Navy Fed, USAA win top CX rankings from Forrester

Military-focused financial institutions continue to gain high marks for customer experience. Navy Federal Credit Union and USAA took the top spots for multichannel and direct banking, respectively, in Forrester’s US Banking Customer Experience Index report for 2020, which was released earlier this month. “Our research shows that CX leaders grow revenue faster, drive higher brand preference, and can charge more for products,” the report read. “Customers are also more inclined to forgive stumbles made by brands with better CX.” [caption id="attachment_186144" align="aligncenter" width="645"] Forrester’s US Banking Customer Experience Index report for 2020[/caption] This marks the fifth year in a row both Navy Federal and USAA have earned the top spots in their respective categories. The institutions, which serve military personnel and their families, create simple processes for consumers, according to Forrester . The report pointed to Navy Federal’s HomeSquad mortgage application tool as an example of superior customer experience. The credit union uses technology from Blend to digitize the traditionally paper-based mortgage process. Members can upload documents like pay stubs and tax returns and track their loan status online. According to Navy Federal, members can receive fast, and in some cases instant, preapprovals. [caption id="attachment_186145" align="aligncenter" width="665"] Forrester’s US Banking Customer Experience Index report for 2020[/caption] USAA, meanwhile, kept its top spot even though “USAA has seen substantial growth in recent years, and its systems and processes have struggled to keep up,” according to the report. Forrester believes USAA is positioned to keep its CX edge with new CEO Wayne Peacock, who took over the role in December. According to Forrester, Peacock’s work as a VP of member experience at USAA a decade ago demonstrates his CX expertise. BB&T jumped five spots in the multichannel bank category, going from seventh in 2019 to second in Forrester’s 2020 report. “The bank’s recent merger with SunTrust to form Truist will have additional impacts on CX as processes and systems merge in the coming two years,” the report read. TD Bank, PNC Bank and Regions Bank filled the third, fourth and fifth spots for multichannel banks, respectively. See also: Forrester: New tech powering AML advancement In the direct banking category, Discover came in second and Ally came in third. “[Discover] tied with leader USAA for the highest performance on our website and mobile app driver category this year, where we see examples of using digital to evoke positive emotions,” the report said. “For example, it reassures customers by stating that it will keep statements and other documents safe and accessible for at least seven years.” The report surveyed almost 98,000 U.S. consumers ages 18 to 88. Forrester conducted the survey from February through April of this year, and it included nine direct banks and 18 multichannel banks. The 2020 Banking Automation Summit Virtual Experience , taking place November 9-10, is a new event that will provide a platform for industry professionals to share fresh insights, tools, trends and strategies. The Summit will focus on how automation will transform banking, especially with regard to back-office operations, risk management, data science and utilization, customer experience and more. Register here .

Navy Fed, USAA win top CX rankings from Forrester

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Navy Fed, USAA win top CX rankings from Forrester

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