The Importance of Long-Term Member Value – Tangible and Intangible

The lifetime value of credit union membership is tremendous. But this lifetime value is difficult to communicate to members. They can see the difference in rates compared to banks. And they can appreciate “patronage refunds.” But they also have to appreciate investments back into credit unions, the value of being part of a cooperative network, and the value of being a member/owner rather than a customer. Communicating this long-term value is critical and yet a difficult challenge.

 
 
 

 

 

Jan. 1, 2007


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