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Credit unions consistently tout their superior member service, particularly when comparing themselves to the bank next door. I would bet that most credit unions would find themselves in a dead heat in that comparison, or even falling behind. Credit unions need to get out of the mindset that putting a smiling face in front of the person walking up to the teller counter is all there is to member service.

Behind that beaming face, cogs better be turning in their mind. That person not only needs to be cordial to your members but also knowledgeable enough to speak intelligently about their questions or direct the member off the top of his or her head to the person who can.

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