Credit union member satisfaction has consistently been among the highest of all customer bases measured by CFI Group and the ACSI across a multitude of industries. Historically, credit unions have achieved this gold standard in the financial world by providing tailored services to their members. As memberships and assets have grown over the last decade, credit unions have displayed an impressive ability to keep up with rapid technology changes such as online banking while continuing to provide members with the friendly, personalized service the industry was founded on.
As evidenced by the CUSI score of 87, credit union member satisfaction remained very strong in 2015. After a moderate dip last year from its inaugural score of 90 in 2013, the latest measure shows a 1-point rebound in 2015. This result suggests that the 2014 decline was more of a settling of positive sentiments after a large swell in credit union membership rather than a negative trend in satisfaction.
To provide continuity and help identify developing trends over time, the CUSI 2015 study again asked credit union members to rate various aspects of their credit union experience. These survey components included: branch staff/convenience, online & mobile offerings, products & services, rates & fees, communications, ATM interactions, and contact with call center representatives. Survey respondents were also again asked to rate their overall level of satisfaction as well as their likelihood to recommend, increase their business with, and remain a member of their credit union. In addition, the CUSI 2015 examined the key drivers of satisfaction and the desired business outcomes affected by satisfaction.
The CUSI 2015 study also included new survey questions designed to shed light on the importance of credit union ATMs, reward programs and community involvement on member satisfaction.
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