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USAA

Their strategy was proactive.
             McDermott's Objectives: 1) Create a paperless office 2) Maximize convenience to customers 3) Make the work environment efficient for employees.
             Business Strategy: USAA's strategy hinges exclusively on marketing to a niche group .
             IT Strategy: USAA decided to adopt the strategy of scanning all documents and recording all customer claim phone conversations electronically. Because of this they feel they can provide their customers with best-in-class service. A good strategy can mean the difference between being competitive and going out of business. IT is not "little i, big T" v/s information is the critical resource. IT investments must achieve "organizational relevance." IT and Business planning must be done in coordination. USAA: Customer-Driven: .
             The "Seamless Customer" concept:.
             Customer information file (CIF) and SMART system are used to support the customer and for cross-selling.
             Tracks the customer across several different lines of business to provide a comprehensive view of the customer.
             All mail correspondence is recorded as an electronic image.
             All new technology investments are evaluated in terms of their value to the customer.
             USAA: Micro-Marketing :.
             The CIF and SMART system contain information on over 7 million prospective customers as well as current customers.
             Sophisticated models help target customers for specific products.
             The CIF enables "event-driven" marketing at a very micro level.
             The system helps to control "over-selling" to best customers and aims to target customers "for only those services they really need. The goal isnt just to sell products, but to maximize the quality of service for the customer.".
             USAA: Empowering Employees in a Boundaryless Organization: .
             IT and Sales.
             IT improves the effectiveness of sales people by providing immediate access to the information they need to do their jobs.
             Sales personnel can pull up information on customers across lines of business instantly.


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