Knowing your customer is standard marketing practice, but becoming obsessed with them can elevate your customer service to a whole new level.

In this week’s episode of Brand Land, Pam Piligian, SVP of Marketing and Communications at Navy Federal Credit Union, shared real-life examples of how her company’s values-driven customer obsession strategy has helped grow NFCU into the largest credit union in the world.

What we discussed:

• How NFCU’s customer-centric company culture drives its approach to marketing and customer service

• Why viewing your customers as members can transform a business transaction into a human relationship

• The effectiveness of using metrics and incentives to achieve internal buy-in and increased customer satisfaction

• Why your customer strategy should be focused, concise, and able to fit on a single page

• The impact of the treatment and training of your customer service reps on customer experience