RICE on two fronts: How eTap’s dedication to service uplifts customers and partners

Did you know that around 44% of Filipinos aged 15 and older still remain unbanked (Philippines’ unmet banking needs, 2023)? While the fight for financial inclusion in the Philippines has made great progress in the past few years, the journey to equip Filipinos with basic financial services still has a long way to go.

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As a provider of financial services, eTap understands nothing is more important than putting customer service front and center.  At eTap, the company’s guiding principle centers around the acronym, RICE: Respect, Integrity, Continuous Learning, and Excellence. RICE acts as a north star that all eTap employees uphold in every interaction with the company’s users and its 316 key accounts and store partners across the country.

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Here are the different ways RICE guides eTap’s approach to delivering exceptional service and fostering strong partnerships:

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Respect. Respect is the foundation of any strong relationship. At eTap, respect means listening to customers and partners, understanding their unique challenges, and working together to find solutions that truly meet their needs.

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Joe Muldera, Head of Business Development, shared, “We chose to launch our services in Visayas and Mindanao, starting in Iloilo and then Bacolod, because we understand how difficult it can be to perform financial transactions in more rural areas.

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“Today, we have the most machines in these regions, ensuring that underserved communities have access to vital financial services.”

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Furthermore, Gabrielle Rubio, Head of Finance and Accounting, emphasized that eTap acknowledges its main market is also unbanked people. eTap’s user base includes everyone from delivery riders to vegetable vendors. When communicating with such a broad audience, it is crucial that all of the company’s materials use copy that is clear and concise, staying away from jargon and overly complex language.

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Head of Marketing Enzo Macaraeg chimed in that following the principle of ‘Respect’ drives eTap’s Marketing Department to maintain close coordination with customer service—ensuring that even marketing staff are fully equipped to answer customer queries. This seamless collaboration enables the marketing team to make informed decisions about what material to post, keeping them agile and responsive to critical current events. For instance, eTap promptly posts advisories whenever partner e-wallets undergo maintenance or when typhoons may impact their machines.

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Finally, respect also means knowing when to give swift, personalized replies from real people. Although eTap utilizes chatbots to handle routine inquiries, complex or sensitive issues are promptly escalated to human agents for a more thoughtful response.

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"I remember a time when someone relied on our machines to complete a crucial transaction for a hospital.

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“They were given priority because our services were essential to their needs.

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“It really highlighted just how critical our role can be in urgent situations,” recalled Macaraeg.

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Integrity. When providing financial services, integrity is not just an option—it is a necessity. eTap's commitment to integrity is evident in its approach to maintaining its machines and supporting its key accounts and partner stores. By performing regular maintenance and having satellite offices nearby, eTap ensures reliable service and transparency, reinforcing its dedication to consistent and honest operations.

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eTap ensures that satellite offices are always within biking distance of partner stores, allowing technicians to reach them quickly and efficiently when support is needed. eTap also employs a Central Monitoring Team that remotely oversees machine performance to identify any downtime.

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Additionally, technicians conduct regular inspections to ensure that every component, from the bill acceptance system to the locks, is functioning properly. Technicians also carefully monitor each machine’s supply of thermal paper to ensure it is adequate for the expected volume of transactions. This attention to detail is crucial, particularly given eTap's Average Daily Gross Transaction Volume of Php400 million and an Average Daily Transaction Count of 300,000.

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Muldera further detailed that the company’s Partner Success division even offers an onboarding process for eTap’s partners, walking them and their staff through how their machines work. Should troubleshooting prove insufficient, this process also instructs them on the appropriate channels to seek further assistance.

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Continuous learning. While services like bills payment and e-wallet deposits remain in constant demand, client needs naturally evolve. eTap is committed to supporting its store partners, most of whom are small and medium enterprises (SMEs). Two key innovations in this area are ePromote and ePuhunan.

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ePromote allows businesses to advertise using eTap’s machines, while ePuhunan offers a deposit solution that ensures store partners' funds are deposited into their bank accounts by the next day.

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The idea for ePuhunan originated from a visit to Butuan, where it was discovered that store partners faced difficulties in depositing their end-of-day sales. Many had to use pawn shops, which carried risks and time constraints or were unable to access banking services due to the small size of their transactions or the lack of armored trucks. This often required store managers to leave their stores to handle deposits. To address this issue, ePuhunan was developed as a deposit solution for store partners. The service ensures that deposits are in their bank accounts by the next day.

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Meanwhile, ePromoter allows businesses to advertise on eTap machines’ screensavers. Given that nearly 75% of eTap’s 3,000 machines are strategically located in grocery stores, convenience stores, and pharmacies, these screens are ideally positioned to capture high foot traffic, making them an efficient choice for targeted advertising.

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‍Excellence. Excellence is about more than just meeting expectations—it is about exceeding them. Rubio recounted a touching story about the real impact of eTap’s services.

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She shared a post from a rider who said, “Before using eTap, I would have to stay out late, often getting home around 10 PM, and missing out on time with my family.

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“My routine meant waking up early the next morning to handle everything.”

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The rider continued, “Since I started using eTap’s machines, I’ve been able to finish my transactions by 5:00 or 6:00 PM.

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“Now, I can get home earlier and actually spend quality time with my wife and kids.”

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Rubio reflected, “Hearing stories like this really highlights how our commitment to convenience and efficiency can make a meaningful difference in people’s lives.”

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Overall, eTap Solutions President and CEO Carlo Hernandez stressed that although eTap is proud of its technical capabilities and emphasis on innovation, what really sets the company apart is its dedication to providing quality service. “We’re careful to operate so that things are reliable 99.95% of the time,” Hernandez said.

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“That 0.05% however? We want our customers and partners to know that during that 0.05%, their concerns will be handled with a personal touch and genuine care.

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“We’re committed to addressing issues in a way that prioritizes human connection and empathy.”

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eTap’s commitment to quality service is crucial in a country where so many depend on reliable financial transactions. In fact, studies reveal that a growing number of Filipinos rely on digital transactions, such as the domestic remittances supported by eTap. A Global Findex report cited by the Bangko Sentral ng Pilipinas (2024) shows that the percentage of Filipinos sending domestic remittances has increased from 25% in 2017 to 39% in 2021. These transactions are crucial for daily living, education, and healthcare, making every peso and centavo count.

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eTap’s dedication to Respect, Integrity, Continuous Learning, and Excellence ensures that vital funds are moved safely and efficiently, supporting countless Filipino families.

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Thumbnail by Brennan Cahilig (Multimedia Designer)