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 has been chief experience officer at Teachers Federal Credit Union ($9.9B, Hauppauge, NY) since March 2020. She joined the Long Island-based cooperative after six years a large California credit union and more than seven years with a big bank.
What has changed in member experience, what hasn’t, and how has its leadership matured at credit unions?
Inna Sprague: The foundation of member experience remains grounded in understanding and anticipating member needs, building trust, and delivering value at every interaction. What has changed is the scope of what experience represents and the pace at which expectations continue to evolve. Members are no longer evaluating their financial institution based on a single transaction or touchpoint. They are evaluating how an organization shows up across every interaction, including digital engagement, communications, and community presence.
As a result, the CXO role has matured into a truly enterprisewide function, bringing together data, technology, operations, brand, communications, and employee readiness to ensure a cohesive and consistent experience.
At Teachers Federal Credit Union, this evolution has been central to our growth. By aligning experience with data, marketing, communications, and community engagement, we are able to take a more connected and intentional approach to how we engage with members and how we share the value of membership. This strengthens trust, deepens relationships, and supports our growth goals while maintaining a consistent, high-quality experience.
How does your organization approach member experience, and where does dedicated MX leadership have the most impact today?
Inna Sprague: The CXO role is critical to the strength of an organization because experience is a primary driver of growth, loyalty, and differentiation. In the financial services industry, where products can often feel commoditized and trust is paramount, the experience an organization delivers becomes one of the most meaningful ways to stand apart.
As consumer expectations continue to rise, success is measured by more than satisfaction. In financial services, it is defined by trust, engagement, ease of interaction, and long-term member value. The greatest impact for CX leadership today is in connecting these outcomes to business strategy. This includes using data and insights to anticipate member needs, simplify complexity, and ensure that every interaction reinforces confidence in the institution — while also equipping and empowering our employees with the tools and training they need to deliver an exceptional experience.
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 in an increasingly dynamic and competitive financial landscape.
This interview has been edited and condensed.