Why do Asset Managers in India ignore customer experience (CX) in “Direct” distribution channels?
Mutual fund awareness in India has surged, with 40 million investors doubling in just a couple of years and a target of 100 million seeming achievable. Despite over 44 AMCs offering more than 1,400 equity-oriented schemes, the distribution network is stretched thin, making direct channels—AMC websites and apps—crucial. However, many websites are not user-friendly, especially for mobile users, creating a poor experience for first-time investors. Improving website usability, segmenting direct investors, and highlighting key features like instant redemption can significantly enhance investor engagement and conversion.