The Rundown

• Surge of new members may have impacted satisfactionscore.
• Credit unions should continue to think about ways toserve.
• Industry still ahead of banks, including large ones likeBank of America.

The surge in members over the past year may have been welcomednews for credit unions, but the overall member satisfactionexperience might have suffered along the way.

According to the annual American Customer Satisfaction Indexreleased Dec.11, customer satisfaction with credit unions fell 5.7%to an ACSI score of 82, which surpassed the overall score for banksat 77.

Credit unions also experienced a drop in 2010 before bouncing back to a record high of 87 in2011. Still, even though the industry fell a few points in overallcustomer satisfaction, it held on to its top spot in the area offinancial services.