Company background: USAA's mission is to facilitate the financial security of its members, associates and their families by providing a full range of highly competitive financial products and services. In so doing, we seek to be the provider of choice for the military community.
Contact: Josh Cortez
Title: Senior Social Business Strategy Consultant
Kudos Category: Better Together: Customer Engagement
1. Tell us about your integration as well as your goal and key strategies.
USAA works to engage each Member personally in their channel of choice. Integration of servicing tools at USAA provide consistency in brand voice, seamless internal workflows to meet Member needs and reporting across the marketing and care functions to ensure proactive content addresses Member needs
2. Share your plan with the target audience and how your digital technology helped provide a better customer engagement experience.
USAA Community offers a hub for all COVID-related content, a platform for Members to seamlessly engage in dialogue with other Members through forums, support each other through unique struggles that the Military face during such a crisis through Khoros Groups, or ask questions directly to USAA.
3. What were the results? Tell us how it helped you meet your strategic goals. Please include metrics if possible.
In using Marketing, Community and Care capabilities during a crisis, USAA can ensure a consistent marketing message from Community to social channels, seamless and orchestrated social response through Care and use real-time analytics as feedback to ensure content specifically addresses Member needs.
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