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The team also relied on the Help Center to free up agents to focus on issues that require a human touch. “We started engaging customers in highly urbanized areas and as we know more about them, we are able to perceive that our products can cater to a lot more people from different walks of life and curate new service experiences that are practical yet suitable to the majority if not all customer segments,” explains John Amar Castro, the head of service experience strategy and innovations. It is the key enabler in ensuring the continuous growth of GCash. Strategic and tactical plays are driven by data. According to Avendaño, “Zendesk enables us to constantly transform the way we interact with our customers, and it is our main source of customer insights.“ Always looking for ways to improve, GCash has found that Zendesk helps provide the right tools to manage its growing customer operations, whether it’s case management, timely data analytics, or automation. Tickets vary from inquiries, account and product concerns and requests. The CX platform helps GCash manage 600,000 tickets per month in Filipino and English-across chat, help center, phone, and email channels. “Today, Zendesk powers our customer success,” Avendaño affirms. Her thought leadership in the CX space was shaped partly by her remarkable experiences with Zendesk. Having been with GCash from day one, Avendaño is a strong advocate for utilizing technology to boost customer experience, often trailblazing for some of the best CX practices in the Philippines.

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“We were always quick to respond to our customers, but with changing customer expectations and a growing volume, we needed to have the right software that would allow us to manage customers at scale.” reminisces Joanne Avendaño, the vice president for customer experience management at GCash. In 2017, the search for customer case management solutions led to the discovery of Zendesk, who at that time was already a leading software provider in this space. As its user base grew and the volume of customer requests became more complex, the lack of integration across its phone, email, and chat support affected its ability to provide an excellent experience.

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GCash was launched in 2004, before the advent of Android and iOS. Likewise, GCash constantly introduces more disruptive services aimed at providing innovative solutions to widen fintech adoption. Empowering such a huge user base is largely supported by strong prioritization on customer experience and trust. As the country’s leading mobile wallet solution, GCash enables fast, easy and secure financial transactions for over 60 million users and creates economic opportunities for small businesses. The brand has been so ingrained into local culture that it has become a verb–”i-GCash mo na lang!” (just send it to me via GCash!). In the Philippines, a day rarely goes by without using GCash.