Salesforce, the global artificial intelligence (AI) customer relationship management (CRM) has partnered with Smart Communications Inc. (Smart), the mobile services arm of PLDT, Inc., to deliver AI-powered digital experiences for customers on a unified e-commerce website.

The duo said in a statement on Tuesday that the partnership will implement commerce cloud to create a unified digital storefront delivering a seamless and engaging experience for its more than 50 million subscribers across both prepaid and postpaid.

Smart will also use Salesforce AI solutions to recommend the right plans for customers depending on their needs, improving the customer experience.

The telco uses MuleSoft to enable seamless data integration across internal and third-party systems, delivering a connected customer journey across all touchpoints.

The project is driven by Salesforce’s Professional Services team, working with Smart to help ensure end-to-end delivery and seamless implementation. Once complete, Smart customers will be able to complete transactions online that previously required visits to physical stores, significantly enhancing convenience. This includes the purchase of new devices, applications, and renewals of phone plans, and porting of mobile numbers amongst other transactions. The storefront’s cloud-based architecture helps provide improved scalability and reliability while a mobile-first design supports omni-channel experiences.

Smart also uses service cloud and marketing cloud to drive their digital transformation and better serve evolving customer needs.

By integrating commerce cloud, Smart will be able to accelerate order management and fulfillment for a better customer experience, efficiently driving revenue growth and customer retention. Smart is also exploring extending this unified digital storefront platform to its enterprise segment.

“This strategic collaboration with Salesforce is a pivotal step in our digital transformation journey,” said Gilbert Gaw, First Vice President and Head of information technology (IT) and Transformation Office, Smart & PLDT.

“Leveraging Salesforce commerce cloud’s robust architecture and omni-channel features, we are creating a seamless and intuitive platform that empowers our customers with greater convenience and access to our full suite of products and services,

“This initiative will not only elevate customer satisfaction but also fuel business growth by enabling continuous innovation,” he added.

Salesforce is a global firm in AI CRM, providing autonomous AI with Agentforce and apps for sales, service, marketing, commerce, and IT — all on one integrated platform.

“A recognized leader in the Philippines’ dynamic telecommunications sector, Smart has an unwavering commitment to innovation and customer-centricity,” said Abraham Cuevas, Regional Vice President and Country Manager, Philippines, Salesforce.

“We are excited to empower Smart with a modern, AI-ready platform that will enable them to connect with their customers in a more personalized and engaging way,

“This transformation will not only streamline their e-commerce operations but also position them for continued success in the Philippines’ competitive telecommunications landscape,” he added.

Smart is a wholly owned wireless communications and digital services subsidiary of PLDT, Inc., the Philippines’ largest and only integrated telecommunications company.

Smart serves approximately 97 percent of the country’s population with its combined 2G, 3G, 4G LTE, and 5G network, providing mobile communications services, high-speed internet connectivity, and access to digital services and content to Filipinos, supporting the country’s growing digital economy, and providing the best customer experience for an increasingly digital Filipino lifestyle.


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