In the technology world, we often narrowly define customer experience or CX as our reaction to software user experience or UX – how pretty, how intuitive etc. To me CX is much broader – how successful was the implementation, what does the customer tell peers when they are doing reference calls, how do they advise customers from other industries and countries, what enhancements do they prioritize from the vendor etc. I have written about many customers in over 200 case studies in our long-format content – especially our innovation focused books. Those take several conversations. It is rare after just one session that I tell an executive they are a “dream customer.”
I recently had a chance to spend about an hour at Workday Rising with Jennifer Edwards, SVP, Accounting Systems at loanDepot, based in Irvine, CA. Rather than just a narrow view of their Workday project, Jennifer shared valuable insights into the mortgage financing sector. We discussed Workday’s Accounting Center, Prism Analytics, and the innovative Illuminate AI agents, as well as her interactions within the Workday community. I couldn't help but express, on two occasions, that she exemplified what it means to be a “dream customer” for Workday.
Here are some excerpts from our conversation
About loanDepot
loanDepot was founded in 2010, right after the subprime mortgage crisis. The founder, Anthony Hsieh saw an opportunity to start a new, digital mortgage lending experience to make the home buying and financing process more efficient and transparent with modern technologies. They built third-party integrations directly into the originations process to collect a borrower’s income, employment, and asset information to deliver a fast and hassle-free transaction experience. That was revolutionary in a sector which used to be paper intensive. Since inception, they have funded more than $498 billion. Today, their nationwide team of 4,000 plus members assists more than 6,800 customers with mortgage originations transactions each month.
Her career in financial services, accounting and related systems
Jen started her career in auditing at KPMG, in the financial services sector in the Southern California area just before the 2008 crash. She got to see many troubled banks. She left KPMG after 7 years to join a regional bank as the head of their internal audit. That role expanded her exposure to systems, again on a timely basis, as companies were focusing on process automations, digital transformations, adopting cloud computing, etc. In her role, she reviewed process and controls around several new systems implementations. And loved the experience around the systems side of accounting. Since 2020, she has been involved in Workday (financials related) projects at loanDepot. She enjoys the financial services sector because of the macroeconomic lens it brings, and how it's so important for the health of the US economy.
The Workday product differentiation in their sector
in 2020, loanDepot decided to digitally transform their office of the CFO. They already had implemented Workday HCM and payroll. So Workday Financials, Accounting Center and Prism Analytics was the most logical, best-fitting solution as they facilitated the precision of the loan-level accounting at a low level of granularity and, importantly, did so at their large scale of volumes. They previously used an industry specific product but realized it could not easily scale to their exploding volumes. Jen had joined loanDepot to help with the Workday Financials implementation and then stayed to run that team post-go-live in a new organizational format.
The Workday decision was made easier because Fannie Mae, who they sell a large volume of loans to, had been an early adopter of Workday’s Accounting Center and Prism (along with the financial modules). Accounting Center is designed for the systems accountant, a functional knowledge owner, to automate the rules that summarize operational data into resulting summarized journal entries. They use Prism for its attribute-rich reporting dimensionality from the resulting data sets and ingested complimentary operational data sets. Accounting Center is also helping them automate their fair value process and month-end gains and losses, as they ingest loans held for sale, and interest rate lock commitments.
Most ERP systems don’t make it easy to store attributes like associated loan officer, loan purpose or product, or property state. With Workday, they are ingesting more related operational data fields for a single transaction compared to what you can normally do in a ledger. The Workday differentiation will increase as they continue making enhancements to analytics and reports by leveraging new features that enable reporting on prism attributes within hierarchical formats.
Her Workday community participation
She is very active in the Workday community and participates in early design and partner groups, testing and giving feedback. She sits on the Financial Services Industry Vertical Customer Council, advocating for a collaborative approach to problem-solving with vendors (and like-minded customers). She conducts reference calls, often fielding inquiries from customers curious about their support models, particularly regarding how financial teams should collaborate with HCM and Payroll departments. Given the sensitive nature of the data involved, this collaboration can present challenges, especially for organizations that do not implement both areas concurrently. Her reference calls and industry presentations are not restricted to peers in her sector. She speaks at Rising and has been part of the Workday – Intelligent Finance Tour – and gets questions from people interested in Accounting Center outside of financial services.
Her relationship with Workday has allowed her to appreciate the company's unique culture, which she feels genuinely values its customers. Jennifer notes, “It’s been a joy to watch what the new CEO Carl Eschenbach has been doing for the company, and the fun that CMO Emma Chalwin is having.”
