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MADISON, Wis. and FOSTER CITY, Calif. — The Filene Research Institute teamed up with Satmetrix to look at credit unions’ stable market share despite strong member loyalty and high customer/member satisfaction polling among financial services providers.

The research takes a new and simple approach to member loyalty called Net Promoter(R), the loyalty metric co-developed by Satmetrix, and loyalty expert Fred Reichheld, which subtracts a firms percentage of detractors from the percentage of promoters. To examine the apparent disparity between satisfaction and market share, the Filene Research Institute asked Satmetrix, a global provider of on-demand software applications and consulting, to evaluate member loyalty and analyze the elements of credit union experience that drive loyalty. Satmetrix employed Net Promoter scoring–also being implemented by firms like Apple and General Electric–to analyze 17 participating credit unions.

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