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CUs continue at top of newest satisfaction index
ANN ARBOR, Mich. (12/15/10)--Less than one week after credit unions came out on top of a customer satisfaction survey, another index--this time the American Customer Satisfaction Index (ACSI)--has announced that credit unions continued in the top spot of its survey. Credit unions scored 80 this year, a 4.8% drop from their score of 84 the past two years, said the Ann Arbor, Mich.-based ACSI. Banks scored an overall 76 this year, up 2.7% from their 2008 and 2009 showings. Individual banks had lower tallies--Wells Fargo at 73, Citigroup at 69, Bank of America at 68 and JPMorgan Chase at 67. The ACSI report covered satisfaction ratings of credit unions, banks, health insurance, life insurance and property and casualty insurance. It noted that although credit unions remain on top, they face increasing pressure and attributed the slight decline to services not keeping up with demands brought by growth and cost-cutting measures in the tight economy. The index also reported significant decreases in satisfaction among insurance customers, largely due to higher health insurance premiums and deductibles. Last week News Now reported that the Prime Performance 2010 Bank and Credit Union Satisfaction Survey announced that credit unions and small banks led their larger rivals in meeting the needs of their member/customers. That study also indicated credit unions and small banks have the friendliest personnel; their member/customers are more likely to recommend others use their financial institution, they are more likely to believe employees want to help them; and they are more apt to believe credit union and small bank employees enjoy their jobs (News Now Dec. 8). Last week's study and Credit Union National Association (CUNA) President/CEO Bill Cheney's comments about the results were reported widely in national media. Cheney noted that CUNA was not surprised at the findings and it was fine to be included with small banks, but also noted the "very real and fundamental difference between banks and credit unions, regardless of size: Credit unions' not-for-profit, cooperative structure."
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