Sites With Success
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The University of North Carolina at Chapel Hill
JOMC 50/EIS Research Initative
This site last updated February 26, 1997
http://www.fid-inv.com/
- The success story of service industry
- Largest mutual fund in the States
- Not focus on technology but getting people what they want
- Have had a Web site since beginning on 1995
- 20 million customer accounts, over $350bn in assets, international operations.
- Three trading channels: phone, mail, retail.
- Extensive telephone operations: 400,000 calls/day into 5 call centers.
- Massive in-house direct mail capabilities
- Fidelity Online Express has been with Prodigy several years
- Electronic Marketing Department
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- To establish 4th distribution channel.
- Meet customers where they are spending time
- 2/3rd of customers owned PC's, 1/3 were online already 1994
- Leverage online efficiency to migrate routine interaction
- Support Corporate positioning
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- Rethink how to do business from the ground up
- Start with a clean slate
- Move from paper based to near paper-less
- Manage business/regulatory constraints
- Time to think how to make it interactive
- People ALL TOGETHER 8-10 full time each day.
Rethinking the mutual fund prospectus
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- Attorneys to review electronically
- Fast turnaround - new contents up within an hour at best
- Training the customer service people
- Art director and copywriter no longer enough but whole theater team needed with director, sound etc.
- Better integration internally between marketing, legal, CS
- Newsroom approach to create the content
- Email response team
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- 100,000 -> 350,000 average daily hits.
- Top day almost 500,000 when put first prospectus up.
- Conversion ration (new business/leads) exceeds any other media.
- Feedback hundreds of emails- action where appropriate
- 10 day process reduced to 20 minutes
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This web site maintained by Eric Chernoff especially for students of the UNC's School of Journalism and Mass Communication's JOMC 50 class. For more information, please contact one
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