Measuring member loyalty can be a simple task, but it can also become very complicated.  There is no consensus as to the best means of gauging member loyalty.  Member metrics can be gathered on the following:

Member satisfaction.  This is the most commonly used perceptual metric.

Member expectations.  The gap between perceived quality and expected quality is a predictor of satisfaction.

Member value.  This answers the question, "Considering the products and services that your vendor offers, are they worth what you paid for them?"

Repurchase intention.  Repurchase intentions can help to predict future purchasing behavior.

Recommended intention.  Loyalty expert Fred Reichheld argues that recommend intention is the best metric at predicting not only customers' recommending behavior, but also their purchasing behavior.

Member retention.  This is the members' stated continuation of an account relationship with the credit union.

Share-of-wallet.  This is the percentage of total assets held at the credit union.  Some feel this is the ultimate measure of loyalty, but it is not forward looking.

We can help you select the best measurement(s) for the credit union.  Dan is a Certified Net Promoter^® Associate.

Popular Measurements