Why are members closing accounts and leaving your credit union?

“Some of them are just passing away!” I’m a marketer, not a doctor, so I can’t help with that.

“68% of consumers leave a business relationship because of a perceived attitude of indifference.” I’m a marketer; I may be able to help with that. But let’s dive deeper into this statement and follow my golden rule of “asking a freaking question.” What causes that indifference, and what needs to change within your credit union to build a lasting relationship?

But… we love our members! We have good rates and good service! Whatever message or reason that new member joined the credit union was enough to earn their business, but what are you doing to keep that business? Actions speak louder than words. What I find is that the mindset of most credit union leaders is acquisition. Grow members. Get them in the door! When we say mission accomplished, we rinse, wash, repeat, and turn a blind eye to that new member and focus on the next new member.

Diving deeper into that 68%, the indifference comes from the attitude of the credit union employees. This could be the CEO at the top whose goal is to grow members, or the teller who believes their only job is to handle that transaction in front of them and move on to the next.


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