Article
Alice Elesio is an ideal customer for the telecommunications industry. In each encounter with her 1,000-plus neighbors in the village of Oslog in Cebu, she tirelessly tries to persuade those who are not yet Globe subscribers to switch. She appeals to their conscience and emotions. “I tell them that Globe has been good to our community and we should reciprocate by patronizing the company”. Her efforts are a result of Globe’s participation in livelihood projects in her community to win the people’s hearts and minds. On top of the usual motivation of giving back, telecommunication companies in the Philippines are at the forefront of revolutionizing the local concept of CSR. Woven into their CSR projects is an expectation of a payback.