Fidelity Investments, the US arm of the multinational asset management group, has been recognised for improvements in its customer experience (CX) programme in an influential research paper.
The 2024 KPMG US Customer Experience Excellence report evaluates more than 300 major blue chip brands through research with 10,000 customers. The research looks across all major business sectors.
In this year’s report, Fidelity ranks at fifth, having never previously reached the top 10. The result of the company’s investment in its CX programme is all the more noteworthy given that the financial business was ranked a lowly 53rd in the poll as recently as 2018.
In this year’s research, KPMG analysts applauded the work that Fidelity has done on personalisation of communications, using data to tailor financial advice and ensuring that services marketed are appropriate to the needs of customers.
It also recognised the investment in user-friendly digital platforms that have made financial management more accessible and straightforward, together with high quality education which has empowered customers.
The research explicitly notes the delivery of a training programme to 1,000 employees which has upskilled colleagues to do more with client feedback so senior executives are able to make outbound calls to resolve issues in instances where there are dissatisfied clients.
“In a world where interactions are predominantly mediated digitally, customers are now looking for emotional bonds and concrete indications that the companies they interact with genuinely value them as individuals,” said Jeff Mango, US customer experience and engagement leader, at KPMG.
“Empathy has emerged as a crucial distinguishing factor, indicating that a business not only focuses on transactions but also prioritises meaningful, human-centered experiences.”
To read the full report, click here.