Manila Electric Company (Meralco) has strengthened its long-standing partnership with Salesforce, the global leader in customer relationship management (CRM) technology, as it continues to enhance customer experience through digital transformation.
The Manuel V. Pangilinan-led power distributor recently renewed its Salesforce Enterprise License Agreement (SELA 4.0), reinforcing its commitment to using advanced digital platforms to improve operational efficiency and deliver seamless, customer-centric services.
Driving digital transformation
Through the renewed collaboration, Meralco will continue to utilize Salesforce Energy & Utilities, an industry-specific platform designed to support utility operations. The solution enables Meralco to respond more quickly to evolving customer needs and regulatory requirements while ensuring its systems remain future-ready.
Over the past decade, Salesforce has powered Meralco’s Customer eXperience Engine (CXE), the digital backbone of its customer service operations. Built on Salesforce CRM, CXE allows customers to apply for new electricity connections, view and pay bills, and report outages through a single, integrated portal.
Today, CXE supports millions of Meralco customers across multiple digital touchpoints, making everyday transactions faster and more convenient.
Reflecting on the partnership, Meralco Senior Vice President and Chief Revenue Officer Ferdinand O. Geluz underscored the shared commitment to continuous innovation.
“Together, we have been consistently challenged to think bigger, move faster, and deliver outcomes that matter to our customers. We both remain committed to supporting and achieving that vision,” Geluz said.
Geluz noted that Meralco has significantly expanded its digital and self-service channels over the past decade, ensuring customers can access support anytime and anywhere—an effort that proved critical during the pandemic. These initiatives have translated into strong customer satisfaction, with Meralco’s Customer Experience Index (CXI) reaching 94.57% as of 2025. The CXI measures service performance across effectiveness, ease, and emotional satisfaction.
“As we enter the next phase of our collaboration, we look ahead with confidence—not only to sustain what is working, but to unlock even greater value in the years to come,” Geluz added.
Salesforce Executive Vice President and Managing Director for South Asia Sales & Distribution Arun Parameswaran emphasized the broader impact of the partnership.
“Being part of nation-building brings us immense pride. The work Meralco does is foundational to the country’s infrastructure, and what you are building today will shape the Philippines’ future,” he said.
Adopting AI-powered solutions
Under the renewed partnership, Meralco is introducing artificial intelligence-driven capabilities into its service operations through Salesforce Agentforce. These AI-powered tools are designed to improve customer concern handling, shorten resolution times, and allow service agents to focus on more complex cases.
Meralco personnel will also benefit from Salesforce’s Signature Success Plan, which provides structured technical guidance and performance oversight. The plan supports safe deployment of platform enhancements, strong governance, and alignment with Meralco’s enterprise architecture and operational standards.
More than a technology upgrade, the renewed agreement reflects Meralco’s broader strategy to elevate customer experience through digital transformation.
“As we move into 2026, Meralco and Salesforce are ready—with the right platform, governance, and partnership—to deliver reliable, scalable, and customer-centric service,” said Meralco Executive Vice President and Chief Operating Officer Ronnie L. Aperocho.