Companies in an open market often try to satisfy one need of a large market by competing on price. By operating in a closed market, USAA seeks to satisfy multiple needs of a small, select group. USAA then goes a step further, seeking to anticipate the customer's needs. The only way to achieve that kind of success is by seeing the whole customer during every interaction. To that end, one database combines data from all divisions to make a complete profile of each customer that is accessed by whoever is speaking to that customer.
Members receive a periodic printout of their profile for validation.
Every piece of correspondence sent by a customer is imaged into their personal file and can be pulled up on screen during phone conversations.