CUs Again Ranked Ahead Of Banks In Consumer Survey Of Perceptions

Credit Union Journal, The, May, 2006

For the second year in a row, credit unions have done better than financial services competitors in consumers' perception of in whose best interests they act. The findings, released by Forrester Research, also provide some insights into customer/member loyalty, as the degree to which customers/members believe their financial services providers act in the customers/members' best interests indicates their likelihood of staying with those providers.

The Forrester survey asked 5,000 consumers whether they agreed with the following statement: "my financial provider does what's best for me, not just its own bottom line." The result: 67% of consumers agreed with that statement when applied to credit unions, second only to USAA, a San Antonio-based financial services company that...

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