CUNA Creating Member Loyalty case study released

December 1, 2015


Vicki Christner – CUNA Communications; (202) 508-6754;
Amy Nigrelli – CUNA Marketing; (608) 231-4246;

Madison, Wis. (December 1, 2015) – Credit Union National Association released a new case study on CUNA Creating Member Loyalty™ (CML), its program that helps credit unions establish a stronger culture of sales and service through training and implementation services, and facilitates long term growth and development. 

Titled “Enhancing service excellence during a core conversion,” the case study describes how San Antonio-based Randolph-Brooks FCU utilized CML to maintain their high-quality service and sales growth during their transition to a new core system. 

By engaging their staff in CUNA CML sessions and drawing upon feedback from CUNA’s evaluations, Randolph Brooks FCU made several improvements to their member engagement practices, which include transforming their call center into a point for sales and training lending professionals on how to handle difficult members. 

Ultimately, the case study reveals the Randolph Brooks FCU enjoyed various benefits from CUNA CML, including increases in membership and member satisfaction, as well as a decrease in single-service households. 

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

To request a complimentary copy of the case study, submit this information request form. To learn more about CUNA CML, visit

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About CUNA: 
With its network of affiliated state credit union leagues, Credit Union National Association (CUNA) serves America's credit unions, which are owned by more than 100 million consumer members. Credit unions are not-for-profit cooperatives providing affordable financial services to people from all walks of life. For more information about CUNA, visit or follow @CUNA on Twitter. For more information about credit unions, visit and follow @asmarterchoice on Twitter. Visit the CUNA Press Room for a full listing of media mentions, press releases and resources to stay informed on current events within the credit union industry.