The Net Promoter System Podcast

The Customer Experience-Based Organization, with USAA’s Julio Estevez-Breton

USAA has taken the radical step of organizing its business around customer episodes—all the steps required to meet a customer’s need—instead of products and services.

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The Customer Experience-Based Organization, with USAA’s Julio Estevez-Breton
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Financial services companies play a key role in some of the most important money decisions a person makes. Even so, you don’t often hear people gush about their banks or insurers. But if you do, chances are they’re one of USAA’s 12 million customers.

USAA, which primarily serves members of the US military and their families, has some of the most loyal customers in business, with industry-leading Net Promoter Scores to prove it. How does the company do it?

You might dismiss USAA’s success as a byproduct of its long-standing military ties, but something truly groundbreaking is happening behind the scenes. USAA has organized itself around customer episodes—all the steps required to meet a customer’s need—instead of products and services. USAA has gone beyond identifying and tracking these crucial moments to assigning leaders to manage and enhance them, using Agile methods to speed change.

I recently spoke with Julio Estevez-Breton, USAA’s vice president of member and market insights, about the benefits the company is seeing from this radical approach and what it took to get there. You can listen to our discussion on iTunesStitcher or through the player above.

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