CINXE.COM

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srcset="https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2023/06/customer-service-automation.jpg 500w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2023/06/customer-service-automation.jpg?w=300&h=169 300w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2023/06/customer-service-automation.jpg?w=150&h=84 150w" alt="What Can and Can’t Be Automated in Customer Service?" loading="eager" fetchpriority="high" /></span></figure> </div> <h2 class="hero-v2__excerpt">Service is in a state of flux, bringing both new challenges and opportunities for service organisations in the Philippines. Today’s customers demand fast, consistent, and personalised interactions at every touchpoint. Discover key insights from the latest State of Service Report to help your organisation rise to the occasion.</h2><article class="hero-byline hero-byline--1"> <a href="https://www.salesforce.com/ap/blog/author/salesforce-staff/" class="hero-byline__author"> <div class="hero-byline__thumbnail"> <span class="img-object-fit img-object-fit--is-round"><img src="https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2023/09/salesforce-avatar-e1666571807979.webp?w=150" sizes="100px" srcset="https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2023/09/salesforce-avatar-e1666571807979.webp 723w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2023/09/salesforce-avatar-e1666571807979.webp?w=300&h=283 300w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2023/09/salesforce-avatar-e1666571807979.webp?w=150&h=141 150w" alt="" loading="lazy" /></span> </div> <div class="hero-byline__contents"> <h3 class="hero-byline__full-name"> <span class="hero-byline__name">Salesforce</span> <span class="hero-byline__name">Staff</span> </h3> <div class="hero-byline__meta"> <div class="hero-byline__info"> <time class="hero-byline__date" datetime="2024-10-23">October 23, 2024</time> <span class="hero-byline__reading-time"> 5 min read </span> </div> </div> </div> </a> </article> </div> </div> </header> </div> <div class="post__social post__social--v2 post__social--top post__social--has-title"> <h2 class="screen-reader-mobile-only post__social-title">Share article</h2> <ul class="social-nav social-nav-v2"> <li class="social-nav__item"> <a aria-label="Share on LinkedIn (Opens in a new tab)" href="http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.salesforce.com%2Fap%2Fblog%2Fai-is-helping-filipino-organisations-meet-rising-customer-service-demands%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&title=AI%20is%20Helping%20Filipino%20Organisations%20Meet%20Rising%20Customer%20Service%20Demands" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="21" height="21" fill="none"><path fill="#032D60" d="M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z" /></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Twitter (Opens in a new tab)" 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<svg xmlns="http://www.w3.org/2000/svg" width="20" height="10" fill="none"><path fill="#032D60" d="M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z" /></svg> </button> </li> </ul> </div> <div class="post__content post__content-v2"> <h2 class="wp-block-heading" id="h-the-pressure-is-on-for-service-today-s-customers-demand-fast-consistent-and-personalised-interactions-at-every-touchpoint-while-businesses-expect-service-to-contribute-more-to-the-bottom-line-discover-key-insights-and-customer-service-trends-in-the-philippines-to-help-your-organisation-rise-to-the-occasion">The pressure is on for service. Today’s customers demand fast, consistent, and personalised interactions at every touchpoint, while businesses expect service to contribute more to the bottom line. Discover key insights and customer service trends in the Philippines to help your organisation rise to the occasion.</h2> <p>The service landscape in the Philippines is evolving at a breakneck pace. The <a href="https://www.salesforce.com/ap/resources/research-reports/state-of-service/" target="_blank" rel="noreferrer noopener">Sixth Edition State of Service report</a> provides a pulse check on the priorities, challenges, and opportunities of over 5,500 service professionals worldwide. </p> <p>As customer service trends reveal that customers are setting their expectations sky-high, organisations are under more pressure to deliver personalised service at scale while delivering more value to the business. But there’s good news, too. The introduction of artificial intelligence and enhanced data capabilities are transforming how quality service is delivered, offering exciting opportunities to boost agent productivity and generate revenue.