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.


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.


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


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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