As part of the company’s sustained initiatives to innovate in order to enhance customer experience, leading integrated telco network PLDT Inc’s wireless arm Smart Communications, Inc. recently awarded the winners of its first-ever Hack the Bottleneck campaign, an internal innovation challenge designed to accelerate customer experience transformation.
Strong employee participation
The campaign drew over 100 entries from employees across various units, showcasing creative solutions to address customer pain points and improve operational efficiency. Of these, seven finalists emerged, and six employees were recognized for their bold and game-changing ideas. Winning concepts ranged from virtual request assistants and AI-powered project management tools to self-service solutions that enable faster and more efficient responses to customer concerns, highlighting the role of digital innovation within the telco sector.
Leadership backs innovation culture
“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, FVP and head of customer experience at Smart. “The ideas we saw were creative, honest, and close to the heart — and that is the spirit we envisioned for this program. We thank you for the courage to challenge the old ways and constantly look for new ways to deliver customer delight. Your dedication and ideas inspire us.”
Practical impact on customer experience
Entries were judged on feasibility, innovation, and impact, ensuring that winning ideas deliver measurable gains in customer satisfaction and operational efficiency. Prizes were awarded to the top three winners and finalists, underscoring the importance of scalable solutions that can improve service delivery.
From idea to implementation
For first prize winner Sonny Beltran of Smart’s Network Service Operations, personal experiences in helping others with their network concerns inspired his solution, the Self-Service Suite. “Through this solution, I want to assist as many clients as efficiently as possible,” he said. Moving forward, Smart will pilot and operationalize selected ideas and sustain momentum through annual waves of the campaign, reinforcing employee engagement and continuous improvement.
This initiative is part of the PLDT Group’s broader thrust to deliver fast and reliable mobile experiences and bring meaningful connections to customers nationwide. It also reinforces PLDT and Smart’s commitment to foster a culture of innovation and collaboration, empowering teams to develop solutions that enhance service delivery, support digital transformation, and help bridge the digital divide for Filipinos in an increasingly connected world.
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