How can you better understand the needs of a person than immersing yourself completely in his environment ? That’s what USAA did with its employees. And when you know that USAA is a finacial services company for people and families that serve, or served, in the United States Military, you can imagine the worst...
When you apply for a job at USAA, you have to know that the training is not that ordinary. Next to the habitual training for your future function, the new employees also have to review real deployment letters, eat meals ready to eat, walk around in 65-pound backpacks and read letters which soldiers received from their family. It seems very crazy, but it works! The employees know better than everyone the needs of soldiers.
An example: USAA was the first financial-services company to allow customers to deposit checks by iPhone. Imagine, you are on the field and you have to transfer money to your family, I don’t think there is a bank every street corner there... One consultant once said, “There is nobody on this earth who understands their customer better than USAA.”
I believe that, if this company has succeeded to plunge its employees in the real life and need of its customers, other companies should also be able to do it. The design, the service, the advertising of a business are very useful, but if you don’t know your customer very well, you can’t succeed.
Caroline Latour
Geen opmerkingen:
Een reactie posten