A customer loyalty strategy that turns dreams into a reality certainly presents an enticing prospect for consumers, which is exactly the type of customer experience Western Union wants to offer. The leading global payment services company has announced a new worldwide rewards program called “WU Wish,” which will first launch across the United Arab Emirates during the month of Ramadan.
The program promises to create strong emotional bonds with Western Union customers by encouraging them to express the hopes and aspirations they hold for friends and family members. The goal of WU Wish is to then change the lives of select individuals by making these dreams come true. In all, 10 wishes will be chosen from the stories submitted by customers on behalf of those whom they wish to see rewarded.
"At Western Union, we believe that these inspirational stories need to be heard, shared - and rewarded," said Marc Aubry, Vice President Marketing of MEA, APAC, EE and CIS regions.
At its core, this program is an extension of the services Western Union already provides customers, who regular seek a fast and reliable means to send money and various financial payments to others.
“WU Wish is a uniquely designed program that mirrors why people remit money to friends, family and loved ones,” Aubry continued. “There is always a reason, and a story. Most people who send money home typically do it for someone else's welfare and well-being, or to ensure that someone else's aspirations are being met. These remittances are often accompanied by great personal sacrifice, and thereby, realizing a dream for another person has a much higher value than just the price tag associated with it."
WU Wish wants to impact the lives of Western Union customers by helping them create deeper connections with the brand, and with each other, through an enriching customer experience. Currently, every UAE citizen can make one wish simply by visiting the Western Union website. They can make a second wish after making a transaction, and those that sign up for the program using a MyWU loyalty program card can make three wishes.
During Ramadan, the brand is also hosting a special promotion that will award customers with AED10,000 to those that fulfill a wish for another. Western Union will also be awarding special AED10,000 travel vouchers so customers can visit friends and family.
"We conducted comprehensive market research - both qualitative and quantitative - across all our major markets, and we are now harnessing the results to refresh our brand communication and engagement with our customers," Aubry concluded.