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.
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 reporting – See visuals below
Conversation w/responses and Percentage
First contact Resolution volume and percentage
Average speed of answer
Member Service Index
Average Handle time
58% response rate
34% respondents provided open ended feedback
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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: Digital All-Star 1. Tell us about your digital customer experience: When and why did digital CX become a focus and priority for your organization and what technology(ies) did you decide to implement to help you, and what problem(s) does it help solve?
Member experience is a key priority at USAA as we work to provide seamless, personalized interactions for each member. In 2018 USAA is pushing the boundaries beyond traditional channels to ensure excellent support on the member’s channel of choice. Lithium has supported innovation around Apple Business Chat and SMS to expand the breadth of service options on mobile. Additionally, USAA is working towards a full 360* view of channel interactions. By connecting member data, USAA now has the capability for a full cross-channel strategy, enabling execution of personalized and seamless member experiences.
USAA is improving the existing member experience through technology:
Author Indicators: Due to the anonymity social can offer users, it is becoming harder to hyper-personalize engagement as consumer expectations rise. In 2018, USAA implemented author indicators enabling front-line service representatives (MSRs) to identify members within SMM once they post to USAA managed social pages for faster resolution.
Social Data as a Service (DaaS): By capturing and storing closed servicing conversations with members, USAA can offer DaaS to partners. Now, USAA can automatically store social servicing conversations related to Financial Advice to meet compliance regulations and offer invaluable historical insight to fuel innovation across the enterprise.
Social Conversation Summary: Through a custom integration between Lithium and USAA’s CRM, all MSRs can view conversation tags from member interactions. Previously only Social MSRs had such visibility, potentially creating a disjointed experience. By exposing social conversation tags and offering a holistic view of servicing concerns, MSRs can provide consistent, personalized care.
Alerts for MSRs: When sensitive issues arise on social, frontline MSRs must be informed of special handling requirements. Through Lithium’s keyword and author alerts, communication can quickly disseminate to MSRs for handling impacted authors or individuals mentioning specific keywords. Such alerts create efficiencies for managers who previously relied on email.
Twitter Survey Pilot: Lithium’s social survey offers USAA immediate feedback post-engagement to ensure member satisfaction and identify pain points to improve the servicing experience.
2. What are the benefits of having both a community and a social media management platform for your organization? How does it improve your strategy for digital customer engagement?
Customers need a forum to connect with other members going through similar life experiences outside of the USAA brand, while simultaneously having a direct line to connect with the brand. Through the USAA Community, members can connect on a deeper personal level, receiving support from each other that goes beyond a transactional relationship. Content from USAA fuels discussion while allowing room for members to establish friendships and engage in dialogue on topics of importance in their lives. Additionally, members who engage with community have a higher propensity to convert on USAA products.
The USAA Community also extends and amplifies marketing efforts through personalized storytelling. During the Hawaii volcano, USAA Community published content that offered resources to support members during their time of need. Working across business units, USAA was able to pull together content and publish resources in less than 36-hours to guide those impacted by the catastrophe in what to do before, during and after such an event. By tapping into the member’s perspective, content becomes deeply personal and strengthens engagement with the brand and with peers simultaneously.
Through social media management on managed social properties including USAA Community, members can confidently turn to USAA for direct and immediate support concerning matters that span from sensitive, private topics to broad information.
3. What are your digital results? Please provide your business outcomes and results because of your digital customer experience approach in quantifiable metrics (e.g. revenue, Net Promoter Score, cost savings).
In July 2018, USAA instantaneously matched 15% (previously not available) of social authors who posted servicing concerns on managed social properties as members before any initial touch point. This cutting-edge capability is outside of our Opt-In member database and will continue to increase.
Time to member impact insights was reduced from two weeks to instantaneous with social author indicators, impacting speed-to-insight to make informed decisions.
Process improvement includes increasing efficiencies in processing a member’s information.
Tracking Social Conversation Tags through DaaS enables USAA to understand ongoing member pain points and provide optimal care more efficiently.
Member Insights & Engagement
Share of relationship with community participants is deep; asset value for engaged community participants is $35 million
Early Warning System is integrated into Unified Command Center to alert the business to severe weather events and show where damage has occurred and take action to protect members.
Twitter Survey Pilot results showed a higher response rate from previous social surveys; from <10% to a 60% response rate with Lithium. 70% responses gave USAA a high score for satisfaction
MSI (SLO) 91% Month over Month
6 million unique direct community visits per year
Average Handle Time 83 min Month over Month
Average Speed of Answer 25 min Month over month for USAA to respond to the first post in a conversation thread
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