Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Credit unions should anticipate attrition without better technology

The data: Customer satisfaction among credit union members in the US declined more than 2 percentage points last year to 86.3%, per a report by PYMNTS and PSCU. The share of those satisfied with their digital and online bank rose from 82.8% to 84.8%.

When asked what the most important reason was for being satisfied with their primary financial institution (FI), a greater share of non-credit-union members listed factors like convenience, ease of use, and transaction speed. Credit union members were more likely to cite their trust in the FI or cheaper fees.

Trendspotting: Credit unions have traditionally retained higher customer satisfaction ratings than other FIs, including neobanks. But as the broader banking landscape changes, that may not be the case for much longer.

  • The pandemic supercharged digital banking adoption and led to wide-ranging changes that have shifted the expectations members have for their credit unions. Customers now want personal finance management tools and greater data security when banking digitally.
  • The rise of challenger banks puts pressure on credit unions to innovate and keep members happy to avoid attrition.

The big takeaway: Improving customer experience is the top objective for 81% of credit unions, according to a survey from Cornerstone Advisors. Amid an upheaval in the personal banking industry, here’s what credit unions can do to stay ahead of the curve and boost customer satisfaction.

  • Some credit unions can benefit from the hypersegmentation of digital banking by targeting underserved groups. For example, a group of credit unions launched Bank Dora in September, a digital-only cooperative focused on underbanked customers in the US aiming to cut racial and economic gaps.
  • Launching and improving digital services like mobile banking, digital wallets, and BNPL options is essential for FIs. The most innovative credit unions can use these services to build on their trusted reputations and attract new customers. San Jose-headquartered First Technology Federal Credit Union has a history of digital pioneering: It was one of the first FIs to offer interactive voice response technology and online banking services in the US.
  • Credit unions can deepen customer relationships to maintain the strong trust that members have in them by rolling out more personalized products and services—like how FIs have used text messaging to improve communication with customers.