What to do? Go back to the beginning. Walk the member path as you did when your credit union first used Prime Alliance. Is it clear? Most certainly there are barriers to be removed, however small. Any step that could slow a member down, confuse them or cause them not to complete the process should be examined. Consider having a group of members participate in a focus group exercise, watch them walk the path, then make your adjustments based on their recommendations.

Looking for big adjustments? Probably not, since your member experience is already the best in your community. Striving for better, though, differentiates your credit union all the more.