eTrade 2000 Annual Report Download - page 29

Africa will migrate their technology shortly. As new E*TRADE sites are launched in Germany, Israel and elsewhere in the EMEA
region, their Web technology will also be managed by EROC.
Security
A significant risk to online commerce and communication is the insecure transmission of confidential information over public
networks. See “Item 7. Special Investment Considerations—Our business could suffer if we cannot protect the confidentiality of
customer information transmitted over public networks.”
We use a combination of proprietary and industry standard security measures throughout our global technology operations and
networks to protect customers’ accounts. Customers are assigned unique account numbers, user identifications and trading passwords
that must be used each time they log on to the system. We rely on encryption and authentication technology, including public key
cryptography technology licensed from RSA Data Security, Inc. and secure sockets layer technology, to provide the security and
authentication necessary to effect the secure exchange and storage of information. Touch-tone telephone transactions are secured
through a personal identification number, the same technology used in automated teller machines. A second level of password
protection is used prior to order placement. We also have an agreement to provide digital certification and authentication services for
electronic commerce through our alliance with VeriSign, Inc. Additionally, we utilize
30
intrusion detection systems to be alerted to unauthorized access, centralized and automated access control management to limit access
to customer data, firewalls and other network device controls, cryptographic access authentication by employees, and audit and
logging to monitor systems and conformance to policies.
CUSTOMER SERVICE
In an era in which consumers demand efficient, personalized and high-quality service, we are focused on providing an electronic
self-service model complemented by a human touch. During fiscal 2000, we built on our commitment to offer a two-track approach
that empowers the customer with advanced tools to manage investment decisions, while still providing personalized assistance from
customer service associates. Customer service is provided through the Help Center, our 24-hour electronic resource, and through live
agents. Our customer service associates help customers who prefer to speak to an agent, handle product and service inquiries and
address all brokerage and technical questions. Our current policy specifies that customer service associates have or must obtain the
appropriate securities broker’ s license. See “Item 7. Risk factors—Our ability to process securities transaction orders during systems
failures or degradation depends on our having a sufficient number of qualified customer service personnel.” Key service features and
tools include the following:
247366 Live Agent Customer Service —In August 1999, we expanded our offering to include 247366 live agent
customer service, allowing customers to contact us for quality support when they need support, not only when the
securities markets are open.
Customer Information Systems —We have invested in new systems and processes to better leverage customer
information in order to provide a better overall customer experience. In late fiscal 2000, we will begin to provide
significantly enhanced desktop tools, advanced routing of incoming inquiries, and personalized interactions based on
customer preference and need. We will also launch instant messaging and Web collaboration to our customers to
provide an alternative channel for communication.
TriLingual Live Agent Support —In the fall of 2000 we will be introducing live agent support for our customers who
speak Cantonese, Mandarin and/or English.
Customer Service Live Forums —These online town hall sessions allow hundreds of customers to be serviced
simultaneously via interactive sessions on our Web site. We host both general and topical sessions.
The Learning Center —The Learning Center provides self-directed investors with information on all of our products
and services.
The Tour —This online tour of our products and services allows customers to learn about us at their own pace in a
self-directed environment.
The Knowledge Center —Launched in late fiscal 1999, the Knowledge Center provides self-directed investors with
valuable general investing information on subjects, such as stocks, bonds, options, mutual funds, and market centers.
2002. EDGAR Online, Inc.