CHICAGO — Six credit union have come together to create a CUSO to help measure, detect and take advantage of member loyalty.

For years, the $2.1 billion Addison Avenue FCU relied on quarterly phone surveys to assess just how loyal its members really were, but the measurement tool didn't provide a firm enough handle on where the loyalty drivers were coming from, said Robin Boyle, brand management and marketing communications manager.

Addison Avenue is one of six credit unions that linked up in March to form Member Loyalty Group LLC, a new CUSO that will use the Satmetrix-created Net Promoter Score in conjunction with member data provided by credit unions to determine ways to improve member service in every area of the organization.

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