Inside Vanguard’s CX modernization journey with Aaron Taylor, Personal Investor CIO, and Marco De Freitas, Head of CX and Digital

  • As Vanguard became more committed to modernizing its CX, it made key investments in its team, structures, processes, skillsets, and technology stack.
  • Leaders from the personal investment side of the business join us on the podcast to discuss how one of the largest asset managers in the world is aligning design with more positive customer outcomes.

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Inside Vanguard’s CX modernization journey with Aaron Taylor, Personal Investor CIO, and Marco De Freitas, Head of CX and Digital

Welcome to another episode of The Tearsheet Podcast, where we explore financial services together with an eye on technology, innovation, emerging models, and changing expectations. I’m Tearsheet’s editor in chief, Zack Miller. In this episode, we’ll be diving deep into the world of customer experience (CX) transformation with Vanguard, one of the leading names in investment management. Joining us are Aaron Taylor, Chief Information Officer, and Marco De Freitas, Head of CX and Digital, two seasoned professionals who have been instrumental in Vanguard’s CX modernization journey. Throughout our conversation, we’ll explore Vanguard’s approach to modernizing its digital channels, client journeys, and service platforms. From laying down the foundational pillars to unlocking the potential of ‘CX Alpha’, Aaron and Marco share invaluable insights into how Vanguard is improving the way clients interact with their services. We’ll delve into the parallel advancements made by Vanguard, the impact of fintech innovations on their CX strategy, and how they measure the success of their initiatives both internally and with clients. Stay tuned as we uncover the seminal steps behind Vanguard’s CX transformation, explore the significance of data accessibility and personalized interventions, and discover what lies ahead in their journey towards even greater CX innovation. So sit back, relax, and get ready to embark on an insightful episode into Vanguard’s CX modernization journey. Let’s dive in! The big ideas

  1. Foundational Pillars of CX Transformation:
    • “I think we always looked at the transformation of CX… kind of almost like a ziggurat format here… I think where it goes next is the next layer up of that ziggurat, which is actually… how can we add more value to our clients?”
  2. Influence of Fintech Innovations on CX Strategy:
    • “How they [fintechs] do that? Now, how do they… reduce steps in certain things? How do they, from a design perspective… influence our thinking. So there’s more on the how and what we present.”
  3. Client-Centric Metrics for Success:
    • “For us, our success has to be what clients tell us… We’re focused on client satisfaction, loyalty… Are they bringing more money to us?”
  4. Value Realization through Personalized Interventions:
    •  “These digital interventions have to be really relevant to you as the individual… You don’t get to personalization unless you have really good access to your data, really good understandability of your data.”
  5. Focus on Speed and Agility:
    • “A big why for this investment, and transformation, was around making sure that these journeys and these experiences are always… more snappy and always available to our clients.”
  6. Continuous Improvement and Future Outlook:
    • “So just so exciting for us day to day to see our teams… be able to leverage now, the data and these technologies in a ways that was just really hard and expensive for them to do in the past.”

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