A new survey has found that when it comes to membersatisfaction, credit unions have some work to do.

Released by MyCUsurvey.com, the survey of 5,000 credit unionmembers across the country conducted in late fall 2010 revealedthree key factors that show that credit unions are at risk and needto dramatically improve satisfaction among newer and youngermembers.

According to the survey, there is a negative correlation betweenthe age of credit union members and customer satisfaction, with a30-point difference in satisfaction ratings between younger membersand those over age 65.

The survey also found that branches still matter. Members whovisit their branch at least once a week demonstrated 10 pointshigher satisfaction than members who visit a branch less frequentlyand 14 points higher than members who never visit their localbranch.

In addition, opportunity knocks as far as increasing creditunions' efforts with new members. Newer members are not nearly assatisfied with their credit union as are members who have beencustomers for some time. The survey showed a 15-point spread insatisfaction ratings between those who had been members for oneyear or less and those who belonged to the credit union for 10years or more.

“The convenience of Web and mobile banking and other trends areundermining credit union member satisfaction. It's clear thatcredit unions need to find a way to attract younger members and getmembers to visit their branches for a more personalized bankingexperience in order to cement the member relationship,” said JackBieda, founder of MyCUsurvey.com.

The benchmarking data measures six key areas, including overallsatisfaction, willingness to recommend, interior branchsatisfaction, exterior branch satisfaction, employee satisfactionand service-level satisfaction. Developed specifically for creditunions, MyCUsurvey results are broken down into threeclassifications: national, regional, and by asset size. Accordingto Bieda, with the national survey, which will be updated every sixmonths, credit unions can assess their own member satisfactionagainst national, regional and like-sized credit unions.

Launched by PinPoint Research, MyCUsurvey.com has beenpositioned as a turnkey approach to customer satisfaction surveysand will work with member outreach programs ranging from directmail and statement inserts to e-mail.