The link between financial performance & member loyalty

What is the ROI of my credit union’s Voice of the Member program? This is a question Member Loyalty Group (MLG) hears often from credit union chief executive officers. Especially as credit unions and banks alike make major investments in improving the member experience.

Having collected over 2.1 million member surveys in the past 7 years for more than 75 credit unions, MLG has gained some insights about the link between Voice of the Member programs based on the Net Promoter score and financial performance.

We recently compared the performance of our participating credit unions with the industry average performance data for all credit unions over $100M in assets in key financial areas.

As the charts below show, those who are actively investing in their Voice of the Member programs continue to outperform the industry significantly in each of the key areas.

Gap in ROA has widened

Over the past five years, the average Return on Assets (ROA) for credit unions participating in MLG’s Voice of the Member program has continued to increase.

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Loyalty leaders yield 25% higher ROA

The link between Net Promoter Scores (NPS) and higher ROA becomes clearer as you compare the top performing MLG participants (Loyalty Leaders who score in the top quartile of all participating credit unions) with mid-range and lower performers.

Screen Shot 2015-12-14 at 3.22.20 PMLearn more about financial linkage

Learn more about how higher Net Promoter Scores are linked to membership growth, checking account penetration, net income and expenses by requesting a complimentary copy of our new report.

You can also learn more about Member Loyalty Group’s Voice of the Member programs by visiting or contacting us at

Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld.

Jake Foreman

Jake Foreman

Before joining Member Loyalty Group, Jake served as Member Experience Analyst for Idaho Central Credit Union where he managed their Net Promoter program. Jake’s passion for the Net Promoter ... Web: Details

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