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Survey Shows Credit Unions Sharply Lead Banks in 'Customer Advocacy'

American consumers consider credit unions to be twice as likely as many of the nation's biggest banks to do what's best for the consumer, not the institution's bottom line, a new study shows.

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CAMBRIDGE, Mass. — American consumers consider credit unions to be twice as likely as many of the nation’s biggest banks to do what’s best for the consumer, not the institution’s bottom line, a new study shows.

Sixty-six percent of credit union members responding to a Forrester Research survey of 5,005 U.S. consumers agreed with the statement: “My financial provider does what’s best for me, not just its own bottom line,” according to the research and advisory firm’s 2007 report on customer advocacy.

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