My credit union saved my marriage. When we were young and dumb we got ourselves into a financial bind our credit union helped us resolve. That is why I'm loyal to my credit union, and why I serve on the board. I have knowledge and skills to give back.

Service above and beyond is critical to keeping members coming back, even more than – dare I say it – pricing.

Festool is a brand that many of you probably have not heard of, but if you're into woodworking, you know it. It is the mack daddy of woodworking tools. When my father-in-law died recently, my husband was charged with unloading the hundreds of tools he had, including dozens (and dozens) of Festool products.

Festool really knows its market. It innovates, claiming more than 300 patents, to make woodworkers' lives easier. It has a track saw that is so powerful and precise that it eliminates the need for a table saw. Festool clamps are designed so that they do not get in the way of the project. The dust collection system is amazing, and the shopvac is variable speed so woodworkers can connect it to the orbital sander and turn down the suction, plus it doesn't leave swirl marks.

Even a layman can appreciate the ingenuity that goes into these tools, and you pay for that. But Festool isn't worried about competing for the Harry Homeowner who needs a drill now and then. The German company generates loyalty within its field of membership if you will, boasting 90% brand loyalty.

The tools are backed by phenomenal customer service. My father-in-law previously told my husband that Festool repaired an out of warranty tool for free. My husband discovered that one of his dad's tools had a funny mechanical smell to it, so he called customer service even though it was well past the three-year warranty. Festool gave him an estimate range on the repair and shipping information; it could be free or up to $65. The next day before my husband shipped the tool out, he got a call from the same customer service agent who told him he had a representative in our area and he'd be happy to swing by to pick it up. We were taken aback that this guy not only noted the call but actually followed up. Who does that anymore?

While my husband is just getting started with woodworking and recently bought his first Festool sander, we already know we'd prefer to wait a bit and spend a little more for a company that stands behind quality products and empowers its employees to treat customers right.

So which is your credit union: The manufacturer of the drill you know you'll throw away in six months or the 90-year-old company that understands your members' needs and creates lasting loyalty?