The initiative forms part of Smart’s sustained drive to innovate and remove friction points that affect both customers and internal teams, reinforcing the company’s focus on service excellence and operational efficiency.
Company-wide innovation drive
The campaign attracted over 100 entries from employees across various units, highlighting a strong culture of collaboration and problem-solving within the organization.
Participants were encouraged to develop practical, scalable solutions that address customer pain points while streamlining internal processes.
From these submissions, seven finalists advanced, with six employees ultimately recognized for ideas described as bold and game-changing.
Winning concepts included virtual request assistants, AI-powered project management tools, and self-service solutions designed to enable faster and more efficient customer support.
“Our goal was simple: To stop what slows us down, make it easier for our teams, and unlock smarter ways to serve our customers,” said Brenda Dichoso, first vice president and head of customer experience at Smart.
She noted that the entries reflected both creativity and empathy. “
The ideas we saw were creative, honest and close to the heart. We thank everyone for the courage to challenge old ways and continuously look for new approaches to deliver customer delight,” she added.
Ideas with real impact
Entries were evaluated based on feasibility, innovation, and impact to ensure that the winning ideas could deliver measurable improvements in customer satisfaction and operational efficiency. Prizes were awarded to the top three winners and finalists.
First prize winner Sonny Beltran from Smart’s network service operations said his idea—the Self-Service Suite—was inspired by his firsthand experience assisting customers with network concerns.
“Through this solution, I want to assist as many clients as efficiently as possible,” Beltran said.
Next steps forward
Smart said selected ideas will be piloted and operationalized, with the company planning to sustain momentum through annual waves of the Hack the Bottleneck campaign.
The initiative aligns with the broader PLDT Group strategy to deliver fast and reliable mobile services nationwide, while fostering a culture of innovation and collaboration.
It also supports the group’s goal of building inclusive, technology-driven communities and helping bridge the digital divide as Filipinos navigate an increasingly connected world. —Ed: Corrie S. Narisma
