NetBase is Listening to the Customer

.Western Union has more than 13 million followers across its social media platforms. With an average 15 percent engagement rate, this ranks us in the highest level of likes, shares, and comments. With so much content it can be hard to dig through all the channels to understand how customers talk and feel about Western Union; that’s where NetBase comes in.

NetBase is a platform that delivers fast, accurate, and deep consumer insights on WU’s social media channels. Western Union’s goal is to leverage NetBase to target the 15 percent of engaged users and drive them to take action, whether it’s downloading the Western Union app, sending a transaction using our website or visiting one of our agent locations.

WU utilizes NetBase’s customer insights to:

Protect our brand health Improve our crisis management response Boost campaign performance

Protect Brand Health: 

NetBase provides WU with listening and analytics technology to discover how WU is being mentioned across the web and its public perception. It can track WU’s sponsorships like the Liverpool Football Club and Denver Nuggets basketball team to help us understand the value of these partnerships.

Boost campaign performance:

In 2018, WU launched the social influencer campaign “Live more, Share more” which used 13 micro-influencers to share WU’s belief in equality, diversity, and a borderless world. These influencers’ stories about diversity and inclusivity reached 132 million users, 42 million video views, and grew social media engagement by 65%. NetBase allowed WU to leverage insights and develop a campaign based on our customers’ interests.  

Improve crisis management:

WU can analyze historical data for specific customer experience metrics. By gathering this data, we can use insights in our action plans to change processes and policies to improve the customer experience. This data also allows WU to track emerging issues in real-time to understand our exposure to risk before it can damage our brand.

Through social media insights, Western Union is gaining valuable customer feedback. NetBase allows us to listen to our customers through various social media channels and act based on live comments from our customers, helping us to continue driving a culture of customer.