How Vanguard Built an Emotionally-based Customer Experience for Clients it Doesn’t Ever See Face to Face

The Vanguard Group, one of the world’s largest investment management firms, has over 20 million clients, most of which will never interact with the company in person.   “At Vanguard we are managing your money,” explains Karin Risi, Managing Director of the Retail Investor Group for the Malvern, Pennsylvania-based Vanguard. “We are asking you to trust us with your financial future and we know it doesn’t get much more personal, and at times emotional, than....

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