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American Funds

On 21, Dez 2016 | No Comments | In | By Robin Sontheimer

American Funds

*2016 I Sales Force Virtual Assistant I Capital Group



American Funds is a family of mutual funds from Capital Group that are sold primarily through financial advisors and intermediaries. The marketing department of American Funds hired Round Feather to shadow their sales force and uncover pain points in respect to sales process, internal communication, knowledge transfer and data collection/analysis.



User research conducted with 17 sales force members, analysing the tools, processes and communication used. Pain points communicated by the use of information visualisation and co-creation with the client. Based on the analysis the team developed a prototype of an AI based virtual assistant, integrating all previously used tools and platforms into a single touchpoint application.

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