Member experience: Link interaction to experience

Have quality conversations to create loyalty with members.

Credit unions have been working hard to figure out how their optimal member experiences will look and feel. From rebranding, to process and systems improvement, to streamlined procedures and policy—all can be essential elements to success.

One CEO I work with regularly recently said, “We always thought we were member-centric, but when we really dug into things, we didn’t have a clue what a mess we’d created for them [the members] and for us.”

Our conversation also sparked another realization. A lot of time and energy was going into improving transaction quality and making sure staff was trained to know the systems and processes. But very little attention was being paid to interaction quality.

What’s the difference? Transaction quality is the technical accuracy and efficiency of getting something done. Transactions can involve staff or not.


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