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Globe Telecom adopts Xtelify Serve to transform customer service in Philippines

  • Date Icon June 12, 2025
  • Time Icon5 min read

Overview 

Globe Telecom, a leading telecommunications provider in the Philippines, serves over 54 million customers in one of Southeast Asia’s most dynamic and rapidly growing digital markets. The Philippine telecom sector is experiencing robust expansion, fueled by rising smartphone adoption, surging mobile internet usage and widespread digital transformation across industries. The government’s push for improved digital infrastructure, rapid deployment of 5G networks and heavy investment in fiber-optic connectivity are reshaping how businesses and consumers connect nationwide. With internet penetration surpassing 73% and a tech-savvy, mobile-first population, expectations for seamless, high-quality digital experiences are higher than ever. 

To meet these challenges, Globe Telecom partnered with Xtelify’s Serve, which is designed for an omni channel service experience, empowering teams with intelligent automation, and enhance operational excellence in the Philippine market.  

Challenges 

As Globe Telecom’s business continued to grow, it recognizes that proactively strengthening omni channel capabilities is essential to maintain its industry position and deliver on its promise of exceptional customer experience. Globe Telecom identified strategic areas to further enhance its service delivery: 

  • Simplify customer experience: With more customers engaging across various channels, Globe Telecom saw value in creating a unified and streamlined experience, ensuring consistency and ease at every touchpoint. 
  • Customer service process optimization: While existing manual processes and tools have served well, Globe Telecom aims to further boost efficiency and empower agents to deliver even faster resolutions. 
  • Visibility and Transparency of service tickets: Delivering real-time updates and clear case tracking for both customers and agents became a priority to reinforce trust and reduce uncertainty. 
  • Agility in Workflow Management: In a fast-paced digital environment, Globe Telecom sought to ensure its workflows could quickly adapt to new business needs and market demands. 

Solution 

Xtelify’s case management a next-generation, AI-powered platform designed to unify all customer touchpoints, streamline internal processes and enable intelligent, data-driven operations. 

“At Globe, our North Star has always been our deep desire to help uplift the lives of Filipinos by creating meaningful, reliable, and human-centered experiences. This partnership with Airtel and Xtelify is a bold step forward in that aspiration, empowering us to serve our customers with greater empathy, intelligence, and speed. By integrating Xtelify’s AI-powered Case Management Platform into our operations, we bring to life our commitment to best-in-class service across every journey, from the first touchpoint to final resolution. This transformation enables a more seamless and transparent experience for our customers, where concerns are addressed with clarity, accountability, and genuine care.”

Carl Cruz, President and CEO, Globe Telecom

 

Key Features & Technological Differentiators 

  • Unified Omni-channel Experience: Serve seamlessly integrates all customer interactions across call centers, retail stores, digital apps, chatbots and messaging platforms into a single, cohesive journey. This ensures that information flows effortlessly and customers enjoy a consistent experience no matter how they reach out. 
  • Intelligent Case Management: Leveraging advanced AI, the platform automates case creation, dynamic routing and assignment. Cases are intelligently matched to the right teams based on context, urgency and skillset, ensuring faster and more accurate resolutions. 
  • Real-Time Case Tracking & Proactive Notifications: Both customers and agents benefit from live visibility into case status. The system provides proactive updates and closure feedback, reducing the need for follow-ups and enhancing transparency. 
  • Customizable, Dynamic Workflows: Serve empowers business teams to quickly adapt and tailor workflows to evolving requirements. With a user-friendly interface, process changes can be deployed rapidly, supporting business agility and innovation. 
  • Digitally Guided Processes: Agents are supported by step-by-step digital journeys and workflow management with SLA monitoring. Intelligent automation minimizes errors, ensures compliance, and delivers consistent, high-quality service. 
  • Comprehensive Analytics & Reporting: Every customer interaction is captured and analyzed. AI-driven analytics surface actionable insights, enabling continuous improvement, smarter resource allocation, and data-driven decision-making. 
  • Robust Security & Seamless Integration: The platform features advanced access controls, enterprise-grade data encryption, and integrates smoothly with Globe Telecom’s existing systems (CRM, billing, notification, and ticketing platforms). This ensures a secure, unified environment and protects customer data at every step. 
  • Cloud-Native, Scalable Architecture: Built on a modern, cloud-based infrastructure, the platform supports high transaction volumes, auto scaling, and rapid deployment of new features—ensuring Globe Telecom is ready for future growth. 

Impact 

Priority  Before  After 
Case Management  Multiple siloed systems, manual tracking  Unified platform, automated and intelligent case management 
Customer Journey  Repeated information, inconsistent experience  Single customer view, seamless omnichannel experience 
Agent Productivity  Manual processes, tool-switching, slower resolutions  Automated workflows, dynamic routing, streamlined agent actions 
Visibility  Limited real-time updates  Proactive notifications, transparent case tracking 
Analytics  Incomplete data capture, limited insights  Comprehensive logging, AI-powered analytics 
Operational Scale  Legacy systems, high maintenance  Modern, scalable, secure platform 

 

What’s changing for Globe Telecom 

As Serve continues to roll out, Globe Telecom is poised to realize several future benefits: 

  • Empowered Teams: Frontline agents and support teams will have access to intelligent tools and real-time information, enabling them to deliver faster, more effective resolutions. 
  • Enhanced Customer Experience: Customers will benefit from a seamless, transparent journey, with proactive updates and consistent service across all channels. 
  • Greater Agility: Business teams will be able to quickly adapt workflows and processes to meet evolving needs, supporting innovation and growth. 
  • Data-Driven Decisions: With comprehensive analytics and reporting, Globe Telecom will gain deeper insights into customer needs and operational performance. 
  • Scalable Operations: The unified, cloud-based platform will support Globe Telecom’s ongoing expansion and future innovation. 

 

Projected Impact 

As Globe Telecom continues its Serve implementation, the platform is positioned to unlock significant operational benefits. Drawing from Xtelify’s successful deployment with Airtel India, Globe Telecom could potentially see: 

  • 32% Reduction in Average Handling Time 
  • 60% Reduction in Repeat Interactions 

These figures represent the outcomes achieved in comparable environments and serve as aspirational benchmarks for Globe Telecom as the solution scales across its operations. 

 

Conclusion 

By leveraging Xtelify’s Serve, Globe Telecom is taking a major step toward a smarter, more connected future. With AI-powered features, seamless integration, and flexible workflows, the platform is set to elevate customer experiences, empower teams, and support Globe Telecom’s vision for growth and innovation in the digital age.