United Services Automobile Association (USAA) on Tuesday was named one of 10 finalists for Forrester Research’s 2010 Voice of the Customer Awards, which recognize corporate efforts to significantly improve the way a company collects, interprets and react to customer feedback.

The San Antonio-based financial services provider to military families has long been regarded as a customer service champion by users and the industry alike, most recently being described by Insurance Networking News for its social media practices.

Forrester also published a report in March that detailed how USAA was using social media to drive its sales, product and service strategy and said that the results were “astounding.” It said USAA used social media to track customer reviews of its product offering and used that information to drive product improvements, improve Web site conversion, and increase interactive marketing effectiveness.

The nominees and three awards winners, which turned out to be American Express, CDW and Dell, were announced at Forrester’s annual Customer Experience Forum, which this year was held in New York. Forrester is an IT research and consulting company that focuses on, among other areas, customer service.

In announcing the Voice of the Customer Awards, Harley Manning, VP and research director at Forrester, said in a statement: “The best VoC programs demonstrate that executive involvement, measurement, and insights that are tied directly to action are critical to customer experience success.”

Close to 40 firms from industries including financial services, health care, retail, technology and travel submitted entries. Winners were chose by a panel of judges organized by Forrester that looked at each project’s clarity of approach, business value to the organization, positive impact on customer experience, innovation, and potential for other companies to repeat the practice.

More information on the awards and award winners can be found on the Forrester website

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