Globe and Third Pillar: Connecting with customers through a CRM Solution

Published April 6, 2021, 10:33 AM

by Jonathan Castillo

The telecommunications industry traditionally revolves around the concept of connections. Behind the scenes, telcos have been connecting people not just through mobile and data services, but also through global content such as Netflix, Viu, Spotify, and more. During the pandemic, the industry has become a lifeline for most businesses by introducing connectivity, Cloud, cybersecurity, and a host of other digital solutions befitting a remote work structure.

Acknowledging its crucial role in advocating products and services that connect people, Globe Telecom—through its enterprise divisions Globe Business and Globe myBusiness collaborated with and, later on, secured a 67% stake in Third Pillar, the Philippines’s largest Gold Partner of Salesforce—the world leader in customer relationship management (CRM) solutions.

“Our partnership with and investment in Third Pillar stemmed from our desire to give our enterprise customers a holistic experience,” shared Peter Maquera, Senior Vice President for Globe Business. “Third Pillar played a vital part in helping us navigate Salesforce and design processes that work for us. Prior to using the platform, we had no integrated view of our customers, which were already at thousands. We were closing deals but not as fast as we hoped. And we didn’t have all of the information we needed to take immediate actions.”

Maquera added, “Our collaboration with Third Pillar enabled us to use Salesforce in automating our B2B sales processes; enhancing workflows among teams, and expediting our turnaround time. With a 360-degree view of our customers, we’re able to identify where they are in the customer journey; extract more accurate forecasts and reports; improve pipeline management, and came up with faster, well-informed decisions. In fact, after only a year into the partnership, we were able to log more than 8,000 opportunities; reduce neglected initiatives from 57 percent to 1.8 percent; diminish delayed projects from 53 percent to 1.1 percent, and decrease dwell time by 300 percent.”

Salesforce is a cloud-based tool that acts as a single source of truth, linking different divisions such as sales, service, and marketing into one platform. The technology gives businesses an overview of their customers and opportunities in the pipeline; provides AI-powered, multi-channel customer support; creates personalized customer journeys through insights, and more.

“Through Third Pillar’s consulting services, combined with our background in telco, we were able to maximize Salesforce and configure it based on our needs,” mentioned Maridol Ylanan, Head of Strategy and Marketing for Globe myBusiness. “Implementing Salesforce wasn’t just about finding opportunities and closing transactions. The platform empowers us to start conversations with our customers and look out for their needs, no matter where they are in their journey. Now that we can leverage Third Pillar’s subject matter experts and industry specialists, coupled with our own experience in using Salesforce, we hope to empower more businesses to truly connect with their customers.”

 
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