Quebec cooperative financial institution Desjardins is moving from laggard to leader, moving from eighth to second place in customer satisfaction rankings
NATHALIE LARUE
DESJARDINS
Quebec cooperative financial institution Desjardins is moving from laggard to leader, moving from eighth to second place in customer satisfaction rankings
NATHALIE LARUE
TITLE: EXECUTIVE VICE-PRESIDENT OF PERSONAL SERVICES
Nathalie holds an MBA from HEC Montréal and has worked in the Quebec finance sector for more than 30 years. Known for her unifying leadership style and strong results, she has been tapped for key positions at the helm of large multidisciplinary teams. Nathalie has been with Desjardins for more than 20 years and has been a member of the Desjardins Group Management Committee since 2017, where her achievements include spearheading a major marketing transformation project.
The financial services sector faces mounting pressure to digitise operations while maintaining customer relationships: a challenge that is particularly relevant for co-operative financial institutions, which must balance technological advancement with member-focused principles that have defined their operations for generations.
Desjardins Group, North America’ s largest financial co-operative with 7.7 million members and clients, is an example of how institutions can navigate this transition.
Through a five-year technology modernisation programme, the Quebecbased organisation has achieved a position 14 percentage points ahead of other Canadian banks in online product sales, while moving from eighth to second place in Net Promoter Score( NPS) online experience rankings among Canadian financial institutions.
In Canadian banking, digital channels now process most routine transactions, as customers demand digital access to services beyond banking – including mortgage renewals, investment products and financial advisory services.
Desjardins’ response to these market changes highlights some of the complexities of digital transformation in financial co-operatives. mobile-magazine. com 157