際際滷

際際滷Share a Scribd company logo

NM Incite Success Story - Western Union

NM Incite
NM Incite

Western Union partnered with NM Incite to conduct a global social media analysis across multiple platforms and languages. Through in-depth listening and segmentation, they identified over 20 customer segments and mapped them across their decision journey. This provided insights into customer needs, discussions, and opportunities to better engage segments. The research helped Western Union prioritize social media strategies to strengthen connections with customers around the world.

1 of 2
Downloaded 13 times
D EVELOPING A C USTOMER -C ENTRIC M ODEL AT SUCCESS STORY Knowing that a long-term, effective social media strategy required SUMMARY: Western Union is the world leader in global a 360-degree view of their customer base, Western Union payment services. Guided by five core values integrity, partnered with NM Incite to conduct an intricate, multi-country, partnership, opportunity, passion, teamwork customer category-level analysis. This would set the stage for a successful centricity is at its core. By offering services through 500,000 social media listening program and highlight areas of opportunity agent locations in 200 countries and territories, as well as online, for value-adding, differentiated social media engagement. 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 APPROACH Incite. Through joint efforts, the research helped them identify NM Incites Advisory team instituted a deep, global diagnostic white space areas of opportunity for social media engagement, research initiative. They first employed NM Incites proprietary discover key customer segments, and uncover new insights online software solution, My BuzzMetrics (MBM), a highly scalable about customers across global markets to drive deeper, more social insights platform designed for Fortune 1000 marketers and meaningful engagement. their agencies to organize, segment and analyze clean, trusted, industry-specific global data in real time. Data collected by MBM was analyzed across the following dimensions: CALL TO ACTION Who: Which customer segments are currently identified and A large global institution, Western Union, wanted to find new, more are there opportunities to define new segments? efficient ways to connect with their customers and grow their hen: What stage are consumers at in the Consumer W business. Being on the leading edge of customer analytics, they Decision Journey (CDJ)? recognized the opportunity social media offered to drive brand health, and in turn, help solidify its global position, expedite growth Where: Which social media platforms are focused on relevant discussions? of its digital business operations, engage with customers and would-be-customers and provide outstanding service experience. What: What topics are most prominent? hy: What are the most important customer needs, passions W To align with their focus on customer centricity, Western Union and pain points? determined they needed to establish a long-term, strategic market research plan that would allow them to understand what people S egmenting the B uzz W ho and W hat discuss about their entire category. Also, as a truly global franchise Social listening at the category level can be considered a free- with a commitment to connecting friends and families all over the range, always-on focus group. For Western Union, its a focus world, they demanded global social media research capabilities. group that allows them to gain insight on three primary product Rather than flood theguns ablaze, categories: money transfer, stored value cards (prepaid) and bill market with payment services. social media campaigns, As a brand that connects people globally, Western Union had the challenge of listening to and truly understanding a diverse we wanted to take a disciplined customer base. To help, NM Incite analyzed global conversations approach that starts with deep, for thematic patterns across all social media platforms, including sophisticated listening. Arun Muthupalaniappan, SVP of Customer Strategy and social networks like Facebook, Twitter and Weibo, as well as over 180 million blogs, forums and boards. All messages posted online about a need pertaining to money were captured and analyzed. Analytics at Western Union Through this analysis, over 20 micro-segments were identified.
