Diane Scott, Executive Vice President and Global Chief Product and Marketing Officer for Western Union, discussed what it takes for a company to effectively serve its customers during her presentation at the 2014 Customer Care Leadership Forum in Denver on Sept. 11. In her presentation, “The Customer Journey: Owning the Moments That Matter,” Scott noted understanding customer attitudes, behaviors and processes is key for a business to fully support its clientele. According to Scott, understanding the customer journey is important because it enables a company to learn about its customers and find the best ways to connect with them. In addition, Scott pointed out customers are amazing people, and devoting the necessary time and resources to learn about them can have far-flung effects on a business: “If you take the customers, the consumer side of our business, they really are probably some of the most incredible people you’ll ever meet literally in your lives. These are global citizens. They actually know no boundaries, they know no borders.” A multinational business, meanwhile, faces numerous challenges to connect with customers in multiple countries simultaneously, Scott said. If a multinational company understands each country’s landscape, Scott said, it can extend its global reach: “When you work with as many countries as we do, and as many as you do, their country’s unique, their customer segment’s unique [and] we’re different. And when you’re trying to figure out how to get efficiency and scale, you have to have that balance of how unique and different as well as what some of those universal truths are.” - See more at: http://www.argylejournal.com/customer-care/the-customer-journey-owning-the-moments-that-matter-diane-scott-executive-vice-president-global-chief-product-and-marketing-officer-western-union/#sthash.f7obFZAb.dpuf

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

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

3. 3
On All Of Our Minds
What
measurement
matters most?
How will we most
effectively grow
market dynamics?
How do we move the
organization from
transactions to
customer-centric?
Will we deliver
the fundamental
improvements
needed?
How do
we stay ahead of
customer
needs?
How do I create
customer
advocacy?
How do we
improve experience
with end-to-end
How do I process in mind?
capitalize on
mobile
moments?

4. 4
Beginning the Journey
• Safety First
• Feature Focus
• Bank Centric
• Tech Savvy
• Advice Follower
Customer
Profiles
• Process
• Attitudes
• Behaviors
Journey
Map
• Partners
• Technology
• Processes
Who,
Where, How
• Charter
• Issues
• Opportunities
Key
Moments

5. 5 Distinct Needs-Based Customer Segments
5
Safety first
cash senders
• Prioritize
safety &
security
above all else
• Prefer cash
send methods
to digital
options
• Value speed,
convenience &
value for money
of online
methods
• Prefers online
& mobile wallet
send methods
• Weighs ease of
use, speed,
location and/or
value for
money
• Prefers cash
send methods
• Values security
& simplicity
when sending
• Prefers account
based send
methods
• Follows receiver
instructions or
word of mouth
in provider
choice
• Mix of send
methods &
providers
‘Feature’
focused cash
senders
Bank-centric
users
Tech-savvy
payers
Advice
followers

6. Customer & Agent Research: 16 Countries, 400 Customers
Extensive customer & Agent research from past year highlight the biggest opportunity & pain points with WU service
3 Universal Truths emerged where WU can differentiate our service via CEX
6
Give me
peace of mind
Help me get
the best
value
Recognize me
the next time

7. Mapping the Customer Service Journey
7
SENDERS
RECEIVERS

8. 8
Intentional Design Principles
Know your
End User
Make it
Simple
Eliminate
Surprises
Build
Confidence
Use Clear
Language
Make it
Visual
Eliminate
Extra Work
Give Simple
Reasons
Get Smart
Over Time
Support
the User

9. Discovery: Multi Dimensional
From To
Online Widget Functionality Mobile Access – What, Where, How
9
Tool not providing multi-functionality; mobile agility for
customers
Tool optimized for both mobile & online with cross-channel
pricing, location finder, staging of transactions,
fully completed transactions
Experience
Principles
Design
Principles
Brand
Standards
Experience
Principles
Design
Principles
Brand
Standards

10. From To
10
Easy Transactions
Agent locations Access – Anywhere, Anyhow, Anytime
Extensive network in 200 countries – meeting needs of 2
essential customer segments
Expanded footprint through new means of distribution –
kiosks, ATMS, bank accounts, digital, payroll

11. Graceful Recovery: Call Center Script
From To
Call Center Engagement Call Center Engagement
11
“We are calling to inform you that
your money is current under
review as a precaution to help
protect you from possible
consumer fraud.
Call center script asking what might feel
like personal interrogating questions to the consumer.
Revised script that builds more empathy &
understanding into the interaction leveaging design
principles.
“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 …
Experience
Principles
Design
Principles
Brand
Standards
Experience
Principles
Design
Principles
Brand
Standards

12. Relationship: Building Loyalty
12
• Loyalty programs in 75+ countries &
territories
• Millions of members worldwide
• New ways to engage & improve
customer metrics

13. Relationship: Building Engagement
13
• Dedicated care team – 24/365
• Improved & focused global
content strategy
• Won top 5 social care award
• 2M+ social followers
• Our Facebook presence is the #1
fastest-growing in the world in
our category

14. 14
Western Union at a Glance
200 countries and territories
500,000+ Agent locations
100,000+ ATMs
242 million C2C transactions
459 million business payments completed
100,000 B2B customers
75 languages for customer interactions
On average,
29 transactions per second