Through a joint effort with Lithium, enterprise business partners, calculated planning, and resource training, USAA implemented numerous social service and support savings capabilities that promote excellence in member service.
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Company: USAA
Entry submitted by: Bill Gerth (Director, Social Business)
Community/Social Channels:
https://www.facebook.com/USAA/
https://www.youtube.com/user/usaa
https://www.instagram.com/usaa/
Lithy category: Support Savings Titan
USAA provides a full range of highly competitive financial products and services to the military community and their families. Serving millions of members USAA is one of the only fully integrated financial services organizations in America. USAA has earned its member’s trust by providing years of award-winning service through a comprehensive suite of financial products and advice. Members rely on USAA’s world-class employees who are committed to delivering superior service. USAA’s members expect excellence in customer service from a financial services organization that has served generations of military families. Service, Loyalty, Honesty and Integrity, USAA stands ready to serve.
Customer Care Business Goals
USAA is keenly aware that business requirements need ongoing exploration, platform management, and business process development to address optimized responsiveness, member satisfaction and business support savings in social servicing. USAA has implemented social support savings initiatives across multiple business units that achieve business cost reduction through superior social service and social network moderation. Lithium provides the technology meeting USAA’s social customer service needs with speed and efficiency while enabling enterprise-servicing capabilities.
Through a joint effort with Lithium, enterprise business partners, calculated planning, and resource training, USAA implemented numerous social service and support savings capabilities that promote excellence in member service.
The improved key performance indicators and support savings in owned and managed social properties include:
- Established Enterprise Social Customer Care SLA of less than 30 minutes with reduction of social acknowledgement time by 20%
- Created custom profile integration for complaints enabling a reduction of social customer care internal documentation from 24 hours to 1 hour; 95% time on task savings
- Implemented Social Early Warning System; aligned to key business indicators with 1 FTE savings (Process Patent)
- Implemented Social Handle Member Match; capability for CRM profile identification with 2 FTE savings
- Enhanced social servicing community process, 90% efficiency gain in member community management and response
- Implemented SMM enterprise platform with 11 major business units with 6 financial service business teams interacting with members in social channels on a daily basis with process improvements across multiple units
- Implemented Twitter audience profiling with expert group notifications 99% time on task savings with process improvements across multiple units
- Implemented post watch routing with expert group notifications 99% time on task savings with process improvements across multiple units. Post watch routing enables managers/experts to view specific conversations of interest based on our advance tagging infrastructure
Customer Care Organization
With the integration of SMM, USAA uses Lithium technology to create multiple capabilities that provide an optimized member experience while removing any touch points that could impart negative sentiment from our members. USAA has implemented changes to business strategies and processes with new capabilities that provide support savings across multiple lines of business. Some of the changes to our customer care organization include:
- Cost justification and projected ROI for SMM platform acquisition across multiple business units
- Determine efficiency of social service processes with the identification of USAA’s Enterprise Social Customer Care SLA across multiple business partners
- Removal of 25+ manual processes that provided time on task savings while increasing the member experience
- Technical and system development/integration for 11 major business units with 6 financial service business teams
- Professional development training for 104 users in 2 days
- Implemented Social Early Warning System based on leading indicators across multiple business units
- Evaluation of complaint handling processes for internal customer care documentation
- Implemented and trained Social Handle Member Match capability for CRM profile identification
- Evaluation and implementation of Twitter audience profiling and expert group notifications with process improvements across multiple units
- Evaluation and implementation of post watch routing and expert group notifications with process improvements across multiple units
- Measurement of the financial and non-financial benefits realized as the result of SMM platform acquisition across multiple business units
- Established Enterprise Analysis and Reporting and is reporting to the high level of executive management----to the tune that is it listed on the CEO scorecard
- Delivery of insights to improve member service and experience
- Enhanced social experience through the hub and spoke model of engagement which provides the proper social conversations to the appropriate front line MSR to increase efficiency by 100%
- Establishment of enterprise Social Quality Review/Social Quality Framework
The Results
USAA realizes cost savings with its implementation of SMM to help social service business units function more efficiently. Process improvements include elimination of slow processing of a member’s information with efficient usage of the work force.
USAA has seen direct cost savings, improved quality and performance in social service using Lithium technologies. SMM has enabled new USAA business processes and support savings with a reduction in time on task for processes and FTE savings:
- Reduction of social acknowledgement time by 20% with an Enterprise Social Customer Care SLA of less than 30 minutes
- A reduction of social customer care internal documentation from 24 hours to 1 hour; 95% time on task savings
- 1 FTE savings with the implementation of Social Early Warning System
- 2 FTE savings with the implementation of Social Handle Member Match capability for CRM profile identification
- 90% efficiency gain in member community management and response
- 99% time on task savings and process improvements across multiple units with Twitter audience profiling
- 99% time on task savings and process improvements across multiple units with post watch routing and expert group notifications
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