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Creating Member Loyalty^TM

Download the brochure

RESULTS & TESTIMONIALS

Results and reactions from your credit union peers.

Without tangible benchmarks, it’s impossible to evaluate the success of a training program. Creating Member Loyalty was created to generate specific, measurable results so that you can see the positive effects on your bottom line. Take a look at the overall results reported and measured by one credit union.

Hear from Cathie Tierney, CEO of Community First Credit Union in Appleton, WI., speak about her credit union's experience with CUNA's Creating Member Loyalty.

Listen to Minh McKenzie, Vice President of sales and service at Community First Credit Union, describe his impression of CUNA's Creating Member Loyalty.


Is Community First Credit Union seeing results? View the complete case study to find out.

“We saw a 6% increase in check card penetration, an 11% boost in online banking use and an 18% increase in the number of households with vehicle loans. Much of the increase relates to the concept—reinforced by training— that sales is service and service is sales.”
• Sonya McDonald, VP Sales & Business Development, Randolph-Brooks Federal Credit Union, Texas

ROI that’s getting rave reviews
It’s fairly common to see testimonials immediately after a training program. But the success of any program has to be the bottom-line benefits derived by your credit union long after the training has been delivered. Just look at the numbers generated by other credit unions in a few key areas:

Referrals
“We had 82% participation rate [in making referrals] from our staff. We average 75% of the referrals resulting in a sale.”
• Angie Pidde, Training Coordinator, SouthPoint Federal Credit Union

“The results that we have experienced since our launch two years ago have been quite dramatic. More importantly, these trends have been sustained throughout this period. Our net referrals have risen from an average of 52% early last year to 87% currently.”
• Mike Warrell, AVP-Member Services, Service Credit Union

“I have definitely seen a cultural shift from order-taking behaviors to more relationship-building behaviors. Employees have increased confidence in making referrals and following up with members as well. I see them moving from practice to proficiency quite early. The staff is more confident in asking more questions of members, they are listening to members with more regularity, and recognizing more referral opportunities.”
• Karen Wooten, Performance Training Sepcialist, HR, St. Mary’s Bank

Loan Growth
“Incorporating the Sales Leadership program has enabled our organization to further our sales culture development by providing the tracking and tools necessary to implement a comprehensive management sales coaching program. The program has helped us prove that uncovering a member’s needs and educating them on their choices will result in more informed financial decisions. It’s resulted in tremendous success, including annualized asset and loan growth of 7% and service levels in the 95th percentile of our peers.”
• Mark Bradley, Director, Sales and Service, Credit Union of New Jersey

Products Per Household
“We had 2.96 services per household at the start of training, and 20 months later we averaged 3.07 services per household. In addition, our profitable households increased from 30% to 58%.”
• Sonya McDonald, Vice-President Sales Operations, Randolph-Brooks Federal Credit Union

“When we started the training, products per member were 2.45. A year and a half later, we’re now at 2.59.”
• Angie Pidde, Training Coordinator, SouthPoint Federal Credit Union

REACTIONS

“These skills have helped our employees work with each other and have provided a more thorough understanding of our service expectations,”
• Ilona Castillo, Training Director for Consumer’s Cooperative Credit Union

The implementation process is simple and straightforward. To learn more contact us or call 800-456-0543. We’ll be happy to answer your questions and show you how easy it is to bring the training system to your credit union.