ARLINGTON, Va. – NAFCU has been rated at the top in membership value in a member survey conducted by an independent research firm.
The survey, conducted by McKinley Advisors from Sept. 23 – Oct. 9, 2015, was sent to 16,512 credit union CEOs, chairs, staff, and volunteers. A total of 1,700 responses were received.
“NAFCU members ranked the association a market leader,” said Karli Susi, managing consultant, McKinley Advisors. “Clearly, NAFCU members appreciate the support and services they receive from the association. Bottom line, NAFCU members feel their investment in membership is yielding an excellent return on their investment.”
The survey found that 98% of respondents are “satisfied” or “extremely satisfied” with the quality of NAFCU’s member service. Over 90% of respondents reported that the value their credit union receives from NAFCU is greater than or equal to the cost of membership.
Nearly all respondents indicated they were satisfied with NAFCU staff’s knowledge of products/services, resolution of issues, timeliness of response, access/friendliness of staff and overall quality of member service.
Respondents gave NAFCU very high marks in rating its key areas:
- Quality of Member Service: 98%indicated completely or somewhat satisfied
- Friendliness of NAFCU Staff: 97% indicated completely or somewhat satisfied
- Timeliness of Response: 96% indicated completely or somewhat satisfied
- Successful Resolution of Issues: 95% indicated completely or somewhat satisfied
- Accessibility of NAFCU Staff: 95% indicated completely or somewhat satisfied
In benchmarking, NAFCU has one of the highest Net Promoter Scores (likelihood of members to recommend NAFCU) at 46 that McKinley has researched, three times higher than the average for other trade associations. Additionally, NAFCU’s Net Promoter Score has risen seven percent since 2012. Furthermore, NAFCU members voted their value to cost ratio 49%, compared with an average of 31% for other trade associations.
Overall, the study found that perceptions of NAFCU are positive. Strengths include being competent and credible, a strong advocate for regulatory and legislative issues, and providing the latest information.
“The findings of the survey confirm that our members value NAFCU across the board,” said Ed Templeton, NAFCU chair and president and CEO of SRP Federal Credit Union. “This highlights NAFCU’s efficacy and is a great vote of confidence for NAFCU’s continued focus on advocacy, education and compliance.”
A copy of the analysis can also be found in CUToday.info’s The Vault here.