Globe Explores AI for Customer Service

Leading digital solutions platform Globe is looking for ways to unlock the potential of artificial intelligence (AI) to significantly improve customer experience by automating routine tasks.

Globe Group President and CEO Ernest Cu said in a recent interview with Bloomberg Television that the company is looking at AI to bring down costs and improve efficiency.

“Given the fact that we're driving automation towards cost and operational efficiency, I think this is going to be a big contributor to our exercise,” he said.

AI is the ability of a computer or a computer-controlled robot to do tasks that require human intelligence and discernment. While AI may not be capable of executing the broad spectrum of tasks people can do, it can still rival human performance in some aspects.

Given the scenario, Globe is exploring the potential of utilizing AI to enhance customer service. Currently, the company’s main focus is on operations, where AI has shown promising use cases. This is especially evident in outbound calling, customer care, and collection.

Cu shared that one of the most promising applications of AI he has observed from the Globe team is the successful completion of customer interactions entirely in Tagalog. He expressed awe and admiration for the human-like quality of these conversations and his belief in their potential effectiveness.

“I was truly amazed and impressed at how human the conversation was and how effective it will be given the fact that we are driving towards automation, towards cost-cutting and efficiency,” he said.

Internally, Globe has been harnessing technology to enhance its employee care initiatives. For more efficient program delivery during the global health pandemic, it introduced the Digital Usher for Disasters and Emergencies or DUDE, which served as an official health monitor. It also has a recognition chatbot named Wanda so employees can send e-cards to each other. Additionally, the AI-powered chatbot EVA, or Employee Virtual Assistant, can answer employees’ HR-related questions

The use of chatbots and other technologies helped the company adopt a multi-faceted approach to active employee engagement, thereby boosting the daily experience of employees.