Smart Communications, the mobile services arm of PLDT, has partnered with Salesforce to build a new AI-powered digital storefront aimed at improving customer experience and modernising its online services. The move is part of Smart’s wider digital transformation strategy, which aims to offer its more than 50 million subscribers an integrated, seamless platform for both prepaid and postpaid services.
The new storefront will be powered by Salesforce Commerce Cloud, with data integration enabled by MuleSoft, and additional functionality supported by Service Cloud and Marketing Cloud. Customers will soon be able to perform transactions online that were previously limited to physical stores, including purchasing new devices, renewing mobile plans, and porting numbers.
Improving convenience through digitalisation
Salesforce’s Professional Services team is leading the implementation of the project in close collaboration with Smart. The goal is to shift key customer touchpoints online, making them more accessible and efficient. Once live, the platform will allow users to complete common service requests on their mobile devices, backed by cloud-based architecture for better reliability and scale.
The storefront has been designed with a mobile-first approach to support omni-channel engagement. It also integrates Salesforce’s AI capabilities to help suggest mobile plans based on customer behaviour and usage patterns, enhancing the personalisation of Smart’s services.
“The strategic collaboration with Salesforce is a pivotal step in our digital transformation journey,” said Gilbert Gaw, FVP and Head of IT and Transformation Office at Smart and PLDT. “Leveraging Salesforce Commerce Cloud’s robust architecture and omni-channel features, we are creating a seamless and intuitive platform that empowers our customers with greater convenience and access to our full suite of products and services. This initiative will not only elevate customer satisfaction but also fuel business growth by enabling continuous innovation.”
Enhancing performance and preparing for growth
The integration of Commerce Cloud is expected to improve order management and fulfilment processes, allowing Smart to serve its users more efficiently and support long-term revenue growth. The company also plans to explore the possibility of extending the same digital platform to its enterprise customers in future phases of the rollout.
Smart’s existing use of Salesforce’s Service Cloud and Marketing Cloud has already contributed to improvements in digital service delivery. The addition of Commerce Cloud is intended to unify the online journey for customers, offering one platform for a variety of transactions and support needs.
“A recognised leader in the Philippines’ dynamic telecommunications sector, Smart has an unwavering commitment to innovation and customer-centricity,” said Abraham Cuevas, Regional Vice President and Country Manager for the Philippines at Salesforce. “We are excited to empower Smart with a modern, AI-ready platform that will enable them to connect with their customers in a more personalised and engaging way. This transformation will not only streamline their e-commerce operations but also position them for continued success in the Philippines’ competitive telecommunications landscape.”
Laying the foundation for AI-driven engagement
Salesforce, known globally for its AI CRM platform, offers a wide suite of tools including Agentforce and integrated apps for sales, service, marketing, commerce, and IT. With these solutions now being adopted by Smart, the telco aims to deliver a consistent, data-informed customer experience across all digital channels.
The new platform reflects the growing importance of AI in customer service and sales, especially in fast-evolving markets such as telecommunications. As Smart continues its digital shift, this collaboration is expected to become a core part of its service strategy moving forward.
