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.

"Our goal is to embed the organization," Boyle said. "We want to identify the pain points and prioritize. As opposed to us sitting in a room and strategizing, we really want to know what the members are thinking."

Addison Avenue has been using the Net Promoter Score for nearly four years. Boyle said credit union is waiting on the final data to understand loyalty drivers and if members are indeed referring the credit union to others.

In addition to Addison Avenue, the other credit unions in the CUSO are America First CU, Baxter CU, BECU [Boeing Employees CU], Educators CU and San Francisco Fire CU.

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