NM INCITE SUCCESS STORY WITH WESTERN UNION | DEVELOPING A CUSTOMER-CENTRIC MODEL U nderstanding C ustomers W here , W hen and W hy value through readily sharing quality information and by actively supporting engaged customers. Once Western Union knew who their target customer segments were, pre-defined and newly discovered, NM Incite analysts created Finally, the segments were mapped against other key industry profiles for each segment, developing a heat map. Stage one of players to find out where they were being under-served. This the heat map creation involved identifying discussion volumes helped Western Union evaluate how well their product offerings and prominent topics for each relevant customer segment, which and marketing content addressed consumers unmet needs. With is mapped across the Customer Decision Journey (Who by When these customer deep-dives, Western Union can now prioritize matrix) (see Figure below). This enabled Western Union to glean where to best converse with key audience groups, and what to say. insight on the key influencing factors that define the customer experience at different stages in the journey, complementing GOING GLOBAL Western Unions existing analytics and opening the door for new opportunities to engage consumers at these critical points. For a truly global brand like Western Union, insights at the local level are meaningless unless there is an apples-to-apples ability FIGURE: HEAT MAP OF OPPORTUNITIES - DECISION JOURNEY to compare insights and analysis across all markets. With different segments emerging all over the globe, Western Union needed a Low activity Average activity High activity means to understand these consumers and address their needs. Initial Active Post With the ability to collect quality data and track discussion in Consideration Evaluation Purchase over 30 markets and multiple languages, NM Incite was uniquely positioned to do to the analysis. Green Segment Purple BUSINESS IMPACT Segment Through this global, category-level social listening initiative, Red Western Union developed a comprehensive understanding of online Segment customer discussions in its industry. And now, social media heat Orange maps focus the companys ongoing social media listening efforts Segment and help identify areas of opportunity to guide the companys long- term roadmap for social media programs, including social care. Next, NM Incite focused on analyzing each audience segment for pain points and passions. Deeply understanding pain points is particularly important when serving the financially under-served, and can often be used as the strategic catalyst for new product or With insightful maps ofdeep conversations, we have a online service development to satisfy unmet needs. understanding of areas of NM Incite further characterized the segments by identifying each opportunity, and can now focus on groups propensity to either give advice or ask questions. Segments with significant QA activity often signal an opportunity for companies to increase loyalty or gain new customers by providing actions that matter. Arun Muthupalaniappan About NM Incite Global Fortune 1000 marketers rely on NM Incite solutions to discover emerging, industry-specific consumer insights and build relevant, differentiated and emotionally engaging brands. NM Incite is a joint venture between Nielsen and McKinsey Company, bringing to bear deep expertise in measurement science and management consulting. As one of the largest global leaders in applying social media to solve marketing problems, NM Incite operates in over 30 markets, including the United States, Canada, United Kingdom, Germany, China, India, Japan and Australia. NM INCITE 770 Broadway, New York, NY 10003 855.888.6904 contact@nmincite.com nmincite.com

