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Raelyn Jacobson

Associate Partner, Seattle
Leads operational transformations and capability building in customer care, sales operations, and frontline effectiveness with a focus on consumer-facing industries and financial institutions

About Raelyn

Raelyn serves consumer-facing (B2C) clients to transform operations. She focuses on optimizing the effectiveness and efficiency of customer-facing service and sales channels, elevating frontline engagement, enabling growth, and enhancing broader operations. She is a leader of McKinsey’s North American service operations work and has led transformations across functions, driving core competencies and building competitive advantage for clients across all aspects of the customer journey.

Examples of Raelyn’s recent client work include the following:

  • redesigning the operating model for a large US retailer, including adoption of next-generation customer-servicing tools and redesigned digital customer journeys
  • building a holistic contact deflection and prevention program to improve performance for a North American consumer technology company while creating a streamlined customer experience
  • leading an operational-care transformation for a North American B2C financial firm with deployment of rapid call-volume reduction teams leveraging agile principles and advanced analytics, and an end-to-end performance-management program improving productivity and customer satisfaction
  • conducting a rapid customer-service diagnostic at two US-based direct-to-consumer start-ups, identifying quick wins and building a longer-term road map to adapt for exponential growth, innovation, and employee retention
  • redesigning customer-servicing strategy and path to international financial advisor effectiveness for a global wealth-management firm
  • standing up a frontline service-to-sales effectiveness and retention program for a mid-size telecommunications company
  • advising a North American financial institution on becoming more central to the customer base by optimizing physical footprint, frontline effectiveness, pricing and product offerings, and targeted marketing

Published Work

Shaping and safeguarding the banking workforce after COVID-19,” McKinsey & Company, April 2020

Customer-care organizations: Moving from crisis management to recovery,” McKinsey & Company, April 2020

Bringing agile to customer care,” McKinsey & Company, February 2019

Customer First Personalizing the customer care journey,” McKinsey & Company, February 2019

Boosting contact center performance through employee engagement,” McKinsey & Company, March 2018


Ross School of Business, University of Michigan

University of Michigan
MS, sustainable systems

Le Cordon Bleu London
Le Grand Diplôme