For a record-breaking 10th consecutive year, credit unions have topped the league table for best customer experience in Ireland, according to the 2024 Customer Experience Insight (CXi) Report. Furthermore, credit unions are also the only brand to have maintained a constant presence in the top ten since the survey began ten years ago, a testament to the consistency of their CX excellence.

Credit unions achieved an incredible overall CX score of 8.26, with a score of more than 8.0 considered to be the measure of CX Excellence. In contrast, the average score in the financial services sector was 6.91.

The CXi survey sought feedback from consumers across a diverse range of areas including their perspective on emotional drivers related to brands and how it impacts them, their interaction experience with brands, cost of living experiences, sustainability and the use by brands of new technologies such as AI, to name a sample.

Commenting on the announcement, Alice Grant, Head of Brand & Member Experience of the Irish League of Credit Unions (ILCU) said that the ILCU was delighted to see that credit unions continue to set the standards when it comes to delivering superior customer experience.
“This unprecedented tenth win is recognition of the dedication and hard work of credit union staff and volunteer directors across Ireland. Their relentless focus is always on being there for our members and for communities which we serve

She continued:
“There has been a great deal of change in credit unions in recent times with enhanced digital journeys and new product offerings. What hasn’t changed, and what won’t change, is our absolute commitment to put our members first. Our unique social ethos allows us to focus solely on how to best deliver for our existing and potential new members, rather being focused on profiting from their needs”

The CXi Report is published annually and is based on a survey which is carried out by Amarách Research. This year’s survey ran from June 8th to the 30th of July 2024. A representative cross section of Irish consumers was asked to give feedback on their experiences with 150+ companies across 11 sectors.