Data-Driven Customer Satisfaction: The Link Between Data Management, Balanced Scorecard, and Client Service Best Practices
This April, Jaime Fitzgerald and Zohar Swaine will share insights from more than 3 years of data-driven progress at TD Ameritrade, where data-driven changes have powered major gains in customer satisfaction, product innovation, and financial results.
The speakers will share specifics of what worked well, and what didn't, in their quest to convert Data to Dollars™ by creating a new balanced scorecard metrics system focused on customer experience, and a continuous improvement program which identified, tested, and captured new opportunities.
In 2008, facing a turning point in their growth strategy, TD AMERITRADE Institutional made a commitment to data-driven growth. Several factors made this essential:
- Competition was intensifying
- Post-merger systems integration created problems with data, systems, and processes, reducing customer satisfaction, customer loyalty, and slowing profit growth
- Client expectations were rising
Our response: Better Management of the Client Experience, enabled by better metrics, better processes, and better incentives. We launched a "Back to the Best" program to reclaim our industry-leading CSI scores, and achieved our goal via:
- Better Data: we recognized the need to enhance data quality, data integration, and measurement systems. Our mantra was "if you can measure it, you can manage it."
- Better Scorecards: we customized the "Service Profit Chain" framework to build Balanced Scorecards, enabling record improvements in customer satisfaction and "Net Promoter Scores"
- Client Experience Principles: measuring performance from the client's point of view, and tying this back to the related operational metrics, is challenging but essential to our progress. We succeeded by combining better data management with the right client service frameworks.
Looking forward, our progress to date has increased demand for data and created a clear business case for "next level" data management capabilities. We recently created an updated data management road map, including new roles and processes to sustain our progress.
About the Speakers
Zohar Swaine, Managing Director, Institutional Strategy & Product, TD Ameritrade Institutional
Zohar Swaine oversees the TD AMERITRADE Institutional Strategy, Analytics, and Reporting group. In this role, he is responsible for designing and implementing advisor-based strategies as impacted by new product and capability introductions, sales and servicing strategy, marketing, client segmentation, and other internal processes. Prior to joining TD AMERITRADE Institutional, Swaine worked for JP Morgan and First Manhattan Consulting Group in similar roles. Swaine graduated from the Stern School of Business at the New York University with a concentration in Finance and International Business.
Jaime Fitzgerald, Founder and President, Fitzgerald Analytics
Jaime Fitzgerald has developed a distinctively quantitative, fact-based, and transparent approach to solving high stakes problems and improving results. His approach enables translation of Data to Dollars™ using methodologies clients can repeat again and again. He is equally passionate about the “human side of the equation,” and is known for his ability to link the human and the quantitative, both of which are needed to achieve optimal results. During more than 13 years serving clients as a management strategy consultant, Jaime has focused on customer experience and loyalty, customer profitability, technology strategy, information management, and business process improvement. Jaime has advised market-leading banks, retailers, manufacturers, media companies, and non-profit organizations in the United States, Canada, and Singapore, combining strategic analysis with hands-on implementation of technology and operations enhancements.