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The credit union industry has made excellent member service a cornerstone of our business model. For current credit union members, this approach seems to have worked; according to a Filene study, credit unions outperform banks for member/customer satisfaction. But that’s the current membership, and while they say they love their credit union, it hasn’t translated into increased market share. If credit unions want to grow as an industry, our definition and delivery of service must evolve.

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