February is the month of love, and retailers know it. According to Statistic Brain Research Institute, average annual Valentine’s spending in the U.S. is nearly $13.3 million. Individuals spend an average of $116 to express their love. That’s a nice chunk of change for a holiday made popular by Hallmark.

Imagine if your financial institution was the object of consumers’ affections. How would your members or customers express their love to you? What makes them love your financial institution? We posed this question to some people at a few financial institutions and this is what they told us.

“Wowing the member every time they interact with our credit union,” said Lori Perkins, director of marketing and business development for Rock Valley Credit Union. “Making every member feel important and not like just a ‘number.’ Greeting members with their name and asking if there is anything else we can do for them.”

“The basic reason our members love us is that in every interaction, we look for the ‘why’ instead of just addressing the ‘what,’ ”said Chris Lederer, chief experience officer for Credit Union of Texas. “Often what members want when they come in is not necessarily what they need. We take a genuine interest in what is going on in their lives, even if it isn’t related to their finances. We may discover that they are spending more money to repair an old vehicle than a new loan would cost them, or we may find out they are struggling personally and just need someone to talk to. The simple act of caring and taking interest in our members keeps them as part of our family.”