Creating a wow experience in the Philippines
Our BPO sector has firmly positioned the Philippines as the world’s heart of customer experience. Why can we not make the rest of the country the WOW hub of the world? A place where every encounter is a wow experience.
Imagine a Philippines where every interaction, whether with a friendly local or government official, impresses and satisfies you, where visitors and citizens alike are greeted with warm smiles, efficient service, and a sense of genuine care. A place where every interaction with public services is not just a transaction but an opportunity to create a lasting positive impression.
If we put all our hearts, minds, and efforts into it, this vision of a Philippines transformed into a wow experience hub will not just stay a dream. It should be an achievable goal realized through strategic planning, dedicated implementation, and a commitment to excellence. Let us look at two areas that, if improved, would significantly impact how everyone sees our country: public service and tourism.
An experience usually comes from information derived from our five senses: sight, smell, hearing, taste, and touch. We see many examples of typical bad experiences when transacting with government offices. Like when we are made to line up for hours just to be able to transact. Or finding out that the comfort rooms in the office are dirty, stinky, and have no water. Or seeing the staff occupied with other things unrelated to their work rather than giving you their full attention.
The typical experience of firsttime visitors to the country would usually start with what they see in the airport. Smiling airport staff, well-managed queues, clean surroundings and washrooms, and convenient transportation to get them to their final destinations. These will all create a great first impression for tourists visiting the Philippines for the first time. Remember, the goal is to make them feel welcome, safe, and excited to explore all that the country offers.
How do we create a wow experience for our citizens and visitors?
We can start by trying to understand the audience. Who are they, and what do they need? Conducting surveys and focus groups can help us gain insights into their preferences and expectations. Does greeting them with a smile make them feel welcome, more comfortable, and at ease?
Once we have a clear understanding of our audience, we need to identify the touchpoints where we can create a wow experience, which could be anything from a website to a physical location. Can they quickly get the information they need to navigate the transaction process? Tourists may also require information to find their way around.
Once we know where to create the wow experience, we can quickly think about what would make their experience memorable and unique. How might we make the lines shorter or adequately managed? How can we make their waiting time more comfortable? How can we show respect for the diverse cultures of our audiences? How might we best provide tourists with information about the local culture, customs, and traditions to help them better understand and appreciate the country?
Finally, once the wow ideas are implemented, we need to measure the impact of the wow experience by understanding how our audience responded to the experience. The usual way this is done is by surveys or by random feedback collection. The other option is to do it the same way it is conveniently done in banks, hotels, ecommerce platforms, and ride-hailing apps like Grab - by rating the service. The feedback would help us improve and recalibrate our approach.
Creating a wow experience is about exceeding our audience’s expectations and creating a memorable experience. It is also about feeding their five senses with information that will get them to say wow! Convenience, warmth, and safety are additional elements that make their experience delightful and leave a lasting impression on them.
It is about making the country more attractive to tourists or improving the lives of citizens; it's about building a national identity synonymous with excellence, hospitality, and efficiency.
Dirty offices and airports will not produce the wow experience we want them to have. I remember the last time I went home to my province for my mom’s birthday. I was surprised to see how the relatively new airport, which was supposed to be an international gateway in that region, seems to have fallen to poor maintenance. There was trash all over the place, and the toilets were either not functioning properly or were uncleaned. Are they not supposed to be provided with the proper budget to maintain the facility properly as an international airport? This will not help create an excellent first impression for visitors to the region.
Creating a wow experience in the Philippines is not just about making the country more attractive to tourists or improving the lives of citizens; it's about building a national identity synonymous with excellence, hospitality, and efficiency. It's about creating a Philippines that is truly world-class.
(The author is an executive member of the National Innovation Council, lead convenor of the Alliance for Technology Innovators for the Nation (ATIN), vice president of the Analytics and AI Association of the Philippines, and vice president, UP System Information Technology Foundation.)