Understanding your customers’ loyalty and satisfaction can give you more than insight; it can give you an edge in today’s marketplace. To help you find out where you stand, the Pulse program uses a benchmark-type survey with 15 to 20 questions focusing on customers’ views of their satisfaction with your bank or credit union. Questions are geared toward the type of institution and your customers can give an answer on a scale from 1 to 7. This range gives you a real sense of what’s going on and starts you on the way to managing behaviors.