SEATTLE — Credit union research shows the most successful operation occurs when the CU staff engages in the "WOW factor and completely takes the side" of members by focusing all attention on member needs and concerns, according to the head of a Los Angeles agency.

"Where many credit unions fall down is not involving member contact staff in service decisions and processes," maintains Neil Goldman, president of Member Research of Irvine, Calif.

In a featured speech at the annual Marketing Association Conference of Credit Unions, Goldman said one of the biggest complaints of members is they tend to feel unimportant. "'Don't make me feel like a number, like the banks do' is a consistent message," he said.