From Transactions to Journeys: PLDT Rewires its Enterprise with a New Customer-Centric Approach

After 95+ years in operation, PLDT faced rising competition and challenged market share. In response, the company set out to recreate itself as a CX-led organization, embedding feedback into its operations, and rallying together around a shared purpose: to serve every customer with heart.

Insights are now deeply embedded in daily operations and long-term decisions, resulting in measurable business outcomes, significant cost savings, and cultural alignment around five CX principles. While the initial focus was on key touch points, it has expanded to a broader journey-based approach that enables deeper insights and more connected action. Text analytics reveal root causes and emerging trends, while a data-to-action loop fuels omnichannel improvements.

To date, there has been a 32% improvement across the five CX principles. NPS dramatically improved from -15 to +18 with consistent double-digit growth YoY. In addition to enhancing customer satisfaction, PLDT is bolstering productivity and reducing cost, as its Contact Center saved $20 million over three years due to fewer repeat calls. Going forward, PLDT will continue to maximize CX as a lever for business transformation and to wholeheartedly serve its customers.