Lithys 2016: USAA - Total Community All Star

Lithys 2016: USAA - Total Community All Star

usaa_0.pngCompany: USAA

Entry submitted by:  Bill Gerth (Director, Social Business)

Community: USAA Community

Lithy category: Total Community All Star


USAA provides a full range of financial products and services to the military community and their families. Our world-class employees are committed to delivering superior products, appropriate guidance and exceptional customer service. We started as a word of mouth company, in 1922 when 25 Army officers met in San Antonio, Texas and decided to insure each other's vehicles they laid the foundation for an organization that would one day serve millions of members. USAA has earned its member’s trust by providing years of award-winning service through a comprehensive suite of financial products and advice. Our members expect excellence in customer service from a financial services organization that’s served generations of military families. Service, Loyalty, Honesty and Integrity, USAA stands ready to serve.


Organizational Background and total Community Digital Customer Strategy


When someone joins USAA they have immediate access to free financial resources and personalized products and services — we understand the unique needs of our membership because we’re an organization founded by military members for military members. Our customers rely on us to suggest products and services that meet their financial needs and access to the tools and advice they need to make critical life decisions. Our customer care solutions and Member Community afford USAA’s member’s access to world-class employees that are personally committed to delivering excellent service and superior assistance in their social channel of choice.


USAA recognizes that social media is an important member service channel. We’re committed to delivering the gold standard for social customer care in our managed and owned social media properties. USAA is laser focused in our approach to the discovery of a members service issues in social channels with rapid issue resolution or the recommendation of advice which meets an immediate need.


USAA determined that online profile recognition methods were disconnected from a member’s true identity and out of sync with our internal CRM systems. Across the social customer care industry and CRM platforms the inability to identity stitch public and private customer profile information together proved to be a key issue in successful social customer handling, dialogue management and customer contact amendment.


One of our largest initiatives in 2015 was to develop a solution integrating information from our managed social properties, Lithium Member Community and CRM systems together to provide a 'single member profile’. The ‘single member profile’ would allow USAA to associate social insights with known member information and offer relevant personalized service in social networks or our Member community. USAA knows that the key to personalized service in social channels is immediate recognition of a member in their social channel of choice.


Total Community Benefits and Results


In 2015 USAA leveraged its Lithium Member Community and planned LSW integration to build a scalable 'single member profile’ we call the Unified Member View. This “360 degree customer view” is the centerpiece of our Total Community Strategy. The Unified Member View includes the Lithium Member Community identity, external social identities and Member Online profile data into a 'single member profile’. USAA’s digital strategy for Total Community focuses on the member profile; our efforts include connecting USAA’s official customer record with all of the public and private social profile attributes that we see emerging.       




The holistic view of the member profile allows USAA to deliver a new level of digital experience and features informed by expanded awareness and insight. Digital features include; personalization informed by social insights or declared life events, member segmentation, peer to peer connection features that match an individual’s needs with member provided advice and solutions.

  • USAA combined the Community Profile with formal customer profile data to create a single social customer experience anchor point
  • Members can now select from personal details (location/military background) directly pulled from their formal profile to share
  • The combined profile provides integrated access to USAA’s Community for our member base of over 10 million individuals
  • The combined profile serves as the comprehensive external social network identity record for all members
  • The aggregation of all member social profiles will be written to the CRM record and reused for customer outreach and promotion
  • 2015 Unified Member View project for Total Community led to broader exposure of the Community Profiles, a 5x monthly increase in Member Community registrations (10,000 Registrations per month on average)
  • LSW, USAA CRM Member Match Technology gives USAA a 5 FTE savings for looking up Member Profile Information and syncing that data to social handles



Lithium Alumni (Retired)
Status changed to: 2016 Lithy Submission
Lithium Alumni (Retired)

WOOHOOO - Team USAA!  Great entry.......wishing you lots of luck this year!