Case Study: GCash achieves rapid response and scalable support for 20M customers with Zendesk Messaging

GCash + Zendesk 20 million e-wallet customers, a transformed experience

GCash, the Philippines’ leading e‑wallet with 20 million customers and 70,000 partner merchants, faced growing pains as it scaled into a lifestyle app—handling roughly 300,000 support tickets a month across phone, chat, email and help center. Fragmented channels, limited self‑service and strict security/compliance needs left response times drifting toward 24 hours and threatened customer trust for a business that holds users’ money.

GCash implemented Zendesk Support, Talk, Chat and Guide to create an integrated omnichannel experience, embed chat in the app, enable self‑service, and streamline escalations with Side Conversations and reporting. The changes cut overall response times from 24 hours to two hours (live chat averaging 26 seconds), deflected up to 90% of how‑to queries to self‑service, improved CSAT, and boosted agent efficiency—positioning GCash to scale support more effectively.

GCash

Joanne Avendano

Vice President of Customer Experience