In 2010, the Filene Research Institute conducted a study, "Customer Experience and Credit Union Opportunities." One of the key takeaways from the report centered on a perplexing fact. Consumers continue to love credit unions, especially compared to banks, but member satisfaction has not driven increases in market share. In a service-based industry, more satisfaction should yield more sales, right?

Wrong.

As desirable as member satisfaction may be, it turns out that what generates sales is, well, selling. While credit unions have historically focused on a satisfaction at any cost approach to doing business, banks have focused their resources on generating new business. "I have never found a specific industry so averse to selling," said one expert in the report. 'You're not selling tobacco. You're selling financial solutions for people and making their financial lives better."