• Now that’s Loyalty.

    Posted on November 24th, 2008 by and currently 18 commenting.

    My father often jokes with my brother, sister and I about how the best thing we’ll inherit is a membership in USAA. Those of you who read our blog fairly regularly have seen Spike (a fellow USAA member) post on them a couple times. But I couldn’t pass up the opportunity to share my love today. We’ve been thinking a lot about loyalty lately, and when I asked myself what company I was truly loyal to, there was only one name that I could honestly list – USAA.

    So then I asked myself why? Why am I so loyal to these guys? Why have I twice passed up slightly better rates to get financing through them instead of another bank? Completely irrational right?

    Well first off loyalty should be irrational. It should signify that you have such a strong relationship with a brand or company that you’re willing to overlook the occasional snafu. And a competitor that can offer you a better rate. In fact I would argue that price is hardly ever enough to create that strong of an emotional connection in the brain.

    So what rewards are strong enough? My personal opinion is that too many companies fail to truly understand the concept of a reward, at least as far as the brain is concerned. Points that get you $5 off after spending $1000? – seriously that just isn’t significant enough for my brain to equate a state of pleasantness with shopping at your store.

    What is significant enough is being treated like a person. Every time I call USAA I get a REAL PERSON on the line. Amazing in an era of customer no-service. And, get this. When I enter my account #, the person ACTUALLY knows it when we start talking. He or she does not ask me to give it to them again. They can actually see all my account information in front of them. And they can and do stay on the phone as long as I need them – always friendly, always helpful. If they can’t resolve something, they talk to somebody who can. Sometimes they even give me their personal line and email. And if they say they’ll call me back with an answer, they ALWAYS do.

    This experience goes farther to creating loyalty than any points-based program can do. My brain learns, through repeatedly excellent service, to equate USAA with help, advice, and friendly people. That builds trust and confidence. THAT is a reward. Knowing that they will always be there – not having to worry about my house, or car – THAT is a reward.

    Just to show that I’m serious – here’s a list of everything I do with USAA: car loan, car insurance, home mortgage, home insurance, retirement accounts, investments, credit card, checking account, savings account

    In fact – the one program I really don’t even pay attention to? Their points-based “loyalty” program on their credit card. Ironic, huh.

  • http://orangejack.com Rob Williams

    Add me to the list of USAA fans. Been with them for a long time and I’ve never been disappointed.

  • http://www.webaggression.com Rob Davis

    I NEVER miss an opportunity to praise USAA. I use every service that I can and I will never switch. Not only do they have the best customer service of any company I have ever worked with, they have the audacity to give dividend/refunds at the end of the year.

  • http://logiclane.wordpress.com/1752/09/13/manifest/ Russell Fisher

    Same here. Huge fan. And this is an insurance company.

    I was in a marketing meeting a few months back, and I mentioned USAA loyalty (mine and others). A woman I never met before heartily agreed with me and shared her experiences. And then another attendee suddenly wanted to join, which caused us to both defensively asked whether he came from a military family (it doesn’t appear that he can join).

    It was interesting how suddenly protective we became.

  • http://www.brainsonfire.com Justine

    The protective twist is a great one Russell. So right – we will defend our (irrational) loyalties!

    I’ve been having fun today asking everybody to tell me one company that they are loyal to – not use often, but really loyal to. It’s hard for people to name one!

  • http://www.hillmullikin.com csrobb

    as a military wife, i have this same sense of loyalty. a few months ago when i called to cancel the insurance on our then-sold house, the representative already knew that my husband was in iraq and not only asked how i was doing with his absence, but went on to thank me for my “sacrifice.” give me that just once over an automated operator, and i’ll never leave!

  • MC

    I thank my dad every day for him serving in the Air Force and now I have the privilege to use USAA for all my insurance & cc needs :) USAA totally rocks!! and I get to pass it onto my children one day, it will never end!

  • http://customerreferences.wordpress.com/ Maeve Naughton

    Great example of how customer loyalty doesn’t just sit with the loyalty folks. It has to be a company wide initiative from sales to marketing to customer service. Thanks for sharing your story.

  • http://www.unitedlinen.com Scott Townsend

    Wow. My brother works for USAA and I am sure he is going to want to read all this positive word of Mouth. He very much enjoys working there.

  • Andrew

    My wife has been an employee there for some time. I too have my car loan, car insurance, home mortgage, home insurance, retirement accounts, investments, credit card, checking account, savings account, and life insurance. They are great and I take some products even if the rate is a quarter point higher.

