Like the double-helix structure of DNA that the pair discovered, customer satisfaction at USAA is made up of multiple practices so intertwined that it is difficult to tell where one leaves off and another begins. These days, it also includes an impressive battery of IS support tools that help keep the voice of the customer loud and clear. If it doesn't do that, we won't even go on to profit considerations.
Outside authorities seem to agree.
They really do put the customer first. They get feedback, they do the analysis, and they really believe that if they respond, they'll be rewarded in the marketplace. And rewarded they are. Between 95 and 98 percent of its surveyed customers say they are either satisfied or highly so. This clearly translates into higher revenues.