Bot Dogs
I bank with USAA and I use the USAA app a lot. I use the USAA app to pay all of my bills, manage all loan and mortgage payments, transfer money to kids, husbands, family, deposit checks and contribute to my kids¹ college education. The USAA app is a well-designed app, an award winning app. The USAA app doesn’t just support USAA banking, I can get a quote for life insurance on the app, I can make a claim against my home owner¹s insurance on the app. The app doesn¹t just support USAA accounts. I pull in accounts, loans, investments from other institutions and manage them from the USAA app, as well.
Tracker, the money-saving dog.
I say all this because financial services has figured out what pharma hasn't yet. If you own the category benefit in customer support, you own the customer. If you are generous in giving away value, you will engender brand loyalty and brand advocacy.
A while back, I received an email from USAA, inviting me to try an exclusive new savings experience, called 'Text Savings.' The gist of the program is, they review past behavior and balances against current behaviors and balances and then alert me when I save a little something.
I signed up right away. There were a few glitches because the email drove me to the website, not the app, and I don¹t remember my password or user ID. Regardless, the work-around was simple enough, I logged into the app, then when I clicked the radio button in the email, the app launched first, not the site. From there, sign-up was easy. I entered my cell phone number, they sent me an approval code and we were off.
You can feel the strategy sessions in this offering:
Brainstorm problems customers have as they approach the category - e.g. saving money is something I know I should do, but don¹t know how to incorporate into my regular financial habits
Brainstorm current data and capabilities
Align the two
Make something new
And what they made is not only useful, what they made is branded as all get out. I mean, Tracker?, come.on.
The face of the brand for this offering is a German Shepherd wearing a flak vest named Tracker. This is the stuff of dreams. I swoon.
As we move into brainstorms, what problems can we solve for the patients and brands we serve? How can we make a solution that is branded and distinct?
