productivity and customer satisfaction. Now, when emails come in, they are automatically triaged and classified using AI and routed to the right team for resolution. As part of this process, non-actionable emails are filtered out, including duplicates and thank-yous sent in response to closed cases. The company also uses generative AI to automatically respond to emails and request more information for classification and assignment of cases as the next stage. Additionally, if a customer responds to an old email for a closed case with a new question or problem, a new case is created.

Through these incremental improvements, Globe has reduced ticket volume by 28% by eliminating duplicate tickets and reduced the workload of its technical support services team by 34%. Additionally, 80% of cases are now accurately classified by intent, while 66% are accurately classified by transaction type.

With rich reporting and analytics within Service Cloud, Globe can also track performance against service-level agreements to identify opportunities for continued improvement.

“Agentforce can execute everything, from case classification to lodging work orders to resolving the cases. This allows us to pivot our resources to more actionable and complex investigations or troubleshooting,” said Jon Atun, Head of Technical Support Services & Digital Capabilities, B2B CXM, Globe Telecom.

Agentforce empowers sales team with a personal assistant.

Globe’s vision and use of AI extends beyond customer service. The company has piloted Agentforce to provide its sales team with instant access to critical data while in the field. The team already uses Sales Cloud to manage accounts and opportunities, and paved the way for more accurate forecasting, better pipeline management, and faster decision-making. The Agentforce pilot use case could be expanded to provide sales staff with a personal sales agent they can converse with in natural language for details on accounts, products, and pricing. The agent could also enable sales staff to escalate issues directly to the support team, eliminating delays from email exchanges.

While the pilot is over, Globe plans to build on this model in the future and provide the sales team with an AI-powered assistant that can help them with tasks such as identifying the best products for customers’ needs.

After proving the benefit of agentic AI internally, the company would also like to provide customers with an agent they can interact with to ask questions and raise requests.

With Agentforce, we wanted to show how agentic AI can empower our teams. We’ve proved what’s possible by creating a personal sales assistant that knows every account and is an expert on our products.

Jon Atun

Head of Technical Support Services & Digital Capabilities, B2B CXM, Globe Telecom

With generative, predictive, and agentic AI capabilities deeply integrated into Salesforce, the platform supports Globe’s vision and goals for AI and has already transformed the efficiency of customer service. Sixty percent of the company’s operations are now automated using a combination of AI and robotic process automation, and productivity has increased by 34%.

The telecommunications company has worked with Salesforce and Third Pillar—a Globe-owned business—to deploy solutions like Einstein for Service and adopt best practices. It is now using Marketing Cloud Account Engagement to further improve customers’ experience by keeping them informed of potential changes or disruptions to service.

More broadly, Globe is deploying Tableau for actionable insights to improve employee productivity and performance.

We will continue transforming with AI to deliver exceptional and personalised experiences. Seeking customer feedback and being transparent about our use of AI is important to our strategy and keeping customers at the heart of our business.

Jon Atun

Head of Technical Support Services & Digital Capabilities, B2B CXM, Globe Telecom

34 %

reduction in manual workload

80 %

cases accurately classified by intent

66 %

cases accurately classified by transaction type

28 %

reduction in ticket volume by removing duplicate cases

34 %

boost in productivity

60 %

operations automated using AI and robotic process automation