The financial services firm USAA prizes its relationships with customers and consistently earns the highest customer loyalty scores in the industry for both its U.S. banking and insurance businesses. The high level of trust affords USAA access to copious customer data that it uses to inform personalized cross-selling and upselling. The company does deep data mining through multiple sources to spot signature events in customers’ lives. Those events trigger USAA to contact the customer at just the right time, with just the right offer, such as auto insurance when a customer’s daughter is about to turn 16. As a result, USAA outperforms most competitors in the number of products held by its customers.