At CUA, everything we do is with the well-being of our customers in mind. Our mission is to help people make progress toward their financial goals by delivering a great banking experience.  An important part of our work involves asking for and incorporating customer feedback.  We do this in a variety of ways ranging from regular outreach, surveys and meetings of an Advisory Council made up of CUA customers.

Our goal is to ensure the experience we’re providing aligns with our promise to be the better way to bank for those who choose CUA for their financial service needs.  The perspectives offered by our customers informs our approach and inspires our efforts and actions. The input we receive helps us to create, deliver and improve upon the flexible products, personalized service and quick decisions our customers have come to expect from our team.

At CUA, every customer’s voice matters, which is why addressing all feedback or concerns is an opportunity to improve.  In order to ensure members' concerns are appropriately addressed, CUA has established the Member Problem Resolution Process. This Process has the following components to support timely and effective resolution: 

1. Members are encouraged to bring forward concerns or any complaints regarding their experience with CUA.
2. Members are treated with the utmost of respect throughout the Process. All efforts are taken to ensure communications on the matter are provided in a timely manner, which may vary depending on the complexity of the issue.
3. Members can choose any distribution channel to initiate a complaint, which includes in-person, via the Customer Contact Centre, the Website or through social media platforms. Every concern is taken seriously and addressed using the same process, regardless of how or where the issue is brought to our attention.
4. Wherever possible, member problems or complaints are resolved at the first point of contact. If a resolution is not possible at that point, the issue is escalated to a more senior member of the CUA Team. That individual will ensure a resolution is reached as quickly as possible.
5. A written response is provided to the member as to the outcome of CUA's review of the matter. 
6. If the matter remains unresolved to the satisfaction of the member, the Credit Union Ombudsman contact information is provided to the member, and the member is encouraged to access this service if they wish further escalation. 

Concerns and feedback are reviewed regularly with leaders across the organization to ensure opportunities for continuous improvement are identified and actioned.