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SECU top CU in nation for PFI penetration loyalty
RALEIGH, N.C. (6/7/10)--An annual membership survey indicates that State Employees' CU (SECU) has a 97% member satisfaction rating, with 87% of members saying they are "very satisfied" with the credit union's services. The survey responses also put SECU in the top spot among credit union peers for membership loyalty. The annual survey, administered by the Credit Union National Association (CUNA) Research, polled 5,000 randomly selected SECU members on quality of service, use of SECU products and overall satisfaction with the credit union. It saw a marked increase in the members who indicated the credit union was their primary financial institution (PFI)--77% of members consider SECU as their PFI. CUNA Research noted this places SECU at the top when compared with the average 53% PFI rating established by credit union peers. SECU's PFI figure also spearheaded an increase in the percentage of members considered "highly loyal," to 56%, compared with the industry average of 24%. "SECU's 'Do the Right Thing' approach to offering low-cost, affordable financial services on a non-commissioned basis is unique in today's financial marketplace and allows SECU employees to serve as trusted advisers to members," said Jim Barber, SECU board chairman. "The positive survey results acknowledge that our members welcome this approach and are increasing their utilization of the credit union's consumer friendly products," he added.
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