Client service, respect and communication are the top three driver categories of a quality client experience in the investment sector that have earned financial-services firm Edward Jones the No. 1 ranking for full service investment firms in The US Investment Firms Customer Experience Index, 2017. This is the third consecutive year the firm received the highest spot on the CX Index among Full Service Investment firms.
“We are proud to have earned the highest ranking among full service investment firms for the third consecutive year based on feedback from our clients using Forrester’s CX Index framework,” said Edward Jones Managing Partner Jim Weddle. “Our entire firm is dedicated to delivering exceptional service and understanding what’s important to our clients so we can deliver the personal experience they value.”
Forrester’s Customer Experience Index (CX Index™) methodology measures how well a brand’s customer experience strengthens the loyalty of its customers. The CX Index for US investment firms is based on a survey of more than 118,000 US adult customers in 2017 to benchmark consumer experience quality at 314 US brands, including 12 direct or discount brokerage and 11 full-service investment firms.
"Forrester’s CX Index results squarely align with our goal to deliver a unique Edward Jones client experience that will set our firm apart," Weddle said. "This ranking is especially meaningful because it reflects direct feedback from our clients and the quality of our client experience as measured by Forrester’s own CX Index."
Forrester notes that investment firm’s (both full service and direct or discount) customers who feel appreciated, respected and valued are more loyal.
According to the Forrester report, "Edward Jones doesn’t try to serve all investors. Instead, it has a consistent philosophy of serving customers who want face-to-face advice through its network of 11,000 offices across the US. In its intensive advisor training, Edward Jones stresses the importance of face-to-face interactions with customers. The firm emphasizes being courteous, down to earth, and honest — Midwestern values that contrast sharply with Wall Street’s image."