For the second successive year, credit unions have scooped top spot in the CXi Customer Experience Survey 2016, a study which measures the level of service which organisations across the country give to their customers. Scoring very highly on empathy, personalisation and integrity, credit unions led the way, followed by Lush Handmade Cosmetics in 2nd position and An Post in 3rd place.
The 2016 CXi survey was conducted in June 2016 by Amárach Research. A representative cross section of Irish consumers were asked to select from 170 brands across ten sectors. Over 42,000 customer experiences were evaluated as part of the study. The report aims to raise the game of customer experience management in Ireland, to establish a league table by which companies can benchmark their progress in this area and to measure how customer experience in Ireland compares internationally.
This result is testament to the hard work of credit union staff and volunteers who continue to put members’ needs at the forefront of everything that they do. A key difference is that members are co-owners of their credit union and credit union personnel take huge pride in the quality of service which they provide. They work hard to understand members’ needs and do everything that they can to deliver superior service.
Credit unions are deeply embedded in the communities which they serve. While other financial institutions are closing branches and directing their customers, in many instances, to use automated services, credit unions continue to excel in personalisation. This means that credit union personnel take time to recognise members’ individual needs and circumstances and can tailor their approach to meet the actual rather than a perceived need of the member.
Credit unions continue to develop both the range of services which they offer and the channels they use to deliver those services. With this in mind, there should be absolute clarity that the needs of members will drive these development. And above all else, it is recognised that the quality of service provided to members, via whichever channel, must continue to be of the highest order.