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Jennifer Bolivar, senior vice president of business transformation at Suncoast Credit Union in Tampa, Fla., recalls with pride how her team served a member who recently walked into a Suncoast branch for an auto loan.
“Sure, they had a car loan with someone else. Refinancing with us put an extra $400 a month in their pocket. What can you do with $400? I mean, think about it,” Bolivar said. The member’s mother heard about it and that’s where the rumor started.
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“That spread the word that we were offering something product-wise,” Bolivar said.
While its rates are among the best in the market, Suncoast, which has $15.8 billion in assets, strives to offer customized refinancing options to each member “to make sure we can get people back to their monthly income.” , Bolivar said.
Financial institutions find it difficult to attract new customers, or members, as credit unions call them, because of how sticky banking relationships are. That’s why it’s important to build goodwill among existing and potential customers, as Suncoast has done.
Credit unions, including Suncoast, which came in third, may do a better job of building positive relationships with customers than some banks, especially large corporations.
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The research, conducted with creative brand experience firm Monigle, examined consumer attitudes and customer experience in banking. Bottom Line: Six of the top 10 companies are credit unions, and the other, Sime, is a fintech. That means there were only three banks in the top 10 positions.
While banks still dominate financial services through deposits and asset market share, they cannot afford to be complacent and should watch their competitors do better, analysts say.
“You’re seeing credit unions embrace, especially in communities where local banks are involved in mergers, personalized customer service,” said Steve Reeder, president of banking consulting firm Bankography. “Regional banks would be wise to reflect on their roots as community banks. They all started small at some point.”
Jennifer Bolivar, senior vice president of business transformation at Suncoast Credit Union, noted that offering members personalized refinancing options is one way her credit union stands out.
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Aricent and Monigle’s research consisted of two surveys conducted in March and April. The first survey focused on the trends and attitudes that shape consumer behavior and expectations when it comes to financial services. About 3,000 people participated.
In another survey, consumers of 58 financial providers rated their brand experience. This included asking respondents how they interacted with these organizations, what consumers think before making a financial decision, and what they thought about the different types of organizations they could help. The survey had nearly 6,000 respondents.
CIT Bank, acquired by First Citizens Bank of Raleigh, North Carolina, ranked first overall because “customers feel the bank is understood and empowered” and believe it is “a leader in providing unique and innovative products and services” . , report found. CIT serves as the online-only segment of $108.5 billion citizens and was ranked #7 in the 2021 survey.
“We do a lot of research into the customer journey and experience. Other banks do that too. But what we try and do is make sure we’re meeting the needs of the customers and anticipating their needs,” said Ravikumar, president, CIT Direct Banking. . “You’re digital and we have to focus in a different way than a physical bank because they can provide a multi-channel experience. That’s why we focus, that’s why our customers know they’re coming and that’s what they want.
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While retail banks generally score well on security measures, easy access to money and community visibility, “retail banks have lessons to learn from credit unions and challenger banks,” the researchers wrote.
The second through seventh institutions include five credit unions and CIMA. The next bank on the list is USAA at number 8. Although San Antonio-based USAA is a retail bank, it has membership similar to that of credit unions, and customers must join active or retired military personnel or their family members.
Overall, credit unions dominated all measures of creating positive emotions among their members and were an average of 7 percent ahead of large and small citizen banks in behavioral scores that measure the ease of use of various products and services. “The strong emotional connection of credit unions with their customers remains a reality; however, credit unions are demonstrating a return on investment in their digital tools and services,” Arisento and Monigle’s research found.
When survey participants responded with statements like “I see them everywhere,” the banks beat the credit unions. However, credit unions have achieved higher results
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Other aspects of the business. Respondents believe that credit unions have a very convenient location and understand their needs well. They thought credit unions were great at taking the stress out of dealing with their financial needs.
Part of the explanation for this is that the survey focused mainly on large and regional banks. Local banks tend to be better than credit unions because consumers have similar interactions with both types of financial institutions.
“The big banks are playing the scale game,” Reeder said. “Many national banks advertise on the basis of branch networks and ubiquitous ATMs and mass availability. This means that your business proposition can reach a large group of people at any given time.
“But credit unions, along with local banks, are still focused on customer service. Many small businesses don’t have a dedicated loan officer like the big banks. However, a community bank or credit union will put a loan officer in front of you. It’s a powerful way to build relationships,” added Reeder.
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However, asset size does not fully explain why credit unions dominate the list. Credit unions operate on a membership model where consumers must join an affiliated group.
This link may have weakened over time as credit unions expanded their membership areas to include more groups or entire geographic areas. However, this relationship is still important to consumers. When participants in Aricent and Monigle’s research responded to the statement, “I feel like I belong to more than a bank,” credit unions beat out banks.
Bolivar believes Suncoast’s decision to open branches during the pandemic was the right move. “Many financial institutions are reporting a slowdown in branch traffic. Ours did not. We are at pre-Covid levels in terms of membership,” he added.
Despite technological advances, customers generally prefer branch access and personal assistance. Sixty-eight percent of survey respondents, when asked how they interact with their financial services provider, said they regularly visit the business or seek personal assistance. It is the second most popular choice after using a debit or credit card.
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Using a drive-thru—another option that requires a business to have a physical presence in the community—was chosen by 54 percent of respondents. Using a mobile app and accessing services via computer are third and fourth with 60% and 59% respectively.
As branch offices continue to grow in popularity, how credit unions approach this aspect of their business may be another element of their success. For example, Suncoast Loans
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