A failed payment transaction is easy to dismiss as a service issue. Michigan State University Federal Credit Union ($8.5B, East Lansing, MI) treats it differently. It uses the moment to shape the member experience and turn payments into a point of leverage for loyalty.

In late 2024, the credit union introduced a service that automatically updates card details with major platforms like Amazon, Netflix, Venmo, and more. Members can take advantage when they open a new card or need to update an expiring or compromised card.

“People don’t need a loan every day,” says Benjamin Maxim, chief technology officer at MSUFCU. “They don’t need new deposit accounts every day, but what they’re paying with is daily brand engagement.”

The credit union’s innovation CUSO, The Reseda Group, joined forces with a fintech to offer the service, dubbed “Card Updater.” That fintech, Strivve, works with banks and credit unions to manage the relationships and connectivity with digital service providers, often using AI or low-tech robotic process automation.

According to Maxim, few things erode cardholder loyalty faster than a payment that doesn’t work. This service is essential in heading that off.

“Making sure our card stays in the stored payment areas was our main focus,” he says. “Interchange revenue is a focus of ours. We’re going to cut debit card interchange in half when we hit $10 billion in assets. The more transactions we can have on the credit card side, the stronger.”

MSUFCU has linked Card Updater with both its credit and debit portfolios and has built the service into its mobile banking and online platforms. As of year-end 2025, 891 unique cardholders used the service nearly 1,300 times, according to Maxim.

Beyond Interchange

Although Card Updater will help drive interchange revenue for the cooperative, Maxim says the service is more broadly about improving the member experience.

“We’re trying to add things to the digital experience and facilitate that embedded payment experience everyone’s moving toward,” the CTO says. “Think about all the places you store your card — your Starbucks wallet, Venmo, Uber, Airbnb. When the card breaks, all those payment methods break. Is it MSUFCU’s fault you can no longer book your car or do X, Y, and Z? We want to make sure we’re not to blame, but we’re also resolving whatever you can’t do in the moment. This helps make sure all those embedded payments are working.”

Card Updater is a relatively new feature for MSUFCU, but Maxim says it has already provided a strong ROI and leadership is confident the service has prevented attrition to other plastic providers like Capital One. And, says Maxim, plenty of members have been vocal about their positive experiences with it.

“The loyalty we’ve built is probably worth its weight in gold,” he says. “It helps retain members, and if you’re new to the credit union, it helps you adopt the credit union as one that you trust and use versus needing to do a lot of work to update stored payments. If we can make it easier, you’re more likely to use this card that you chose for a reason.”

Lessons Learned

Card Updater is situational, Maxim says, and credit unions need to build it into their workflows so members have it when they need it rather than seeking it out as an extra service.

“They need it in a certain moment and you need to deliver it in that certain moment,” he says. “If you were to run ROI calculations, you need to look at how many people you issue new cards to and how many members or new cards you issue every month because of fraud or new memberships or whatever reason. That’s going to be your value. Then compare that for an ROI but also consider the lift and the loyalty.”

Loyalty isn’t accidental. MSUFCU’s Card Updater shows how removing friction at the right moment builds the kind of trust that keeps members from drifting to other providers. Gallup research shows emotionally engaged members are 5.4x more likely to stay and 5.6x more likely to trust their credit union as a financial advisor. The Member Engagement & Financial Wellbeing Consortium helps credit unions build that trust intentionally, across every touchpoint. Learn more.

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The Challenge

4Front Credit Union’s ($1.0B, Traverse City, MI) contact center lacked the data and tools to guide staffing and scheduling decisions. Its reliance on manual reporting and an aging on-premises phone system led to inefficient shift coverage, high overflow call costs from a third-party partner, and inconsistent member experiences. At the same time, its agents faced burnout risks due to unclear break structures and unnecessary Saturday staffing, all without reliable data to justify scheduling choices.

The goal: Maximize efficiency, minimize costs, and provide members with the best service possible.

The Solution

4Front partnered with TTEC Digital to replace its on-premises contact center with Genesys Cloud and implement Workforce Management (WFM) software — a solution that predicts call volumes to ensure the right number of agents are scheduled at the right times.

The transition included structured training, extensive testing, and data-driven scheduling guidance. TTEC Digital also integrated SmartApps to streamline member authentication and prevent fraud within the new platform. Finally, the team built custom forecasting models and trained leaders to use data for scheduling and ongoing optimization.

