2nd Annual CX Global Summit Philippines 2025

Main Conference Day 1

Opening Keynote:  The Role of Government in Promoting Digital Transformation 

Secretary Ivan John Uy, Department of Information & Communication Technology

Leveraging on Technology in Enhancing Public Service

Solane Duque-Basister, Director, Information & Communications Technology Office, Civil Service Commision

C-Level Panel Discussion: Strategic Leadership in Shaping Exceptional Customer Experience  

• Aligning CX with business goal and establishing key metrics for measuring CX success at the top level  

• Leveraging technology for CX transformation while ensuring effective integration with existing operations  

• Building a customer-centric culture that prioritizes customer satisfaction, from top-level leadership down to front-line employees  

• Future-proofing CX strategies by planning and innovating CX strategies to remain competitive and adaptable in the long term 

• Finding the sweet spot in CX investment levels to meet the expectations of the business without losing economic value due to ineffective investments 

Panelists: 

Mary Catherine P. Santamaria, Chief Customer & Marketing Officer, Bank of the Philippine Islands 

Venn Jude Francisco, Chief Experience Officer, Metro Pacific Tollways Corporation 

Beyond the Map: Turning Insights into Action 

• Explore practical steps to transform insights from journey mapping into actionable strategies that drive measurable business outcomes 

• Learn how to identify and prioritize critical customer pain points from journey mapping, and determine the most effective changes to enhance the overall customer experience 

• Understand why journey mapping needs to be continuously updated to keep pace with shifting customer expectations, ensuring that CX strategies remain relevant and impactful 

Networking Tea Break 

The Convergence of AI and CRM: The Future of Sales and Customer Experience 

• Learn how AI is changing the way businesses create and sustain good customer relationship 

• Leveraging on AI to seamlessly coordinate multi-channel communication an improve customer engagement 

• Benefit from customer processes automation and allow frontliners focus on more impactful task 

• Discussing on the challenges of AI integration in CRM due to poor data quality and data security concerns 

Wil Sarmiento, Head of Customer Lifecycle, Globe Telecom

Conversational AI: Merging Automation with Empathy 

• Explore how advanced Natural Language Processing (NLP) models are being used to create chatbots that can simulate human-like interactions 

• Learn how cultural nuances help build effective chatbot interactions 

• How to balance conversational AI by incorporating emotional intelligence and adapting responses based on customer sentiment, and using personalized communication  

Generative AI in CX: New Frontiers and Practical Limitations 

• Explore the potential and limitations of generative AI for customer service. 

• Addressing the challenge of maintaining brand authenticity and creativity while using generative AI 

• Explore how to identify tasks where generative AI adds the most value 

Lito Villanueva, Chief Innovations & Inclusion Officer, Rizal Commercial Banking Corp 

Embracing the Rise of Self-Service in Contact Centers 

• • Discuss how self-service tools like knowledge bases, chatbots and virtual assistants enable customers to resolve issues independently 
  • Learn strategies for seamlessly transitioning customers from self-service to live support when needed, ensuring a smooth experience that prioritizes efficiency and empathy 
  • Explore why customer satisfaction hinges on empowering users to solve problems themselves 

    

  Mark Albert Seville, Head of Contact Center Group, SB Finance

Next-Level AI for Omnichannel Journeys 

• Discover ways to integrate data across channels to provide a 360-degree customer view 

• Learn why seamless channel transitions enhance loyalty 

• See how AI addresses modern omnichannel  challenges, ensuring cohesive experiences as customer behaviors grow more complex 

Empowering Customer Service Representatives to Drive Exceptional Customer Experience 

• Building a customer-centric mindset by aligning representative goals with customer satisfaction 

• Equipping representatives with knowledge and tools and integrating technology to streamline workflows and reduce response time 

• Fostering ownership and accountability by empowering reps with the autonomy to resolve customer issues and take ownership of customer interactions 

• Promoting emotional intelligence and soft skills to ensure reps can handle diverse customer interactions 

• Leveraging feedback both from customers and peers to enhance performance and assess the effectiveness of empowerment strategies  

Sheryl Coronel, GBS Operations Director, UPS 

Roundtable

With 4 interactive roundtable topics on pressing issues, delegates will rotate at each session and be able to participate and deep dive into problems and solutions on every roundtable spread throughout the two days. You will walk away with thought leadership from the subject matter experts at each tableS

Table 01: AI-Driven Gamification in Customer Experience (CX) 

