Lithys 2018: USAA - Social Support Champion

Lithys 2018: USAA - Social Support Champion

Company: USAA

Company background: 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.

Contact: Bill Gerth

Title: Director, Social Business Strategy

Related URLs:

Lithy category: Social Support Champion

1. What were your organization’s social customer service initiatives in 2017-2018? 

As social servicing matures as part of the enterprise written channel strategy at USAA, optimized responsiveness, integration and member satisfaction are critical. In every interaction, USAA works to provide a seamless experience for our members and our front-line service representatives (MSRs) through best in class technology. With Lithium’s help, USAA has been a part of early beta releases for Apple Business Chat, Chatbots and SMS, and built customized integration components for social CRM and social author identification that helped USAA meet members where they are, in their time of need.

In 2018 SMM for Service expanded to reach 12 major business units with 8 financial service business teams interacting with members in social channels daily, and the written channel surge team tripled in 2018 to accommodate member needs in times of high volume. Expanding the surge team was an effort to stay above 90 percent MSI (MSI=Acknowledgment time), which USAA has been under the goal of 30 minutes the past three years. USAA also expanded servicing platforms to Youtube and LinkedIn 2017-2018, while maintaining 70 percent of post being acknowledgement under 15 minutes. The net result is an optimized member experience in social networks and a reduction in time on task for business process.70.png

Through a joint strategic planning effort with business partners, USAA implemented numerous enterprise social servicing capabilities that promote excellent member service in 2018. The business strategies, new processes and capabilities improved key performance indicators while providing a better member experience in USAA owned and managed social properties. New social servicing capabilities include:

  • Exceeded enterprise social customer care MSI (SLA) of less than 30 minutes, with 70% being acknowledged under 15 minutes
  • First Response was 100 minutes in USAA Community, now at 23 minutes for first acknowledgement
  • Agent level metrics dashboards for all servicing agents to monitor and improve performance
  • Tripled the amount of surge agents trained for crisis events
  • 31 new agents trained in SMM Service
  • Utilizing Threshold alerts to ensure SLA targets are met
  • Enhanced Social Handle Member Match capability by providing author indicators
  • Agent signatures for added personalization
  • Managed View provides used for surprise and delight opportunities


2. What was the most important customer issue you were looking to solve via your digital technology (e.g. community and/or social media management platform)? What makes your approach to customer satisfaction a gold standard in the industry?

USAA consistently focuses on optimizing member and employee experiences while removing any roadblocks that may create friction for our members. In doing so, we focus on building state of the art infrastructure and capabilities that enable seamless experiences for our members and social customer care agents, alike. Last year MSRs were overwhelmed with a huge spike in post volume due to a social event that was not servicing-related. But without an understanding of which post were from our members, USAA struggled to prioritize genuine social servicing issues. As part of USAA’s 2018 personalization journey to better serve members, the team implemented Keyword and Author Alerts to offer immediate awareness and a consistent understanding of events and member needs across written channels to MSRs. Through such alerts, USAA can alert MSRs to a specific situation and empower them to offer a personalized resolution.

Keyword and Author alerts:

  • Author List: Key Influencers and Political Figures
  • Keyword Mentions: Threats, Catastrophic Events, Politically-charged topics

Additionally, as members turn more to accessible engagement on mobile for quick resolution of servicing needs, USAA must evolve to meet member needs. In 2018, USAA has worked to support additional written channels through SMM to include Apple Business Chat, SMS and Chatbots. USAA is moving quickly into the digital space ensuring that we are optimizing our support reach within the written channel.  All three of these areas have been integrated and tested with the Lithium SMM platform. 


  • Utilizing as first line of defense
  • Human assisted Chabot flows through Lithium

Apple Business Chat

  • USAA was selected as part of early developer group

3. Please share customer satisfaction metrics, both qualitative and quantitative, as well as agent and response time metrics (e.g. CSAT, decreased customer complaints, call deflections, agent SLA):

  • USAA pulls social data from the social media management platform into USAA’s CRM for a full 360 degree of view of contacts across channels. With the connection of data, USAA now has the capability for a full cross-channel strategy, allowing us to build and execute beautiful, personalized and seamless experiences for the member.
  • USAA’s implementation of SMM enabled USAA to meet members’ social customer service needs with speed and efficiency. The net result is a reduction in time on task for business processes and FTE savings.


Enterprise Analytics- See visuals below 

  • MSI 91.3% MoM  – The percentage of social media responses issues by SMM in less than 30 minutes from the time they were initially available in SMM.
  • Average Handle Time 5.83 min MoM  – The average cumulative amount of time each response was being actively worked by a user in SMM.
  • Average Speed of Answer 25.15 min MoM The average amount of time it takes USAA to respond to the first post in a conversation thread that requires engagement, from the time it is available in LSW (typically within 5 seconds of posting to the social media platform) to the time USAA issues a response.

MSR level reportingSee visuals below 

  • Response Volume
  • Conversation Volume
  • Conversation w/responses and Percentage
  • First contact Resolution volume and percentage
  • Average speed of answer
  • Member Service Index
  • Average Handle time

Twitter Survey

  • 58% response rate
  • 34% respondents provided open ended feedback