client case study


CEO Joe Robles

Creating a client-focused culture tied to a higher purpose

When Gen. Joe Robles took over as president and CEO, he wanted to take the company to even higher levels of excellence to fulfill its mission. There was a need to shift the strategy from siloed lines of business individually serving members to an entire enterprise serving the members with a committed focus on the culture of going above and beyond — and doing the right thing because it is the right thing to do.

“People ask me all the time what is USAA's secret sauce? I keep telling them that a big piece of it is the culture of this company, and it has given us a huge business advantage. You can see the improvement in customer satisfaction. You can see the business results and how we outperformed a lot of our competitors over the past three to four years. We've always done well, but it's especially coming through now because of the strengthening of our culture.” — Gen. Joe Robles, CEO, USAA

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Watch a video with former  Joe Robles discussing the purpose-driven culture at USAA 

Culture Drives Performance Image