To win the lending competition that drives your credit union, ask members about their decision-making processes.
Study pinpoints convenience, rates and communication as several key factors in member happiness.
American Customer Satisfaction Index finds banks lag credit unions in a number of areas.
Online banking, branch staff cited as satisfaction drivers; checkings and savings accounts as most widely used.
Industry regains top spot in company's poll, but still posting slightly lower mark than 2011's benchmark.