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Benchmarks are the only way to measure the success of organizational change. CUNA Creating Member Loyalty™ (CML) has progress checks built in to the process, so you can measure how our efforts have improved your performance and bottom-line results over time. 

Case Studies

Enhancing Service Excellence During a Core Conversion: Learn how Randolph-Brooks Federal Credit Union used CML to improve member satisfaction, drive major growth and guide their organization through a period of uncertainty.

Improve Sales Without Sacrificing Service: Learn how Community First Credit Union wanted to instill a sales culture without sacrificing its core value of providing exceptional service.

What People are Saying!


“Through CUNA Creating Member Loyalty™ (CML) we’ve blown away our lending goals by incorporating specific strategies to ensure our members are getting what they need, NOT what we want to sell. By doing things “the CML way,” we guarantee that our members are protected in an unprecedented way. We’re proactive in satisfying both their perceived and unperceived needs in a way that’s comfortable and effective.”
- Ken Kelly, Training & Development Manager, Red Canoe Credit Union

“As a result of implementing CUNA Creating Member Loyalty™ (CML), our credit union became a unified team moving in the same direction towards the same goal with the same approach. We saw significant improvements in our cross sales and productivity and staff were more confident in building relationships with members rather than just being order takers. That doesn’t mean we switched 100% of our staff at time of implementation. This is a culture change. You will see small results right up front, but the significantly measurable results keep happening month after month, year after year. The investment is well worth it. Your return will be seen in bottom line dollars, but the greatest return will always be the confidence it gives your staff in their interactions with members. You are never too small and you can’t afford to be too busy. You need a strong sales culture and confident sales staff to survive in today’s financial world. But it isn’t all about sales, building relationships is the foundation and CUNA Creating Member Loyalty™ instills that in your credit union.”
- Maureen Bryan, Chief Operations Officer, Parkside Federal Credit Union

“As a result of implementing CUNA Creating Member Loyalty™ (CML) at our credit union, we were able to complement and enhance current skills, awaken forgotten skills and add new skills for member service by helping employees put the right skills in the right sequence to create a WOW member experience. This also helped add consistency on how we interact with our members. If implemented correctly, the program can take your credit union’s performance to the next level."
- Minh McKenzie, VP of Sales & Service, Community First Credit Union

“CUNA Creating Member Loyalty™ (CML) has done exactly what it states – help create member loyalty! CML has given us the tools to assist our staff in doing something we take such pride in within the credit union movement – exceptional service! We’ve seen success in cross sell numbers, but more importantly by the confidence employees have assisting members with their goals and financial needs. Our members find value in the relationships they have with all of our staff and expect nothing less.”
- Angie Piddle, Training Coordinator, SouthPoint Federal Credit Union

2015 CML Case StudyPAO_right rail_optBProduct Knowledge
2018 CUNA Governmental Affairs Conference
Feel the Pulse Trail-Blazing Ideas for Operations