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Western Union Improves Customer Loyalty with Syniverse Mobile Engagement

Syniverse’s solution enhances customer loyalty point program with new redemption option in select country

Syniverse’s Mobile Engagement solution is enabling Western Union® to enhance its customer loyalty program by leveraging mobile to help drive better engagement with points redemption. The solution provides the financial institution with the capability to send reward redemption offers for opted-in customers to fulfill by simply replying to a text message (reply-to-redeem). It also allows those customers to check their point balances and to redeem eligible rewards by simply texting a dedicated code (text-to-redeem).

Western Union is deploying the solution through Syniverse’s scalable platform to streamline message delivery through a single point of integration with global connections to operators around the world. In initial pilots in Italy and France, Western Union’s leverage of the Syniverse Mobile Engagement solution proved promising.

"Our customer loyalty program is critical for attracting and retaining customers, so we needed a way to increase engagement and allow our customers to more easily take advantage of the rewards,” said Felipe Echeverri, director, product delivery, Western Union. “Syniverse’s multifaceted Mobile Engagement solution provides us with the ability to keep the loyalty program top of mind with our customers, while also enabling us to reduce costs and increase efficiencies in our customer service department.”

The Western Union loyalty program rewards its customers for using services such as sending online and in-person money transfers or paying bills. Customers in many countries can redeem points made from qualifying transfers in exchange for discounts on future Western Union service fees. Prior to implementing Syniverse’s Mobile Engagement solution, program members needed to call a customer service specialist or login online to redeem their points. By providing balance notifications directly to a customer’s mobile device through text messages, and sending reply-to-redeem notifications, customers now experience a seamless and hassle-free point redemption system that allows them to avoid making a call or going online to exchange their loyalty points.

“Today’s mobile-first customers are increasingly choosing their financial institution based on the mobile services offered,” said Dave Murashige, Vice President and General Manager, Enterprise and Intelligence Solutions, Syniverse. “Our cross-channel solution enables Western Union to leverage mobile in new ways to realize better engagement with existing investments such as their customer loyalty program. By providing Western Union customers with relevant notifications and offers in the mobile moment, the company can increase customer satisfaction, reduce costs and increase brand loyalty.”

Western Union is currently introducing third-party offers to its loyalty program, giving customers the option to use their rewards on products and services from some of their favorite brands. Working with Syniverse, Western Union customers in select countries will soon be able to redeem points by texting a keyword to a dedicated number (text-to-redeem) and receiving a promo code to use as a mobile coupon to be redeemed with loyalty program partners.

The Mobile Engagement solution enables companies to create, deploy, and manage contextual cross-channel mobile campaigns and interactions in real time to enrich the customer experience and improve business processes by delivering the right message to the right personat the right time in the preferred channel. Syniverse’s mobile engagement expertise comes from more than 25 years of experience inpromoting and protecting brands in the mobile industry and its reach to nearly every mobile consumer worldwide on more than six billion connected devices. The company serves eight of the top banks in the United States, the top five credit card issuers, and the world’s largestretailers, airlines and hotels. Syniverse has helped companies including Bigo, Banco Santander Uruguay, Concur, Cleartrip and other major brands implement mobile engagement and messaging solutions.