The Results

By migrating its on-premises contact center to Genesys Cloud and implementing WFM capabilities, 4Front transformed its operational efficiency. Most notably, it achieved a 58% reduction in overflow calls sent to its third-party partner, keeping more interactions in-house.

This approach allowed 4Front to lower operating expenses, speed up service delivery, and reduce handle times, all while providing a more consistent and professional member experience.

Learn More About TTEC Digital’s:

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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 joined OUR Credit Union ($360.4M, Royal Oak, MI) as the chief experience office in February 2024. Prior to that he was CEO at Ukrainian Selfreliance Michigan Federal Credit Union ($138.0M, Warren, MI) for more than five years and had been a relationship manager for a major bank for nearly nine years.

What has changed in member experience, what hasn’t, and how has its leadership matured at credit unions?

Andre Vygnanski: Several years ago, member experience was about service, how friendly we were, how quickly we responded, and how consistent we were across branches. The core of member experience is still about trust and human member connection, which remains our differentiator, but member experience is no longer a front-line initiative. It’s now part of the entire credit union mission.

Member experience is now shaped just as much by digital platforms, data, and automation as it is by people in branches and contact centers. Members expect one seamless relationship with us. My role has matured from overseeing service delivery to creating the entire member lifecycle. This includes onboarding, digital engagement, product adoption, and long-term relationship management.

The other part is involved in technology decisions, data strategy, and revenue generation. Experience is no longer soft function, it is directly tied to growth, retention, and member lifetime value. Our credit union treats member experience not as a department but as a system that drives the whole organization.

Two more important aspects. First, employee experience is just as important to me as MX because I must empower our employees to serve our members. Second, member expectations are shifting from experience to guidance. Members expect us to use the data they allow us to access to guide them, not just serve them.

How does your organization approach member experience, and where does dedicated MX leadership have the most impact today?

Andre Vygnanski: 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.

Digital branch environment becomes more critical because there are fewer touchpoints to recover from poor experiences. Our staff has an increasing amount of data specifically from digital channels about preferences, behaviors, and trends, and we need leadership to turn that into action steps so we can continue to meet growing demands of members through guidance and service.

This interview has been edited and condensed.

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Coffee at the branch and a friendly smile aren’t gonna cut it anymore. Members still appreciate those amenities, but just like low rates, low fees, and a top-tier digital experience, that’s all table stakes now.

Once a conversation centered on front-line service, member experience has become an enterprise-level responsibility shaped by digital channels, data, and rising expectations.

CreditUnions.com is all about member experience this week. In the days to come, keep your eyes peeled for:

• The three C’s of the modern call center.
• Six hot takes on MX from the leaders tasked with shaping it.
• How all-digital Alliant puts the human experience first.
• FORUM Credit Union’s approach to MX oversight that ensures nothing gets overlooked.
• Callahan Client Webinar: Learn how Travis Credit Union cut contact center wait times by 90% in less than a year. Register now.

Now it’s your turn. Simply put, what is your credit union doing to maximize member experience? Drop us a line, and we might feature your story on CreditUnions.com.

The post Coffee And A Smile? Not Good Enough. appeared first on CreditUnions.com.

“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 joined Amplify Credit Union ($1.3B, Austin, TX) as its chief experience officer in 2018, when the title was first gaining traction among credit unions. Before she arrived at Amplify, she spent more than 16 years at an Austin-San Antonio public relations and communications firm.

What has changed in member experience, what hasn’t, and how has its leadership matured at credit unions?

Stacy Armijo: 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?”

That indicates a profound and positive shift in the industry. As proud as we are of friendly and effective staff in our branches and contact centers, often the best “experience” is one that means a member never needs to seek service. That’s why it’s crucial we don’t simply swap terms without touching responsibilities and organizational structures.

To make that change meaningful, we must give experience leaders purview over the practices, teams, and platforms that enable them to optimize across channels. We also need a clear point of view about how digital experiences should weave together with phone and in-person service. Long gone are the days of treating digital as a back-office function simply because it’s technology.

However, many organizations have a new challenge, which is digital member service in its own silo, away from phone and physical. That’s a mistake. Those teams should be working together every day and learning from the insights each can offer the other.

Who knows the weaknesses in your digital channels? Your contact center team. Who knows if your householding functions are working as they should? Your branch team. If those teams don’t talk every day, you’ll miss those insights.

Delivering that level of cohesion requires an organizational structure that doesn’t pit channels against one another for attention and budget. It means only giving someone a “member experience” title if you also give them the authority to shape that experience. It requires clarity about the distinct value each channel should deliver for members. And, it requires rewarding teams for contributing to success beyond their channel. To quote Dr. Art Markman and Dr. Bob Duke of Two Guys on Your Head, “There is what you say, what you do, and what you reward … and people are motivated by those in reverse order.”

