CUNA Creating Member Loyalty™ case study released

WASHINGTON, DC (December 1, 2015) — Credit Union National Association released a new case study on CUNA Creating Member Loyalty™ (CML), its program that helps credit unions establish a stronger culture of sales and service through training and implementation services, and facilitates long term growth and development.

Titled “Enhancing service excellence during a core conversion,” the case study describes how San Antonio-based Randolph-Brooks FCU utilized CML to maintain their high-quality service and sales growth during their transition to a new core system.

By engaging their staff in CUNA CML sessions and drawing upon feedback from CUNA’s evaluations, Randolph Brooks FCU made several improvements to their member engagement practices, which include transforming their call center into a point for sales and training lending professionals on how to handle difficult members.

Ultimately, the case study reveals the Randolph Brooks FCU enjoyed various benefits from CUNA CML, including increases in membership and member satisfaction, as well as a decrease in single-service households.

“We’ve selected CUNA Creating Member Loyalty for our training because it works,” says James Santos, VP of operations support, Randolph-Brooks FCU. “Each person has a defined role within the culture—and it is an awesome sales and service culture to work with.”

To request a complimentary copy of the case study, submit this information request form. To learn more about CUNA CML, visit

About CUNA

Credit Union National Association (CUNA) is the only national association that advocates on behalf of all of America’s credit unions, which are owned by 135 million consumer members. CUNA, along with its network of affiliated state credit union leagues, delivers unwavering advocacy, continuous professional growth and operational confidence to protect the best interests of all credit unions. For more information about CUNA, visit To find your nearest credit union, visit


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