PROCESS COMMUNICATION: USAA communications audit

Headquartered in San Antonio, USAA is an 80-year-old member-owned insurance and financial services organization that provides services exclusively to current and ex-military personnel and their families.

When a new government-sponsored long-term care program for federal employees was announced, it created the potential for direct competition to CNA Insurance and its $2.6 million book of business. CNA recognized this and dispatched a seven-person team of CNA employees to USAA's headquarters to analyze the business for improvements in process efficiency and overall customer experience.

Our president was charged with performing the marketing/communications audit, which identified holes in the existing collateral system, improved the overall client communication process (between the client and their customer), tailored new tools (including computer-generated options) unique to the distribution channel, and strengthened relationships that continue today with key account managers and senior leadership.

In the end, the team identified immediate opportunities for improvement in systems, collateral, materials distribution, and process flow. One year after our program began, CNA saw a 50% increase in USAA sales, representing close to a million dollars of additional revenue.