USAA Tops 2018 US Customer Experience Index in Four Industries

SAN ANTONIO – USAA was once again recognized as providing the leading customer experience for credit card issuers, auto/home insurers, direct banks and direct brokerages[1]. The rankings are from Forrester’s The US Customer Experience Index, 2018, released today. In addition, USAA had four of the five highest scores for any brand in 2018.


According to Forrester, the CX Index measures how well a brand’s customer experience strengthens the loyalty of its customers. For the 2018 CX Index, Forrester surveyed more than 110,000 US adults. Of note, Forrester found that “how an experience makes customers feel has a bigger influence on their loyalty to a brand than effectiveness or ease in every industry.” The report goes on to say that elite brands, like USAA, provided “an average of 22 emotionally positive experiences for each negative experience.”


“We value and appreciate the trust and loyalty members show us each day,” said USAA CEO Stuart Parker. “Serving their needs and helping plan for their financial future is what all USAA employees wake up each morning with a passion to do.”

As an example of its commitment to the member experience, USAA has invested heavily in innovation and human centered design, particularly in our mobile and digital channels. Earlier in June, USAA’s mobile app recently ranked highest in both functionality and user experience among the large US banks evaluated in The Forrester Banking Wave™: US Mobile Apps, Q2 2018, with its app noted as “best in class” across seven categories: money management, marketing and sales, money movement, self-service features, search and navigation, content, and progress and workflow.


More information on USAA and its member experience can be found in its annual Report to Members.


About USAA The USAA family of companies provides insurance, banking, investments, retirement products and advice to more than 12 million current and former members of the U.S. military and their families. Known for its legendary commitment to its members, USAA is consistently recognized for outstanding service, employee well-being and financial strength. USAA membership is open to all who are serving our nation in the U.S. military or have received a discharge type of Honorable – and their eligible family members. Founded in 1922, USAA is headquartered in San Antonio. For more information about USAA, follow us on Facebook or Twitter (@USAA), or visit


[1] Forrester Research does not endorse any company included in any CX Index™ report and does not advise any person to select the products or services of any particular company based on the ratings included in such reports. USAA received the highest CX Index score among Auto/home insurers, Banks (direct), Brokerages (direct), and Credit card issuers in Forrester’s proprietary 2018 CX Index™ survey. The ranking was based on responses from 110,828 US individuals ages 18-88. The proprietary survey results are based on consumers’ opinions of their experiences with the brands in the survey



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