Experiencing World Class Service Excellence
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characterised as one of quiet understatement – certainly the branding is low in personality.
Many of their practices and processes seem familiar nowadays and their approach to direct mail is dated. Clearly it was not possible to benchmark their pricing but this together with the product range and features must be a critical part of their offer.
It was interesting that despite the strength of the brand in the target market there was no evidence of brand stretch beyond financial services.
Some Delegate Comments
Niche markets are wonderful things, especially if there is an emotive pull
Customer loyalty and trust attracts higher profits
Understand your target market
USAA – Key Results Areas
Service Goals
Trust & reliability
Simplify Processes
Customer Access & delivery
High levels of persistency
Evaluate lost member
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