MADISON, Wis. (12/3/15)--CUNA released a case study this week that demonstrates the positive effects of its Creating Member Loyalty (CML) program, a training program that helps credit unions strengthen their sales and service cultures.

The case study, called “Enhancing service excellence during a core conversion,” illustrates how Randolph-Brooks FCU, San Antonio, leveraged the program to maintain its high-quality service and sales growth during a transition to a new core system.

Not only did the credit union maintain high-quality service, however, but by implementing CML, the credit union improved its member engagement practices, which led to measurable results.

After implementing the CML program, Randolph-Brooks found that:

• Checking accounts increased 66%;
• Memberships rose 54%;
• Single-service households dropped to 12% from 18%;
• The number of members who use the credit union as their primary financial institution climbed to 68%; and
• Member satisfaction jumped 30%.

“We’ve selected CUNA Creating Member Loyalty for our training because it works,” said James Santos, Randolph-Brooks vice president of operations support. “Each person has a defined role within the culture, and it is an awesome sales and service culture to work with.”

CUNA is offering a complimentary copy of the case study, and more information on CML can be found on CUNA’s website.