GCash Wins Best Digital CX Transformation at CX Global Summit 2026

#GCash recognized for turning customer insights into faster, more responsive support
At the CX Global Summit Philippines 2026, GCash shares how customer feedback, responsible innovation, and human-centered service are helping create more trusted and meaningful customer experiences.
 
GCash takes home the Best Digital CX Transformation Award and Excellence in Omnichannel Experience Award at the CX Global Summit Excellence Awards, recognizing its continued commitment to delivering faster, smarter, and more seamless customer experiences.


Millions of Filipinos rely on GCash every day to manage important parts of their financial lives. Delivering a reliable, responsive, and accessible customer experience is fundamental to earning and maintaining trust. By listening closely to users, acting on customer feedback, and applying technology thoughtfully, GCash continues to improve how support is delivered across every customer touchpoint.

This commitment was recently recognized at the CX Global Summit Excellence Awards, where GCash received the Best Digital CX Transformation Award and Excellence in Omnichannel Experience Award. The recognition reflects the ongoing focus of GCash on customer-centered innovation, continuous improvement, and the responsible use of technology to enhance service delivery.

Held as part of the 3rd Annual CX Global Summit Philippines 2026, the event brought together customer experience leaders, digital innovators, and transformation executives to explore how excellence in customer experience drives resilience and long-term growth. Organized by Fortinus Events, the summit serves as a regional platform for sharing best practices in AI-enabled customer experience, omnichannel engagement, and data-driven decision-making.

With the theme “Driving Resilience and Growth Through Experience Excellence,” the summit underscored how customer experience has become central to business strategy in an increasingly competitive and transparent landscape, while recognizing organizations that demonstrate measurable impact and innovation.

At the summit, GCash Vice President for Customer Experience Management Joanne Avendaño shared how GCash transformed customer feedback into a decision-making framework that ensures customer needs directly shape service improvements. By consolidating insights from surveys, support tickets, AI-assisted support interactions, and customer research, GCash is able to identify pain points more effectively and continuously improve customer journeys, policies, workflows, and support channels.

These insights translate into tangible improvements that help customers resolve concerns faster and access support more easily. The Best Digital CX Transformation Award recognizes efforts by GCash to apply AI and automation in ways that improve customer support while keeping accessibility, reliability, and trust at the center of every innovation.

For GCash, technology is designed to enhance, not replace the customer experience. AI helps simplify routine interactions, reduce response times, and enable customer care specialists to focus on more complex and sensitive concerns. This approach allows GCash to scale support while preserving the human touch that remains essential to building confidence and trust.

The Excellence in Omnichannel Experience Award highlights the evolution of Gigi, the AI-powered chatbot of GCash. With improved natural language understanding and smarter intent recognition, Gigi can better understand customer concerns and provide clearer, more contextual assistance in real time. In many cases, Gigi can help resolve routine inquiries quickly and accurately, reducing friction across the customer journey.

The goal is not simply to automate support, but to make assistance more intuitive, accessible, and responsive while ensuring customers continue to have access to human support when they need it most.

For GCash, customer experience is ultimately about helping customers feel supported, confident, and secure in managing their financial lives. These recognitions reinforce the commitment of GCash to listening to customers, turning feedback into action, and using technology responsibly to solve real-world needs. As digital services continue to evolve, GCash remains focused on ensuring innovation strengthens, not replaces the human connections that build long-term trust.

For more information, please visit www.gcash.com.