More Workday innovation
At Rising, Workday revealed several AI agents and the acquisition of Evisort, a contract intelligence tool. She particularly liked the natural language user interface where you can ask the system via your mobile phone to do specific tasks. She is also excited about the various Agents and is excited to see what financial related agents will be “next”. In a document intensive profession (accounting) and environment that is loanDepot, she looks forward to learning about use cases Evisort could offer them particularly around areas like leases, supplier contracts, and supplier invoices. Not so much for loanDepot which is a nationwide nonbank mortgage lender, but for broader banking, she would like to see Workday build out the banking core. As well as offer, industry specific reporting packaged solutions for regulatory reporting requirements for the industry: for example- call reporting for banks and mortgage bankers financial reporting (MBFRF).
“Fail Faster” culture
Before our meeting, Workday had honored Dave Smoley with a lifetime customer appreciation award for his projects at Flextronics, Astra Zeneca and Apple. I mentioned to her I had written a case study of Flex’s risky decision to implement Workday as a global HCM system when Workday was still a tiny startup. I told her Dave had justified it as doable in Flex’s “fail faster” culture
Jen’s response was “That is a hugely important cultural thing that not all organizations do and I try to; loanDepot’s culture pushes me to lead by being daring in our pursuits and dynamic in our actions. We use the data we have to make the best decisions we can, but we know we're human. We're not going to get it perfect every time.”
I look forward to conversations with other financial executives as Workday crosses the 2,000 customer mark who use their financial modules. Jen has set a benchmark for them to pack a lot of content into just one session.
The Mother of all Disruptions
Two Wednesdays ago, I was getting some of my daily steps on the 14th deck of the Celebrity Ascent which had sailed from Barcelona. I greeted “good morning” to a gentleman passing me. He stopped and said “Not a good, but a great, morning”. I presumed he was a fellow Floridian as we were headed to Ft. Lauderdale and we started a quick conversation. He was actually from California and he poured out what exactly he thought about his Governor and his state. Over the next couple of days, I had many similar conversations with others we had met on the ship about the US elections. I would preface the conversations with a simple question "Are you glad or sad?" Most said glad about the election results, sad about the cruise ending.
I am a registered Independent and tend to have low expectations of politicians in Washington, DC. I had written this blog post My 10 asks of the next POTUS in early August and had been disappointed that neither candidate had focused much on policy matters. As it is now becoming clear, Kamala spent too much on celebrities and campaign cosmetics and Trump on rah rah rallies. Entertaining but content-light.
My 10 points had called for
• Reduce our National Debt which has spiraled in the last decade
• Deliver trade surpluses after decades of deficits
• Make us an energy innovator with next-gen nuclear, carbon capture etc
• Get serious about “affordable” healthcare and delver much better outcomes
• Tie immigration to our talent needs – we have a process which works but that we have ignored
• Take care of our aging baby boomers
• Quit spilling our young blood in faraway places
• Be fluent in STEM – our leaders need to celebrate and highlight the wide US STEM leadership
• Celebrate the nuclear family – I have a nuanced point of view on why we have created our distorted population pyramid
• Re-prioritize common sense – we have paid too much attention to activists and ideologues
Clearly, I have tall expectations which call for disruptors to divert the trajectory in each area. However, I figured I would mostly hear celebratory talk from Trump till he took office in late January.
So, I have been blown away by how quickly he is assembling his core team . I like many of them – Elon, Vance, Vivek, Burgum, Tulsi, RFK Jr, Rubio, Lutnick, Kristii, Hegseth,Wright. Many are youngish, entrepreneurial and importantly they are STEM savvy. They can clearly be disruptors. Match them to my 10 “asks”.
In response, I have also heard an equal and opposite reaction to them from many defending the status quo.
My career has thrived on disruption in the tech sector. I helped clients replace mainframe applications with client server flavors at PwC and Gartner. At Deal Architect I helped a number of clients with due diligence around offshore development in emerging economies around the world. I have helped clients move to cloud applications, evaluate hyperscalers replacing propriety data centers and outsourcers, evaluate benefits of automation from robotics to now Gen AI. I have seen global economies ebb and flow in my travels across 75 countries. I have seen verticals dramatically transform over the last few years, many with brand new competitors. It shows in the massive changes in vendor portfolio over the last two decades of Deal Architect and in our family budget – especially in telecoms, financial services, travel and retail.
Disruptors are by definition bulls in a china shop. They leave behind winners and losers. They inevitably face resistance to change. But life and business goes on, and usually gets better.
I have learned to present pros and cons, logically not ideologically, when I invited to. It definitely helps that I have spent time with countless execs for books like “Business as Unusual”. I have learned from others talk about a ‘Fail Faster” culture. A CEO once told me “Never offer a Plan B. Burn the boats behind you.”
We are entering a phase of great disruption. Like most, I am anxious. But I am also excited.
November 20, 2024 in AI, ML, Cloud Computing, SaaS, Digital transformations, Energy trends, Industry Commentary, Leadership during Crisis, SAP Business as Unusual, Vertical Markets (Banking, Retail etc) | Permalink | Comments (0)