Are members silently abandoning your credit union due to poor digital experiences? The answer may be yes, and the worst part is that you may not even know it.
Over half of consumers have abandoned a brand due to a poor digital experience, and what’s even more concerning is that most never report it. In fact, 52% of users don’t report the issues they encounter online. So credit unions could be missing broken links, confusing navigation, or slow-loading pages, only realizing the problem after it’s cost them a loyal member.
As member expectations shift rapidly toward digital-first interactions, credit unions are faced with a critical question: how can they provide digital experiences that match the sophistication of today’s top consumer brands, while still staying true to their mission?
The Hidden Cost Of Digital Friction
Digital friction is real, and it’s often hidden in plain sight. While surveys are essential for gathering direct member feedback, they only capture what members choose to share. What about the frustration that leads to abandoned apps or broken transactions? These moments of frustration rarely get reported but silently erode member loyalty.
For example, more than 40% of consumers interact with financial institutions primarily via mobile. But many credit union apps fall short of providing seamless, intuitive experiences. Slow load times, broken links, and confusing navigation can drive members away without them ever voicing their frustration.
Adding to this complexity is the growing concern around digital security. Thirty-five percent of consumers say they avoid using platforms they don’t trust. For credit unions, security must be more than a backend priority, it must be felt throughout the member journey, ensuring members feel protected and reassured at every touchpoint.
This is why detecting digital friction requires more than passive feedback, it requires real-time behavioral insights.
Leveraging Digital Experience Analytics to Act On Behavior
This is where Digital Experience Analytics (DXA) comes into play. By combining DXA with traditional survey data, credit unions can monitor real-time behaviors such as rage clicks, hesitation, and failed journeys to uncover friction points that might otherwise go unnoticed. Rather than waiting for members to report issues, DXA lets credit unions take proactive action by listening to member behavior.
It’s a shift from passively collecting feedback to actively listening to member behavior, an essential distinction in a world where every interaction matters.
Unifying Feedback For Smarter Action
Even credit unions collecting data from multiple platforms may fall into the trap of disconnected insights. Survey results in one dashboard, web behavior in another, and mobile engagement tracked separately. Without a connected strategy, it’s nearly impossible to turn these signals into clear, prioritized action.
By unifying real-time behavioral data from DXA with survey feedback, credit unions can create a cohesive strategy that uncovers friction and drives smarter, more informed decisions. This approach ensures that no friction goes unnoticed, enabling credit unions to act quickly and enhance their digital interactions.
The Future Of Member Engagement
The future of member engagement requires the right tools and guidance to connect the dots and act on valuable insights. Credit unions that proactively listen to member behavior, address friction points, and integrate real-time data into their strategies will stay ahead of the curve, delivering digital experiences that exceed expectations and foster stronger, more lasting relationships.
Source: Medallia. (2025). Latest Findings On The Digital Customer Experience. Medallia Market Research.
