Western Union appoints WFCA to handle global eCRM business
WFCA have won a competitive pitch to handle all of payment service provider Western Union’s global eCRM business.
The move forms part of measures introduced by Western Union to increase engagement with all registered and potential customers through personalised and interactive bi-monthly e-newsletters to 1m contacts across 21 countries.
This has been dubbed as the Buying Journey™ and entails analysing the greatest point of influence for each transaction type and increase response rates by using key purchase barriers/levers to fine tune creative and content to optimise consumer relevance.
CRM Manager Agne Domarkiene said of the decision: “WFCA has great experience working with Western Union and with e-newsletters in particular. (Our decision) was based on the quality of proposal, experience, excitement and value for money”.