the customer journey: owning the moments that matter: diane scott, executive vice president, global...
DESCRIPTION
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.dpufTRANSCRIPT
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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,transactions per second29
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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,transactions per second29
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On All Of Our Minds
What measurement matters most?
How will we most effectively growmarket dynamics?
Will we deliver the fundamental improvements needed?
How do we move the organization from transactions to customer-centric?
How do we stay ahead of customer needs?
How do we improve experience with end-to-end process in mind?How do I
capitalize on mobile moments?
How do I create customer advocacy?
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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
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5 Distinct Needs-Based Customer Segments
• Prioritize safety & security above all else
• Prefer cash send methods to digital options
Safety first cash senders
• 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
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Customer & Agent Research: 16 Countries, 400 Customers
Extensive customer & Agent research from past year highlight the biggest opportunity & pain points with WU service
Give mepeace of mind
Help me get the best
value
Recognize methe next time
3 Universal Truths emerged where WU can differentiate our service via CEX
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Mapping the Customer Service Journey
SENDERS
RECEIVERS
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Intentional Design Principles
Know yourEnd User
Make it Simple
EliminateSurprises
Build Confidence
Use Clear Language
Make itVisual
EliminateExtra Work
Give Simple Reasons
Get Smart Over Time
Supportthe User
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Discovery: Multi Dimensional
Online Widget Functionality Mobile Access – What, Where, How
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
From To
Experience Principles
Design Principles
Brand Standards
Experience Principles
Design Principles
Brand Standards
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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
From To
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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.
Call Center Engagement Call Center Engagement
Call center script asking what might feellike personal interrogating questions to the consumer.
Revised script that builds more empathy & understanding into the interaction leveaging design principles.
From To
“Sir, I apologize for insistingthat 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
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Relationship: Building Loyalty
• Loyalty programs in 75+ countries & territories
• Millions of members worldwide
• New ways to engage & improve customer metrics
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Relationship: Building Engagement
• 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
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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,transactions per second29