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Are we lying to ourselves, credit unions? When asked the question, “What makes your credit union different?” many credit unions often answer with “Service, service, service.” Or “people, people, people – that’s what makes us different.” And the American flag drops from behind us.

Reality may be something different. According to the American Customer Satisfaction Index, banks now surpass credit unions in nearly every service category. You read that right: Banks are beating credit unions at being a credit union. According to the ACSI report, “credit unions continue a long, slow decline in member satisfaction.”


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