Edward Jones: Putting people at the heart of customer experience

We need to think like our clients. Anticipate their needs before they know they have them.

Jeffrey Mango

Jeffrey Mango

Managing Director, Advisory Customer Solutions, KPMG US

+1 404-614-8757

Edward Jones is focused on providing outstanding client experience and ensuring it adds value at every interaction. To successfully accomplish this requires a commitment to maximizing client empowerment, participation, and confidence and the ability to anticipate client needs before clients know they have them.

“We believe it’s a mindset shift,” says Ken Cella, Principal, Client Strategies Group at Edward Jones. “We need to think like our clients—not just about them.”

Every year for the past decade, KPMG’s Customer Experience Excellence Report has revealed findings about consumers and their individual experiences with brands they interact with. The research has found that brands with a strong commitment to outstanding customer experience (CX) and value-driven relationships can reap the rewards of customer retention and loyalty.

Read the report: The connected experience—2019 U.S. Customer Experience Excellence Report.

The report outlines The Six Pillars of Customer Experience that impact CX success: Personalization, Integrity, Expectations, Resolution, Time and Effort, and Empathy. It also explores approaches and strategies that brands can use to move beyond organizational constraints and outdated practices in order to embrace the latest standards of customer experience excellence. And it showcases leading brands that are facing their CX challenges—and overcoming them.

With a branch network of more than 14,000 branch offices throughout the U.S. and Canada, and nearly 7 million clients worldwide1, Edward Jones has a strong reputation for providing high-quality customer service. This year, Edward Jones moved up 15 positions in the report to land in the top 10, showcasing how they manage, meet, and exceed customer expectations.

One surveyed respondent said, “I love my advisor. He’s knowledgeable about all the products they offer. He knows what’s good for my family. He’s great to work with.”

Edward Jones believes that by identifying potential client needs before their clients do, they can focus on personalizing their client’s experience.

While this is not a new concept, data-driven approaches are making it easier to execute. Successful Edward Jones financial advisors leverage data aggregation technologies and on-boarding tools to help facilitate meaningful, trust-building conversations. Additionally, prior to assisting with financial decisions, they help clients clarify priorities and values. In this respect, a better client experience involves not only financial knowledge, but also emotional intelligence.

To identify opportunities that add value, Edward Jones involves its people. Harnessing their insights around what is necessary to deliver a great experience at every interaction has had a double benefit. It improves the experience for customers, increases loyalty, and also energizes employees.

According to Cella, “We’ve found that having the chance to be creative and contribute goes hand in hand with people loving their jobs.” He added that in a study conducted among Edward Jones employees they discovered that when staffers have a lot of meaningful innovation opportunities, 99 percent call Edward Jones a great workplace.

Edward Jones is boldly reinventing its future. And it’s doing so in ways that widen the circle of people putting their minds to work.

Learn more about the other brands that are winning the CX challenge.

1 Source: Edward Jones corporate website, Edward Jones Fact Sheet


(1)Source: Business InsiderChick-fil-A is now the third largest restaurant chain in America, 2019