Experience leaders must have the capacity to lead across multiple complex functions while balancing the tension between quality member experiences with responsible fraud mitigation. That’s now table stakes and it’s the most significant evolution I’ve seen in my time in the role.

How does your organization approach member experience, and where does dedicated MX leadership have the most impact today?

Stacy Armijo: Our organization has gone the route of broadening the role, folding more under the experience function as the years have passed. I was our first CXO and, initially, it was primarily a marketing role with the intention of adding retail and other functions previously in operations.

Today, the role spans demand, deposits, payments, and people, which comprises almost half of our team. That occurred because we kept seeing contingencies and commonalities. For example, there was never a plan to add HR and training, but we quickly realized that if we wanted a unified member experience, we needed an aligned employee experience.

Also, we noticed how often we’d say, “We need input from so-and-so,” and eventually, it just made sense to have those teams together. If you believe, like we do, that member experience is shaped by far more than those who interact personally with members, then MX should be a strategic function, not a department.

This interview has been edited and condensed.

Don’t stop here. Stacy Armijo works across her enterprise and the community to promote member service and brand awareness at Amplify Credit Union. Read more in “What’s In A Name: Chief Experience Officer.”

The post 6 Takes On Today’s Member Experience: Stacy Armijo appeared first on CreditUnions.com.

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 at 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.

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The Jack Henry Financial Sentiment Study: Consumer Report — a qualitative assessment of how people feel about their financial situations — reveals a paradox that every credit union executive should note: while 52% of consumers are satisfied with their current financial position, fewer than half (44%) feel knowledgeable about financial matters. This “confidence gap” is where the member experience is lost … or won.

Understanding The 5 Faces of Your Membership

Strategic segmentation is a secret weapon for turning data into deep loyalty. By grouping members into five distinct segments based on demographics and psychographics, you can provide the proactive support your members want.

• Legacy Lifestylers (Median Age, 72): These members are comfortably retired but show some of the lowest confidence in navigating financial decisions. They value the “human touch” and “protect” capabilities (like fraud alerts) more than anything else.
• Next-Stage Planners (Median Age, 55): Approaching retirement, this group is focused on budgeting and planning. They need proactive advisory alerts to help them move gracefully into their next chapter.
• Prime Earners (Median Age, 39): This is the most confident and satisfied segment. They’re in the thick of it — building careers and raising families. They demand high-value digital tools like account aggregation to manage their complex financial lives.
• Momentum Builders (Median Age, 26): These are optimistic young professionals facing frequent life changes like moving or starting new jobs. They prioritize convenience, rewards, and mobile-first tools.
• Opportunity Seekers (Median Age, 19): This youngest segment is the most underbanked and has the lowest confidence across all behaviors. They need simplified account opening and foundational guidance to build their future.

The Life Stage Influence: A Guide For Proactive Support

Financial confidence is not a steady climb; it follows a curve that heavily dictates the member experience. Confidence typically peaks with Prime Earners, who are the most satisfied with their financial knowledge (61%) and their financial institution’s role (82%). In contrast, confidence dips significantly for those under 25 and over 65.

This disparity reinforces why a 20-year-old student and a 70-year-old retiree can’t be adequately served with the same generic experience, because diverse life events trigger different needs:

• Opportunity Seekers experience the highest frequency of life events, averaging 2.7 per person. While this younger segment is navigating major shifts like moving (31%) or starting college (24%), they’re the least satisfied with their financial institution’s role in managing their financial wellbeing.
• Conversely, although Legacy Lifestylers report only 0.8 events on average, they show below-average confidence in planning and borrowing.

For credit unions, the member experience is defined by how well you bridge these gaps. The real opportunity for loyalty lies in guiding an Opportunity Seeker through a move or a Legacy Lifestyler through a health change — areas where satisfaction currently drops.

Elevating Member Experience Through Digital Table Stakes

There’s a disconnect between the services you’re providing and the digital expectations of your members. Features like easy bill pay and reporting lost cards (satisfied at 69% and 71% respectively) are now table stakes — members expect them to work perfectly.

To truly move the needle on the member experience, you must prioritize “impact” features:

• Data-Driven Education — Use your data — including account history and channel usage patterns — to share relevant insights and personalized content that help members feel more in control of their spending and saving.
• Event-Based Content — Deliver relevant advice exactly when members need it, like before buying a car or after a job loss.
• Account Aggregation — Allow members to see their full financial picture in one place to build trust and demonstrate your expertise.