More Related Content

NM Incite Success Story - Western Union

  • 1. D EVELOPING A C USTOMER -C ENTRIC M ODEL AT SUCCESS STORY Knowing that a long-term, effective social media strategy required SUMMARY: Western Union is the world leader in global a 360-degree view of their customer base, Western Union payment services. Guided by five core values integrity, partnered with NM Incite to conduct an intricate, multi-country, partnership, opportunity, passion, teamwork customer category-level analysis. This would set the stage for a successful centricity is at its core. By offering services through 500,000 social media listening program and highlight areas of opportunity agent locations in 200 countries and territories, as well as online, for value-adding, differentiated social media engagement. 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 APPROACH Incite. Through joint efforts, the research helped them identify NM Incites Advisory team instituted a deep, global diagnostic white space areas of opportunity for social media engagement, research initiative. They first employed NM Incites proprietary discover key customer segments, and uncover new insights online software solution, My BuzzMetrics (MBM), a highly scalable about customers across global markets to drive deeper, more social insights platform designed for Fortune 1000 marketers and meaningful engagement. their agencies to organize, segment and analyze clean, trusted, industry-specific global data in real time. Data collected by MBM was analyzed across the following dimensions: CALL TO ACTION Who: Which customer segments are currently identified and A large global institution, Western Union, wanted to find new, more are there opportunities to define new segments? efficient ways to connect with their customers and grow their hen: What stage are consumers at in the Consumer W business. Being on the leading edge of customer analytics, they Decision Journey (CDJ)? recognized the opportunity social media offered to drive brand health, and in turn, help solidify its global position, expedite growth Where: Which social media platforms are focused on relevant discussions? of its digital business operations, engage with customers and would-be-customers and provide outstanding service experience. What: What topics are most prominent? hy: What are the most important customer needs, passions W To align with their focus on customer centricity, Western Union and pain points? determined they needed to establish a long-term, strategic market research plan that would allow them to understand what people S egmenting the B uzz W ho and W hat discuss about their entire category. Also, as a truly global franchise Social listening at the category level can be considered a free- with a commitment to connecting friends and families all over the range, always-on focus group. For Western Union, its a focus world, they demanded global social media research capabilities. group that allows them to gain insight on three primary product Rather than flood theguns ablaze, categories: money transfer, stored value cards (prepaid) and bill market with payment services. social media campaigns, As a brand that connects people globally, Western Union had the challenge of listening to and truly understanding a diverse we wanted to take a disciplined customer base. To help, NM Incite analyzed global conversations approach that starts with deep, for thematic patterns across all social media platforms, including sophisticated listening. Arun Muthupalaniappan, SVP of Customer Strategy and social networks like Facebook, Twitter and Weibo, as well as over 180 million blogs, forums and boards. All messages posted online about a need pertaining to money were captured and analyzed. Analytics at Western Union Through this analysis, over 20 micro-segments were identified.
  • 2. NM INCITE SUCCESS STORY WITH WESTERN UNION | DEVELOPING A CUSTOMER-CENTRIC MODEL U nderstanding C ustomers W here , W hen and W hy value through readily sharing quality information and by actively supporting engaged customers. Once Western Union knew who their target customer segments were, pre-defined and newly discovered, NM Incite analysts created Finally, the segments were mapped against other key industry profiles for each segment, developing a heat map. Stage one of players to find out where they were being under-served. This the heat map creation involved identifying discussion volumes helped Western Union evaluate how well their product offerings and prominent topics for each relevant customer segment, which and marketing content addressed consumers unmet needs. With is mapped across the Customer Decision Journey (Who by When these customer deep-dives, Western Union can now prioritize matrix) (see Figure below). This enabled Western Union to glean where to best converse with key audience groups, and what to say. insight on the key influencing factors that define the customer experience at different stages in the journey, complementing GOING GLOBAL Western Unions existing analytics and opening the door for new opportunities to engage consumers at these critical points. For a truly global brand like Western Union, insights at the local level are meaningless unless there is an apples-to-apples ability FIGURE: HEAT MAP OF OPPORTUNITIES - DECISION JOURNEY to compare insights and analysis across all markets. With different segments emerging all over the globe, Western Union needed a Low activity Average activity High activity means to understand these consumers and address their needs. Initial Active Post With the ability to collect quality data and track discussion in Consideration Evaluation Purchase over 30 markets and multiple languages, NM Incite was uniquely positioned to do to the analysis. Green Segment Purple BUSINESS IMPACT Segment Through this global, category-level social listening initiative, Red Western Union developed a comprehensive understanding of online Segment customer discussions in its industry. And now, social media heat Orange maps focus the companys ongoing social media listening efforts Segment and help identify areas of opportunity to guide the companys long- term roadmap for social media programs, including social care. Next, NM Incite focused on analyzing each audience segment for pain points and passions. Deeply understanding pain points is particularly important when serving the financially under-served, and can often be used as the strategic catalyst for new product or With insightful maps ofdeep conversations, we have a online service development to satisfy unmet needs. understanding of areas of NM Incite further characterized the segments by identifying each opportunity, and can now focus on groups propensity to either give advice or ask questions. Segments with significant QA activity often signal an opportunity for companies to increase loyalty or gain new customers by providing actions that matter. Arun Muthupalaniappan About NM Incite Global Fortune 1000 marketers rely on NM Incite solutions to discover emerging, industry-specific consumer insights and build relevant, differentiated and emotionally engaging brands. NM Incite is a joint venture between Nielsen and McKinsey Company, bringing to bear deep expertise in measurement science and management consulting. As one of the largest global leaders in applying social media to solve marketing problems, NM Incite operates in over 30 markets, including the United States, Canada, United Kingdom, Germany, China, India, Japan and Australia. NM INCITE 770 Broadway, New York, NY 10003 855.888.6904 contact@nmincite.com nmincite.com