E*Trade Beefs Up Customer Service

Beth Cox

Updated · Jan 02, 2002

Online brokerage and financial holding company E*Trade Group Inc. enhanced
its customer service operation for the new year, rolling out a new Web-based
interactive channel called Service Now.

The Menlo Park, Calif.-based company said the service allows
online customers to interact in real time with E*Trade service reps (the
company calls them Financial Services Associates) via online chats and Web

E*Trade also said that its “priority
customer households” now get the benefit of preferred call-routing
technology. What that boils down to is that the company can now identify its
more profitable customers and give them a higher level of service – less
waiting on the phone, for instance. Other brokerages, including Fidelity,
have been doing that for some time.

The enhancements “… as a part of our personalized Digital Financial Media
strategy, empower customers to make critical decisions about their money and
further differentiate E*Trade from the competition,” said Jerry Gramaglia,
president and chief customer operations officer at E*Trade Group Inc.

The Service Now technology, first introduced to Power E*Trade brokerage
customers, was obtained through the
last year of E*Trade Mortgage, formerly known as LoansDirect.
Customers enter their account numbers by phone, and the system flags those
that are the most active –and profitable traders –for faster service.

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  • Beth Cox
    Beth Cox

    Beth Cox has been a well-known keynote speaker and author as well as a business and technology advisor. She helps companies improve their business performance, better utilize data, and understands the implications of new technologies, such as (AI)artificial intelligence, big data, blockchains and the Internet of Things.

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