From Insights To Action

Download the Financial Sentiment Study: Consumer Report for a deep dive into the trends shaping the future of banking.

And remember, the goal of segmentation isn’t just to organize data — it’s to meet members where they are with empathy and purpose. Read the Jack Henry Consumer Segmentation Guide to learn how to tailor your messaging, products, and services to the five personas to deepen bonds, remove barriers to financial health, and drive stronger adoption across your entire organization.

The post Closing The “Confidence Gap:” Using Segmentation To Deepen Member Loyalty appeared first on CreditUnions.com.

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 has been the chief experience officer at Wright-Patt Credit Union ($9.6B, Beavercreek, OH) since January 2025. She previously held the roles of senior vice president of member experience and vice president of service delivery at the Ohio cooperative.

What has changed in member experience, what hasn’t, and how has its leadership matured at credit unions?

Kim Riley: At its core, the chief experience role has always been about serving members. What has evolved is how we look at the many moving parts that influence a member’s experience. Consequently, the role has evolved into a strategic, enterprise-level leadership function that sits at the intersection of member needs, operational reality, and organizational strategy.

Member experience is not a linear journey or a set of touchpoints. It’s a dynamic ecosystem that spans everything we do — including digital platforms, front-line interactions, internal processes, and employee behaviors. Intentionally looking at that dynamic ecosystem as a whole helps better serve our members.

One example of how the role has shifted because of this mindset is how we focus our improvement efforts. Rather than optimizing individual experiences, we focus on designing systems that consistently deliver trust, ease, and value at scale. As digital offerings and self-service capabilities continue to expand, the experience leadership function now focuses on ensuring those tools are intuitive, inclusive, and supported by real people when members need them most.

The CXO role has also matured to balance member expectations, like personalization, transparency, and speed without losing the caring service and relational strengths that make us stand out as credit unions.  This helps organizations deliver modern, competitive experiences while staying true to our missions.

Also, and importantly, the role has expanded beyond member-facing moments to include employee experience, operational alignment, and organizational readiness. Experience outcomes today are deeply influenced by how well teams are equipped, how clearly expectations are set, and how effectively departments work together.

As a result, the CXO role is now a catalyst for cross-functional alignment, change management, and cultural consistency.

How does your organization approach member experience, and where does dedicated MX leadership have the most impact today?

Kim Riley: At WPCU, part of our vision is to be the best organization our member-owners have ever experienced. Dedicated MX leadership is critical in working toward that vision. It ensures experience is intentional, measurable, and sustainable. Centralization helps with consistency, managing competing priorities, and establishing clear accountability for outcomes.

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.

Today, dedicated MX leadership has the most impact in three areas:

• Aligning Across Functions — Experience leaders help ensure the credit union evaluates operational, digital, risk, and people decisions through a consistent member and employee lens, especially as services become more complex and technology-driven.
• Evolving Success Measurement — Member experience is no longer defined by a single score. Member experience leaders help interpret a broad set of signals such as behavioral trends, operational friction, employee insight, and long-term outcomes to guide smarter decisions and investments.
• Strengthening Culture And Accountability — As expectations rise, clarity matters. Member experience leadership helps establish shared expectations around serving members, supporting employees, and balancing efficiency with care. This creates consistency while acknowledging the varied ways teams contribute to the member experience.

In today’s environment, experience is a strategic differentiator rather than a program or a department. The CXO role ensures experience remains aligned with the credit union’s purpose while adapting to changing member needs, workforce dynamics, and competitive pressures.

This interview has been edited and condensed.

The post 6 Takes On Today’s Member Experience: Kim Riley appeared first on CreditUnions.com.

Top-Level Takeaways

• Teams that optimize in silos can degrade the overall member journey.
• When no one owns cross-team decisions, outcomes tend to default to the safest option — not the best one for members.
• Clear ownership aligns goals, data, and outcomes from dedicated teams.

Member experience doesn’t fall apart because teams don’t care; it breaks when no one owns the decisions that cut across them. Avoiding that reality is shaping the member journey at FORUM Credit Union ($2.3B, Fishers, IN).

According to Andrew Spirrison, FORUM’s chief member experience officer since February 2023, member experience used to mean the quality of front-line interactions but now includes onboarding, digital, service, retention, and more. A role that owns member experience today must be integrated across the organization’s operations and channels.

