MADISON, Wis. – While most members report they are very satisfied with their credit unions, better rates and expanded access to automated teller machines top their wish list of suggested improvements, says a recently released report by CUNA.

According to the 2009-2010 National Member Survey, nearly 45 percent of members would most like to see their credit union pay higher savings rates than they do now. Lower loan rates (27 percent) and more ATM locations (22 percent) rounded out the top suggestions from members.

Click for larger view
Broken down by age, higher savings rates are the leading request for members 45 and older. More ATMs topped the list for 25- to 44-year-old members, and a desire for more convenient credit union locations ranked highest with 18- to 24-year-olds.

“The desire for more convenient brick-and-mortar locations among such a technology savvy young group was interesting, and it could indicate that some young adults are doing business with a credit union located near the workplace of one of their parents, but not necessarily near them,” said Jon Haller, director of business to business publishing for CUNA.

The National Member Survey reveals trends involving members’ use of financial services and attitudes, along with strategies to build loyalty and attract more business. It also provides information and analysis related to members’ demographics, satisfaction, interest in new services, delivery channels, and more.

Additionally, the 2009-2010 Survey of Potential Members – CUNA’s companion report to this survey – uncovers new issues, opportunities, and strategies for reaching and attracting new members. It also analyzes current trends relating to non-members’ financial behaviors and loyalty to their banks, and provides suggestions on how to leverage competitive advantages to lure eligible non-members away from their current provider(s).

The National Member Survey (stock number 28532) and the Survey of Potential Members (stock number 28533) are available in PDF or print format and can be purchased individually or at a reduced package price. For more information or to order, visit
advice.cuna.org; choose the
“Reports” link, then “Credit Union Growth.” To order by phone, call (800) 356-8010, press 3, and use the stock number as a reference.