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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.