Globe Business, the enterprise arm of Globe Telecom in the Philippines, has strengthened its customer experience strategy by adopting Salesforce’s AI-powered platform. The collaboration aims to transform how the company engages with customers, using automation and data-driven insights to deliver faster, more personalised service. Since the implementation, Globe Business has reduced its overall customer service workload by 34 percent, allowing teams to focus on complex, high-value interactions.
The partnership builds on Salesforce’s Service Cloud, Sales Cloud and Einstein for Service. These tools integrate customer data and processes across touchpoints, from acquisition to support. The approach has improved efficiency while providing employees with actionable insights to anticipate and address customer needs.
Empowering sales teams with AI-driven insights
Globe Business is also piloting Agentforce, an agentic layer within the Salesforce platform designed to enhance sales performance. With Agentforce, sales teams in the field gain instant access to critical, customer-specific information. This enables them to better understand client priorities, anticipate requirements and personalise their approach.
The use of Service Cloud and Einstein for Service has streamlined how customer queries are managed. AI now automatically classifies incoming emails and routes them to the right team, reducing delays and manual effort. Generative AI tools support service representatives by drafting responses and gathering additional information to classify and assign cases more accurately.
The results have been significant. Globe Business cut the number of duplicate support cases by 28 percent, improving system efficiency and reducing pressure on its technical support team. AI-powered intent classification now accurately identifies 80 percent of customer requests, improving response speed and accuracy.
Strengthening trust and transparency
Company leaders say the shift to AI is not just about efficiency but also about creating stronger customer relationships. KD Dizon, Head of Globe Business, said: “Salesforce has become a pivotal part of our customer experience strategy, enabling our teams to move beyond manual tasks and focus on truly understanding and connecting with our customers. 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.”
Abraham Cuevas, Regional Vice President and Country Manager for the Philippines at Salesforce, noted the growing expectations of telecommunications customers. “Customer expectations in the telecommunications industry have never been higher, especially in the areas of speed and service quality. Globe Business is leading the charge in the Philippines by embracing AI as a core driver of its transformation journey. We are committed to empowering trailblazers like Globe Business with the AI advantage to shape the future of customer and business innovation,” he said.
As Globe Business continues to expand its use of AI and automation, the company is setting a new standard for how enterprise technology can reshape customer engagement in a competitive digital landscape.
