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Tackling the Member Experience Challenge in Mergers or Acquisitions

By Neil Hartman and Kyle Hutchins

Screen Shot 2014-04-15 at 4.35.47 PMCustomer experience is king in every industry and financial services are no exception. Today’s savvy consumers are accustomed to stellar online and offline customer experiences from the brands they care about.

For credit unions, the quality of member experience has become a competitive differentiating factor that directly impacts their ability to attract and retain members. But all too often credit unions struggle to maintain positive member experience levels while in the midst of a merger or acquisition. Why? Because, in addition to regulations that restrict access to data until the merger is complete (e.g. “Legal Day One”), credit unions frequently rely on member experience initiatives that are internally focused, causing blind spots during new asset acquisition that restrict their ability to connect with high-value members.


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