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It’s no secret that members want personalized, interactive experiences across all areas of their lives, including financial services. It’s also no secret that credit unions are falling short on delivering that. If you’ve seen one mobile app, you’ve seen them all.

According to a recent report from SalesForce Research, two-thirds of consumers feel they’re generally treated like numbers despite their expectation for personalization. And as if this statistic wasn’t bad enough, credit unions are in serious denial about it.

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