Innovation: NLEX’s Response to Customer Obsession

By Rosy S. Santos

We innovate by starting with the customer and working backwards. That becomes the touchstone for how we invent.

Jeff Bezos, Executive Chairman and former President and CEO of Amazon

NLEX Corporation thrives in adapting to the accelerating digital economy. As our company grows and expands, and we need to be innovative and agile in building something different to offer to our customers. To guide us in adapting to these changes, we revitalized our core values, which led to the birth of I-CARE Core Values.   

In response, our company came up with a change in organizational structure.  NLEX now has the Innovation and Enhancement Section under Technology Division to specifically attend to our need for relentless innovation. This section focuses on the improvement and enhancement of the toll collection system, traffic system, and telecommunication system, and handles application development of internal customers.  

NLEX Technology – Innovation and Enhance Team, from left to right: Ivan Balingit (Specialist), Wilson Dela Cruz (Specialist), Benigno Dayao (Specialist), Ian Brines (Manager), John Paul Lacson (Specialist) and  Emman Albindo (Specialist)

Motorists’ expectations and demands to have more convenient and safer travel are fast-changing. This is the team’s motivation on why they are eager to innovate and improve the system, it is because they value customer feedback. In that regard, the team aims to elevate the customer experience through innovation by implementing the RFID enhancement, contactless readers, and server replacement projects – some of the innovation projects that the team is currently working on.  

Innovation and enhancement team during inspection of toll collection system 

Innovation does not always necessarily mean discovering new machinery or implementing big technology projects. Our Innovation and Enhancement team encourages their co-employees to start innovating in small and simple ways to improve the internal processes that actually have a big impact on how you do your daily tasks. 

At the end of the day, the heart of all our innovation efforts is our customer obsession – our desire to meet and go beyond the need of our customers.  


Rosy S. Santos, Human Resources and Administration. Outside work, she manages to attend financial, motivational, and spiritual talks. She’s fond of reading inspirational and fictional books and writing in her journal. She loves to travel, eat out, and watch movies and YouTube videos to relax and enjoy life.


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