Through a joint effort with business partners, calculated planning, and resource training, USAA implemented numerous enterprise social servicing capabilities that promote excellence in member service.
Entry submitted by: Bill Gerth
Community/Social Channels: Communities.usaa.com; https://twitter.com/usaa; https://twitter.com/usaa_help; https://communities.usaa.com/; https://www.facebook.com/USAA/; ttps://www.youtube.com/user/usaa; https://www.instagram.com/usaa/
Lithy category: Social Support Champion
USAA provides a full range of highly competitive financial products and services to the military community and their families. Serving millions of members USAA is one of the only fully integrated financial services organizations in America. USAA has earned its member’s trust by providing years of award-winning service through a comprehensive suite of financial products and advice. Members rely on USAA’s world-class employees who are committed to delivering superior service. USAA’s members expect excellence in customer service from a financial services organization that has served generations of military families. Service, Loyalty, Honesty and Integrity, USAA stands ready to serve.
Social Customer Service Initiative in 2016-2017
As social servicing matures into a channel of choice, optimized responsiveness and member satisfaction is critical to USAA. Business requirements need ongoing exploration, platform management, and business process development to address member complaints through social servicing. Lithium provides the technology meeting USAA’s social customer service needs with speed and efficiency while enabling multiple enterprise servicing capabilities. In 2016, Lithium Social Media Management (SMM) was introduced to 11 major business units with 6 financial service business teams interacting with members in social channels on a daily basis. The net result is an optimized member experience in social networks with a reduction in time on task for business processes and FTE savings.
Through a joint effort with business partners, calculated planning, and resource training, USAA implemented numerous enterprise social servicing capabilities that promote excellence in member service. The business strategies, new processes and capabilities improved key performance indicators while providing a better member experience in USAA owned and managed social properties.
Social servicing capabilities include:
Approach to Customer Satisfaction
USAA consistently focuses on providing an optimized member experience while removing any touch points that could impart negative sentiment from our members. In doing so, we focus on building state of the art infrastructure and capabilities that bring together all member data and public or private touch points.
With the integration of Lithium SMM, USAA can pull data from Lithium technology and create multiple capabilities that provide a full member 360 point of view from all contact channels as well as integration into the USAA’s CRM. With the connection of data, USAA now has the capability for a full cross-channel strategy, allowing us to build and execute beautiful, seamless experiences for the member. Some of the infrastructure and capabilities in more detail are:
Our implementation of Lithium SMM enabled USAA to meet our member’s social customer service needs with speed and efficiency. The net result is a reduction in time on task for business processes and FTE savings.
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