How USAA Turns Digital Service and Smart Insights into Primary Banking Loyalty

Kristina Tanner from USAA talks about why real disruption in banking isn’t about who has the flashiest banking app,  it’s about who delivers the best service. She points out that most people already have multiple bank accounts and credit cards alongside several banking apps on their phones, however, they usually have one primary account, and that’s almost always with the institution that treats them the best. USAA argues that the real competitive edge comes from building a genuine relationship with customers, not just launching something “cool” for the sake of it.

Tanner goes on to say that digital experiences should feel just as good as talking to a great customer service rep, and ideally, even better. Done well, digital channels can be more than self-service tools; they can actually enhance the relationship. USAA highlights the opportunity banks and fintechs have because of the sheer amount of data they hold on customers’ day-to-day financial lives. Instead of expecting people to track their financial habits or become hobbyist budgeters, institutions can do the heavy lifting in the background and surface simple, useful insights.

For USAA, this is where things get truly disruptive: using data to quietly help people become a bit smarter and more confident

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