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For CMO Professionals

Case Study: USAA Drives Fierce Loyalty With Its Customer-Centric Culture

June 22, 2007


  • By Peter Kim
  • with Bill Doyle,
  • Elana Anderson,
  • Sarah Glass

Why Read This Report

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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