Digital Customer Experience at Fidelity Investments
The 2016-17 Britt Technology Impact Series is exploring the rapidly-changing dynamics of customer experience, including how companies can leverage digital strategies to create competitive advantage and win in what Forrester Research calls, “The Age of the Customer.”
The Financial Services sector is rapidly moving into the digital age. Changes to customer analytics, dynamic pricing, digital marketing and targeting are all well-understood, but what happens after those same customers log into their accounts? Does that digital experience mirror the sophistication and simplicity of the customer acquisition process? Customers demand better, faster, and easier products and experiences, which is why focusing on the customer journey after acquisition is a critical and winning strategy.
Amanda Lynch Hegge T’10 has been deeply engulfed in the digital world since leaving Tuck. While at DigitasLBI (2010-2016), Amanda worked on global digital strategies for numerous clients and, managed the digital, cross channel strategy / measurement and eCommerce development for Goodyear. She also led the analytics team for many of her clients, helping her team uncover areas of media and website optimization.
In 2016, Amanda left DigitasLBi to join Fidelity Investments where she is a Digital Product Director. At Fidelity, she focuses on improving the site experience for customers and better integrating the firm’s guidance offerings. Amanda enjoys traveling, yoga, reading fiction, going to see live music, and (more recently) hanging out with her son Otto and husband John T ’10. Amanda is a Tuck Alumna and former MBA Fellow with the Center for Digital Strategies.
January 30, 2017 | 12:00-1:00pm | Rosenwald Classroom (Byrne)
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