You’ve most likely heard about the “member experience.”

It sounds like a nebulous concept that is someone else’s responsibility. After all, how can one person control the whole member experience for your credit union?

Who’s responsible for the member experi­ence, anyway? Isn’t it the CEO? Or the branch manager?

But when you think about it, the member experience belongs to all of us.

First, let’s define what we’re talk­ing about when we say the “member experience.” It’s how your members interact with the credit union via every touch point: your branches, call center, website, or mobile app.

That’s a big world to tackle. And some credit unions believe the member experience comes from people alone.

The full member experience involves three distinct elements:

 

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