Bankruptcy Attorney

College Application Essay Review Service College Application Essay Service College Application Essay Ucf College Application Essay Uk College Application Essay Ut College Application Essay University Of Kentucky College Application Essay For Usf College Application Essay Why Us College Application Essay Set Up College Application Essay For Uw College Application Essay About Volunteering College Application Essay Video College Application Essay Video Games College Essay About Volunteering College Essay About Video Games College Essay About Volleyball College Essay About Violin College Essay About Vegetarianism College Essay About Values College Essay About Volunteering At A Hospital College Admission Essay Writing Service College Admission Essay Why I Want To Attend College Application Essay Word Limit College Application Essay Writing Service College Entrance Essay Writing College Application Essay Find X College Entrance Essay About Yourself College Application Essay Yale College Application Essay Youtube College Entrance Essays Yale Application Essay For Texas Aampm Admissions Essay Consulting Business Admission Essay Business College Admission Essay For Business Business Administration Admission Essay Business College Admission Essay Application Essay International Business International Business Admission Essay Phd Business Admission Essay Admission Essay Business School Columbia Business School Admission Essay Harvard Business School Admission Essay London Business School Admission Essay Stanford Business School Admission Essay Application Essay Byu Byui Admissions Essay Byu Admissions Essay Prompts 2012 Application Essay For Byu Admissions Essay Prompt For Byu Byu Admissions Essay Help Byu Hawaii Admissions Essay Byu Idaho Admissions Essay Byu Idaho Admissions Essay Prompts Byu Admissions Essay Prompts Byu Provo Admissions Essay Beginning An Application Essay Admissions Essay Byu Byu Application Essay Prompts Byu Application Essay 2012 Byui Application Essay Byu Application Essay Length Byu College Application Essay Byu College Application Essay Prompts Byu Hawaii Application Essay Byu Idaho Application Essay Byu Application Essay Prompts 2012 Byu Idaho Application Essay Prompts Byu Provo Application Essay Byu Provo Application Essay Prompts Application Essay Berkeley Berkeley Application Essay Prompt Uc Berkeley Application Essay 2012 Uc Berkeley Application Essay 2010 Application Essay For Berkeley Berkeley College Application Essay Cal Berkeley Application Essay Berkeley Graduate Application Essay Berkeley Haas Application Essay Berkeley Mba Application Essay Uc Berkeley Application Essay Uc Berkeley Application Essay Prompt Admission Essay Cover Page Application Essay Cover Page Cover Page For Admission Essay College Admission Essay Computer Science College Application Essay Computer Science Admission Essay For Computer Science Computer Science Graduate Admission Essay Application Essay College Write Admission Essay College College Admission Essay Prompt 2011 Nyu College Admission Essay 2012 College Admission Essay Assistance College Admission Essay About Myself College Admission Essay About Common Application Essay College Board College Admission Essay Brainstorming College Admission Essay Basketball College Admission Essay On Bullying Should College Admission Essay Be Double Spaced College Admission Essay Cover Page Calvin College Admission Essay College Admission Essay Death College Admission Essay Eating Disorder College Admission Essay About Disease Best Application Essay College Ever Best College Admission Essay Ever Good Admission Essays For College Writing Admission Essays For College College Admission Essay Hugh Gallagher College Admission Essay Academic Goals General College Admission Essay Great College Admission Essay College Admission Essay Help College Admission Essay Harvard College Admission Essay Hook Essay On Admission In College Jmu College Admission Essay Kalamazoo College Admission Essay Average College Admission Essay Length College Admission Essay Ivy League Monroe College Admission Essay College Admission Essay Nyu Essay On College Admission College Admission Essay Pdf College Admission Essay Pointers College Admission Essay Photography College Admission Essay Process College Admission Essay Review Ramapo College Admission Essay Reed College Admission Essay College Admission Essay University Florida College Admission Essay Unit Usf College Admission Essay Ucla College Admission Essay Uc College Admission Essay Ucf College Admission Essay Prompt Vcu College Admission Essay Video Essay College Admission Vanderbilt College Admission Essay Vassar College Admission Essay Valencia College Admission Essay College Admission Essay Writers Yale College Admission Essay York College Admission Essay Admission Essay.com Application Essay Common App College Admission Essay Common App College Admission Essay About.com College-admission-essay.com Calculator College-admission-essay.com Reviews Carnegie Mellon University Admission Essay Carnegie Mellon University Undergraduate Admission Essay Cornell College Admission Essay Cornell Engineering Admission Essay Admission Essay For Cornell University Cornell Li Admission Essay Cornell Admission Essay Prompt Cornell University Admission Essay Prompt Application Essay Columbia University Columbia Admissions Essay Prompt Columbia College Admissions Essay Columbia Chicago