Boosting the PLDT Group’s continued efforts to lift the quality of its customer experience by strengthening internal capabilities and championing process excellence, Anti-Red Tape Authority (ARTA) Undersecretary Gerald G. Divinagracia shared key insights on process reform and transformative digitalization during the launch of Atin ’To!, PLDT and Smart’s latest internal drive geared at improving operational excellence and elevating customer experience.
Spearheaded by the Internal Audit, Business Excellence and Quality Management (BEQM), and People Group teams, the program builds on Project OWN, a transformation initiative which reinforces a culture of accountability, collaboration, and continuous improvement across the organization.
“Accountability and ownership are essential for us to move forward,” said Gina B. Santos, PLDT Group Internal Audit Head. “This program represents our shared commitment of building sustainable progress for the company, with each of us playing an important role in making it happen.”
Speaking before PLDT and Smart key senior leaders and executives, Usec. Divinagracia emphasized the importance of a process-first mindset in any transformation effort—underscoring that technology alone cannot solve inefficiencies.
“When you automate an efficient operation, you magnify the efficiency. But when you automate an inefficient one, you amplify the inefficiencies as well,” he said. “Before technology, look at the process. That’s the foundation.”
Divinagracia discussed “Transformative Digitalization,” which is a holistic approach that goes beyond automation and focuses on end-to-end improvements involving strategy, governance, and leadership. Citing as examples ARTA’s work with various government agencies, Divinagracia highlighted how streamlining processes, instilling accountability, and building process maturity are key to improving service delivery at scale.
ARTA Usec Gerald Divinagracia discusses “Transformative Digitalization,” which is a holistic approach that goes beyond automation and focuses on end-to-end improvements involving strategy, governance, and leadership.
It is notable that under the leadership of ARTA Secretary Ernesto V. Perez, the agency has actively championed transformative digitalization as a core strategy for improving ease of doing business in the country. His guidance and leadership has reinforced ARTA’s alignment with President Ferdinand R. Marcos Jr.’s 8-point socio-economic agenda, particularly on enhancing bureaucratic efficiency through improved government service delivery and transformative digitalization.
In his message, PLDT Chief Operating Officer Butch G. Jimenez reinforced the timeliness and relevance of the initiative. “We now have the right focus, the right tools, and the right team,” said Jimenez. “Technology is at the center of this, and so is AI—but in the end, it’s really up to all of us to make it happen.”
“True transformation doesn’t happen through technology alone,” said Gilbert Gaw, PLDT IT and Transformation Head. “It happens when people, processes, and purpose come together.”
Underscoring the long-term value of process discipline, Usec. Divinagracia noted that well-designed systems not only improve day-to-day operations but also enable organizations to respond effectively to change.
“In times of crisis, nimble and well-managed processes allow an organization to adapt quickly,” Usec. Divinagracia said. “Good processes don’t just make things run smoothly—they help companies prepare for the future.”
Reiterating the company’s shared commitment to operational excellence, the Atin ’To! campaign reflects PLDT’s broader transformation agenda. Through strengthened internal processes, PLDT aims to deliver a more seamless, responsive, and elevated experience for its customers.
