PLDT Inc. and its wireless arm Smart Communications are folding their separate rewards programs into one platform. The group announced on October 5 that it has partnered with loyalty software firm Capillary Technologies to power the new system.
The platform will bring together three programs that currently run on their own: PLDT Home for fixed broadband subscribers, Smart for mobile users and Ka-Partner for the retailers and e-load sellers who sell Smart load. PLDT and Smart said the combined ecosystem will use artificial intelligence, personalization and real-time engagement tools to serve millions of customers.
The rollout will happen in phases over the next year.
Why it matters
Think of it as merging three separate loyalty cards into one wallet. For a household that pays for PLDT Home fiber and also uses Smart prepaid, a single program opens the door to rewards that recognize both relationships instead of treating them as two unrelated customers.
PLDT Chief Operating Officer Menardo “Butch” G. Jimenez Jr. framed the move as a retention play. “Customer loyalty is key to the PLDT Group’s long-term growth,” he said, adding that investing in loyalty means “investing in stronger customer retention, sustainable growth, and the PLDT Group’s continued industry leadership.”
Lloyd R. Manaloto, officer-in-charge of Smart, pointed to convergence. Bringing Smart and PLDT onto one ecosystem, he said, creates “the foundation for more seamless, converged rewards and experiences in the future.” He also noted that the platform will recognize Smart retailers and e-load partners, not just subscribers.
John Y. Palanca, head of PLDT Home, said the platform will give subscribers and partners access to exclusive perks, curated offers and partner benefits based on their preferences.
The vendor
PLDT and Smart said they chose Capillary for its loyalty expertise, scalable enterprise architecture and track record in high-growth markets. Santosh Reddy, Capillary’s president for Asia-Pacific, said enterprises are increasingly treating loyalty “as a strategic growth lever.”
The companies did not disclose the value of the deal or say when customers will first see changes to existing PLDT Home or Smart rewards.
Source: PLDT newsroom
