If you’ve ever set a goal without a way to measure it, you know how tricky it can be to know if you’re really making progress. That’s where benchmarks come in. For credit unions, they’re like mile markers on the road, helping you see where you are, how far you’ve come, and where you still need to go.

And one of the easiest ways to create those benchmarks? Surveys. By asking both members and staff for their feedback, you’re building a clear, honest picture of the experience your credit union is delivering today, and how it changes over time.

Why Benchmarks Matter

Without benchmarks, it’s easy to rely on gut feelings or assumptions about how things are going. But when you have real feedback, you can spot patterns, celebrate improvements, and catch pain points before they become big issues.

For leadership, it means being able to show the board actual progress. For staff, it means knowing their hard work is making a difference. And for members, it means their voices are truly shaping how their credit union grows.

What to Measure With Surveys

You don’t need a hundred questions to create meaningful benchmarks. A few well-chosen areas of focus can tell you a lot:

  • Member satisfaction: How happy are members overall with their credit union experience?
  • Ease of service: Are digital tools, in-branch visits, and support channels simple to use?
  • Trust and communication: Do members feel the credit union is transparent and looking out for their best interests?
  • Staff engagement: Are employees feeling supported, trained, and equipped to deliver great service?

Tracking these consistently lets you build a “before and after” view that shows not only where you stand, but how you’re improving.

Turning Feedback Into Action

The magic happens when you take these benchmarks and put them to work. Compare results across quarters or even branches to see where experiences differ. Look for gaps between what your staff are saying and what your members are saying — that often highlights opportunities for training or process improvements.

Most importantly, share the results openly with your team. When staff see that member feedback is being taken seriously and that their own voices matter too, it builds buy-in and excitement. Everyone feels like they’re part of the progress.

Building a Culture of Listening

Surveys aren’t just a checkbox exercise. Done consistently, they create a culture where feedback drives growth. Benchmarks give you a clear way to measure improvement, but they also remind members and staff that their experiences are at the heart of everything you do.

So as you’re thinking ahead to the next quarter (and the next year), consider setting a few benchmarks with your surveys. They’ll give you the clarity you need to make better decisions—and the confidence that you’re moving in the right direction.