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Matt Davis is director of innovation at the Filene Research Institute. Contact 608-661-3746 or mattd@filene.org

In 2010, the Filene Research Institute conducted a study, “Customer Experience and Credit Union Opportunities.” One of the key takeaways from the report centered on a perplexing fact. Consumers continue to love credit unions, especially compared to banks, but member satisfaction has not driven increases in market share. In a service-based industry, more satisfaction should yield more sales, right?

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