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
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:
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).
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