USAA Bank - Nice

Financial Services in the US

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Vodafone overall Effect Score

last Quarter

Sector Effort Score benchmark

last Quarter

Brand analysis

We have a new market leader. USAA Bank has been steadily climbing up the table throughout 2024 and has finally taken the top spot.

Its climb began in Q3 2024 when it rose from fifth to fourth, then to third in Q4 2024 before leapfrogging both Chase and US Bank in Q1 2025.

The brand has added +3 to its Overall Effort Score, led by growth in all four pillars. ‘Valuing the Customer’ has risen by +4 and ‘Style of Communication’ increased by +3.

USAA Banks’ Customer Effort score is reflected by ACSI research, where last year it led all banks for website satisfaction and mobile reliability.

The business has, of course, rolled out AI but it’s bringing staff along the journey with a course called AI Aware, available to all 38,000 of its employees. Its GenAI tools have so far been internal facing, designed to help its staff cater for customers better.

In short, USAA Bank is a case study for how to make incremental improvements through tech to become a market leader in Customer Effort. Can they hold onto the position next wave?

Style of Communication

last quarter

58% say the politeness of their customer service agents is 'excellent'

56% rate the ability to communicate with them in their chosen language (other than English) as ‘excellent’

Knowledge & Expertise

last quarter

55% rate the expertise of the customer service agent as 'excellent'

47% say the way details were clearly explained to them was 'excellent'

47% rate how well the customer service agent understood their particular problem or question as 'excellent'

Undertanding & Valuing the Customer

last quarter

52% rate this brand as 'excellent' for how they made them feel valued/important as a customer

48% say the range of solutions or options that were suitable was "excellent"

63% say they were 'very satisfied' with the outcome of their communication or contact

Speed Solving the Problem

last quarter

45% rate how easy it was to find the information they wanted on the website/app as 'excellent'

51% rate how they were able to achieve what they set out to do, or resolve their issue, with the first agent they contacted as "excellent"

53% rate how quickly they were able to achieve they they set out to do, or resolve their issue as 'excellent'