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Customer Experience and Design

How Vanguard Wins Over Customers Without Even Meeting Them

As a long-time customer of Vanguard, I can attest to their great way of doing business. While I’ve never set foot into an office of theirs, the financial services company – one of the world’s largest investment management companies – was able to gain my trust and, without much effort, convince me to enlist them “manage” all my investments. While I’m not necessarily a high net worth individual, that’s still a fairly big feat to achieve, especially when done on a massive scale.

At this year’s Forrester CXNYC event, a conference for customer experience leaders, innovators, and practitioners, Vanguard’s Karin Risi, managing director of Vanguard’s Retail Investor Group, shared some insight into how the company is able to build an emotional connection with clients they never expect to meet in person. Specifically, she discussed one of their latest offerings, Vanguard Personal Advisor Services, a solution that combines personal attention and powerful technology. Karin also provided some thoughts on how to recruit employees to live and breathe the great customer experience Vanguard promotes.

To read my colleague’s account of Karin’s presentation, click here.

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