  • JD

    I’m an employee and while you may think my comments are biased please lend me your ear… In this failing economy USAA is not among the many corporations asking to be “bailed-out”. Not to mention I have JOB SECURITY and don’t worry about lay-offs or “cut-backs”, in fact we’re hiring. At USAA employees haven’t suffered cuts in medical or retirement benefits since our exec’s aren’t flying off to exotic locations in the name of “research” or meetings asking to “bailed out” to avoid bankruptcy. Far from it; even though 2008 has been our worst catastrophic year to date “our head” is still above water due to excellent management. USAA is ahead of the corporate world and took action to “cut the fat” years ago and has stayed on top of it running a tight ship. I’m proud to work for USAA a company who’s mission supports the Military and their families while maintaining the highest level of service, loyalty, honesty and integrity. At USAA we do the right thing because its the right thing to do.

    ***Now my own personal thoughts…Knowing the difference between right and wrong, was something we were taught just a few generations ago as children and we were well aware of the consequences we’d suffer for behaving badly. Let’s get back to basics people! It’s what we need to contribute to a healthy and meaningful community, each starting in our own households to redeem the vitality of America.

  • http://www.brainsonfire.com Justine

    Wow – thanks for sharing JD. A feeling of security is truly priceless. Makes me love em even more.

  • http://marialydialugo@gmail.com mll

    Also as a USAA employee i have to agree with JD 110%. I have been employed by a few pretty large corporations previously, and have never been nearly as happy as I am here at USAA.

    I do not have a military backround at all. So I never even heard of USAA. I was told about a position that was opening and I said it sounds too good to be true, but I was so unhappy where I was I said I’ll try it. I have been here at USAA ever since! I don’t know where I would be right now if I didn’t speak to this person. What I do know is this is my last stop for employment! Everyday I leave work with a sense of accomplishment. We actually help our members everyday we are not just here taking “the next number” in call que. The members, the atmosphere, the membership and the people (including but not limited to our wonderful CEO) are indescribable.
    I have never felt so proud to work and speak about a company so highly!

    I can actually say outside of work if I see a soldier I have this desiring pain in my stomach to go talk to them about their membership eligibility with USAA. If they don’t already have a membership, I have given them my personal line at work and await them to call me and start assisting them with the wonderful benefits they and their families are eligible for!

    I am so grateful to be a part of such a great organization! It’s honestly an honor to be an employee and a member of USAA. I can’t think of a single bumper sticker I would solicite on my vehicle…except of course nothing but USAA’s logo.

  • Robert Fulton

    As a member for 30 years since I was 16 I have loved and been loyal to USAA. My wife wanted to change and I refused it is comforting to know when I call I always get pleasant person on the other end.
    However as of Friday I am a skeptic. In all the years I never expected to be blind sided by USAA. I was not mad when they let me know they would not insure my 2nd home in Fl. They gave me notice. But then on wendsday I pay down my credit card so my wife could buy christmas presents for my daughter. Friday I log on to my bank account and they reduced my credit to the balance, No notice or reason other than a letter would be sent in 5 days. No new debt even started investing again through USAA.
    I was not mad that they wanted to reduce the limit. They could have let me know like in the past when they needed to do something they let you know so you could prepare and adjust. Thanks to the new USAA my daughters gifts were rejected and now have to sell stocks to insure she has a present under the tree. I could have adjusted our funds to the reduction with notice. I could have used other cards but always felt that if I had to pay interest why not to USAA.
    I told my father and family about this and they could not believe it. I even emailed them and got some boiler plate response which angered me even more.
    It saddens me that USAA is now in my mind no better than Bank of America, Wachovia and others. I no longer trust USAA bank but will always be on the USAA insurance side as I have for 30 years.
    My parents and 11 brothers and sisters were so shocked by it they all are going to close the banking side with USAA.
    I do want to praise the CSR people that make it so wonderful to work with USAA your the only reason USAA works.

  • http://militarymoneymight.com Hank

    USAA rocks!

  • David

    In response to Robert Fultons post. GROW UP!USAA is financial strong because they know how to make the right defensive decisions when it comes to protecting its members assets and the viability of the company as a whole. Reducing your credit limit is a minor thing,,,,actually, you should thank USAA for doing that to limit your exposure to getting into financial trouble. And yes, Im sorry USAA did’nt contact you within 5 days of you finding out they reduced your credit limit. Your probably in the minority. As to your family leaving USAA because of this suppossed snafu. I hope you get Bailed OUT! if you know what I mean by leaving USAA. LOL.

  • Mark Chalupa

    When I tell my coworkers that in 30 seconds I am talking to a live, friendly, professional person that always greets me with, Hello Sergeant Chalupa, how can I help you?, they look at me like I have three heads.
    If the outfit I work for now could only emulate just one tenth of the customer service and attitude that USAA has, we would be number one on the S&P 500 list.

  • Billy Ray

    I just got a home owners insurance policy with USAA that I quoted online. When I went to close on the house, USAA called me because the combination of options I picked didn’t make sense. They walked me through it plain and simple English. This was great service. I might have found a cheaper rate, but not better service. Thank you USAA.

  • Pingback: Brains On Fire Blog » Blog Archive » The Secret Sauce to Growing a Company by Word of Mouth.