Kantar, a data, insights, and consulting company, has launched its partnership in Asia with software firm Medallia for a collaborative customer experience (CX) research program for telecommunications company Globe Telecom.

Globe Telecom has rolled out the Voice of the Customer (VoC) program in the third quarter of 2019. By leveraging Kantar’s services in CX and Medallia’s customer feedback platform, the VoC program provided Globe with a systematic, fully automated real-time view of its customer engagements across touchpoints that enable its teams to quickly and proactively resolve issues as they emerge. This makes VoC a part of Globe’s day-to-day conversations, influencing their overall strategy, their ways of working, and ultimately, helping them create a truly customer-centric organization.

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Globe’s VoC program has so far mapped the experience of its over 91 million mobile and broadband customers across seven key journey points in nine customer touchpoints in less than nine months. Since its launch, the program has provided a platform for Globe’s business units to identify priority areas for improvement, making customer experience every Globe employee’s concern. According to Kantar, Globe sent 8.4 million invitations for feedback in 2019.

In the midst of the pandemic, Globe is able to utilize the VoC program to continue “listening” to their customers, allowing them to quickly respond to pressing concerns while adapting to changing customer needs.

Globe is now equipped to quickly respond to customers’ concerns increasing market share, improving brand reputation, and reducing the cost to serve. Kantar data showed that, in the last 30 days, while most parts of the country were on enhanced community quarantine, the response rate for Globe’s contact centers improved by six points. At the same time, field engineers who were deployed to address customer issues were rated 7 points higher as compared to previous months.

With Kantar and Medallia’s partnership, both companies are helping Globe Telecom identify, optimize, and activate customer insights for lasting customer engagement and maximum return. This approach brings the VoC program into Globe’s daily operations and harmonizes disparate, siloed teams, and data sources. In turn, the program provides critical information and insights that allow Globe to deliver unparalleled customer experiences, ultimately driving company performance and transforming its business.