Redefining superior customer service: It's always U-First at Ayala Malls

MANILA, Philippines - At Ayala Malls, the shopping center group of property leader Ayala Land, the trademark “customer is king” orientation now has its own tag.

Called U-First, this recently launched campaign elevates Ayala Malls’ distinctive customer service to a higher level.

The U-First brand of customer service strengthens Ayala Malls leadership in product and service innovations, stamping its mark as a truly world-class shopping destination.

“Why U? ‘U’ is very versatile and personal. It’s a direct conversation to customers. It focuses on the customers as the center of mall experiences. It’s like saying to them that we know what your needs are and we are sensitive to these needs,” says Vivian Jose, senior division manager and head of Customer Service of the Ayala Malls Group.

She explains that customer service itself is not new to the Ayala Malls. “Customer orientation is one of our core values as a company since the business started. The service attitude is hard to copy. You cannot give an excellent customer service if you have not invested time in training your people to develop that service attitude,’’ adds Jose.

The U-First campaign targets a wide spectrum of shoppers. “We know that the needs and wants of our shoppers are evolving; we want to focus our efforts on the areas that exceeds their expectations and directly affect their satisfaction. We made our services more focused by grouping our shoppers by market segments and coming up with services that are meaningful and relevant to them,” says Thez Garcia, customer service officer of the Ayala Malls Group.

A main feature is the Concierge Service, located near mall entrances and in areas with high pedestrian traffic.

The concierge provides customers the entry point for information on how to make their mall visit a more rewarding experience. It is also an avenue for valuable feedback and suggestions on how to further improve services and amenities in the malls.

A new, yet important addition to the program are the tourists and OFWs, who can now avail of the Traveler’s Advantage Service with corresponding perks and special conveniences at Ayala Malls.

“We offer them the A-Card privileges, shopping assistance, flight confirmation service, hotel and restaurant reservation, taxi and porter service,” Garcia notes.

For the disabled and senior citizens, the U-First campaign offers wheel-in service from entrance to mall destinations, sign language assistance at the concierge, free facilities map for persons with disabilities (PWDs) given upon entrance to the malls, and dedicated parking slots for the disabled.

In addition, PWDs and the elderly get priority seats whether dining at food establishments or resting at seating areas around the malls. The same priority treatment is accorded while waiting in taxi stands, food stations, cinemas and elevators.

For tech-savvy shoppers who need to get connected, the Networker’s Station – a collaboration with Ayala Malls partners consisting of Globe Telecom, Automatic Center, Asus and Switch – provides unlimited WiFI access, free use of laptops at selected stations, comfortable lounges such as the business lounge at TriNoma and e-Lounge at Glorietta, and mobile phone charging stations.

The Family Corner, meanwhile, provides families a safe, clean and quiet environment for relaxing. Parents can indulge in reading while their children are in the playing areas, and for those with infants and toddlers, there are facilities for changing diapers, warming feeding bottles and nursing stations for breastfeeding mothers.

In the pipeline next year is the Bean Bag, a lounge for the younger generation, where they can hang out in comfortable seats with music/listening stations.