® ® © 2007 E*TRADE FINANCIAL Corp. All rights reserved. This presentation contains confidential information and may not be disclosed without E*TRADE FINANCIAL Corporation’s written permission. Servicing Global Customers November 8, 2007 Will Kaser Vice President, Customer Service Operations E*TRADE Financial

2007 E*TRADE FINANCIAL Corp. All rights reserved. 2 “While CRM systems to date have improved selling and servicing for companies based in a single locale, most CRM solutions being to fail as business growth expands across borders and currencies, resulting in poor visibility at each point of the global organization from country to region to headquarters.” Source – NetSuite Global CRM Today’s Objectives  Gain understanding of E*TRADE’s global reach and CRM capabilities  Stimulate discussion and ideas on the topic of servicing global customers How many multinational organizations in attendance today? Any E*TRADE customers?

2007 E*TRADE FINANCIAL Corp. All rights reserved. 3 Our Business Of our 4.9 MM brokerage and banking customer accounts…  ~250,000 are global retail customers  Utilizing 16 branded websites  Supported by ~800 employees, >24 languages

2007 E*TRADE FINANCIAL Corp. All rights reserved. 4 Global Reach PHILIPPINES SINGAPORE

2007 E*TRADE FINANCIAL Corp. All rights reserved. 5 Global Service Vision  Link disparate local capabilities into global asset  Integrate servicing customers globally with servicing global customers  Deliver consistent customer experience by utilizing common servicing platform  Leverage common knowledge base and extend enterprise resources (training)  Establish regional service centers  Extend current products and services into new markets

2007 E*TRADE FINANCIAL Corp. All rights reserved. 6 Value Proposition  Leverage product and global technology infrastructure to create new customer opportunities  Augment the growth strategy with global servicing capabilities to achieve strategic advantage

2007 E*TRADE FINANCIAL Corp. All rights reserved. 7 Guiding Principles  Utilize global infrastructure for worldwide distribution  Maximize economics of offshore operations to establish round-the-clock servicing capabilities  Reduce operational cycle times  Utilize outsourcers as enablers to accelerate globalization efforts  Replicate regional support model to further drive globalization  Improve customer satisfaction How many CRM programs use customer satisfaction or other customer feedback as guiding principle?

2007 E*TRADE FINANCIAL Corp. All rights reserved. 8 Global CRM Challenges  Foreign business practices  Voice of the customer  Risk management  Controls  Multiple currency accounting  Global partner involvement  Reporting / dashboards  Governance  Foreign language support  Multiple time zones  Cultural affinity  Technology deployment  Business continuity  Talent pools  Leadership skills  Scalability What challenges are your CRM programs facing? Are they similar or different?

2007 E*TRADE FINANCIAL Corp. All rights reserved. 9 Technology Considerations  “Lite” systems limit customer service capabilities  Citrix capabilities offer bridge solution to core servicing systems  Global network design is key to success  Integrated data networks with partners  Technology parity with US operations  Data privacy guidelines  Reporting capabilities – global, regional, local What technology considerations has your CRM program faced? Are you using a packaged solution or proprietary build?

2007 E*TRADE FINANCIAL Corp. All rights reserved. 10 Building the Business Roadmap: Assessing the Landscape Canada  Applying US best practices  Strengthening language capabilities  Establishing branch network EMEA  Expanding the footprint  Launching new products APAC  Continuing to build brand awareness  Regional expansion

2007 E*TRADE FINANCIAL Corp. All rights reserved. 11 Phase One: Philippines Objective  Build fully captive, global operation capable of handling a spectrum of servicing activities and sales support capabilities Successes  Established four lines of business, growing operation to >600 FTE in nine months with quality that meets/or exceeds US standards Key Learnings  Outsourcer can only take your plan so far  Quality, technology design and business continuity planning are paramount Next Steps  Complete language migration to region  EMEA

2007 E*TRADE FINANCIAL Corp. All rights reserved. 12  Canada, France, Germany, Hong Kong, Japan, United Kingdom  Add international diversification to your stock portfolio  Hedge U.S. dollar exposure with five global currencies  Easily manage your Global Trading Account online with your other accounts

2007 E*TRADE FINANCIAL Corp. All rights reserved. 13 Emerging Customer and Servicing Markets Costa Rica China Vietnam South Africa Argentina Czech Republic Are your CRM programs prepared to adapt to new challenges?

2007 E*TRADE FINANCIAL Corp. All rights reserved. 14 Parting Thoughts  Understand your company’s specific needs  Awareness of the global customer is key  Allow customer experience to drive decision-making  Governance and advisory oversight is necessary  Focus on quality

2007 E*TRADE FINANCIAL Corp. All rights reserved. 15