</p> <h2 class="wp-block-heading" id="h-customer-service-trends-from-the-philippines-everyone-wants-more-from-customers-to-executives">Customer Service Trends from the Philippines: Everyone Wants More, from Customers to Executives</h2> <p>In the Philippines, the stakes are high and climbing higher. <a href="https://www.salesforce.com/ap/resources/research-reports/state-of-service/" target="_blank" rel="noreferrer noopener">83% of service professionals in the region</a> report that customers are more demanding than ever, with expectations of fast, personalised service at every interaction.</p> <p>It won’t come as a surprise, then, that globally, <a href="https://www.salesforce.com/ap/resources/research-reports/state-of-service/" target="_blank" rel="noreferrer noopener">customer experience</a> topped the list of both priorities and challenges for service organisations. The biggest priority for service decision-makers is improving the customer experience, while their biggest challenge is keeping pace with customer expectations. </p> <p>Multiplying the burden on service, the surge in customer demands correlates with an anticipated increase in cases, with <a href="https://www.salesforce.com/ap/resources/research-reports/state-of-service/" target="_blank" rel="noreferrer noopener">70% of service professionals in </a>the Philippines bracing for higher volumes in the coming year. </p> <p>These projections underscore a critical challenge: delivering personalised service at scale – a requirement for maintaining customer loyalty and satisfaction. Self-service, including knowledge-powered help centres, customer portals, and AI-powered chatbots, stands out as a win-win solution.</p> <p>There’s a growing desire for self-service, with <a href="https://www.salesforce.com/ap/resources/research-reports/state-of-service/" target="_blank" rel="noreferrer noopener">61% of customers globally</a> reporting they prefer it for fixing simple issues. And while self-service now solves 54% of customer issues worldwide at organisations that use it, the pressure is on to get self-service right. 72% of customers won’t reuse a company’s chatbot after just one negative experience, so there’s little room for error. </p> <p>Adding to these growing demands is the awareness that customer service has evolved far beyond a simple support function and cost centre. Today, it’s at the forefront of revenue generation. In the Philippines, <a href="https://www.salesforce.com/ap/resources/research-reports/state-of-service/" target="_blank" rel="noreferrer noopener">89% of service organisations</a> are expected to ramp up their contribution to the bottom line — higher than the global average of 85%. </p> <p>This dual pressure requires organisations to not only maintain but amplify service quality, so they can meet the expectations of customers and revenue.</p> <h2 class="wp-block-heading" id="h-customer-service-is-expanding-in-budget-headcount-and-channels">Customer Service is Expanding – in Budget, Headcount and Channels</h2> <p>To meet these soaring demands, service departments in the Philippines are ramping up their resources. About <a href="https://www.salesforce.com/ap/resources/research-reports/state-of-service/" target="_blank" rel="noreferrer noopener">82% of service professionals</a> in the region anticipate an increase in budget, while 78% expect to expand their headcount — higher than the global averages of 80% and 76%, respectively. This suggests that organisations in the Philippines are preparing to scale up operations to rise to the challenge of today’s customer service trends.</p> <p>A diversification in service channels — <a href="https://www.salesforce.com/ap/resources/research-reports/state-of-service/" target="_blank" rel="noreferrer noopener">now averaging thirteen</a> different modes of customer engagement for organisations in the Philippines — exceeds the global average of twelve. This indicates a strategic move to interact with customers across multiple platforms.</p> <p>There’s a clear trend in favour of an omnichannel service experience. High-performing organisations provide service across a broader range of channels than underperformers, making it more important than ever to meet customers where, when, and how they want to engage. Live chat, in particular, has been adopted by <a href="https://www.salesforce.com/ap/resources/research-reports/state-of-service/" target="_blank" rel="noreferrer noopener">9 in 10 high performers globally</a> — but only among 60% of underperformers.