P1FCU and Clackamas FCU Win Awards for Providing Exceptional Member Experiences

The spotlight shone on P1FCU, based in Lewiston, Idaho, and Clackamas Federal Credit Union, based in Milwaukie, Oregon, during CU Solution Group’s MemberXP “Best of the Best Awards” last month.

The credit unions earned recognition for providing exceptional online and offline member experiences amid a challenging year in which consumer expectations for customer service increased significantly.

Criteria is based on data gathered directly from credit union members. Both qualitative and quantitative data are gathered on a dozen key performance indicators through digital surveys and mystery shoppers. More than 340,000 of these evaluations were completed in 2021 for experiences online, in the branch, and through apps.

CUSG’s MemberXP technology platform enables credit unions to collect, manage and act on member experience data collected via digital surveys and mystery shoppers. The platform includes two universal metrics: “Member Effort Score,” an ease-of-use measurement, and Net Promoter Score®*, which measures the likelihood that a member would refer the credit union to others, as well as scores for member advocacy, member appreciation, and member education. The member ratings for each of these areas, and their relative importance, determine which credit unions receive the Best of the Best awards.

Recognition for excellence is awarded across 10 categories: new member, transactions, new account, consumer lending, member mystery shopping, mortgage, member care, financial planning, mobile, and online banking experiences. This year was the awards’ most competitive yet, with an 18% YOY increase in the number of credit unions using MemberXP.

Six credit unions received four or more awards, including P1FCU, which took home wins in the following categories: Consumer Loan Experience, New Member Experience, Transaction Experience, and New Account Experience. Clackamas also secured an award for Consumer Loan Experience, and the two organizations earned both the respect of peers and the loyalty of their members.

“As consumers have reprioritized their lives in the wake of the pandemic, an easy and enjoyable experience has become the expectation for all service industries,” said David Dean, Chief Operating Officer, Marketing Solutions at CU Solutions Group. “These awards show how credit unions can compete and win based on excellent user experience, customer service, and access to tools and information.”

More than 125 U.S. credit unions were considered for the awards. Of those credit unions, the average asset size was $904 million and nearly a quarter of eligible financial institutions maintained more than $1 billion in assets.

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