Credit unions must be competitive in order to stand out from those big mean banks; they must establish a truly unique offering to attract new membership. One way to successfully accomplish this is through the member experience. Since credit unions tend to serve local communities, it’s important for each member to feel appreciated by their financial institution. Therefore, customer service plays a significant role in the relationship members have with their credit union. For example, if your credit union suffers from long hold times, it’s unlikely your members will feel like you’re taking their needs seriously. Also, it’s nearly impossible to attract new members if they can’t even get a hold of you.