</p> <h2 class="wp-block-heading" id="h-infographic-the-state-of-service-in-phillipines">Infographic: The State of Service in Phillipines</h2> <figure class="wp-block-image size-full"><a href="https://www.salesforce.com/ap/resources/research-reports/state-of-service/" target="_blank" rel="noreferrer noopener"><img fetchpriority="high" decoding="async" width="800" height="2444" src="https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/10/Philippines-09-24-State-of-Service-Infographics.jpg?strip=all&quality=95" alt="" class="wp-image-8122" srcset="https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/10/Philippines-09-24-State-of-Service-Infographics.jpg 800w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/10/Philippines-09-24-State-of-Service-Infographics.jpg?w=98&h=300 98w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/10/Philippines-09-24-State-of-Service-Infographics.jpg?w=768&h=2346 768w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/10/Philippines-09-24-State-of-Service-Infographics.jpg?w=335&h=1024 335w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/10/Philippines-09-24-State-of-Service-Infographics.jpg?w=503&h=1536 503w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/10/Philippines-09-24-State-of-Service-Infographics.jpg?w=670&h=2048 670w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/10/Philippines-09-24-State-of-Service-Infographics.jpg?w=49&h=150 49w" sizes="(max-width: 800px) 100vw, 800px" /></a></figure> <h2 class="wp-block-heading" id="h-customer-service-ai-amp-data-promises-scale">Customer Service AI & Data Promises Scale</h2> <p>Artificial intelligence’s role in transforming service operations is becoming increasingly critical as organisations look to technology as the solution for tougher workloads and more demanding customers. </p> <p>With <a href="https://www.salesforce.com/ap/resources/research-reports/state-of-service/" target="_blank" rel="noreferrer noopener">41% of Filipino organisations</a> fully implementing customer service AI, and 36% exploring or experimenting with the technology, AI’s rollout in the Philippines’ service landscape is well underway. </p> <p>The benefits are clear: <a href="https://www.salesforce.com/ap/resources/research-reports/state-of-service/" target="_blank" rel="noreferrer noopener">92% of service professionals</a> in these AI-equipped organisations acknowledge the time-saving benefits of AI, while 92% see cost reductions. </p> <p>Service organisations are using AI to increase agent efficiency and productivity, which increases their ability to provide customers with prompt and personalised experiences. The <a href="https://www.salesforce.com/ap/resources/research-reports/state-of-service/" target="_blank" rel="noreferrer noopener">top three</a> use cases for AI in the Philippines are service responses, customer-facing intelligent assistants, and agent-facing intelligent assistants, with plenty more exciting applications emerging.</p> <p>As service organisations commit to AI, they’re also putting a focus on trustworthy and connected data. <a href="https://www.salesforce.com/ap/resources/research-reports/state-of-service/" target="_blank" rel="noreferrer noopener">85% of service professionals</a> in the Philippines say better access to data from other teams would improve the support they provide, pointing to the importance of a comprehensive data strategy to underpin AI.<br>In response, <a href="https://www.salesforce.com/ap/resources/research-reports/state-of-service/" target="_blank" rel="noreferrer noopener">83% of these service organisations</a> report an increase in investment in data integration efforts next year, pointing towards a strategic push to enhance the efficacy and responsiveness of service operations through better data accessibility and connected, efficient service systems.</p> <h2 class="wp-block-heading" id="h-how-does-your-service-organisation-stack-up">How Does Your Service Organisation Stack Up?</h2> <p>The trends are clear and the data is compelling: service in the Philippines has been forever changed by new customer demands, organisational imperatives, and AI capabilities. </p> <p>These are just a few insights into the nature of service today. To learn more about what your customers want and how you can wow them with a strategic approach to customer service – from self-service to the contact centre to the field – read the <a href="https://www.salesforce.com/ap/resources/research-reports/state-of-service/" target="_blank" rel="noreferrer noopener">Sixth Edition State of Service</a> report.</p> <div class="layout-one wp-block-salesforce-blog-offer"> <div class="wp-block-offer__wrapper"> <div class="wp-block-offer__content"> <h2 class="wp-block-offer__title">Elevate Customer Service with Data-Driven Insights</h2> <p class="wp-block-offer__description">Dive into the Sixth Edition State of Service report for valuable insights to optimise your service operations, from self-service to the contact centre to the field.</p> <div class="wp-block-button"> <a class="wp-block-button__link" target="_blank" href="https://www.salesforce.com/ap/resources/research-reports/state-of-service/">Download now</a> </div> </div> <div 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