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" ... Customer-centric empathy has also to USAA’s very forward thinking implementation of MyAccount functionality to track and update the guests on insurance claims they’ve made. This is a wise move for any company with products/processes that have long timelines (such as the pursuit of an insurance claim against an opposing driver). Without the visbility that a MyAccount approach offers, there's risk of customers losing their patience, and ultimately their faith that things will eventually work out, when you aren’t in touch with the customer throughout the process saying “still nothing to show, but we haven’t forgotten you.” With MyAccount functionality such as USAA has deployed, your customer can check on the progress of their project at any time of the day, thus mitigating the effect of time zones and shiftwork. It’s much better for your customer to wake up in a panic at 2 am wondering what’s up with their project, log in and see (with USAA, after a fender bender) “pending contact from opposing insurance company” or in a manufacturing context to see “waiting for plating” than to have nightmares or a sleepless night worrying that their project has fallen into a black hole. ... "