Connecting CX Programs to Strategy & Execution:

EXPERIENCE 18 Connecting CX Programs to Strategy & Execution: Creating a Culture of CX Champions John Ruda Managing Director, TD Ameritrade Institutional

Strategic Planning & Analytics Team We aim to connect the dots across departments & democratize insights Team s Goal Deliver data, insights, and voices of our clients to our partners, in order to drive today s actions and go big on the right long-term strategies Strategic Planning & Accountability CX Programs & Data Governance Partner Analytics & Insights 2

CONNECTING CX PROGRAMS TO STRATEGY & EXECUTION Starting with Purpose

Starting with Purpose We had an opportunity to refresh our existing mission statement Transform lives and investing for the better 4

Starting with Purpose We involved our associates & connected back to the client 2,700+ Associate comments reviewed Associate workshops Executive Leadership sessions 5

Starting with Purpose Our strategic goals start with the client and create clarity & connection Create a superior client experience Accelerate and diversify revenue growth Increase organizational agility and efficiency Invest in Associate Development Innovate to gain a competitive advantage Earns us the right too So our scale and growth can fund efforts to Freeing up resources that we can then Because it s our people who will enable us to So that as expectations are raised we can continue to 6

CONNECTING CX PROGRAMS TO STRATEGY & EXECUTION Creating a Coalition of Champions

Creating a Coalition of Champions Our cx program management had been service-centric and largely one-directional Service Sales Marketing Product Follow-Up Cases, Score Tracking CX Program Team 8

Creating a Coalition of Champions Deliver purpose-driven insights to drive decisions & engage stakeholders 4 Sales Outreach Opportunities KPI-Linked Feedback Themes 1 FEEDBACK CX Score Impact Annual Revenue Sales Pipeline Theme A 7 $70 $60 Theme B 7 $10 $40 Theme C 2 $30 $20 3 Client Panel Meetings Business Case Integration 2 9

Creating a Coalition of Champions Deliver purpose-driven insights to drive decisions & engage stakeholders 4 Sales Outreach Opportunities KPI-Linked Feedback Themes 1 3 Client Panel Meetings Business Case Integration 2 10

Creating a Coalition of Champions Deliver purpose-driven insights to drive decisions & engage stakeholders 4 Sales Outreach Opportunities KPI-Linked Feedback Themes 1 I m struggling with efficiency as I grow. My clients are calling me for many day to day basic inquiries about their wealth and financial plan. ADVISOR XYZ 3 Client Panel Meetings Business Case Integration 2 12

Creating a Coalition of Champions Our next chapter is creating two-way communication with an official cx champions team Service Marketing Feedback Immersion Monthly Challenges Planning & Analytics Sales Product Professional Development 13

CONNECTING CX PROGRAMS TO STRATEGY & EXECUTION Unlocking Ideas from Anywhere in the Organization If only the organization knew what it already knows UNKNOWN

Unlocking Ideas from Anywhere in the Organization Activating our associates to help build a better client experience Innovation Tournament Visibility & energy Time-constrained Ideation Platform Always on, empowering product owners Targeted challenges or open forum Failure Forum Fosters learning Creates safety 15

Connecting CX Programs to Strategy & Execution EXAMPLE TACTICS 1 Center organizational purpose around the client experience Associate-driven purpose creation Prioritize your strategic goals: CX as #1 2 Focus CX insights to empower decision-making across stakeholders KPI-weighted feedback themes Business case integration 3 Involve Associates and clients to co-create a better client experience Innovation platform, tournaments, failure forum Working groups: Client Panels, CX Champions 17