PLDT Inc. and Smart Communications have partnered with Capillary Technologies to bring their loyalty programs under a single platform spanning mobile, broadband, and partner engagement.
The new system will combine PLDT Home, Smart, and Ka-Partner programs into one ecosystem designed to support more personalized rewards and customer experiences across millions of users.
AI-LED PERSONALIZATION AND REAL-TIME ENGAGEMENT
The partnership forms part of PLDT and Smart’s broader customer engagement strategy as the group consolidates multiple loyalty environments into a more scalable platform.
Capillary will provide the technology behind the system, including artificial intelligence, advanced personalization, and real-time engagement capabilities.
PLDT and Smart selected Capillary for its loyalty expertise, enterprise architecture, and experience across high-growth markets.
LOYALTY AS A CUSTOMER RETENTION TOOL
“Customer loyalty is key to the PLDT Group’s long-term growth,” said Menardo G. Jimenez Jr., PLDT chief operating officer.
“As PLDT and Smart customer expectations evolve, we must strengthen our relationship with them, deepen engagement through our products and services, and deliver greater value throughout the customer journey.”
Jimenez said the group sees investment in loyalty as part of its broader approach to customer retention and sustainable growth.
MORE PERSONALIZED REWARDS FOR PLDT HOME
For PLDT Home subscribers, the platform is intended to support a more personalized mix of perks, curated offers, partner benefits, and other rewards.
“Our customers are at the heart of everything we do, and their loyalty deserves to be rewarded in ways that are meaningful and relevant,” said John Y. Palanca, head of PLDT Home.
“With Capillary’s platform, we can offer a more personalized rewards experience that gives our subscribers and partners access to exclusive perks, curated offers, exciting partner benefits, and rewarding experiences tailored to their preferences.”
SMART RETAILERS AND E-LOAD PARTNERS INCLUDED
The unified ecosystem will also extend beyond subscribers to include Smart retailers and e-load partners.
“This new loyalty platform allows us to recognize not only our subscribers, but also the Smart retailers and e-load partners who help us serve millions of Filipinos every day,” said Lloyd R. Manaloto, officer-in-charge of Smart.
He added that bringing Smart and PLDT onto one ecosystem creates a foundation for more seamless and converged rewards in the future.
CAPILLARY POWERS THE BACK END
Capillary Technologies will provide the underlying loyalty infrastructure and personalization capabilities.
Santosh Reddy, president for APAC at Capillary Technologies, said the partnership reflects a broader trend among enterprises investing in loyalty as a strategic growth tool.
“Together, we look forward to building a more intelligent, engaging, and connected loyalty experience for millions of subscribers,” Reddy said.
ROLLOUT SET OVER THE NEXT YEAR
PLDT and Smart will implement the new platform in phases over the next year.
The rollout is expected to gradually bring their existing loyalty environments into a single system, giving the group a common foundation for future rewards, customer engagement, and partner programs.