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Innovation goes beyond having the latest technology, it's the degree to which an institution delivers a member experience that is creative, pioneering, and leading the market. Also, creating differentiation based on having unique solutions that benefit society and the environment.

Why it matters

Innovation matters to credit unions because it has a demonstrated relationship to member loyalty, which translates into better financial performance resulting from higher member retention and share of wallet. Credit union members are generally more loyal than bank customers, but more innovative credit unions have higher member loyalty than credit unions that are perceived to be less innovative.

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