One reason is that USAA's employees receive intensive training--not just in products but also in understanding their customers' needs and situations. Newbies receive weeks of training before they start to serve customers. And the work force is treated to ongoing development to keep their skills polished.
Another reason is that USAA has redesigned its back-office systems to allow employees to serve the needs of customers in a life-cycle way. In other words, customers don't have to think about whether they're contacting the banking department or the insurance department or whatever. USAA instead takes a broader perspective (the customer is being transferred and how will that change his or her needs and how can USAA help meet those needs?).
USAA is social media-savvy, with a presence on Facebook, a Twitter account, and a YouTube channel too.
About those "back office systems": I've been a USAA customer for years. Always thought they were the best. Until I suffered hurricane wind damage last August. Claim is for $25k more or less. It's now mid-January. After having 3 USAA claims adjustors look at the damage and an estimate from a contractor that has worked with USAA claims for several years, the current adjustor says he needs an estimate based on a satellite photo of my roof. Two adjustors and the contractor have walked the roof with cameras and tape measures: What does USAA hope to see that it hasn't already seen? Every other damaged home in my neighborhood has been repaired. I'm putting a sign in the yard apologizing for the appearance of my home and thanking USAA for the "job undone".
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