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LexopJul 9, 2024 11:49:00 AM4 min read

7 Things Every Member Wants From Their Credit Union

In today’s digitally-driven world, credit union members expect more than just traditional banking services. They seek seamless digital experiences, personalized support, and innovative financial solutions. Here are seven essential aspects every credit union should focus on, along with practical steps they can take to meet these expectations.

1. A Seamless Digital Banking Experience

In an era where convenience is paramount, members increasingly prefer to manage their finances online. According to Lexop’s 2024 consumer survey, 67% said a user-friendly online banking interface was the most important aspect of their digital banking experience. Similarly, a 2024 study by PYMNTS revealed that 30% of Gen Z CU members said they would switch FIs if theirs did not innovate. Similarly, Lexop’s 2024 consumer survey found that 67% of respondents say they want an easy and user-friendly online banking experience. An easy-to-use digital banking platform is essential for enhancing member satisfaction by providing accessibility and efficiency. It meets the demands of tech-savvy members who value the ability to manage their accounts on-the-go. To achieve this, credit unions should invest in developing and maintaining mobile apps and online banking platforms. Ensuring these interfaces are intuitive and user-friendly, and continuously improving them based on member feedback, is crucial. Additionally, offering comprehensive online tutorials, webinars, and 24/7 customer service can assist members in making the most of digital tools.

2. Personalized Financial Guidance

Every member’s financial situation is unique, and they expect financial advice tailored to their specific needs. Personalized guidance fosters deeper engagement and loyalty, as custom advice helps members make informed decisions, improving their financial well-being and strengthening their relationship with the credit union. To provide this level of service, credit unions should leverage data analytics to gain insights into member behavior and preferences, allowing for more tailored advice and product offerings. Training staff to provide personalized recommendations and equipping them with the necessary financial counseling tools are also essential steps.

3. Transparent Communication

Clear, honest communication is vital to building trust and loyalty among members. They appreciate regular updates on their accounts, explanations of new services, and straightforward information about fees and charges. Transparent communication ensures members feel valued and informed, reducing confusion and enhancing their overall experience. Credit unions can maintain a schedule for regular communication through email newsletters, app notifications, and social media. Creating and maintaining a comprehensive FAQ section on their website to address common queries and provide clear information about products and services is also crucial.

4. Quick and Efficient Customer Support

When members need assistance, they want quick and efficient support. This means minimizing wait times, providing knowledgeable help, and resolving issues promptly. Efficient customer support enhances member satisfaction and retention by ensuring that issues are resolved swiftly and effectively, maintaining member trust. Introducing two-way texting support can offer immediate, convenient assistance to members. Additionally, training customer service representatives to handle a wide range of queries efficiently and with a focus on member satisfaction is vital.

5. Security and Privacy

Members are increasingly concerned about the security of their financial information in the face of growing cyber threats. They need reassurance that their data is safe. Ensuring data security and privacy protects members’ sensitive information, builds trust, and mitigates the risk of financial fraud and cyberattacks. Credit unions should invest in advanced cybersecurity measures, regularly update systems, and conduct routine security audits. Providing educational resources to help members protect their personal information online, such as best practices for creating strong passwords and recognizing phishing attempts, is also essential.

6. Proactive Financial Education

Members value educational resources that help them make informed financial decisions. Proactive financial education empowers members to manage their finances better, fostering a sense of financial confidence and stability. This includes workshops, webinars, and easy access to financial literacy content. Credit unions can host regular financial education events such as workshops and webinars, both in-person and online. Creating and distributing educational materials on various financial topics, making them accessible through the website and branch locations, will also help in promoting financial literacy.

7. Empathy and Understanding in Collections

When members fall behind on payments, they seek empathy and understanding, not aggressive collection tactics. A compassionate approach can help maintain positive relationships even during tough times. Handling collections with empathy helps maintain member relationships, reduces stress for members, and can lead to more successful repayment outcomes. Credit unions should train collections staff to handle delinquent accounts with empathy and understanding. Developing flexible repayment plans that consider individual member circumstances and offer realistic solutions for getting back on track is also crucial.


Credit unions are uniquely positioned to offer exceptional member experiences by leveraging their community-focused ethos and adopting innovative technologies. By prioritizing these seven aspects, credit unions can not only meet but exceed member expectations, fostering loyalty and trust. Implementing these actions can enhance the member experience, ensuring that credit unions continue to serve their communities effectively and compassionately.





Lexop helps companies retain past-due customers by facilitating payment and empowering them to self-serve.