A recently released Allegiance, Inc. National Benchmarking/Pulseof America survey finds that as of mid-year consumer expectationsof banks and credit unions have shifted away from the moretraditional roles of industry leader, guardian and protector ofcustomer/member finances.

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While credit unions continue to have much higher memberengagement levels than banks, the gap is narrowing. Credit unionssaw a drop in member engagement from 57% to 49% between January andJune 2009.

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According to Allegiance, this marks the sharpest drop in creditunion engagement since the survey began in October 2007.

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The survey also finds that both banks and credit unions seem tobe focusing their engagement resources on the most profitabledemographics, those consumers with incomes ranging between $50,000-$150,000.

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