Vanguard Market Research Fail

By From http://www.odonnellweb.com • Jul 29th, 2010 • Category: Blog Entries.Local

I got an email from Vanguard asking me to log into my IRA account and check out their new user interface. It is in beta and they were looking for feedback, it would only take 5 minutes, etc. When I logged in I got a pop up asking me if I or a member of my family had worked in financial services or web design in last 10 years. I checked web design and submitted the form.

Then I was informed that they didn’t want the opinion of people with a web design background, and I wasn’t allowed into the beta. That makes perfect sense, given that they are beta testing a fracking web site! Not to mention that utter cluelessness of emailing a customer and asking for their opinion, and after said customer committing to helping out an organization that he generally admires, telling said customer his opinion isn’t important.

Well played Vanguard, well played.


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