In the latest episode of our Connecting the Dots podcast, we chat with Liz Waldron, Head of Digital and Marketing Services, Europe at Vanguard.
Liz touches on her early career during the ‘tech boom and bust’, before moving to Fidelity for 12 years, and now at Vanguard she is responsible for a broad number of functions within digital and marketing technology, marketing production and events.
She highlights how personalisation in regards to asset management is so important nowadays due to the vast amounts of data that we have at our fingertips. Sophisticated personalisation can add to the customer journey, but you can dangerously veer towards clichéd personalised experience if not done well. It’s best to ask yourself the 3 questions she outlines as to how personalisation can benefit customers.
Liz also details how asset managers should focus on quality and differentiating content to combat short online attention spans, distributed across a range of different formats; you can check out their YouTube channel here. Keeping an open mind from all sources of inspiration is a main takeaway, as connecting tools together is ultimately what makes better experiences for customers.
Liz will be talking at the Digital Client Engagement Summit in September, touching on CRM projects and how it can help sales and marketing enablement, and what the future of the personal investor service at Vanguard looks like. Make sure you catch her discussion there!
Remember, you can also catch all of our episodes from the podcast series on our SoundCloud page, iTunes library, Spotify or Stitcher.