Transforming Customer Experiences at TIAA: A Journey with Jessica Austin Barker

Jessica Austin , Chief Digital and Client Experience Officer at TIAA , shares her transformative journey from her foundational work at Intuit to now leading customer-centered initiatives at TIAA.

From Mission Obsession to Customer Obsession

At TIAA, the shift from "mission obsession" to "customer obsession" is reshaping the company’s approach. Jessica captures it well: "It starts with being clear on your customers... their needs, and where we’re at in meeting those." Her focus is on building a customer-first culture that truly listens and responds to clients' unique circumstances. This intentional shift is creating a new foundation where TIAA’s?mission?of helping more Americans retire with dignity?aligns closely with customer needs.

Retirement Readiness: A Lifelong Journey

Preparing clients for retirement is a long-term journey, as Jessica describes: "You can't just put this BHAG [Big Hairy Audacious Goal] out there and get everybody there overnight... this is a long journey we have with customers." At TIAA, this journey is?in part measured?by a "mission metric"?that looks at what percent of participants are on track and exhibiting on track behaviors for a secure retirement. Jessica encourages clients to start small, pointing out that even small steps, like ensuring they receive their employer match, make a big difference: "Enroll in your retirement plan, and make sure you’re getting your match from your employer, because that is, if you will...?free money."

Addressing a Looming Financial Crisis

One of Jessica’s driving passions is addressing the fact that 40% of households may run out of money in retirement, a reality particularly affecting women and diverse communities. TIAA is tackling this through tailored financial education and advice to help clients better prepare. She highlights the company's role in supporting both employers and employees: "They want to be a great employer, [to] make sure that their employees are set up for success, to retire."

Blending Digital and Human Touch in Customer Service

TIAA’s approach to customer service uses a balanced hybrid model, integrating digital and human support. Jessica points out, "Someone may have confidence up to a point with self-serve and digital, but then... need that bridge for a meaningful decision." This hybrid approach recognizes that while automation offers convenience, meaningful decisions often require a human touch.

The Art of Personalization Through Data

Using data to personalize each client’s journey is essential to TIAA’s strategy. Jessica describes their data insights as finding a "sweet spot," where they leverage data not just for analysis but to drive impactful customer actions: "We’re looking at data... to see if our client experience A/B tests help to drive an action... with a better outcome." This focus on actionable insights allows TIAA to refine customer journeys, building trust with each interaction.

Visualizing the Future Self

One unique way TIAA motivates clients to plan for the future is by helping them envision their "future selves." This simple yet powerful approach makes long-term financial planning feel relatable and important today. Jessica explains that when people see their future selves, they’re more likely to take steps to secure that future now.

Building a "Client Forward" Culture

A cornerstone of TIAA’s customer-centric culture is their "Client?FRWD " initiative. Jessica shares that every employee?participated?in an immersive journey into customers’ lives, using video and storytelling to connect emotionally with clients' experiences. She notes, "We had employees in tears," as they came face-to-face with the real challenges customers face. This empathy-driven experience is creating a stronger client-centered mindset among employees.

Cautious but Intentional AI Adoption

As AI becomes a bigger part of customer service, Jessica highlights TIAA's cautious approach: "We’re stepping cautiously... there’s a lot to want to make sure that we don’t get wrong on our customers’ behalf." By prioritizing thoughtful AI integration, TIAA aims to enhance the client experience without compromising trust.

Envisioning Success Through Innovation

Jessica’s approach to building a culture of innovation at TIAA involves asking, “What if?” This powerful question, she says, allows associates?to work backwards, identifying necessary capabilities and envisioning impactful solutions. By encouraging “10x” thinking, TIAA is fostering a mindset of continuous improvement, helping the organization bring about significant, client-focused advancements.

Nick Glimsdahl is a podcast host, contact center strategist, speaker, and author, committed to aligning customer expectations, employee needs, and business goals to create seamless, high-impact experiences.

He is widely recognized for his Press 1 For Nick podcast, which showcases insights from leaders at iconic brands like Chick-fil-A, The Ritz-Carlton, Crumbl Cookies, Zappos, Google, Starbucks, and Disney. Nick’s interviews span best-selling authors, scientists, TEDx speakers, researchers, and even hostage negotiators, making the podcast a valuable resource for anyone passionate about exceptional customer experience.