Admissions Essay Admissions Essay For Columbia University Columbia Gs Admissions Essay Columbia Mba Admissions Essay College Admission Essay Columbia University Columbia University Admissions Essay Prompt Csulb Admissions Essay Csu College Admissions Essay Application Essay For Csu Csu Admissions Essay Prompt Csu Pueblo Admissions Essay Admission Essay Conclusion College Application Essay Conclusion Common App Essay Conclusion Definition Of Admission Essay College Admission Essay Diversity Admission Essay Diversity Application Essay Diversity College Admission Essay About Diversity Diversity Essay For Admission Application Essay On Diversity College Admission Essay On Diversity Admissions Essay Double Spaced Application Essay Double Spaced Essays Double Space After Period Essay Double Space Between Paragraphs Should A College Admissions Essay Be Double Spaced Application Essay Don#39ts College Application Essay Don#39ts Application Essay Definition Common Application Essay Double Spaced College Application Essay Double Spaced College Admissions Essay Double Spaced Should Common App Essay Double Spaced Should College Applications Essay Double Spaced Are Application Essays Double Spaced Should A Graduate Application Essay Be Double Spaced Should My College Application Essay Be Double Spaced Common App Essay Double Spaced College Application Essay Single Or Double Spaced Should Common Application Essay Be Double Spaced Should My Application Essay Be Double Spaced Common App Essay Double Spaced Single Spaced College Application Essay Double Or Single Spaced Should My College Application Essay Double Spaced Should An Application Essay Be Double Spaced Should A College Application Essay Be Double Spaced College Application Essay Diversity Common App Essay Diversity Common App Essay Diversity Prompt Graduate Application Diversity Essay Admissions Essay About Diversity College Application Essay About Diversity Common App Essay About Diversity Common Application Essay Diversity Diversity Essay For College Application Law School Application Diversity Essay College Application Essay On Diversity Common App Essay On Diversity College App Essays On Diversity Medical School Application Diversity Essay Med School Application Diversity Essay College Application Essay Do#39s And Don#39ts Dean Of Admission Application Essay Do#39s And Don#39ts College Application Essay Editing Services Essayedge Admissions Essay Editing Service Application Essay Editing Admission Essay Editor College Admission Essay Editing Graduate Admission Essay Editing Online Admission Essay Editing Best Admission Essay Editing College Admission Essay Editing Services Admission Essay Editing Service Best Admission Essay Editing Service Graduate School Admission Essay Editing Admissions Essay For Boston University Admission Essay For Columbia University Admission Essay For Kean University Admissions Essay For University Of South Carolina Admissions Essay For Rutgers University Creative Admission Essay For College Admission Essay For Christian College Admission Essay For Community College Common Application Essay For College 2012 500 Word Essay For College Admission Writing An Admission Essay For College A Good Admission Essay For College Essay For A College Admission How Long Should A Admission Essay For College Be Excellent Admission Essays For College General Admission Essays For College Great Admission Essays For Colleges College Admission Essay For Harvard College Admission Essay For Nursing College Admission Essay For Nyu Application Essay For Ramapo College Requirements For College Admission Essay How To Start Admission Essay For College Admission Essay To College College Admission Essays For Texas College Admission Essay For Ucf Essay For Us College Admission Writing A Good Admission Essay For College Writing Personal Essay For College Admission Admission Essay For Uf Application Essay For Uf What Is The Admission Essay For Uf Admission Essay For University Of Central Florida Admission Essay For Ucf Application Essay For Ucf 2011 Application Essay For Ucf 2012 What Is The Admission Essay For Ucf Admission Essay For Fsu College Admission Essay For Fsu Admissions Essay For Florida State University Ucf Application Essay Application Essay For Ucsb Application Essay For Uc San Diego Writing An Admission Essay For Graduate School Best Graduate School Admission Essay Business Graduate School Admission Essay Graduate School Admission Essay Education How To Write An Admission Essay Graduate School Essay For Admission Into Graduate School Graduate Nursing School Admission Essay Graduate School Of Education Admission Essay Essay On Admission To Graduate School Psychology Graduate School Admission Essay Graduate School Admission Essay Social Work Writing Admission Essay Graduate School Application Essay Goals Admissions Essay Educational Goals Mba Admissions Essay Goals Admission Essay Academic Goals Admission Essay About Goals Mba Admission Essay Career Goals Mba Admission Goals Essay

CMO 2.0 Conversation with Gail Galuppo, CMO at Western Union

Gail GaluppoMy CMO 2.0 Conversation with Gail Galuppo, the CMO at Western Union was both fun and refreshing. Talk about the challenge of being in charge of a legacy brand that totally had to transform itself, with the added complexity of serving 15,000 distinct customer communities. Not an easy task, for sure, but one that Gail and her team seem to enjoy thoroughly.

