Manila, Philippines – PLDT Inc. and its wireless subsidiary Smart Communications, Inc. have partnered with Capillary Technologies to unify their loyalty programmes on a single platform powered by artificial intelligence.
Capillary will supply the platform, which will merge the PLDT Home, Smart, and Ka-Partner programmes across mobile, broadband and partner engagement channels, according to the companies.
The companies said the platform will draw on AI, advanced personalisation and real-time engagement capabilities.
The move consolidates multiple loyalty environments into one system as the PLDT Group refines its customer engagement strategy.
PLDT and Smart said the platform is designed to serve millions of customers with more personalised and rewarding experiences.
Financial terms were not disclosed. The rollout will follow a phased implementation approach over the next year.
PLDT Chief Operating Officer Menardo G. Jimenez, Jnr tied the initiative to customer retention and growth. “Customer loyalty is key to the PLDT Group’s long-term growth,” Jimenez said.
“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. By investing in customer loyalty through our collaboration with Capillary, we are investing in stronger customer retention, sustainable growth, and the PLDT Group’s continued industry leadership,” Jimenez added.
On the consumer side, PLDT Home Head John Y. Palanca pointed to rewards and personalisation.
“Our customers are at the heart of everything we do, and their loyalty deserves to be rewarded in ways that are meaningful and relevant. With Capillary’s platform, we can offer a more personalised rewards experience that gives our subscribers and partners access to exclusive perks, curated offers, exciting partner benefits, and rewarding experiences tailored to their preferences.” Palanca said
“It’s our way of saying thank you while making every interaction with PLDT Home more valuable, more engaging, and more rewarding,” Palanca continued.
Meanwhile, Smart Officer-in-Charge Lloyd Manaloto highlighted the partner side of the platform.
“This new loyalty platform allows us to recognise not only our subscribers, but also the Smart retailers and e-load partners who help us serve millions of Filipinos every day. By bringing Smart and PLDT onto one loyalty ecosystem, we are also creating the foundation for more seamless, converged rewards and experiences in the future,” Manaloto said.
For its part, Capillary Technologies framed the deal within a wider enterprise trend.
Santosh Reddy, President – APAC of Capillary Technologies, said, “PLDT and Smart have consistently led the way in redefining digital experiences at scale, backed by a strong understanding of evolving customer expectations. As enterprises across global markets increasingly invest in loyalty as a strategic growth lever, Capillary is proud to bring its experience working with leading brands across APAC and beyond to support this transformation.”
“Together, we look forward to building a more intelligent, engaging, and connected loyalty experience for millions of subscribers,” Reddy concluded.
