CUSTOMER PROFILE
01 THE BEFORE
New strategies for familiar services
As a financial services organization, MoneyGram strives for consumer convenience and streamlined interactions while balancing the need to fight fraud and comply with regulators. MoneyGram aims to reduce friction whenever possible with convenient guided paths through these necessary transactional steps.
Digital transformation strategy called for a significant overhaul of MoneyGram’s web presence. Leadership also called for significant growth in loyalty program enrollments as part of the company’s evolution with the twin goals of improving customer retention and boosting revenue.
02 DESIRE TO CHANGE
A need for intervention
After the new site launch, MoneyGram found a need for additional contextual help to guide customers through friction points in the transfer process to reduce service calls and improve conversions. The upload of required government ID documentation was a significant bottleneck. Customer service call volume was climbing as a result, and the company focused on improving the customer experience to avoid potential attrition.
By studying the transaction abandonment patterns, MoneyGram’s web team knew that contextual, multilanguage help could guide consumers through the difficulties, but lacked a clear path to implement a contextual help solution. “Our development team was backlogged with our digital transformation and the launch of new technologies,” said Cyndi Daman, MoneyGram global web manager. “It could be months down the line before we could get additional help to our consumers through internal development.”
03 THE SOLUTION
A familiar partner at the ready
To avoid months of delays and the associated impacts on revenue, loyalty, and call volume, MoneyGram expanded its relationship with NiCE and implemented CXone Guide. “When we saw that CXone Guide offered contextual assistance at the point of interaction with proactive messaging, we knew it was a perfect fit,” Daman said.
Initial deployment took just one week. MoneyGram’s product and marketing teams worked quickly to design and implement new help modules. These guided, timely interventions ease consumers through previously identified transactional bottlenecks. CXone Guide’s design tools make it easy to create step-by-step guides that keep pace with the consumer’s journey on the new web experience.
Contextual guidance has also been extended not just for sticky situations, but to share the value of MoneyGram’s loyalty programs at opportune moments. For example, the benefits of the program for current and future transactions are shared during the transaction journey, improving awareness of the value of joining at the moment.
04 THE RESULTS
A helping hand reaps rewards
MoneyGram has achieved sustained success with the expanded contextual help options available through CXone Guide. In addition to tackling the headline challenges of smoothing the path through necessary fraud-prevention steps such as ID verification, MoneyGram is also better able to respond to sudden shifts in the need for its services as acute needs arise worldwide, such as the interest in supporting citizens of Ukraine.
Contextual messaging has also been a win for long-term business goals. Targeted, context-sensitive promotional messages keyed to cultural holidays have helped drive significant increases in business, and loyalty program enrollment is up in alignment with management goals.
The CXone Guide solution is context-sensitive for MoneyGram’s business team as well. Localizing messages is not simply a matter of translating an English instruction into French. Acceptable forms of identification and processes for validating documents are different in various markets as well. CXone Guide has helped keep these processes organized and clear so that consumers are given relevant information for both their language needs and the needs of their jurisdiction.
And the web team enjoys both more agility and greater independence. “No longer having to rely on IT to update our messages is huge for us. Instead of being tied to the IT roadmap and release schedule, my small team can manage that quickly and effectively, without adding overhead,” Daman said.
05 THE FUTURE
Ready for the next wave of transformation
Since its initial implementation in 2020, MoneyGram has significantly expanded the use of CXone Guide and is eyeing more opportunities, including a more contextsensitive FAQ and expanded contextual messages for casual site visitors, not just those actively engaged in a transaction. And with the next phase of the company’s digital transformation on the horizon, the site redesign will keep the new emphasis on contextual messaging in mind. “My big focus when we redesign will be to look for additional trigger points for CXone Guide so that we can be even more interactive and personal with our consumers,” Daman said.
