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CUNA Creating Member Loyalty™

Staff fulfillment. Member engagement. Credit union excellence.


Creating Member Loyalty: A program to take your credit union to the next level

The success of your credit union depends on a strong sales and service culture. Powered by member centricity and driven by results, Creating Member Loyalty (CML) training can make a big financial impact.                                                   

From top to bottom, CML brings a customized approach to developing the essential skills needed to forge exceptional member and employee experiences. It's centered in time-proven practices, new ideas and specific tactics to drive performance—all in alignment with credit union goals and ideals. The results can be game-changing. 

How it works

CML begins with the creation of a customized training blueprint. As we explore your opportunities and goals, we outline a right-sized plan to develop specific skills and strategies for your staff. Once that blueprint is in place, we start the build:

Framing workshop: Engagement drives change, and our team kicks it off with a review of your goals and the specified training to meet those goals with people-leaders. The objective: Effectively communicate and implement your plans as well as put metrics in place to measure success.

Trainer certification: Several employees (whom you designate) take part in Trainer Certification courses to learn how to effectively train your staff on core concepts and tactics, as well as any additional skills modules you have chosen. This approach enables your designated trainers to internalize and own the training delivery, becoming your in-house experts along the way.

Core skills: Seven service skill areas are the foundation of CML. Together, they create a service culture focused on what credit union members need and expect. Once certified, your trainers will begin training your employees using CML-provided materials.

Additional skill training modules: When core skills have been established, your certified trainers will focus on training your staff with resources from the additional CML modules of your choosing. The options include more than 20 topics about sales, contact centers, selling to small businesses, operations leadership, sales leadership and others.

Getting started

Isn't it time to take your credit union to the next level and implement a culture that breeds across-the-board success? Simply complete the form below and we'll be in touch with more information and next steps.

CUNA Creating Member Loyalty Results

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.

Learn more

Find out more

The first step in transforming your credit union to a strong sales and service culture starts with a conversation. 

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Additional Information

Do you have specific areas where you'd like to begin or emphasize?