The Best of the Best in Loan Market Shares and Overall Member Satisfaction

By Jon Haller
Director of Market Research
Credit Union National Association

If your credit union is like most others, you’re battling both the U.S. economy and your competitors--traditional, non-traditional and newcomers--in an effort to keep your lending volume up to reasonable levels.

And beyond lending, there’s also the constant emphasis--and rightfully so--placed on maintaining, if not elevating, your members’ overall satisfaction with the credit union.

Occasionally, individual credit unions will stand out from the rest of their counterparts and excel in one or more facets of service quality or product penetration. In doing so, they not only make significant contributions to both their own credit unions’ mission of serving members and the credit union’s bottom line, but they also establish a standard of excellence or "high-performer" benchmark that other credit unions can work to attain themselves, should they choose to do so.

Below--courtesy of CUNA Research’s Member Survey Benchmarking Database--are the strongest loan market shares and highest percentage of members indicating they are "very satisfied with the credit union" that have been recorded among the 100+ most recent CUNA Research member survey clients. If you want to be the best, or beat the best, here’s where you need to be:

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