Experiencing World Class Service Excellence
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member per month
Key marketing tasks seen as
Prospecting – Segment Management – Life Event Management – Product Design & Delivery – Retention – Brand Management
Extensive Customer based feedback loops in place using formalised research processes; retention a key focus
One of their secrets is the 140 personal characteristics they are reputed to keep about each customer
Commentary
USAA have cornered an outstanding affinity market in the US military. Their focus on family and community is reflected in the way they value customer and staff loyalty.
Whilst they have broadened their segment definition, for example, to include listed men, and they have a tremendous heritage, there must be a suspicion that they could be heading for a cul de sac given an ageing customer base and the lower numbers of recruitment into the military overall.
Their tone could be
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