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WESTERN UNION IS A TRAILBLAZER
“We've found a partner in innovation with Salesforce.”
Western Union moves money for better with Salesforce
“We use Salesforce to help us understand our customers better, but also to serve our customers in a more efficient manner.”
Across borders from ATMs to mobile wallets
The trust that customers from Brooklyn to Bangladesh place in Western Union to deliver their hard-earned money securely and on time isn’t lost on company leadership. “You can’t break that trust,” Ersek said. The CEO and his teams build on that trust by listening to customers and innovating to meet their needs. “Our customers are around the globe, and traveling and migrating in many cases. They really embrace mobile,” said Chief Technology Officer David Thompson. “So we have to move fast with mobile capabilities around the globe and in multiple languages.” As a global company, Western Union faces the challenge — and opportunity — of serving many customer bases with a diversity of needs. Some people want to walk into a retail location and pick up cash. Others want to have money transferred into their bank or mobile wallet accounts. “We adapted our platform to the needs of customers and asked them how they want to pick up the money,” Ersek said. Salesforce is a major partner in helping Western Union deliver exactly what its customers need. “Our relationship with Salesforce is quite broad,” said Thompson. “We use it to help us understand our customers better, but also to service our customer needs in a more efficient manner.” Company leaders use the term “the omni-channel customer” to describe their 360-degree view of each client. Salesforce sits at the core of Western Union technology, to better serve the omni-channel customer. For Ersek, Salesforce offers an optimized way to bring together the many arms of his complex global business. With concerns as diverse as changing regulatory compliance requirements, shifting currencies and markets, and maintaining trust and security, Salesforce Customer 360 lets Western Union run on a single, optimized platform. “Putting it all on one platform has been a huge help,” the CEO said. “Salesforce has been very successful in helping us manage it all, so we extended our scope. And so far, what I see is a good, fruitful partnership here.” Western Union uses Sales Cloud to manage the entire lifecycle of more than 500,000 third-party agents worldwide, from prospecting to onboarding and ongoing relationship management. Sales Cloud has led to 40 percent faster agent onboarding overall, which has cut costs and accelerated revenue growth. A newly launched initiative built on Analytics Cloud measures agent productivity around the world, which helps company leaders identify and react to trends in operations effectiveness. Salesforce also connects Western Union employees across 80 offices worldwide, and the Salesforce Platform serves as the platform for building custom customer-facing applications. SVP and President of Western Union Business Solutions Kerry Agiasotis has championed the use of Salesforce Chatter within the company. His group uses the social enterprise tool to stay aligned internally and share the latest financial news and information in service of their customers. “Chatter lets us capture data from many sources and plug it into real-time dialogue with customers,” said Agiasotis. “It keeps the customer at the center of everything.”
Connecting to the core of customer needs
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