The strategy: Credit unions have long emphasized their white-glove service as a differentiator—focusing on personalization, anticipation of needs, and thoughtful interaction, per CUInsight. And this level of personalization has helped them attract customers from competitors.

However, the focus or the vagueness of the term “white-glove service” without knowing exactly how to achieve it can be risky because:

• It may become too abstract or superficial.