INDIAN INSTITUTE OF MANAGEMENT OF

SAMBALPUR
Mid-Term Assessment Answer Sheet
MBA First Year 2021-2023
Name Suraj Mayande
Roll Number 2021MBA053
Subject MIS
Term Mid term
Date 23-2-2022

1.What are some of your observations about the business environment of USAA? How does USAA
respond?

The information technology department at USAA was primarily focused on leveraging technology
platforms and solutions to support both an integrated business model and rapid innovation.

USAA, a diversified financial services firm that serves the United States military, and their spouses
and children insuring their lives and homes, has long been recognized for providing excellent
customer service. The company had never had a physical location, instead providing services via
telephone, Internet (USAA.com), mail, fax, and any bank's ATM machines.

USAA wanted their customers to be able to access their services in whatever way they wanted.
However, by 2010, USAA realised that serving customers remotely meant adapting to the rapid
introduction of mobile consumer devices. USAA was transforming its operating model and
promoting enterprise-wide innovation to ensure continuous innovation and integrated customer
services.

The IT department was primarily concerned with providing technology platforms and solutions to
support both an integrated business model and rapid innovation.

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Name Suraj mayande
Roll Number 2021MBA053

2.Name the IT Applications and IT Infrastructure at USAA? What is the impact of these applications
on business?

IT applications at USAA:

• Debt Manager Tools- to support transition to civilian life , and biometric for mobile app
security that largely focused on enhancing the customer experience

• USAA APP- a service representative app to solve the issue of customer in just 60-90 seconds

• ICE(a salesforce product)- collects and outsources innovative ideas from employees and
predicted that it will give about 10% odf submitted ideas

IT Infrastructure at USAA:

• Go- to- market strategy- provide members with a seamless Omni channel experience when
interacting with USAA

• Introduction of digital products into USAA’s customer experience platform by budgeting and
simple financial planning

• Member Exerience (MX) organization- to provide common look and feel for members and
and coordinate design and delivery of integrated services

USAA launched several improvements to maintain its leadership in member experience, the majority
of which focused on improving customer experience.

1. Web and mobile debt management tools

2. Smartphone apps like Apple Pay

3. A package of tools to assist with the shift to civilian line

4. Onsight connect completing claims via video

• Another innovation was the USAA app, which allowed members to contact a member
service representative if they had any concerns or questions.

• USAA also introduced an ideation platform called ICE, a salesforce product that collected
and crowdsourced new ideas from its staff.

• The button on the USAA app that, when pressed, dialed a member support representative,
cutting the time per call by 60-90 seconds by eliminating the need to identify themselves or explain
the actions leading up to the contact. This feature and the innovation have helped USAA stand apart
in terms of customer service.

• The user experience has been improved as a result of digitization.

• USAA developed a go-to-market strategy to present their services to customers based on

their life events, resulting in a seamless omnichannel experience.

• At USAA, the ICE platforms helped in agile development.

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Name Suraj mayande
Roll Number 2021MBA053

3.What changes did USAA do within the organization to align with these developments in IS?

1)Structural Changes:

• Member Experience (MX) Organization:

-USSA centralized location for all members of service reps.

-Provide common feel and look for members, coordinated design and delivery of integrated services
addressing customer life events.

• New COO to maintain emphasis on integrated solutions and a single face

-LoB heads and the head of Oth DXD report to COO

-provides centralized oversight of the design of both the digital experience and digital products.

2)Innovation Process Changes:

• ICE: gathers ideas from different employees and converts them into improved product or
process.

• Cross functional team headed by CTO and Head of Enterprise Architecture to lead the
innovation process and oversee delivery of the ideas.

3)System Changes:

• The system that understands front to back of every product and service present

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Name Suraj mayande

Roll Number 2021MBA053

4.Are the CSFs of the Property & Casualty LoB , CSFs of the Retail Banking LoB and Financial &
advisory services LoB of USAA company different from each other? Justify your answer.

The elements that measure a company's performance are known as critical success factors. It is
frequently in relation to the company's relative position in relation to other companies, as well as its
advantage or disadvantage over them. The CSFs for USAA will be focused on member relations.
USAA portrays itself as a member-driven organization, and its success is predicated on that
customer-centric connection.

CSFs of the Property & Casualty LoB customer delight and timing of services as it requires on
demand now

CSFs of the Retail Banking LoB are user experience and value enhancement

CSF of Financial & advisory services LoB proper guidance and digital payment

Since each of the LoBs have their independent goals for app development and other digital
experience targets they must have different Critical Success Factors.

Some Common Critical Success Factors will include On Time Processing of requests Customer
Engagement on app and website.

Some Different Critical Success factors for each of the LoBs will include:

-Increasing Financial Literacy of the customers in Financial and Advisory LoB

-Increasing usability of app for Onsite Connect in Property and Causality Insurance

-Increasing the Accessibility for users in Retail Banking LoB

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Name Suraj mayande

Roll Number 2021MBA053

5.Identify 2 firm-specific CSFs for USAA. Justify your answer.

Critical success factors are those attributes that measure a firm’s performance. It is often with
regard to its relative position with other companies and its advantage or disadvantage over them
USAA is presented as a member driven organization and its success is attributable to that customer-
based relationship

1) As a financial institution, USAA's CSF focuses on profitability and sales, as well as measures such
aspects through financial reports. This aspect is critical to USAA's success as a financial institution as
well as to carry the weight of American military service members' investments with and through the
institution.

2) The second component of USAA's CSFs is the customer Many businesses understand that without
a customer base, they would not be able to operate USAA uses this concept with awareness and
sensitivity as it builds its talent arsenal One of the ways it is able to accomplish this is through its
employee culture. In addition to the work culture, USAA's membership constitutes another
component of its CSFs.

3) In the third CSF component, the focus is on how well the machine is running. This component's
principal focus lies in how well leadership is establishing and maintaining productivity, how effective
the organization's communication is, and how effectively tools are being utilized.

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Name Suraj mayande

Roll Number 2021MBA053

6.Identify 2 value linkages in USAA’s value chain. Justify your answer.

i. Services:

It is anticipated that USAA's pre and post sales services will play a crucial role in improving customer
experience and thus increasing customer loyalty Negative or poor word of mouth will negatively
affect USAA's NPS. The company should analyze its support activities to avoid damaging brand
reputation, and rather use it as a tool to spread positive word of mouth by providing quick, timely
and efficient customer service.

ii. Marketing and Sales:

To persuade customers that its offering is better than competitors, USAA will highlight the benefits
of the products and what makes USAA different from competitors. In today's technologically
advanced environment, it is not enough to only manufacture high quality products and services at
affordable prices and with innovative features, but there must be a professional integrated
marketing communication strategy that can create value from these products & services.

Developing relationships with the channel members through sales, advertising, and other
promotional activities is critical to creating a brand image and competitive dynamics. However,
making overly extensive claims about products and services may hinder efficient and effective
coordination among various value chain functions.

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