• Personalized Customer Engagement using AI-driven gamification to create interactive and rewarding experiences to boost engagement and loyalty 
• Providing real-time feedback and rewards through AI based on customer interactions and preferences 
• Leveraging on predictive analytics for gamification design by analyzing customer data that aligns with customer interests and behaviors. 
• Increased retention and satisfaction by integrating AI to create fun and compelling experiences 

Table 02: AI in Decision-Making: Balancing Speed and Accuracy 

• Discover how AI analyzes vast datasets to offer better insights that leads to better and faster decision making 

• Explore the risks of over-reliance on AI, including errors from incomplete datasets or algorithm biases 

• Combining AI insights with human intervention to ensure accuracy without sacrificing human touch 

Jay Manahan, Head of Data Science & Advanced Analytics, Metrobank

Table 03: Designing Unique Experiences with the Art of Hyper-Personalization 

• Explore the increasing expectations of customers on hyper-personalized experience at every touchpoint, whether online, in-store, or through customer service 

• Learn about innovative personalization tactics, from personalized product recommendations to dynamic service offerings 

Table 04: Contact Centers and Omnichannel Communication: Expanding Customer Reach 

• Discover methods to include trending platforms like WhatsApp, TikTok, and Instagram Direct into omnichannel communication strategies, ensuring you meet customers where they already engage most actively 

• Learn how to maintain a unified customer experience by synchronizing messages, responses, and data across traditional and emerging channels, preventing gaps in service quality

(AI) Enhancing Customer Sentiment Tracking Using Emotion AI for Real-Time Adjustments 

• Dive into Emotion AI’s ability to sense and adapt customer moods from voice, text, and facial cues in real time 

• Learn why Emotion AI is a game-changer for industries relying on voice interactions 

• Discuss its integration into existing CX systems for maximum impact 

(AI) Predictive Analytics: Anticipating Customer Needs Before They Arise 

• Learn how predictive models can identify at-risk customers and engage them before churn occurs 

• How to avoid pitfalls in interpreting and acting on data insights 

• Implementing real-time alerts for proactive engagement 

CX)Upskilling Agents for Hybrid Roles in the AI-Augmented Workforce 

• Learn why continuous learning is critical for contact center teams 

• Explore upskilling programs focused on tech, soft skills, and problem-solving 

• Discuss the benefits of hybrid roles for future-ready agents 

Mark Anthony Munsayac, Head of Customer Experience, Philippine Airlines  

Closing Remarks from the Chairperson

Main Conference Day 2

Registration And Refreshments 

Opening Remarks from the Chairperson

End-to-End Customer Journey Mapping: A 2025 Approach 

• Learn how to effectively map and visualize customer interactions across physical, digital, and hybrid touchpoints in 2025, ensuring seamless tracking of the entire journey 

• How to capture nuanced Customer Journeys in 2025 

• Explore why real-time journey mapping is critical for adaptive CX strategies 

Anuj Aggarwal, CEO, Canon Philippines 

Case Study Session: Learn How SingLife Leverage Technology to Empower Customer Journey through SingLife Plan & Protect App

• Leveraging on customer data to offer tailored product recommendations and personalized promotions
• Enhancing engagement and customer retention by integrating personalized gamification and loyalty programs
• Integrating AI for in-app messaging to provide direct customer support and enhance communication efficiency
• Benefitting from easy access to real time customer feedback for continuous improvement

Lester Cruz, CEO, Singlife

Analytics in Contact Center: Improving Customer Satisfaction & Operational Efficiency 

• Leveraging data to better understand many facets of customer interaction and contact center’s operations 

• Providing insights into customer interactions and identifying trends to uncover areas for improvement 

• Discovering how can AI and analytics boost customer retention and satisfaction 

• Understanding the importance of having centralized contact center analytics in ensuring seamless customer journey from multiple touchpoints 

Panel Discussion: Real-Time Customer Feedback: Harnessing Technology for Immediate Action and Continuous Improvement 

• Leveraging AI and automation for instant feedback collection across various touchpoints  

• Integrating feedback into actionable insights that drive immediate improvements and long-term strategy 

• Real-time feedback loops and agility to establish a rapid-response system for addressing customer concerns in real time 

• Personalizing customer interactions using feedback data to understand customer expectations preferences and pain points 

Panellists: 

