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CU System
Survey reveals CU members preferences
COLUMBUS, Ohio (12/22/08)--A recent survey by Coinstar, in partnership with Kelton Research, revealed some feedback from credit union and bank account holders regarding their preferences for financial institutions. Some of the answers contrast with long-held beliefs and practices of credit unions, said the Ohio Credit Union League (eLumination Dec. 17). The survey indicated:
* 42% of credit union members say they’d prefer a change of environment at their financial institutions, and would model the change on premium coffee shops or apparel stores known for personal shoppers and exceptional service; * 66% enjoy “personal touch” service, but 34% don’t want their credit unions to know them by name; * 68% of credit union account holders would rather stand in line for a teller than for an ATM; * 64% would take advantage of financial or related services not traditionally provided--including self-service coin counting, postal services and computer printing services; and * 46% say they have dreaded visiting their credit unions at some point.
Overall, bank customers and credit union members are satisfied with the experiences they receive when visiting their financial institution, according to the study. However, there are opportunities for financial institutions to better serve them in today's unpredictable banking environment. Credit unions should consider how the information revealed in this survey could be incorporated into their plans for 2009, the league said.
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