Forrester

Why Read This Report

Wayne Peacock was appointed USAA's executive vice president, member experience, in January 2010. Forrester interviewed Wayne as part of an ongoing series to understand the role of a new type of executive that manages customer experience at the enterprise level, a position most often called the "chief customer officer." USAA aligns all customer-facing resources in the company under Wayne, amounting to about 9,000 staff members across the company's marketing, channel management, sales, and service functions. He describes this restructuring as the natural culmination of many years of work on customer experience at the company and sees it as a step that's needed to complete USAA's customer experience journey.