Cebuana Lhuillier Pera Padala: Bridging OFWs to their Filipino families Posted by Carrie B. Yan on 01/12/2011 02:24 PM
With more Filipinos going abroad to work every year, the demand for a reliable money remittance service they can use wherever they are in the world continues to rise. To meet this booming demand, remittance companies stake their claim on being the fastest or the one with the best rates. But for Cebuana Lhuillier Pera Padala, their services go beyond speed and low fees, because “damang-dama ang perang padala” is the promise that they guarantee to both the remitters and their beneficiaries. “Our thrust shows the emotional aspect of remittance. The main reason why there are OFWs in the first place is because of their responsibilities to their families,” says Fernando Bacungan, Cebuana Pera Padala general manager. “We believe that every time remitters send money, they are also sending their warm regards and wishes to their loved ones. So we always do our best to be the efficient and reliable company that makes it happen.”
Rapidly expanding to over 1,200 branches nationwide in just a span of 14 years, Cebuana Pera Padala is actively challenging the remittance industry with its innovative service portfolio. By understanding and making their customers’ needs a top priority, the company created a bridge that connects OFWs to their families through extended operating hours, a loyalty program and debit card service, among others. “We always try to identify the needs of the beneficiary to make his remittance service experience more convenient,” Bacungan adds. “For instance, we made remittance more accessible to people living in the provinces with our wide reach. Now they do not need to go to the town proper anymore just to remit, as we brought the service closer to them. We also extended our business hours until 8 in the evening, some branches operate until 10:00 pm, and some are open 24 hours. This is to accommodate the beneficiaries who are busy with their day jobs.”
Enhanced remittance service
Cebuana Pera Padala is not just improving its services within the outlets’ walls. With services such as the 24K Loyalty Card and the Pera Card, the convenient Cebuana Pera Padala experience is extended wherever the beneficiaries may be. Introduced in early 2010, the 24K Loyalty Card is part of Cebuana Pera Padala’s loyalty program where card-holders can earn points with every transaction. The points can be used for discounts at partner establishments, or to waive any transaction charges. Another advantage of this card is convenience, as it comes embedded with a smart chip that is complete with details needed for remittance transactions, making every exchange as fast and accurate as possible. And when card-holders remit domestically, Cebuana Pera Padala will notify them through SMS once their beneficiaries receive the money.
Another enhanced service is the Pera Card, Cebuana Pera Padala’s version of a debit or cash card. Powered by Visa, it is accepted at practically almost every establishment. It is as good as getting the remittance money as it comes in handy for the beneficiary’s regular expenses. Apart from customer programs, the company has also invested in a comprehensive operations system. In cases of unexpected brownouts, Cebuana Pera Padala can still process remittance transactions while other companies halt business due to lack of connection or power. Cebuana Pera Padala is backed-up by an SMS-based remittance service that tracks remittance transactions. This will allow beneficiaries to still get their money in real time despite brownouts and faulty internet connections.
Pera Padala gives back
Even their promo Sagot Ko, Dalawang Taong-Money Remittance Mo! is geared towards rewarding their customers. Winning beneficiaries will get the cash prizes, thanks to Cebuana Pera Padala. The grand prize winner will get P480,000, distributed across two years, while 120 more winners will get P10,000 each. “Our promo stemmed from one of our conversations with an OFW remitter abroad,” Bacungan shared. “We at Cebuana Pera Padala are trying to help our OFW remitters by saving them two years’ worth of remittances. Now, they do not need to worry about sending money to their loved ones here in the Philippines, because Cebuana Pera Padala will provide them with a monthly allowance for two years.”
Cebuana Pera Padala executives also go abroad regularly to keep their pulse on what their OFW market really needs, as well as to establish and strengthen their relationship with them. Through this, they learn valuable insights that help make their services and offerings more innovative and in tune with their customers’ lives. Despite the extensive list of services that makes Cebuana Pera Padala stand out in the remittance industry, the company sees no need to slow down with their enhancements. Cebuana Pera Padala already has more improvements underway, which are sure to help Filipinos thrive, wherever in the world they may be.