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	June 22, 2007 Case Study: USAA Drives Fierce Loyalty With Its Customer-Centric Culture by Peter Kim with Elana Anderson, Bill Doyle, Sarah Glass	Average: 8  (3 ratings)

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Executive Summary

USAA consistently wins accolades for superior customer service. The insurer was founded by members for their own mutual benefit, which has engendered a best practice customer-centric culture. While competitors look to cut costs by reducing direct customer contact, USAA encourages its members to phone in and prepares its service reps for the interactions. As a result, member loyalty fuels consistent annual growth of USAA's asset and member bases.

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