For the past four years San Francisco Fire Credit Union's approach to deepening member relationships has been to listen and make changes.
Opting to invest in delivering a superior member experience and in generating positive word of mouth, the $670 million credit union even offers members a service guarantee of courtesy, accuracy and promptness. If the credit union lapses in these standards at any time, members can simply let them know and SF Fire CU will apologize, correct the issue and credit their account with $10-no questions asked.
SF Fire CU interim President/CEO Darren Herrmann credits this attention to members' needs to former CEO Diana Dykstra, who launched Net Promoter, a customer loyalty metric and discipline that focuses on finding solutions to ease member pain points.
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