USAA, which primarily serves members of the US military and their families, has some of the most loyal customers in business. How does the company do it?
USAA has organized itself around customer episodes—all the steps required to meet a customer's need—instead of products and services. The company has gone beyond identifying and tracking these crucial moments to assigning leaders to manage and enhance them, using Agile methods to speed change.
Rob Markey recently spoke with Julio Estevez-Breton, USAA's vice president of member and market insights, about the benefits the company is seeing from this radical approach and what it took to get there.
Customer Confidential: Untold Stories of Earned Growth