Embodying culture of genuine care for customers: How 2GO aims to elevate customer experience with DOT’s FBSE program

Philippines – At the core of customer service is always genuine care, which is known as malasakit in the Philippines. Going beyond superficial ways, malasakit as a value extends to acts that make people feel seen, and their needs addressed.

This is what logistics provider 2GO aims for in its partnership with the Department of Tourism (DOT) for the Filipino Brand of Service Excellence (FBSE) program.

The FBSE Program is an initiative spearheaded by the Department of Tourism that is aimed at enhancing the quality of service in the Philippine tourism industry to reflect the Filipino culture of warmth and hospitality. By empowering frontliners with the knowledge and skills to provide excellent service, the program seeks to create a unique and remarkable experience for tourists.

As part of the initiative, 2GO has sent 14 participants to DOT’s learning course, allowing them to train other team members after the course.

In an exclusive interview with MARKETECH APAC, Blessie Cruz, business unit head of retail at 2GO, shares 2GO’s goals of elevating customer service through the FBSE program.

‘Customer first’ practice

As a logistics provider, 2GO is committed to hospitality. For the company, ‘customer first’ is more of a core value than a slogan, Cruz said. 

“Our goal is to bring this to life through behaviours that ensure our customers feel the warmth and malasakit that is deeply rooted in our culture. These qualities make us uniquely Filipino, and we’re proud to showcase them,” she said.

According to her, 2GO aims to make customers feel at home in their vessels or stores by aligning with the FBSE. Its employees carry this goal by starting with the “Mabuhay” greeting, which aims to welcome people.

“Together, 2GO and DOT are committed to showcasing Filipino hospitality in every interaction with our customers,” she said.

The FBSE program is marked by the Filipino culture of being hospitable, and 2GO aims to extend this warmth to its customers.

“Our goal is to enhance each journey so that our passengers look forward to sailing with us again and again. This program isn’t just about meeting expectations; it’s about creating experiences that leave a lasting impression,” she explained.

Seal of excellence

Through the FBSE program, 2GO is set to elevate its service for customers, aiming for excellence.

“By embedding FBSE principles across our operations, we elevate our standard of service in a way that reflects the rich heritage of Filipino hospitality,” Cruz said.

Consequently, 2GO is carving a distinct place in the market through the program, marking its position as a provider of excellent service.

“As the only freight and logistics provider certified by DOT to carry the FBSE seal, 2GO stands out as an ambassador of service excellence, giving us a unique position in the market,” she shared.

The key initiatives of the program include FBSE training for all employees and vessel crew, integration of FBSE principles across all 2GO services, and cultivation of a culture that encapsulates the FBSE values.

“At 2GO, we’re committed to continually raising the bar in customer service. We actively seek customer feedback and use it to refine our processes, ensuring we exceed expectations,” she said.

Embodying ‘national brand’

The FBSE program is all about solidifying and embodying an undoubtedly Filipino branding.

“Embodying a national brand gives 2GO a distinctive Filipino identity grounded in warmth and malasakit. It’s a source of pride to join DOT in bringing hope and resilience to our customers, showing that, despite challenges, we continue to serve because they are at the heart of what we do,” Cruz said.

As a DOT ambassador that aims to be known for excellent customer service through the program, 2GO can promote the Filipino experience worldwide, inviting more people to visit the country.

“By championing the national brand, we not only strengthen our business but also contribute to the growth of the tourism sector and, in turn, the Philippine economy,” she said.

Through its partnership with DOT, 2GO is committed to delivering a uniquely Filipino service. This dedication not only benefits its customers but also contributes to the global image of the Philippines while setting a new standard for customer service in the industry.