Experiencing World Class Service Excellence

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facilitate the financial security of its members, associates and their families through the provision of a full range of highly competitive financial products and services; in doing so USAA seeks to be the provider of choice for the military community.
Have extended definition of target market to include enlisted men but still remained within military affinity

Processes

Use Balanced Scorecard
Market Performance 35%      Financial Performance 35%
Projects  20%                        Mission Accomplishment 10%
Within Market Performance lost members = 50% of score
See detail of Key results areas below
Key Service tenets
– Trust & reliability          – Simplify the Process
– Multiple Access           – Customer feedback
Aim for what they call the ‘Wizard of Oz effect’ i.e. the

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