Courtesy Photo Pictured is Deanna Reeves, VP of member services for Northland Area Federal Credit Union with the MemberXP Best of the Best award.

ALPENA — MemberXP, a member experience solution from CU Solutions Group, has named Northland Area Federal Credit Union one of their 2021 Best of the Best award winners.

The Best of the Best award is given each year to credit unions that have consistently provided exceptional member service, as reported by their own members. Only the highest-performing credit unions utilizing the MemberXP platform receive this honor. MemberXP independently grants the Best of the Best award based on specific and rigorous criteria. With consideration for the extreme challenges to deliver extraordinary member service during a nation-wide pandemic and economic crisis, this year’s award winners reflect some of the most agile and responsive credit unions.

MemberXP is a platform that allows credit union members to provide immediate feedback on the service they receive. Serving credit unions in the United States and Canada, MemberXP uses mystery shoppers and member surveys to gauge the overall member experience across multiple delivery channels, then deliver that data on an intuitive dashboard.

The platform tracks specific experiences, such as applying for a loan, conducting a transaction — mobile, online, or in-branch — or opening a new account, and turns qualitative data into quantifiable and actionable information for the credit union.

“Throughout the last year, credit unions have once again shown they are willing to go above and beyond to connect and serve their members, no matter the challenges,” said Dave Adams, president and CEO of CU Solutions Group. “Every year, the Best of the Best awards turns our attention to the trailblazers in our industry that are truly dedicated to delivering brand-defining experiences and unparalleled member service dedication.”

“Despite the disruption of the last year, our Member Service Staff adapted quickly and responded with compassion to guide our members through the uncertainty and challenges of 2020,” said Deanna Reeves, VP of Member Service at Northland.

Northland Area Federal Credit Union President and CEO Pete Dzuris said, “We are delighted to receive this wonderful industry award and be recognized among a list of truly great credit unions. This recognition extends beyond any one leader, to the strength of their teams, and to the employees who strive every day to provide great service to our important members. I am proud to lead such a great team.”

Northland Area Federal Credit Union is a nonprofit financial cooperative serving 50,000 members in Northeastern Michigan.

For more information about Northland Area Federal Credit Union, call 989-739-1401 or visit northlandcu.com.