One Front Door: How a Globe B2B Team Rewired Customer Support with AI

When a Globe enterprise customer calls for help, the last thing they want is to repeat themselves across three different portals, two ticketing systems, and a maze of handoffs. For years, that fragmented reality was the norm inside Globe's B2B support operations — a patchwork of disconnected channels, siloed tools, and manual processes that slowed resolution times and tested customer patience.

A six-person team from B2B decided that wasn't good enough.

Philip Miranda, Mc Ruin Isacar De Guzman, Ariseo Bonifacio, Rondel Serrano, Renan Ygbuhay, and Justin Bernard Carlos set out to do what many considered a full-scale overhaul too ambitious to pull off: tear down the walls between Globe's B2B support channels and rebuild them as a single, AI-enabled service framework. Their innovation — B2B CXM Digital Capabilities & Automation — earned the Outstanding Achievement in Innovation - Non-Commercialized award at the Globe Excellence Awards 2026, and it is already rewriting what B2B customer support looks like at Globe.

"To everyone in B2B CXM who entrusted their processes, their problems, and sometimes their impossible requests to us, thank you for your trust. Those challenges are what push us to keep building, automating, and finding better ways of doing things."

A Support Experience Held Together by Workarounds

Globe's B2B customers — the enterprises, SMEs, and institutions that rely on Globe's connectivity and digital services to run their operations — were navigating a support experience that had grown organically but never been designed as a whole. Multiple portals, separate hotlines, different email addresses, and two legacy ticketing platforms (Zendesk and Socio) meant that a single customer issue could live in multiple systems at once. Cases were routed manually, duplicates piled up, and agents spent valuable time on validation and data entry instead of solving problems.

The result was a B2B Transactional NPS of just 17.3 in 2024 — a number that told the team everything they needed to know. Enterprise customers weren't just dissatisfied with individual interactions; they were losing confidence in the support experience itself.

The Bold Move: One Platform, One Model, One Mission

Rather than layering another quick fix on top of the existing stack, the team chose a fundamentally different path. They designed an end-to-end transformation roadmap that would consolidate every B2B support channel into a single operating framework — and infuse it with AI from the ground up.

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Behind the Scenes: The B2B CXM Digital Capabilities & Automation team in action—sharing ideas, brainstorming solutions, and collaborating in meetings to bring possibilities to life.

The centerpiece was migrating all legacy ticketing into Salesforce Service Cloud as the sole case management platform, replacing both Zendesk and Socio. Multiple portals were collapsed into one. Separate hotlines and email addresses were streamlined into a single hotline, a single email, and a single portal. For the first time, a Globe B2B customer had one front door to walk through, no matter the issue.

But unifying the channels was only half the story. The team engineered a hybrid operating model that orchestrates intelligent handoffs between three layers: human agents, robotic process automation (RPA), and Salesforce Einstein AI. Routine work — email first response, account validation, initial troubleshooting isolation, customer status updates, and job order creation — was automated, freeing human agents to focus on the complex, high-judgment cases that actually need their expertise.

Einstein AI was woven into the workflow itself, powering case routing, validation, deduplication, and recommendation capabilities so that cases land with the right agent, in the right queue, with the right context — the first time.

The team also deployed AI-powered Quality Assurance across 100% of care emails, replacing the old sample-based QA reviews. Every customer email interaction is now evaluated, not just a random slice — a shift from spot-checking to full coverage that ensures consistency at scale.

The Results: Numbers That Speak for Themselves

The transformation delivered impact across every metric the team set out to move.

60% of Tech Support operations are now automated — from email first response and account validation through initial isolation, customer updates, and job order creation. Work that once consumed hours of manual effort now happens in the background, consistently and at speed.

80% voice-to-case volume deflection means four out of five cases that would previously have required a phone call are now resolved through more efficient digital channels — reducing wait times for customers and freeing capacity across the support organization.

25% improvement in volume deflection for misrouted, duplicate, and invalid cases. Fewer cases falling through the cracks means faster resolution for the ones that matter.

100% AI-powered QA coverage for care emails, up from sample-based reviews. Every interaction is now evaluated for quality — not just a random handful.

Mean Time to Restore (MTTR) targets were met or exceeded across nearly all service towers in FY2025.

And the metric that captures the customer's own voice: B2B Transactional NPS climbed from 17.3 to 27.4 — a 58.4% improvement that reflects a fundamentally better support experience for Globe's enterprise customers.

The Team Behind the Transformation

What makes this story worth telling isn't just the technology — it's the people who refused to accept the status quo.

Philip Miranda, Mc Ruin Isacar De Guzman, Ariseo Bonifacio, Rondel Serrano, Renan Ygbuhay, and Justin Bernard Carlos didn't wait for a mandate to reimagine B2B support. They saw a fragmented system that was failing customers, built a case for end-to-end transformation, and executed it — designing the architecture, managing the migration, and continuously expanding automation capabilities from technical support to customer care.

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We're six guys who aren't exactly known for being the most fashionable people in the room. So, instead of taking any risks with our outfits, we decided to visit the nearest department store together. We spent practically our entire lunch break in the barong section, trying to figure out what would look good on us. After much deliberation, a few laughs, and some much-needed fashion advice from the very patient Ate assisting us, we finally reached a unanimous decision. And what was the deciding factor? It was the barong we could all afford. HAHAHA! Our matching barongs made us stand out, and we received so many compliments and fun callouts throughout the evening.

Theirs is the kind of ambition that Globe’s innovation spirit is all about: seeing something that could be better, owning the solution, and delivering impact that reaches beyond your immediate team. Every enterprise customer who now gets a faster, smarter, more consistent support experience is a testament to what this group built together.

The Road to Agentic AI

The team isn't stopping here. The 2026 roadmap expands the framework with intelligent load balancing, automated case summarization, near real-time workforce management, and deeper integration of external contextual data to shift from reactive support to proactive service assurance — resolving issues before customers even notice them.

It's a future where AI and humans each do what they do best — and Globe's B2B customers get the best of both.

At Globe, innovation isn't reserved for a lab or a special unit — it happens every day, driven by people who see a better way and build it. Want to see more stories like this? Follow us on LinkedIn for the latest on how Globe employees are creating everyday possibilities.