As usual we started off with Gail giving us some context by describing her background. In her case, she learned to put the customer at the center of all decision making while being trained on Six Sigma at GE Capital. She then had a career that took her from financial services to retail and back into financial services and which allowed her to experience various places worldwide. At Western Union, she deals with offices in 202 countries and 400,000 retail locations – six times as many retail locations as McDonald’s, Wal-Mart, Starbucks, and Citibank combined. Talk about a challenging footprint to deliver a consistent brand experience worldwide. As mentioned earlier, they serve 15,000 distinct customer communities, who behave very differently from one another – from Ghanaians in France, to Kenyans in the UK, Filipinos in Dubai and Guatemalans in the US – just to name a few. Their customers are work emigrants who send money back home.

The first marketing challenge we talked about was that of international marketing – how to operate as a global brand, while being relevant to your local communities. The job gets further complicated by the fact that even within their distinct customer communities, there are fundamental differences in needs, expectations, and lifestyles. A migrant from Puerto Rico who immigrated to the US 30 years ago has a very different lifestyle and other needs than one who’s in the country for 3 months or 3 years. And if you thought that was it – think again. They also need to appeal to both senders and receivers of money. With this many permutations and message requirements, nobody could blame you for having a marketing conniption. The way they resolve this seemingly insurmountable and massively expensive problem is in two ways – through a hyper-national brand campaign based on common consumer tribe attributes for all immigrants worldwide combined with a hyper-local set of programs focused on the separate customer communities within each country. Worldwide, their research found that the common attributes that binds all immigrant customer tribes together are pride, sacrifice, adventurism, dreams for their family members, positivity and can-do spirit. Based on that they created the Yes! campaign, the first global brand campaign for Western Union. At the same time they also continue to celebrate the differences between their consumer tribes by having hyper-local programs (like concerts with bands from their native country) that are led by people from those consumer communities – so for example, they have Chinese, Kenyan, and Togolese employees leading the local marketing efforts for those groups in France.

It would be interesting to see if you could harness this consumer tribal behavior into a true global online community. Members would be attracted to the community by what unites them worldwide and would remain in the community by what makes their own tribes unique. They could hang out in sub-communities with their own people and help one another get adjusted. Western Union could strengthen the relationship with their customers by recommending community-specific products, and services, and by providing advice. From a technology enablement perspective it certainly would work as 90% of their customers have cell phones and are over-indexed on the Internet – the community would have to have a strong SMS component to it.

Another interesting aspect of the Yes! campaign is that the primary audience for the campaign was not the actual customers, but the employees and the Western Union partners who operate the storefronts.The effort, called “Project Galvanize,” was actually meant to change the culture from one where people were thinking of customers in terms of transactions into a much more customer-centric culture. When you have 400,000 customer touch-points worldwide, it’s hard to deliver a consistent brand experience if you focus on the transactions rather than the humans and their motivations.

We also talked about the role of social media in the marketing mix. While Western Union is in the early stages of leveraging social media and communities as part of their marketing – they do have a initiative on FaceBook called World In Motion – they definitely intend on expanding that. They are monitoring what is being said about them in social media, but here too they want to take this to the next level.

Lastly we talked about growth – and whether they focus on expanding the array of services for existing customers, or look for new markets first. The answer for Western Union is both. They are coming out with a series of new mobile applications for existing customers and are also getting into the small business market – not just the generic small business market, but that part of the small business market operated by immigrants. A new consumer tribe that probably would thrive online as well.

I can totally see how Gail thinks she has the best job in the world.

Other things that we talked about include:

  • The details of the Yes! campaign and how they measured progress and success
  • The importance of a values-based system in managing all the possible agent scenarios worldwide
  • The role of customer analytics in marketing
  • The importance of integrating marketing with customer service
  • The challenges related to recruiting a true diverse workforce worldwide

As usual, you can listen to the podcast on the CMO 2.0 site.

0saves
If you enjoyed this post, please consider leaving a comment or subscribing to the RSS feed to have future articles delivered to your feed reader.

You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.



AddThis Social Bookmark Button