Left to right: Lloyd P. Manaloto, OIC, Smart Communications, Inc; John Y. Palanca, Head, PLDT Home; Menardo “Butch” G. Jimenez Jr., PLDT Chief Operating Officer; Santosh Reddy, President for APAC, Capillary Technologies; Piyush Kumar, Chief Technology Officer, Capillary; and Shubhkant Kalsi, VP for Customer Success, Capillary.
PLDT and Smart tap Capillary to power AI-led, gamified loyalty experiences
Manila — PLDT Inc. (PLDT) and its wireless subsidiary Smart Communications, Inc. (Smart) have partnered with Capillary Technologies to transform and unify their loyalty ecosystem across mobile, broadband, and partner engagement platforms.
Through the partnership, Capillary will power a next-generation loyalty platform, bringing together PLDT Home, Smart, and Ka-Partner programs into a single ecosystem designed to deliver more personalized and rewarding experiences across millions of customers.
The initiative marks a significant step in PLDT and Smart’s customer engagement strategy as the group consolidates multiple loyalty environments into a more intelligent and scalable platform powered by artificial intelligence (AI), advanced personalization, and real-time engagement capabilities.
PLDT and Smart selected Capillary for its deep loyalty expertise, scalable enterprise architecture, and proven track record across high-growth markets.
“Customer loyalty is key to the PLDT Group’s long-term growth,” according to 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. 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.”
“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 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. It’s our way of saying thank you while making every interaction with PLDT Home more valuable, more engaging, and more rewarding,” said John Y. Palanca, Head of PLDT Home.
“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. 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,” according to Lloyd R. Manaloto, officer-in-charge of Smart.
Santosh Reddy, President – APAC at 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.” The rollout will follow a phased implementation approach over the next year.
