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Developing a Customer-Centric Model at Western Union

Western Union is the world leader in global payment services. Guided by five core values – integrity, partnership, opportunity, passion, teamwork – customer centricity is at its core. By offering services through 500,000 agent locations in 200 countries and territories, as well as online, Western Union boasts incredible trust and reach. Recognizing the immense opportunity to capitalize and leverage this breadth, Western Union executed a CMO-sponsored partnership with NM Incite. Through joint efforts, the research helped them identify white space areas of opportunity for social media engagement, discover key customer segments, and uncover new insights about customers across global markets to drive deeper, more meaningful engagement.

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Activating a Social Media Strategy to Drive Brand Leadership

A Global Fortune 100 CPG company’s brand that provides best-in-class care to customers worldwide is specifically committed to better understanding the passions, needs, priorities and emotions of mothers and babies all over the world. Striving to connect with these key customers on a more intimate, knowledgeable level, the company’s China team engaged NM Incite to analyze social media. They recognized that social media serves as a powerful tool for deeply engaging customers and understanding their needs, wants and pain points. The results exposed new insights that the brand could apply to its marketing, advertising and engagement strategies in one of the biggest and fastest growing global markets.