Case Study: Customer Experience

HGS Digital helps MoneyGram localize and personalize emails to improve customer experiences

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About our client

MoneyGram International Inc. is the second largest provider of money transfer services in the world. Headquartered in Dallas, Texas, USA, the company operates across 200 countries with a network of over 350,000 agent offices.

Business challenges

MoneyGram facilitates money transfers via innovative web platforms, mobile applications, service kiosks, and agent locations. Each money transfer/transaction initiated involves multiple notifications via email and SMS to keep its customers up to date. With operations in more than 200 countries, the notifications sent were lacking localization and personalization aspects. The company felt a pressing need for customizing their communications in the preferred language of their diverse customer base, and, at the same time not compromising on their business language to communicate the right message. The company aims to provide industry-leading customer experiences at every interaction.

The solution

HGS Digital helped MoneyGram establish a comprehensive communications framework to effectively handle customer notifications sent over email and SMS. Leveraging the Oracle WebCenter Sites CMS, the new communications framework delivers localized emails based on location and language preferences. The new framework leverages content/email templates from the CMS as established by the business users and adds localization and personalization attributes based on cultural, linguistic, and other locale-specific parameters. Localization is not just mere language translation—the application brings in intelligent attributes to deliver communications that are customer friendly and enhance customer experience.


  • Speaking the customer language: The company is now successful in localizing communications in the language preferences of its diverse customer base. This helps the company establish customer trust which is an important essence for financial services companies.
  • Better control of content for business users: The CMS is on centerstage to help business users easily access, update and manage email and other content templates on the go.
  • Enhanced customer experiences: MoneyGram reported a 60% increase in customer satisfaction following the application's launch.

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HGS Digital provides intelligent automation, AI, analytics, cloud services, and DigiCX® services to leading enterprises. Specializing in a technology-agnostic approach, our solutions help to improve customer engagement, optimize operations, reduce cost and increase revenue.