CUNA Marketing & Business Development Council Releases White Paper, “The Essential Drivers of Member Loyalty in Credit Unions: Adding Value to the Net Promoter Score”

Posted: 2011-10-31 00:00:00

Madison, Wis. – The CUNA Marketing & Business Development Council announces its newest white paper, “The Essential Drivers of Member Loyalty in Credit Unions: Adding Value to the Net Promoter Score,” written by Dr. Neil Goldman, Ed.D.  The paper features an in-depth exploration of the service qualities credit union leaders should focus on to foster growth and create lasting organizational success.

Incorporating the use of the Net Promoter Score tool, the study answers, “what leads to an exceptional member experience?,” “what, in turn, leads to meaningful loyalty?,” and “what are the universal factors that all credit unions share in driving member advocacy?”  The qualities and factors that drive credit union member promotion and detraction are uncovered in addition to an exploration about whether age, income, or gender made a difference.

Readers are introduced to the formative SERVQUAL model of customer satisfaction as a framework for understanding the drivers of Net Promoter Scores and how to use the model within the credit union’s research to strive to create an excellent member experience that inspires high loyalty.  Several key research tools are included for credit union marketers and leaders to incorporate into their planning.

CUNA Council members are entitled to complimentary copies of these and nearly 300 white papers; non-members may purchase the white papers for a price of $50 per copy. 

The paper is available online in the white paper section of www.cunacouncils.org – select the “Marketing & BizDev” tab

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CUNA Marketing and Business Development Council

The CUNA Marketing and Business Development Council is a member-led organization comprised of 1,000 credit union professionals across the United States. The council strives to provide superior educational and networking opportunities to help its members be recognized in the credit union industry as the premier experts in credit union marketing, business development, and related disciplines. The CUNA Marketing & Business Development Council is one of the six organizations that make up the CUNA Councils, a network of more than 5,000 credit union professionals. For more information, visit www.cunamarketingcouncil.org or www.cunacouncils.org.