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Transforming employees into brand ambassadors

Adrian M. Reodique | Aug. 3, 2016
Smart Communications equipped their employees with a mobile app that empowers them to promote products and services as well as provide customer care, regardless of their roles in the company.

The mobile app also opens up a new channel for revenue generation. Since CARA allows Smart employees to be updated with the company's offerings, it allows them to help a friend or family member better understand Smart's products and services at any time. This is important as the Filipinos tend to turn to someone they trust and are close to when they have concerns, said Smart. As such, CARA enables all its employees to indirectly act as sales agents by sharing the benefits of Smart's product or service and clarifying queries, thus helping the company save on agent commission costs.

 "An organisation's brand is one of its most valuable assets and what differentiates it in the marketplace. Having our employees as the brand ambassadors is a competitive advantage that is difficult for our competitors to replicate," said Smart.

Smart added that CARA will also help improve its operational efficiencies in the long term. For instance, the electronic application form has reduced the time taken for an employee to attend to a customer. This thus allows Smart to engage with its more than 67 million subscribers, even if it does not increase headcount. 


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