Abstract

This case discusses the customer-focused e-business strategy of Charles Schwab & Company (Schwab), the leading discount brokerage firm in the US. It describes its multi-channel strategy that aimed at providing the customers as many channels as possible to interact and transact with Schwab. It examines the way in which Schwab focused on providing better customer service by promoting its website and proactively using Internet enabled technologies. The benefits Schwab derived from its e-business strategy are also highlighted.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the importance of a customer-focused e-business strategy for the growth of an organization.

Keywords

Charles Schwab, E-Business Strategy, Customer Relationship Management, eCRM, Multi-channel Strategy, Channel Integration, Customer Segmentation, Implementing E-Business, Website Enhancement, Personalization, Positions Monitor, Schwab Alerts, Learning Center and Personal Choice Program