MANILA, Philippines - Globe Telecom guides students of De La Salle University (DLSU) on the effective use of digital communications as a means to serve its target market.
Speaking before some 1,500 delegates to the first Student Media Congress of DLSU recently, Glenn Richmond Ong, head of Globe Digital Communications and Self-Service, handed out tips on how to manage online content and make the most of the data revolution.
Ong manages the Globe Community (http://community.globe.com.ph), an online forum for Globe and non-Globe subscribers to interact, resolve concerns, and answer questions with each other, thus empowering customers.
Also serving as a customer support channel, Globe Community aims to build customer loyalty as well as crowdsource product ideation in the future.
The Philippines is currently number one in global social network penetration with the highest percentage of active online users. In line with this, Ong said that to hold the market’s attention when going digital, it is necessary to always consider how the customers will feel, think, and respond when formulating plans, creating products, and offering services.
“We have to make the customers’ digital experience more fun and exciting. You may ask why create such an experience? We have to make a differentiation by providing the best customer experience. Today’s consumers are savvy so innovation has to go beyond products and extend to all aspects of the enterprise,†he said.
In the case of Globe, Ong said its products are not only built on social factor but on its customer service as well.
“The contents Globe and our customers generate create a knowledge base that can serve as reference to many people. We want to be where our customers are and we want them to foster relationships with Globe and with each other. We want them to easily connect with us so that we can better craft our products and services with how our customers want them to be,†he said.
Lastly, Ong asked the students to be flexible and be prepared to keep up with the changing times, and be ready to challenge the norms and break barriers in the digital online space.