Abstract

http://ssrn.com/abstract=1980374
 
 

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USAA: Organizing for Innovation and Superior Customer Service


Jeanne W. Ross


Massachusetts Institute of Technology (MIT) - Center for Information Systems Research (CISR)

Cynthia Mathis Beath


affiliation not provided to SSRN

Ernest Kwan


affiliation not provided to SSRN

December 1, 2010

MIT Sloan Research Paper No. 4937-11

Abstract:     
USAA, a diversified financial services firm serving the U.S. military, had long been recognized for outstanding customer service. The company had never operated branches, instead providing services through remote channels, such as the telephone, Internet (USAA.com), mail, fax, and any bank’s ATM machines. USAA wanted customers to be able to access their services any way they liked. By 2010, however, USAA recognized that serving customers remotely meant responding to the rapid introduction of mobile consumer devices. To ensure constant innovation and integrated customer services, USAA was transforming its operating model and promoting innovation across the enterprise. The IT unit was focused on providing technology platforms and solutions to support both an integrated business model and rapid innovations. This case describes how USAA was transforming itself and, specifically, how the IT unit was addressing changing demands from customers and business partners.

Number of Pages in PDF File: 23

Keywords: IT organization structure, IT innovation, business transformation, shared services, IT metrics

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Date posted: January 10, 2012  

Suggested Citation

Ross, Jeanne W. and Beath, Cynthia Mathis and Kwan, Ernest, USAA: Organizing for Innovation and Superior Customer Service (December 1, 2010). MIT Sloan Research Paper No. 4937-11. Available at SSRN: http://ssrn.com/abstract=1980374 or http://dx.doi.org/10.2139/ssrn.1980374

Contact Information

Jeanne W. Ross (Contact Author)
Massachusetts Institute of Technology (MIT) - Center for Information Systems Research (CISR) ( email )
Sloan School of Management
5 Cambridge Center, NE25-777
Cambridge, MA 02142
United States
617-253-9461 (Phone)
617-253-4424 (Fax)
HOME PAGE: http://cisr.mit.edu
Cynthia Mathis Beath
affiliation not provided to SSRN
Ernest Kwan
affiliation not provided to SSRN ( email )
Feedback to SSRN


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