ArticleDetail Upload Article

Title: USAA: Organizing for Innovation and Superior Customer Service

Article Text:

Research Paper Abstract:
USAA, a diversified financial services firm serving the U.S. military, had long been recognized for outstanding customer service. The company had never operated branches, instead providing services through remote channels, such as the telephone, Internet (, mail, fax, and any banks ATM machines. USAA wanted customers to be able to access their services any way they liked. By 2010, however, USAA recognized that serving customers remotely meant responding to the rapid introduction of mobile consumer devices. To ensure constant innovation and integrated customer services, USAA was transforming its operating model and promoting innovation across the enterprise. The IT unit was focused on providing technology platforms and solutions to support both an integrated business model and rapid innovations. This case describes how USAA was transforming itself and, specifically, how the IT unit was addressing changing demands from customers and business partners.

Read the full paper at

Comments (0):

  • Become the first member to comment on this media.
Log in or join the community to leave a comment.

Media Information

USAA: Organizing for Innovation and Superior Customer Service

Date Added: October 03, 2012 12:26 PM

Uploaded By: MIT A.

Views: 4

Flag Media as Inappropriate

Get Involved

Add to Favorites

Bookmark and Share

Add a Comment

  • Rate:

Votes: 0


"business transformation", "it innovation", "it metrics", "it organization structure", "ross", "shared services"

Spaces separate tags and double quotes create multi-word tags (e.g. "lecture series" education "must see").
Each tag cannot be more than 30 characters long.
Tags cannot include special characters, only letters, numbers, and spaces.