PALO ALTO, Calif. — For years, the $2.1 billion Addison Avenue Federal Credit Union relied on quarterly phone surveys to assess just how loyal its members really were, but the measurement tool didn’t provide a firm enough handle on where the loyalty drivers were coming from.

That’s according to Robin Boyle, brand management and marketing communications manager. Addison Avenue is one of six credit unions that linked up in March to form Member Loyalty Group, LLC, a new CUSO that will use the Sametrix-created Net Promoter Score in conjunction with member data provided by credit unions to determine ways to improve member service in every area of the organization.

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