Save or Share this Report

For Customer Experience Professionals

USAA's Auto Circle Makes Carbuying Customized, Aggregated, Relevant, And Social

November 8, 2010

Primary author headshot


  • By Vidya L. Drego
  • with Moira Dorsey,
  • Belle Bocal

Why Read This Report

Forrester believes that online experiences of the future will be customized, aggregated, relevant, and social (CARS). We already see examples of companies that are transforming their digital offerings with these attributes. At USAA, a new experience called Auto Circle illustrates what CARS will mean for financial services institutions and their customers. Auto Circle allows users to customize their search for a vehicle and obtain accurate insurance and financing costs. It aggregates both expert and user reviews of vehicles as well as pricing data that includes sales data from dealers so that users can find a fair price. Auto Circle allows members to access this information in the most relevant touchpoint and lets them share and solicit opinions about vehicles from their friends and family via Facebook. Customer experience professionals hoping to learn from USAA's success should use ethnographic research to find opportunities to deliver experiences that meet customer needs, offer clear brand value, and determine the best approach for building and launching a CARS experience at their firm.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Table of Contents

  • USAA's Auto Circle Transforms Carbuying Into A CARS Experience

  • Align CARS Experiences With Customer Needs And Brand Objectives
  • Related Research Documents