In today’s fast-paced digital landscape, establishing genuine connections for an exceptional customer experience is of paramount importance. Eastern Communications, a leading telecommunications and ICT solutions company, recently received accolades at the Asian Experience Awards 2023 for its unwavering commitment to the concept of “high tech and high touch” in serving its customers.
Eastern Communications was honored with the prestigious Philippines Customer Experience of the Year award in the Telecommunications category for their remarkable “143 Ka-Eastern: Our Heart of Service Campaign.” This innovative campaign showcased the company’s unique “Heart of Service” approach, which was integrated into various initiatives aimed at elevating the customer journey and ensuring the satisfaction of all stakeholders. The Asian Experience Awards, hosted at the Marina Bay Sands Expo and Convention Center in Singapore, celebrates organizations that have undertaken initiatives to provide meaningful brand experiences to their valued stakeholders.
Jed Estanislao, AVP & Marketing Head at Eastern Communications, expressed immense pride in their Customer Experience Team and the entire Ka-Eastern family for wholeheartedly embracing a culture of care and delivering personalized service throughout the customer journey. He emphasized that this recognition is not just an acknowledgment of Eastern’s dedicated employees but, more importantly, a tribute to their cherished customers who form the heart of their endeavors.
The employees at Eastern Communications, affectionately referred to as “Ka-Eastern,” have cultivated a culture of compassion and a customer-centric approach that extends not only to their clients but also to their colleagues and the community. The “Heart of Service” remains the central focus of every Ka-Eastern, as they commit to delivering unmatched and authentic customer experiences.
Eastern Communications’ customer experience team initiated transformative changes through a specialized task force known as the “CX Game Changer” group, guided by company executives and leaders across the organization. This task force launched relevant programs, including the migration of subscribers from the company’s existing copper facilities to updated fiber-optic connections for enhanced connectivity, resulting in a remarkable 69.14% reduction in incident tickets.
The company also reviewed and improved key customer-related processes, such as the reconnection of disconnected accounts upon payment. This effort significantly improved the Service Level Agreement (SLA) from five days to an impressive 3.08 hours, leading to a substantial decrease in follow-up requests, down from 51.49% to 3.93%.
To ensure that every employee champions customer satisfaction, comprehensive training programs were introduced to instill best professional practices in customer service and enhance ease of doing business.
Despite challenges, the CX team and the CX Game Changer task force leaders successfully upheld the company’s commitment to customers, achieving an increased Customer Satisfaction (CSAT) score of 90.92%, surpassing the Customer Operations Performance Center Benchmark target of 85%.
As of today, Eastern Communications boasts a Net Promoter Score of 48.84%, up from 40.20% in 2021. Their overall revenue has grown by 16%, and they achieved an impressive 92.83% CSAT score in the first half of 2023.
In their ongoing efforts to keep customers delighted and enhance brand affinity, Eastern Communications continues to offer their award-winning Link VIP Club program. This program provides members with service perks and privileges, access to educational expos and workshops throughout the year, and exclusive events.
Marisol Salud, Head of Customer Experience at Eastern Communications, emphasized the company’s long-standing commitment to strong customer service as a key driver of success. In an industry characterized by digitalization and virtual interactions, Eastern’s promise of personalized service sets them apart from competitors in the telecommunications sector, consistently enhancing the customer experience and fostering loyalty among both external and internal customers. This commitment encourages customers to choose Eastern Communications as their preferred service provider over seeking alternatives.
