Manila Electric Company (Meralco) has renewed its enterprise license agreement with Salesforce for another three years, extending a decade-long partnership while introducing artificial intelligence tools to further improve customer experience and service efficiency.

The renewed agreement, known as SELA 4.0, allows Meralco to expand its use of Salesforce’s Energy & Utilities platform and deploy AI-powered solutions designed to shorten resolution times, improve concern handling, and support customer service agents as transaction volumes grow.

Meralco said the move builds on years of digital transformation aimed at making customer transactions faster, simpler, and more accessible across channels.

A decade of digital collaboration

Meralco has worked with Salesforce for more than 10 years, using the platform as the backbone of its customer service operations.

At the core of this collaboration is Meralco’s Customer eXperience Engine (CXE), a digital platform built on Salesforce’s customer relationship management technology. CXE enables customers to apply for new electricity service, view and pay bills, and report outages through a single integrated system.

The platform now supports millions of customers across multiple touchpoints, reducing reliance on in-person transactions and improving service continuity—particularly during the pandemic, when digital channels became essential.

Meralco Senior Vice President and Chief Revenue Officer Ferdinand O. Geluz said the partnership has consistently pushed both organizations to improve how services are delivered.

“Together, we have been challenged to think bigger, move faster, and deliver outcomes that matter to our customers,” Geluz said.

AI enters Meralco’s service operations

Under the renewed agreement, Meralco is introducing artificial intelligence into its customer service workflows through Salesforce Agentforce.

The AI-assisted tools are expected to help manage routine inquiries, reduce resolution times, and allow customer service agents to focus on more complex cases. Meralco said the technology is designed to enhance efficiency while maintaining service quality and governance standards.

Employees will also receive support through Salesforce’s Signature Success Plan, which provides structured technical guidance and performance oversight to ensure safe deployment of new digital capabilities.

Meralco said this approach allows the company to modernize operations without disrupting critical systems that support electricity distribution.

Platform built for utilities

Meralco will continue to use the Salesforce Energy & Utilities platform, which offers industry-specific tools tailored for utility operations.

The company said the platform helps it respond more quickly to customer needs, adapt to regulatory requirements, and keep its digital systems future-ready as electricity demand and service expectations evolve.

Measurable gains in customer satisfaction

Meralco tracks service performance through its Customer Experience Index (CXI), which measures effectiveness, ease of transaction, and emotional satisfaction.

As of 2025, the company’s CXI score reached 94.57 percent—an outcome Meralco attributes to expanded self-service channels and improved digital workflows.

Geluz said the next phase of the partnership focuses on building on these gains rather than maintaining the status quo.

“As we move forward, we’re looking not just to extend what is working, but to unlock greater value for our customers,” he said.

Partnership anchored on long-term service delivery

Salesforce Executive Vice President and Managing Director for South Asia Arun Parameswaran said the collaboration reflects the role of utilities in national development.

He said Meralco’s work underpins economic activity and daily life, making reliable and responsive customer service essential.

Meralco Executive Vice President and Chief Operating Officer Ronnie L. Aperocho said the renewed agreement positions the utility to scale its customer experience initiatives in the coming years.

“As we move into 2026, Meralco and Salesforce are ready—with the right platform and governance—to deliver reliable, scalable, and customer-centric service,” Aperocho said.

Meralco said the renewed partnership reflects a broader strategy to integrate digital tools and AI into core operations, ensuring that customer service evolves alongside the country’s growing power needs.

How will long-term digital partnerships shape how consumers experience essential services like electricity in the years ahead?

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