2010 SECU Membership Survey shows PFI and Member Loyalty Ratings Up Sharply!

Leigh Brady, Senior Vice President
Education Services, SECU
919-807-8344, fax: 919-807-8348

State Employees’ Credit Union’s (SECU’s) 2010 Membership Survey results showed increased levels of member loyalty and continued positive marks regarding member satisfaction.  The annual Survey, administered by CUNA Research, polled 5,000 randomly selected SECU members on quality of service, usage of SECU products and overall satisfaction with the Credit Union.  As in past years, survey results showed a strong 97% satisfaction rating for SECU, with 87% of members very satisfied.  This year, there was also a marked increase in the primary financial institution (PFI) rating for SECU, as 77% of members now consider SECU to be the institution where they conduct the majority of their financial business.  According to CUNA Research, this high rating places SECU at the top when compared to the average 53% PFI figure established by credit union peers.  SECU’s PFI figure also spearheaded a rise in the percentage of members considered highly loyal to their cooperative, showing a 56% member loyalty rating when compared to the 24% industry average.

Over the years, SECU has continually focused on meeting the changing needs of its owners, resulting in the Credit Union offering more non-traditional products such as investments, insurance and trust services.  Programs designed specifically to assist members in times of economic difficulty such as the Salary Advance Loan, the Mortgage Assistance Program and the IRS VITA program also have been well received.  SECU stresses that meeting the needs of members goes beyond simply offering services – it means developing and tailoring Credit Union products to meet the real-life economic challenges which members confront in their daily lives.  The Survey results confirm SECU members appreciate the Credit Union’s “member first” approach.  

Jim Barber, Chairman of SECU’s Board of Directors, states, “We are pleased with the results of the recent Membership Survey.  SECU’s ‘Do the Right Thing’ approach to offering low-cost, affordable financial services on a non-commissioned basis is unique in today’s financial marketplace and allows SECU employees to serve as trusted advisors to members.  The positive Survey results acknowledge that our members welcome this approach and are increasing their utilization of the Credit Union’s consumer friendly products.”    


About SECU

SECU is a non-profit financial cooperative owned by its members.  SECU has been providing the employees of the State of North Carolina and their families with consumer financial services for more than 70 years.  Currently serving nearly 1.6 million members, SECU provides services through 232 branch offices, over 1,000 ATMs, 24/7 call centers and a website —

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