Globe Telecom

Business Challenge 

It has always been Globe’s core value to put its customers first, That’s why in 2014, it partnered with Alida to set up an insights community of subscribers and branded it as Globe Collaborate. The community currently has a total of 4,200 members participating in various research activities such as online surveys, focus group discussions (FGD), in-depth interviews (IDI), and usability testing.

When the pandemic hit in 2020, Globe was one of the companies that supported the country in the fight against COVID-19 by helping Filipinos do the things that matter in the safety of their homes. But in order to do it effectively, the company and its stakeholders must understand the evolving needs of the people in the midst of heavy restrictions for face-to-face interactions. 

Solution

Given the limitations in conducting usual research, Globe’s Customer Intelligence team turned to its reliable insights community more than ever before. They launched a market pulse survey to reconnect with the customers and get a feel of their sentiments, and how their needs changed during these difficult years. These surveys became quarterly and reports were shared with key stakeholders such as brand teams, the senior leadership of Globe, and other Globe Group companies.

The number of activities within the community also grew. It now averages 32 surveys annually (vs 24 in pre-pandemic). Since then, it has also catered to 7 FGDs, 15 IDIs, and 10 usability tests as other internal teams now rely on the community for some of their research.

Seeing the value of having such a community, Globe plans to start a new community in 2023.

Results

The market pulse survey reports proved to be useful as it provides feedback to several stakeholders like brands, content, communications, and leadership teams. It has impacted a variety of tactical and strategic executions such as:

• New offers
• Product/service prioritization and communication
• Pricing structures
• Company branding and theming
  
  

It also reaches other Globe Group companies which include FinTech and Health, two of the most relevant industries during the pandemic.

And as the country emerges from the pandemic, this study has evolved to touch on other issues Filipinos encountered such as political divisions caused by the recent elections, transitioning to the new administration, and now inflation.

Lastly, as Globe transitions from being a Telco to TechCo, it is committed to keeping a pulse of the customers in order to fulfill its vision where families’ dreams come true, businesses flourish, and the nation is admired.