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JACKSONVILLE, Ark. — When a member has informed Arkansas Federal Credit Union that it will be moving his or her accounts, the financial institution does all it can to find out why.

That attentive inquiry is probably one of the reasons the $476.6 million credit union’s membership grew by 5,010 in 2006, going from 60,318 to 65,328. Members who are contemplating leaving are asked to fill out a brief survey, said Larry Biernacki, president/CEO. The key is to catch them before they leave, he emphasized, not after they’ve already made the switch. “We’re not trying to out-produce competitors,” he said. “Our focus is on what members are asking for. We’ve started looking at opportunities to stop them from leaving and we’re drilling down to find out why they’re leaving.”

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