JANUARY - FEBRUARYMARTECHOUTLOOK.COM19CUSTOMER ANALYTICS TO FUEL CHANGE AND CREATE AN ADVANTAGEBy Dayton Semerjian, Chief Customer Care Officer and Managing Director, LPL Financial WIn today's digital world, customer data is abundant. The big question is how to leverage that data to its fullest potential. At LPL Financial, we took an integrated approach to transforming our service experience, leveraging data to drive logic-based decision making and augmenting that with a client-centered mindset and commitment to seeking and embracing feedback. The evolved approach, what we call the Care Model, equips us with a guidance system and modern methods that encourage continuous improvement. Let me start off by sharing a bit about LPL. LPL Financial is a leading partner to independent financial advisors, whose clients are American investors. We provide advisors with personalized service and support to help them run independent businesses, and be successful serving the needs of their markets. Advisors are able to customize the resources and support they leverage through our partnership, with access to our integrated platform of technology, brokerage and advisory platforms, compliance and clearing services, business management services, and strategic growth resources. Our offering is grounded in our mission, which is to take care of our advisors so they can take care of their clients. To bring this to life each and every day, we leverage a combination of approaches. One of the first steps in our Care Model transformation was to enhance our service and operating models. Modern CXO INSIGHTS
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