PLYMOUTH, Mich.-Understanding that employees convey the CU brand as well or better than paid advertising has helped TruStone Financial CU successfully launch its new image.

TruStone changed its name from Teacher FCU in June 2009, and moved to a retail approach to branch business. The $650-million credit union set branch performance objectives that were tested shortly after its new image was introduced to the community, and surpassed both, according to Lisa Palma, VP member services. "We hoped to achieve an overall performance score of 88% and a satisfaction score of 8.8 (1-10 scale). We reached 91.45% and 9.28, respectively."

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