Jennifer Ramirez, VP, Global Customer Experience for Western Union presented "The Customer Journey: Owning the Moments that Matter" at Chicago AMA's Sunrise Executive Series breakfast January 22, 2015, in Chicago.

1. 1
Western Union at a Glance
200
countries
and
territories
500,000+
Agent
loca0ons
100,000+
ATMs
242
million
C2C
transac0ons
459
million
business
payments
completed
100,000
B2B
customers
75
languages
for
customer
interac0ons
On average,
transactions per second
29

2. 2
Western
Union
at
a
Glance
200
countries
and
territories
500,000+
Agent
loca0ons
100,000+
ATMs
242
million
C2C
transac0ons
459
million
business
payments
completed
100,000
B2B
customers
75
languages
for
customer
interac0ons
On average,
transactions per second
29

3. 3
Beginning
the
Customer
Journey
Redesign for
optimal customer
experience –
turn issues into
opportunities
! Pain Points?
! Convenience?
! Availability?
! Operation Hours?
! Awareness?
! Understanding?
! Media?
! Attitudes?
! Experiences?
Customers:
! Who are they?
! What problem
are they trying
to solve?
! People
! Processes
! Technology
! Outcomes
! Recipients
• Send Money
• Receive Money
• Pay Bills
• Prepaid Cards
Customer
Profiles
• Process
• Attitudes
• Behaviors
Journey
Map
• Partners
• Technology
• Processes
Who, Where,
How
• Issues
• Opportunities
Key
Moments

4. 4
Safety
First
Bank-­‐
Centric
Feature
Focused
57
266
Advice
Followers
Tech-­‐Savvy
Use case
• Transfer money to
child studying abroad
• Paying for a trip
organized by a friend
from a foreign country
• Sending urgent cash to
family member abroad
• Sending regular
remittance to family in
home country
• Sending money to
brother working abroad
Daughter in the
UK
Parents in the
USA
Student from
Japan
Student from
Australia
Husband on a trip
abroad in Russia
Wife from home
country Germany
Parents in India
Migrant son in
Saudi Arabia
Younger brother
working in Ghana
Older brother
working in Brazil
Proprietary and Confidential
Customer
Segments

5. 5
Customer
Service
Journey
SENDERS
RECEIVERS

6. Recognize me
the next time
Give me
peace of mind
Show me my
money matters
Customer
&
Agent
Research:
16
Countries,
400
Customers

7. Western
Union’s
Brand
Experience
Principles
How we treat you.
Your money matters. It’s our mission to serve everyone who
strives for better. We stand by you and welcome you…
you belong here.
How we give you peace of mind.
We never forget how important each transfer is to
you. However you choose to send, our service will be
easy, fast and reliable. We go above and beyond to
get your money there.
How we remember you.
We’re here for you, wherever you may be. We
remember you because it’s not just the money
you’re moving, it’s the BETTER you’re moving too.

8. The
Brand
Experience
Principles:
Further
Defined
How we treat you.
Your money matters. It’s our mission to
serve everyone who strives for better. We
stand by you and welcome you….
you belong here.
How we give you piece of mind.
We never forget how important each transfer is
to you. However you choose to send, our
service will be easy, fast and reliable. We go
above and beyond to get your money there.
How we remember you.
We’re here for you, wherever you may be.
We remember you because it’s not just the
money you’re moving, it’s the BETTER
you’re moving too.
DID WU...
" Use clear language
" Eliminate extra work
" Make it simple
DID WU...
" Build confidence
" Give reasons “why”
" Make it visual
" Eliminate surprises
DID WU...
" Know your end user
" Set the customer up for
success
" Get smarter every time

9. Discovery:
What
to
Bring

10. See
it
Through:
TransacUon
ConfirmaUon

11. 11
Graceful
Recovery:
Call
Center
Script
“We are calling to inform you that
your money is current under
review as a precaution to help
protect you from possible
consumer fraud.
Current CCB Script Future CCB Script
Current compliance scripts ask what might feel
like personal interrogating questions to the consumer.
Future scripts will build more empathy & understanding
into the interaction .
Today Customer Expectation
“Sir, I apologize for insisting
that you answer my question about
the source of your funds, but our
Compliance department needs to
comply with regulations …

12. 12
Social
Care
• 20
people
in
Mexico
City
• 25,000+
customer
interac0ons
so
far
this
year
• Won
top
5
social
care
award
• 1.5M
Facebook
followers
• Our
Facebook
presence
is
the
second
fastest-­‐growing
in
the
world
in
its
category

13. CEX
Culture
Governance/
Process
Measurement
Design
Customer
Understanding
Strategy
CEX
@
Center
of
WU’s
OperaUng
Model
13

14. 14