In the mad scramble for a house, I've had to touch base with our insurance company many times. I've hit them up for a financial advisor and there was the need for some secure two way communication.
Normally, this would be a recipe for disaster.
However, my insurance company is USAA.
This link (and
this one) pretty much spell out what that means. If you look, USSA is at the bottom of each of those tables – but if you read their customer satisfaction ratings, they kick everyone else's ass.
They get relegated to the bottom of the table partly because they only serve the military and their families – and partly to make the other insurance companies feel better.
'cos – let's face it – most of them suck.
I'd offer up the user experience at Washington Mutual.
A user with a simple (and very common) need,
had difficulty getting what they wanted, and
tried to tell them about it.
Obviously, it did not go well with WaMu.
Take the same basic task, swap out WaMu and insert USAA.
Here's what happened.
USAA provides secure messaging through their website for all of their members. In signing up for financial advice, I am given access to a webform that will send secure email to my advisor.
The advisor or the service desk can reply and all their replies are stored on the website, so the content is secure. I am then sent a standard email notifying me that I have a message on the website. Clicking on a link starts the log in procedure and once I log in, I'm routed directly to my secure inbox.
So far, so good.
Here was my problem. I had sent off a request for information to my advisor, and was in a hurry to hear what they had to say. A few hours after I sent my message, I got an email notifying me that there was a response on the USAA website for me.
Ecstatic, I logged in and opened the newest message. I got this:
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Dear Mr. [murph],
Thank you for turning to USAA for help with your financial needs. We have received your email and have forwarded to your planner, [name]. If you need immediate assistance, please call Financial Planning Services at (877) XXX-XXXX between 7:30 a.m. to 9:00 p.m. CT, Monday - Friday.
Thank you,
USAA
USAA Financial Planning Services is a service mark that refers to the financial planning services and financial advice provided by USAA Financial Planning Services Insurance Agency, Inc. (known as USAA Financial Insurance Agency in California), a registered investment adviser and insurance agency, and its wholly owned subsidiary.
Notification sent to: [email]
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Needless to say, this message was a bit of a disappointment. No information, nothing really secure here. Just a system generated response that "hey, we got your message."
I decide to tell them about it.
*On the secure message inbox page*
*Scan for 'Contact Us' link, find it in the page footer, click*
*Scan contact information, see 'Email us' link, click*
*Review web form. See that my name, account number have been prefilled, but that I have the option of changing these to my wife's information (in case she was using this log in).*
*Under topic, select 'Feedback,' 'Website,' and 'Suggestion.'*
*Enter a subject, see that the message box allows 8,000 characters, and that I can attach up to thirty files with a size limit of 10MB*
*Enter a suggestion that automatic responses that do not contain secure information be sent via regular email and stored on the website, but that no 'log in to review a new message' email be sent for these messages.*
*Hit submit.*
*Review message and confirm.*
Done.
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Now, that's more like it – but aside from being able to upload attachments – this is not terribly special. Web forms should work, they should not eat your input when they don't and there's not much else to say.
With most companies, you get a follow up email where some script or service rep thanks you for your input and either 1) attempts to justify what you've experienced; or 2) apologizes and tells you they will try to make things better.
The following morning, I was at home and was called by a USAA rep, who thanked me for telling them about this issue. She apologized and admitted that the current setup had issues. The system was set up to send all messages via the secure site, but she could (if I wanted) disable the automatic responses for my account.
So, net result – I won't get any more false alarms. Works for me.
Done. Customer happy.
Even in the event that there was no solution – I would have gotten a phone call from a rep to get all my feedback to better understand the situation.
I am consistently impressed by how USAA does customer relations – but the more I think about it – the more I realize, they're just doing what I would expect them to do.
Other providers have performed so poorly and for so long - that their lamentable average has begun to seem normal.
USAA's phone experience is a perfect example.
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*Dial 1-800-531-8222*
Welcome to USAA, please say or enter your USAA number.
*Enter
[USAA number]*
I see you're calling from a phone in your profile, so let me look up your accounts.
Which of your accounts are you calling about today?
*Homeowners*
Homeowners. Is this correct?
*Yes*
*Transfer sound*
Service Rep: Good morning, is this Mr. [murph]?
Me: Yes it is.
SR: May I have your phone password?
Me: [password]
SR: Thank you. How can I help you today?
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I mean, that rocks, but only because everyplace else sucks so hard.
USAA is the only company I've ever called where when I identify myself via the touchpad, and everyone I speak to afterwards knows who I am. Consequently, my USAA number is the only vendor account number that I know from memory. USAA makes it useful. They use it for everything.
It is the claim number for accidents. In my most recent fender bender, I was able to give the other driver the USAA contact info along with a claim number because I knew what it would be. Useful!
This is all great stuff, but it all flows from the fact that these guys have clearly bothered to listen to their customers.
They even cross channel well. Ever tried to send feedback/service requests via a vendor's website and then called in later to ask about it? Nine times out of ten, the phone guys can't see the web stuff, don't understand it, and don't know a way to get you to that information (but they'd be happy to start the process over, on the phone….!).
I never get that with USAA. Make a quote on the website, call in later with more detail, they're on it. They'll update it, and then tell me I can keep updating it via the website if I think of more stuff.
Despite USAA having numerous subsidiaries and internal partitions, I have never been told by a USAA rep to hang up and call another number. Phone transfers are made by people, to people (usually with introductions – "Mr. [murph]? I have Jonathan from Brokerage for you, he's going to take care of you now. You have a good day.")
Home fricking run. But again – they're just doing what their customers want.
It shouldn't be exemplary, but unfortunately – it is.