American Customer Satisfaction Index Ranks Credit Unions as No. 1 in Financial Services

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Gratitude is a gift, especially when we share it with loved ones. As G.K. Chesterton said, “I would maintain that thanks are the highest form of thought; and that gratitude is happiness doubled by wonder.” So for this Thanksgiving, I want to share with you some of the things that I am grateful for. I am grateful for car heaters (mine is nonexistent), getting my college degree, my family, smiles, raspberry pie, and credit unions. There I said it: credit unions. It might seem kind of self-promoting if I am talking about how I’m grateful for credit unions on a credit union Web site, but let me explain....

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The American Customer Satisfaction Index (ACSI) released this month included findings about customer satisfaction amongst different financial institutions. And in this research, credit unions ranked first in customer satisfaction with a score of 85 out of 100, while the average bank score was at 76.

So what measures was ACSI using in their research? Some aspects were expectations, quality, value, loyalty, and lower complaint rates. Guess who had better scores on each component? Yes you got it; it was credit unions!

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