With a 98% retention rate, USAA Federal Savings Bank seems to have little room to improve customer service. But it's spent the past two years and millions of dollars overhauling systems to do just that.

The reorganization included extensive training and retraining of USAA's customer service representatives, installation of "intelligent routing" technology in the call centers and a website redesign that centralizes customers' financial lives. USAA has also built out its mobile channel, giving users access to a full range of financial products and services by smartphone.

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