A DECADE OF BLAZING TRAILS.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 (L-R) 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.
Customer-centricity remains at the heart of Manila Electric Company’s digital agenda as Manila Electric Company strengthened its long-standing partnership with Salesforce, marking a decade of collaboration with a renewed commitment to innovation and seamless customer experience.
The Manuel V. Pangilinan-led distribution utility recently renewed its enterprise license agreement with Salesforce, known internally as SELA 4.0, reinforcing Meralco’s push to modernize operations while keeping customer needs front and center.
The renewed agreement ensures continued access to advanced CRM technologies that support faster, more responsive, and more intuitive customer interactions.
Over the past ten years, Meralco has relied on Salesforce to power its Customer eXperience Engine, or CXE, which has become the digital backbone of its customer service ecosystem. Built on Salesforce’s CRM platform, CXE enables customers to apply for new electricity service, view and pay bills, and report outages through a single, integrated portal.
Today, the platform supports millions of customers across multiple digital touchpoints, simplifying everyday transactions and reducing friction in service delivery.
PARTNERS IN CUSTOMER CENTRICITY AND DIGITAL TRANSFORMATION. 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 (L-R) 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.
With the expanded collaboration, Meralco is also deepening its use of the Salesforce Energy & Utilities platform, which offers industry-specific tools and workflows tailored to utility operations. These capabilities allow the company to respond more quickly to evolving customer expectations and regulatory requirements, while ensuring its digital systems remain scalable and future-ready.
Reflecting on the partnership’s evolution, Meralco Senior Vice President and Chief Revenue Officer Ferdinand O. Geluz underscored the shared drive to continuously elevate customer experience through technology. He noted that the collaboration has consistently pushed both organizations to move faster, think bigger, and deliver outcomes that directly matter to customers.
Geluz also pointed to the significant expansion of Meralco’s digital and self-service channels over the past decade, a transformation that proved critical during the pandemic, when customers needed uninterrupted access to support regardless of location or circumstance. This sustained focus on convenience and responsiveness is reflected in Meralco’s Customer Experience Index score, which reached 94.57 percent as of 2025, measuring service effectiveness, ease, and emotional satisfaction.
Salesforce Executive Vice President and Managing Director for South Asia Sales and Distribution Arun Parameswaran echoed the broader impact of the partnership, describing Meralco’s work as foundational to nation-building. He emphasized that reliable, digitally enabled power services play a crucial role in supporting the Philippines’ long-term infrastructure and economic development.
As part of the renewed agreement, Meralco is also introducing artificial intelligence-powered capabilities into its service operations through the integration of Salesforce Agentforce.
These AI-assisted tools are designed to improve the handling of customer concerns, shorten resolution times, and allow customer service agents to focus on more complex cases, ultimately improving efficiency and service quality.
Meralco teams will likewise benefit from Salesforce’s Signature Success Plan, which provides structured technical guidance and performance oversight. This support framework is expected to help Meralco safely deploy platform enhancements, maintain governance standards, and ensure alignment with enterprise architecture and operational protocols.
For Meralco Executive Vice President and Chief Operating Officer Ronnie L. Aperocho, the renewed partnership goes beyond a technology upgrade. He described it as a strategic foundation that positions both organizations to deliver reliable, scalable, and customer-focused service as Meralco moves into 2026, backed by the right platform, governance, and long-term collaboration.