Member experience used to be the loudest conversation at the credit union table. It might be quieter today, but it hasn’t gone away. It’s grown up.
What began as a push to improve service at the front line has become an enterprise-level responsibility shaped by digital channels, data, and rising expectations. The concept is no longer new, yet the work and the clear need for ownership of it has never been more complex.
That evolution has reshaped how today’s experience leaders describe their work — it’s less about championing service ideals and more about owning what members actually experience across the organization.
“When I became a CXO in 2018, I was often asked, ‘What does that mean?’ These days, heads nod and I’m asked, ‘So, which experiences are you responsible for?”
Stacy Armijo, Chief Experience Officer, Amplify Credit Union
“The maturing of the CXO role demands we shift our thinking on service delivery models and face the reality that members are beginning to place a higher value on our processes over our people. A clean, friction-free process beats the warmest smile and the firmest handshake.”
Jimmy Lovelace, Chief Experience Officer, Community First Credit Union of Florida
“I’ve never met another CXO who had the same make up of teams or areas of specialization, but we’re all driving toward the same output. What makes the practice of experience so beautiful is that it can be owned by so many leaders, across different areas of practice, including digital, service, technology, marketing … the list goes on and on.”
Ami Iceman Haueter, Chief Experience Officer, MSUFCU
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“We view member experience as a system that must be designed, measured, and continuously improved. That requires clear ownership at the executive level. My role is crucial not to control all touch points but to align the organization around an MX strategy.”
Andre Vygnanski, Chief Experience Officer, OUR Credit Union
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“Organizations that treat experience as a core capability, supported by clear ownership and strong leadership, are best positioned to compete, grow, and attract and retain talent.”
Inna Sprague, Chief Experience Officer, Teachers FCU
“We understand member experience as an enterprise responsibility. The CXO role acts as a steward of experience, helping translate strategy into day-to-day behaviors and decisions.”
— Kim Riley, Chief Experience Officer, Wright-Patt Credit Union-