UnionBank’s omnichannel journey: Overcoming obstacles, delivering results

The omnichannel approach to CX provides clear benefits. Ensuring seamless, consistent and personalized interactions across multiple touchpoints not only optimizes support but also strengthens customer loyalty and drives sustained growth.

Many brands in the Asia-Pacific (APAC) region are embracing the omnichannel model, recognizing its potential to transform customer engagement. However, implementing an effective omnichannel CX strategy presents multiple challenges. UnionBank of the Philippines provides a prime example of how these can be overcome.

On the frontline of the bank’s omnichannel mission was Sam Tolentino, working then as AVP, head of voice of the customer, training and quality management. 

Picked out as one of CX Network’s 20 leaders to watch in 2024, Tolentino is a seasoned CX practitioner with decades of experience. Speaking at the online event All Access: The Future Contact Centers Trends & Technology APAC, he shared insights on the advantages of the omnichannel model and how UnionBank overcame the obstacles it faced on its journey towards successful implementation.

Unifying channels for seamless CX

Tolentino highlighted the long-standing issue of siloed communication channels, where customers repeatedly provide the same information across different touchpoints.

Outlining common customer frustrations, he explained: “Most of us, if not all of us, have experience of communicating with a company or an organization via email because we're just too busy. And then something comes along the way. There's some urgency, where we need to contact customer service or the hotline, only to find out that we're going to have to repeat all of the information that we've provided during the email interaction all over again.”

To address these customer pain points, UnionBank sought to connect all customer interactions into a single, cohesive system. The aim of this approach was to give representatives access to a complete history of customer interactions, reducing frustration and improving service efficiency.

“It makes it easy for a representative to provide a really good customer experience, because they have access to all the information or interactions that the customer has gone through, whether it’s via voice, via chat, via email or via social media,” Tolentino explained.

Adapting to changing customer preferences

One of the key advantages of this approach is the ability to cover differing communication preferences across a range of demographics. As consumer habits continue to evolve, particularly among younger generations, UnionBank has been able to adjust accordingly. 

"Fifteen or 10 years ago, everybody would prefer talking to people or customer service representatives," Tolentino observed. "But we've seen a huge shift for Gen Z and younger people nowadays, wherein this is not their preferred medium or preferred channel.”

Digital transformation is, therefore, essential. However, it’s equally important to maintain support for customers who still prefer face-to-face interactions or speaking directly with a representative over the phone. Many older customers find comfort in personal engagement, valuing the reassurance that comes from a direct conversation with a human agent.

By adopting its omnichannel approach, UnionBank was able to give customers of all ages the flexibility to engage through their preferred channels – whether that represented a quick chat message, an email, a phone call, or an in-person visit. This balance between digital convenience and human interaction is key to delivering a truly inclusive customer experience.

Overcoming omnichannel challenges

Tolentino acknowledged several key obstacles that are commonly faced when implementing an omnichannel CX strategy. One of the biggest is securing the necessary investment. "These platforms are not cheap,” he observed.

To get the green light, it’s important to clearly demonstrate how the omnichannel approach can improve efficiency, reduce costs and enhance customer satisfaction, making it a worthwhile investment in the long run.

Tolentino also pointed out that some companies rush into investing in new technology, leading to inefficiencies or wasted resources.

"I've been in very aggressive organizations that have the budget, but without truly understanding capabilities and the needs of the organization,” he said. “They just jump the gun and later realize that they jumped too quickly."

Data integration is another major challenge, particularly in a large organization like UnionBank, requiring organization-wide collaboration.

"The data integration and synchronization is, I would say, one of the most challenging pieces in terms of transitioning to an omnichannel platform, and it takes so much time and effort from so many other groups,” Tolentino explained. “And then you'll get a lot of ‘aha’ moments when you're doing this, where you find out that, oh, this group we didn't think of are actually critical to this integration.”

Beyond the technical challenges, Tolentino also spoke about resistance to change among employees, many of whom are accustomed to traditional workflows. 

"You're going to be encountering a lot of pushbacks,” he warned. “They don't want to get involved. For them, deviating from what they've been doing for years and years is an added burden."

Transparency and clear communication with employees are essential, therefore. Fully outlining the goals and benefits of the transformation helps secure buy-in, while thorough training and support can ensure a smooth transition.

Reaping the benefits of omnichannel CX

Despite the challenges, UnionBank has seen clear benefits from its omnichannel strategy. One of the biggest improvements has been faster and more accurate resolutions to customer inquiries. Tolentino explained how representatives now have better access to information, reducing the need to escalate issues.

“Instead of asking the experts, they have the information already at their disposal, which is a huge gamechanger,” he explained. “Now, instead of asking their teammates, instead of asking their supervisors, agents have the tools and solutions they need, and more.” 

This efficiency has also led to cost savings. By shifting a significant portion of interactions from voice calls to more cost-effective channels like email, chat and self-service, UnionBank has reduced operational expenses.

Moreover, the availability of integrated data has improved UnionBank’s ability to develop service strategies. “You now have data that wasn’t available before,” Tolentino observed. “It was there, but you didn’t have a single repository or single tool that put it all together into good use. 

“With the availability of such data, organized and synchronized, we've seen service strategies change, which eventually leads to a higher success rate in terms of upselling and cross-selling.”

Scalability has been another key benefit. With a more integrated system, UnionBank is well-positioned to maintain service quality as the organization grows.

As Tolentino summarized: “Accurate and fast resolution – that's the first, the basic expectation. And that’s what the omnichannel platform allowed us to achieve and maintain.”

All Access: The AI Revolution in CX & Contact Centers APAC

All Access: The AI Revolution in CX & Contact Centers APAC from 11-12 March 2025 will showcase case studies and provide the tools needed to deliver personalized, efficient, and seamless customer interactions, helping you thrive in a market where diversity and evolving customer preferences present distinct challenges.
 

Register Now