A gap analysis identified four key areas - customer segmentation, trading platforms, channels for customer feedback, and business intelligence - that needed to be addressed for a large brokerage facing declining market share. Customer segments were realigned based on usage patterns. Trading platforms were restructured and reduced by half to better align with the new customer segments. Channels for qualitative customer feedback provided insights into trends. Metrics on tool usage optimized platforms by phasing out less popular features. The changes helped the brokerage be more responsive to customer needs and alerted them to important market shifts.

1. Case Study: Gap Analysis and Strategic Roadmaps
Challenge
One of the country’s largest brokerages was facing the
threat of declining market share and profitability from
their Active Trading Business Units.
Solution
A Gap Analysis identified four areas which had to be
addressed :
Customer Segmentation was realigned. Based on
usage patterns, the four new segments could then
provide a base for tracking tools preferences, usage and
ROIs. Trading platforms were restructured and aligned
with the new segments. The total number of platforms
was reduced by half.
Results:
Channels for qualitative “Voice of the Customer” The # of trading platforms and associated support costs
(VOC) were added to provide valuable insights into were reduced by half.
emerging trends and requirements.
The remaining platforms were aligned with trading tools’
Business Intelligence was extended beyond “the big 4” usage patterns. Most customers perceived these changes,
along with the new VOC channel, as a positive indication
to catch market shifts and innovations.
that the company was being responsive to their needs.
Metrics were configured to capture information on tools The usage data and new BI focus alerted the Company to
usage. This provided immediate feedback on most important shifts, such as the rise of currency futures trading,
popular features allowing the platforms to be optimized in time to address new requirements within their platforms.
with less popular configurations phased out. The company no longer lagged other brokerages in offering
key features.
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