Pilots Agentforce to provide sales teams with immediate, personalised data to enhance the client experience
Singapore, October 2, 2025 — Salesforce, the world’s leading AI CRM, today announced that Globe Business, the enterprise arm of Globe Telecom Inc., a leading telecom and digital solutions provider in the Philippines, is leveraging the power of Salesforce’s deeply unified platform. The collaboration aims to deliver personalised insights and recommendations throughout the customer experience journey, from acquiring new customers to providing customer support. Following the adoption of a comprehensive suite of solutions, including Service Cloud, Sales Cloud, and Einstein for Service, Salesforce has helped Globe Business reduce its overall customer service workload by 34 percent. This frees up employees to focus on more complex, high-value customer interactions.
Agentforce, the agentic layer of the Salesforce Platform, has also been piloted by Globe Business to provide its sales teams in the field with immediate access to critical, specific, and relevant customer data. This has enabled them to more effectively understand, anticipate, and address customer requirements.
Utilising Service Cloud and AI to Revolutionise Customer Service
Globe Business has decreased the number of manual duties by leveraging automation and AI. This enables its employees to provide their customers with more personalised, effective, and timely assistance.
Incoming emails from customers are automatically triaged and classified using AI, and they are directed to the appropriate team for resolution using Service Cloud, Agentforce, and Einstein for Service. Additionally, customer service representatives are employing the platform’s generative AI capabilities to respond to emails and request additional information to accurately classify and assign cases.
Globe Business effectively reduced the volume of customer support tickets by 28% by eliminating duplicate cases in the system, thereby reducing the manual workload of its technical support services team by 34%. This was achieved following the deployment. A remarkable 80% of cases are now accurately classified by intent, which refers to the reason for the customer’s request for assistance.
KD Dizon, Head of Globe Business, stated, “Salesforce has become a pivotal part of our customer experience strategy, enabling our teams to move beyond manual tasks and focus on truly understanding and connecting with our customers. We will continue transforming with AI to deliver exceptional, personalised experiences. Seeking customer feedback and being transparent about our use of AI is important to our strategy and keeping customers at the heart of our business.”
Abraham Cuevas, Regional Vice President and Country Manager, Philippines, Salesforce, added, “Customer expectations in the telecommunications industry have never been higher, especially in the areas of speed and service quality. Globe Business is leading the charge in the Philippines by embracing AI as a core driver of its transformation journey. We are committed to empowering trailblazers like Globe Business with the AI advantage to shape the future of customer and business innovation.”
