Game-changing digital platform
Cemex Philippines’ customer experience director Virginia del Rosario (third from left) shares how the company embraced digital transformation and supported customers along the way as its top priority. Also in photo are Benedict Hernandez of Accenture Philippines, Randy Anastacio of Shell Shared Services BV Asia, Shirley Hung of Everest Group, Gregory Melchior of Philip Morris and Herns Hermida of Microsoft Philippines

Game-changing digital platform

(The Philippine Star) - November 11, 2019 - 12:00am

MANILA,Philippines — Almost a year after its launch, the Cemex Go fully integrated digital services platform has set the pace for digital transformation in the building solutions industry and beyond.

The platform that allows customers to contact Cemex anytime, anywhere is now recognized by the contact center industry as a game changer in delivering superior customer experience as well. In the recently concluded Contact Islands Summit 2019 themed “ReImagining CX (Customer Experience): The Future and Beyond” by the Contact Center Association of the Philippines (CCAP), Cemex Philippines was invited to share on CEMEX Go and how it successfully redefined the customer journey.

 Virginia del Rosario, Cemex  Philippines customer experience director, shared insights on the digital platform from its implementation, to how it became a vital part of the company’s customer-centric business model.

 Change from within

 Before launching Cemex Go locally, the Philippine subsidiary of the global building solutions company Cemex has to evolve themselves. A number of positions were re-engineered so people will be more equipped with the needed skills for digital transformation.

“We got the stakeholders involved to know what is happening because their roles are going to change,” said Del Rosario. “We communicated to a? ected employees that the changes in their roles are considered value added services to the client and that technology is just an enabler.”

Including the people in the process was necessary to help change the mindset of affected employees, particularly those who were stuck in the ‘If it isn’t broken don’t ? x it’ mentality. At ? rst there were considerable doubts that the market will be receptive to digitalbased sales channels. Connectivity to the WiFi was also raised, as well as the availability of smartphones or android devices that all customers ought to have.

To address this challenge, Cemex Philippines invested in substantial training and preparation, including certi? cation for software testing. The skills-enhanced sales team have to personally use Cemex Go to “better appreciate what the customer will experience.”

The investment payoff was encouraging. Four months after CEMEX Go was introduced, 92 percent of their customers have already adopted and were using the platform.   Del Rosario cites one hardware owner with no support sta?  and with young kids to look after. “The platform allowed her to place orders anywhere and anytime. Even while waiting for her kids in school, she still has control of her business.” she added. “She can transact, make payments and track deliveries at the touch of a button and at her own convenience.’ Although the process involved in the launch of the fully integrated digital services platform was largely patterned after their global counterparts, Cemex Philippines had to tweak its strategy on how to better acquaint their mostly traditional customers with this new technology.

Their customers were also more enthusiastic when personal product briefing is complemented by digital guides (cheat sheet) because after the sales people demonstrates the platform capabilities, clients required something in writing to backtrack to when navigating the tool.

 Long journey ahead

 Cemex knows that innovation is a continuous process. Part of the company’s strategy is its endless quest for development by means of a feedback button for customer insights and suggestions on how to further improve customer experience.

 At the Contact Islands Summit 2019, members of the contact industry recognized CEMEX Go as a learning example and as a ? rst-of-its-kind, powerful tool that adds value for any company that prioritizes customers’ need for e?ciency and enhanced competitiveness.

At the core of the CEMEX Go is simplifying and automating business processes for its clients across multiple devices anytime, anywhere. Supported by its long-time partners, IBM and NEORIS in developing the digital platform, CEMEX Go is a CEMEX R&D, Innovation and Business Development project being part of the global R&D collaboration network headed by CEMEX Research Centers based in Switzerland. For information,visit

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