Daily Tribune‘Together, we have been consistently challenged to think bigger, move faster and deliver outcomes that matter to our customers. We both remain committed in supporting and attaining that vision.’ — Meralco chief revenue officer Ferdinand O. Geluz
MERALCO recently renewed its enterprise license agreement with Salesforce (SELA 4.0) for a three-year term, building on a decade-long partnership to further enhance customer experience. Seen in the photo are (from left) Meralco SVP and chief information officer Rocky D. Bacani, Meralco SVP and chief revenue officer Ferdinand O. Geluz, Salesforce EVP and managing director–Sales & Distribution for South Asia region Arun Parameswaran, and Salesforce Regional VP and country manager for Philippines Abraham Cuevas.
MERALCO recently renewed its enterprise license agreement with Salesforce (SELA 4.0) for a three-year term, building on a decade-long partnership to further enhance customer experience. Seen in the photo are (from left) Meralco SVP and chief information officer Rocky D. Bacani, Meralco SVP and chief revenue officer Ferdinand O. Geluz, Salesforce EVP and managing director–Sales & Distribution for South Asia region Arun Parameswaran and Salesforce Regional VP and country manager for Philippines Abraham Cuevas.
FERDINAND O. Geluz
With customer-centricity at the core of its operations, the Manila Electric Company (Meralco) has marked another milestone in its digital transformation journey by strengthening its partnership with Salesforce — the global leader in customer relationship management (CRM) technology — to deliver smarter, more seamless customer experiences.
The Manuel V. Pangilinan-led distribution utility recently renewed its enterprise license agreement with Salesforce (SELA 4.0), ensuring that Meralco continues to leverage advanced technologies to improve efficiency and elevate customer experience.
Driving digital transformation forward
Through this stronger collaboration, Meralco can utilize the Salesforce Energy & Utilities platform, which provides industry-specific tools and workflows designed for utility operations. This enables the distribution utility to adapt more quickly to changing customer needs and regulatory requirements, while keeping its digital systems future-ready.
Over the past decade, Meralco has worked extensively with Salesforce to power its Customer eXperience Engine (CXE) — the digital backbone of its customer service operations. Built on Salesforce’s CRM technology, CXE allows customers to apply for new electricity service, view and pay bills, and report outages through a single, integrated portal.
Today, CXE supports millions of Meralco customers across multiple touchpoints, making everyday transactions simpler and more convenient.
Reflecting on the decade-long partnership between the two companies, Meralco senior vice president and chief revenue officer Ferdinand O. Geluz reaffirmed their shared commitment to continuously enhancing customer experience through digital innovation.
“Together, we have been consistently challenged to think bigger, move faster, and deliver outcomes that matter to our customers. We both remain committed in supporting and attaining that vision,” he said.
Geluz, who has played a key role in the strategic partnership with Salesforce since its inception, noted that Meralco has significantly expanded its digital and self-service channels over the past decade — ensuring customers can conveniently access support anytime and anywhere, even during the pandemic. This expansion has made everyday transactions simpler and more responsive, reflecting the company’s commitment to customer-centricity.
These efforts are highlighted in Meralco’s performance with its Customer Experience Index (CXI) score hitting 94.57 percent as of 2025. The CXI is a metric used by Meralco to assess customer service across the key dimensions of effectiveness, ease, and emotional satisfaction.
“As we mark this next phase of our strategic partnership and collaboration, we further look ahead in confidence — not just to extend what is working, but to unlock even greater value in the years to come,” Geluz said.
For his part, Salesforce executive vice president and managing director–Sales & Distribution for the South Asia region, Arun Parameswaran said: “At the end of the day, nothing brings us more pride than being part of nation-building, and I think about the work that Meralco does — it’s a very critical part of nation-building and infrastructure in the country. I look at the opportunity here in the Philippines, and I have to believe that what you’re doing is so foundational to the future of this country.”
Adopting AI-powered solutions
Under the renewed strategic partnership, Meralco is also introducing artificial intelligence (AI)–powered solutions into its service operations through the integration of Salesforce Agentforce. These AI-assisted functions aim to improve customer concern handling, reduce resolution time, and help customer concern agents focus on more complex cases for better efficiency.
Meralco personnel are also expected to benefit from Salesforce’s Signature Success Plan, which provides structured technical guidance and performance oversight. This support model is critical in equipping Meralco personnel with the expertise needed to safely deploy digital platform enhancements, maintain governance standards, and ensure alignment with the company’s enterprise architecture and operational protocols.
More than a technology upgrade, the renewed partnership between Meralco and Salesforce represents the distribution utility’s broader strategy to transform customer experience through digital transformation.
“As we move into 2026, Meralco and Salesforce stand ready — with the right platform, the right governance, and the right partnership — to deliver reliable, scalable, and customer-centric service,” Meralco executive vice president and chief operating officer Ronnie L. Aperocho said.
