How Charles Schwab Sees Through Clients’ Eyes
The financial services industry is undergoing a major transformation. Customers’ expectations in financial brands are changing. Financial brands are competing for survival. Innovation and brand relevancy have never been more urgent – to keep current customers loyal and to attract new ones. Charles Schwab is a successful outlier. It has grown in a tumultuous environment, using the perspectives and ideas of its clients and prospective clients as its guide. In fact, Charles Schwab was named the top financial services brand in the Customer Quotient™ (CQ) study, which measures the brand qualities that customers value most: openness, relevancy, empathy, experience, and trust. Success is largely the result of Charles Schwab’s “Through The Clients’ Eyes” strategy, supported by an ongoing partnership with hundreds of engaged clients and prospects who, collectively, serve as trusted brand advisors.
Jill Groark -
Senior Manager, Research & Marketing,
Elayne Spinder -