Zeroing in on member satisfaction.

The financial industry is in love with data, and for good reason. Paired with the increasingly exciting field of analytics, data gives us a whole new view on what financial consumers really want, not just what they (or industry analysts) say they do.

Of course, for every ethical use of data analytics, there are 47 unethical ones. A recent Wall Street Journal article reminded me of all the temptations financial services professionals face as they get deeper into the use of analytics. It also solidified in my mind the massive opportunity credit unions have to differentiate themselves in the eyes of consumers wary of the way brands collect, analyze and share their data.

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