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Senior Vice President, US Marketing Product and Field Execution, Western Union
As Facebook expands Messenger’s capabilities, more doors open for brands that want to experiment with the platform. But for companies that have been using Messenger to provide customer support, taking advantage of new capabilities means choosing between building a separate bot to deliver those experiences and taking on the arduous task of integrating old and new features. Michael Hafer, senior vice president of US marketing product and field execution at Western Union, spoke with eMarketer’s Maria Minsker about the route the company took.
eMarketer: What made you want to develop a bot for Facebook Messenger?
Michael Hafer: The idea of making it easy and convenient to find a Western Union solution right inside of Facebook Messenger appealed to us. Our goal is always to make sure that our cross-border platform is available to anyone that has an interest in using it, and offering it through Messenger was just another way to extend our services beyond our 500,000-plus agent locations around the world, our website and our mobile app.
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