Beyond Transactions: Joanne Avendaño’s Customer-centric Approach at GCash
Financial technology is steadily pushing digital transactions to become the norm rather than the exception. For the Philippines’ leading fintech and largest cashless ecosystem GCash, this can be achieved through the art and science of customer care—something that Joanne Avendaño, Vice President for Customer Experience Management, achieves thanks to her strong engineering background and nearly two decades with the company, which have uniquely positioned her to redefine what customer care means in the digital age.
“When we started in 2004, just having a mobile wallet was revolutionary,” says Avendaño, who has been with GCash since its inception. “Back then, customers were excited about the convenience of cashless transactions, but expectations were pretty straightforward – does it work, and is it safe?”
The contrast with today’s customer expectations couldn’t be more stark. “Fast forward to today, and the bar is much higher,” Avendaño explains. “Customers now expect seamless, real-time, and hyper-personalized experiences. They don’t just want a digital wallet, they want an ecosystem that simplifies their financial lives, whether it’s sending money in seconds, getting instant credit, or even investing with a few taps.”
Engineering Trust in a Digital World
With her background in Industrial Engineering, Avendaño brings an analytical rigor to the often-subjective realm of customer experience. Her career path at GCash has taken her through Technology Delivery, Business Operations, and now Customer Experience—a journey that gives her rare insight into how each component of the business affects the end user.
“My Industrial Engineering background hardwired me to see systems, processes, and data as levers for better experiences,” she says. “It’s like solving a complex puzzle wherein I understand customer pain points, mapping out inefficiencies, and designing solutions that actually work.”
This analytical approach serves her well in an industry where trust must be continuously earned. When asked about the challenges of protecting customer trust in digital financial services, Avendaño doesn’t hesitate.
“In digital finance, trust is earned every single day,” she says. “One of the biggest challenges is the ever-evolving threat landscape. Fraudsters are getting smarter, and customer expectations are getting higher. People want seamless experiences, but they also want absolute security. Balancing both without adding friction is a constant challenge.”
Listening at Scale
At the core of Avendaño’s approach is a commitment to truly hearing what customers are saying—and often what they’re not saying yet.
“Listening to our customers is the heartbeat of how we operate,” she explains. “We’ve built a real-time feedback loop that turns customer insights into action. From AI-driven sentiment analysis to deep-dive focus groups, we don’t just collect feedback, we dissect it, find the issues behind the experience, and push for real changes.”
She cites the development of GCash’s fraud prevention enhancements like Double Safe as a direct result of this feedback mechanism. “Customers voiced concerns, and we used their insights to refine our security measures, making transactions safer without unnecessary friction.”
But listening alone isn’t enough. Avendaño has also established processes to ensure that feedback reaches the right teams who can implement solutions. “We have a dedicated team ensuring that customer pain points don’t just get logged but land on the right desks, whether it’s product, risk, or tech, so we can drive meaningful improvements.”
The Human-Technology Balance
In an age of automation and artificial intelligence, Avendaño is careful not to lose the human element that builds lasting customer relationships.
“The key in balancing technology with the human touch is all about making them work together seamlessly,” she explains. “We leverage AI and automation to handle routine inquiries quickly, but we never let technology replace empathy. The key is knowing when to step in with real human interaction, especially for complex or emotionally charged concerns.”
This approach has led to significant innovations in how GCash handles customer care. One game-changer is its AI-powered virtual agent, which assists users to resolve concerns instantly using intelligent answers to their queries. GCash also strengthened our fraud detection capabilities, ensuring safer transactions for our customers.
Yet she emphasizes that technology serves to enhance rather than replace human connection. “Most importantly, we keep human empathy at the core, where our agents are equipped with smarter tools, so they can focus on meaningful conversations rather than repetitive tasks.”
A Woman’s Perspective in Fintech
As a female leader in the predominantly male fintech industry, Avendaño brings perspectives that have proven valuable in understanding and serving customers.
“As a woman leader in fintech, I bring a perspective deeply rooted in empathy, adaptability, and a sharp focus on real-life impact,” she says. “Customer experience is all about anticipating needs, building trust, and making digital finance feel effortless and empowering for every user.”
She believes women often notice patterns others might miss. “Women often juggle multiple roles, which sharpens our ability to think holistically in balancing data, intuition, and human behavior. This helps me design experiences that aren’t just seamless but also meaningful.”
This perspective extends to her home life as well, where she is intentional about instilling leadership qualities in her children. “Leadership starts at home, and for my kids, I don’t just tell them how to lead, but most importantly, I show them how to do it,” she shares.
The three principles she emphasizes are owning decisions, empowering others, and staying curious. “At the end of the day, leadership isn’t about control, it’s about impact. And I want my kids to know that the best leaders create a space where people feel heard, valued, and ready to do their best work.”
Looking to the Future
When asked about the future of customer experience in digital financial services, Avendaño sees a landscape dominated by personalization, AI integration, and an even stronger emphasis on trust.
“The future of digital financial services is all about hyper-personalization, AI-driven support, and trust,” she predicts. “Customers now expect financial platforms to anticipate their needs, whether it’s offering smarter insights, frictionless transactions, or proactive consumer protection.”
She believes the companies that will succeed are those that can balance technological advancement with genuine human connection. “At the heart of it all is trust. With the rise of digital transactions, security and transparency are non-negotiable. Customers want to feel in control of their financial journey, and the brands that can deliver both innovation and reliability will be the ones that thrive.”
For young women considering careers in customer experience or fintech, Avendaño offers clear advice: “Get obsessed with solving real customer problems. Customer experience is all about making things work, seamlessly and intuitively. In fintech, where trust and ease of use make or break a product, that mindset is everything