Joyce Nazario, Group Patient Experience Officer, Metro Pacific Health

Francis Chiu, FVP – Group Head of Consumer Banking Applications, BDO Unibank

Mobile-First CX: Adapting to Increased Use of Mobile Gadgets 

• Learn why mobile-first design is essential for apps, IVRs, and chat experiences and the need to prioritize mobile-friendly interfaces, responsive designs, and fast-loading pages to meet customer expectations 

• Understand strategies for creating a unified experience where customers can start interactions on mobile devices and continue seamlessly on other channels 

Networking Lunch Break 

Strategies for Winning Customer Experience (CX) Buy-Ins Across Your Organization 

• Speaking in their language to demonstrate how improved CX goals can align with business objectives to gain executive support 

• Proving that CX ROI is real through a concrete example 

• Going beyond metric reporting and working towards feedback-inspired work 

Real-Life Success Stories in Personalization: From Data to Delight 

• How to successfully leverage data to create highly personalized customer experiences, and strategies behind success 
• How to enable dynamic recommendations based on real-time data 
• Discuss the challenges when scaling personalized customer experiences and explore the opportunities for growth through effective use of data, AI, and automation

Gaille Syquia, Asia Regional Leadership Council, CXPA

CX Resilience in Crisis: Lessons from Recent Disruptions 

• Learn strategies that allow brands to maintain exceptional customer experiences even in the face of unexpected disruptions, ensuring business continuity and customer satisfaction 

• What lessons can be learned from organizations that thrived during crises in recent years? 

• Understand how building resilience into your CX strategy can differentiate your brand and provide a significant competitive edge, especially when facing ongoing global uncertainty and rapid market shifts 

Glenn Ong, Director – Customer Experience, Cebu Pacific Air

The Art of Emotional Storytelling in CX: Connecting with Customers Beyond Transactions 

• How to use emotional storytelling to create stronger connections with customers, turning them into loyal advocates 

• Explore the role of storytelling in creating memorable, impactful experiences that leave lasting impressions and foster a deeper sense of brand affinity 

• How to master the art of crafting compelling stories that speak directly to your audience’s values, emotions, and aspirations 

Melody Lim, Head of Customer Experience, Aboitiz Power

Roundtable

With 4 interactive roundtable topics on pressing issues, delegates will rotate at each session and be able to participate and deep dive into problems and solutions on every roundtable spread throughout the two days. You will walk away with thought leadership from the subject matter experts at each table  

Table 01: AI-Driven Gamification in Customer Experience (CX) 

• Personalized Customer Engagement using AI-driven gamification to create interactive and rewarding experiences to boost engagement and loyalty 
• Providing real-time feedback and rewards through AI based on customer interactions and preferences 
• Leveraging on predictive analytics for gamification design by analyzing customer data that aligns with customer interests and behaviors. 
• Increased retention and satisfaction by integrating AI to create fun and compelling experiences 

Table 02: AI in Decision-Making: Balancing Speed and Accuracy 

• Discover how AI analyzes vast datasets to offer better insights that leads to better and faster decision making 

• Explore the risks of over-reliance on AI, including errors from incomplete datasets or algorithm biases 

• Combining AI insights with human intervention to ensure accuracy without sacrificing human touch 

Jay Manahan, Head of Data Science & Advanced Analytics, Metrobank

Table 03: Designing Unique Experiences with the Art of Hyper-Personalization 

• Explore the increasing expectations of customers on hyper-personalized experience at every touchpoint, whether online, in-store, or through customer service 

• Learn about innovative personalization tactics, from personalized product recommendations to dynamic service offerings 

Table 04: Contact Centers and Omnichannel Communication: Expanding Customer Reach 

• Discover methods to include trending platforms like WhatsApp, TikTok, and Instagram Direct into omnichannel communication strategies, ensuring you meet customers where they already engage most actively 

• Learn how to maintain a unified customer experience by synchronizing messages, responses, and data across traditional and emerging channels, preventing gaps in service quality 

Melody Lim, Head of Customer Experience, Aboitiz Power

Case Study Session: Discover how Oona Insurance bridges EX, DX and CX for a more holistic approach to business strategy 

• Learn how EX positively impacts DX and CX outcomes 

• Leveraging on data in understand and improve all three experiences synergy 

• Strategies for aligning EX, DX, and CX for cohesive brand messaging 

• The role of leadership in shaping a customer centric ecosystem with all stakeholders 

John Jeneress Carino, Head of Customer Experience, Oona Insurance

Closing Remarks from the Chairperson 

Closing Remarks from Fortinus Events

NETWORKING TEA BREAK & END OF SUMMIT