“The job is less about coaching tellers and more about partnering with teams across the credit union so the journey feels consistent end to end,” Spirrison says.

Consequently, member experience leaders must navigate a complex environment that requires them to connect decisions made in separate parts of the organization.

Shared Ownership, Fractured Experience

Distributed ownership can work, but complexity makes it harder, especially as more channels and systems shape the member journey in parallel rather than sequence.

It wasn’t too long ago that digital channels and capabilities were an add-on. Today, digital serves as the experience and expectation for most members, Spirrison says. As more teams influence a single journey, the risk rises that their efforts drift apart without clear coordination. Such fragmentation often happens quietly, as each team improves its own performance while unintentionally creating friction elsewhere in the experience.

“Without one clear owner — or small group of owners — overseeing the whole journey, each team can optimize their own piece while the end-to-end experience breaks down,” Spirrison says.

In effect, local gains can produce global inconsistencies when no one is accountable for stitching together digital, branch, payments, and service into a coherent whole.

The Tradeoffs No One Owns

As complexity grows, so do the number of decisions that don’t belong to any single team, particularly those that require balancing competing priorities.

“Many decisions involve tradeoffs,” Spirrison says. “Speed versus risk, personalization versus privacy, and cost versus experience.”

Without a clear owner, those decisions tend to stall or default to the safest path rather than the best one for members. In some scenarios, ambiguity in ownership doesn’t just delay progress but can actively degrade outcomes across both service and compliance. The result is slower execution and missed opportunities, even when every team is acting with the member in mind.

“When nobody clearly owns the decision, it can get lost in translation and result in a negative member and regulatory experience,” Spirrison says.

Requirements For Effective Shared Ownership

FORUM’s experience suggests shared ownership works best when paired with clear accountability, particularly around decisions that cut across organizational boundaries. A credit union can distribute responsibilities, but it also must define accountability for the end-to-end experience if it wants consistency across channels.

“Someone has to own the journey,” Spirrison says.

That clarity extends beyond structure into how the credit union makes, measures, and reinforces decisions through systems and data. Analytics play a big role here, and FORUM deploys three distinct streams — journey analytics, behavioral data, and real-time feedback loops.

• Journey Analytics — Using end-to-end experience data across a prioritized set of member journeys, including account opening and depository products, lending, and self-service account maintenance. “We employ this at FORUM across multiple business channels — deriving a suite of informational dashboards that are leveraged for key service, product, and delivery channel decision-making,” Spirrison says.
• Behavioral Data — Spotting patterns that drive personalization and flagging where members get stuck or drop off. “This defines our new partnership and implementation of a true digital and in-branch lending and new account experience,” Spirrison says. “This includes interactive journey reporting to promptly detect and address journey bottlenecks.”
• Real-Time Feedback Loops — Using survey results, complaints, abandonment, decisioning signals, and more to surface and address issues while they still matter. “Similar to above plus acting on what you are hearing and seeing while it still matters,” Spirrison says.

The veteran experience and retail manager adds that the scorecard has grown beyond Net Promoter Score to include effort scores, digital adoption, new account application pull-through success rate, churn risk, active checking percentages, and overall membership and account lifetime value.

Altogether, he says, this comprehensive tracking of end-to-end experience data across a prioritized set of member journeys helps teams align around shared outcomes rather than isolated metrics and makes it easier to detect fragmentation.

What’s Next For MX?

Looking ahead, member experience leadership roles are set to continue to expand as member expectations rise and competition broadens beyond traditional peers into fintechs and digital-first platforms. Spirrison points to enhanced AI service and personalization presented in a localized, member-centric way as one of several areas shaping how member experience will evolve in the near future.

At the same time, MX leadership roles are becoming more proactive, focused on anticipating needs rather than reacting to them after friction appears. Such an approach can solve problems before members notice them.

Of course, as visibility increases, the experience function is also integrating more deeply into strategy and governance, with clearer ties to growth. Ultimately, the trajectory reflects a broader change in how credit unions think about member experience as a function of leadership and execution.

“The role has moved from ‘make service better’ to ‘design and run the member experience as a growth engine,’” Spirrison says.

That shift reinforces the central idea that ownership, not just intent, determines whether a distributed model delivers consistency or fragmentation.

“Some institutions can spread CMXO responsibilities across leaders and still make it work,” Spirrison says. “But when there is no one accountable owner, the common failure mode is fragmentation: handoffs get messy, decisions slow down, and accountability blurs.”

Instead, he says, credit unions that treat the member experience as a true cross-functional strategy will move faster while remaining more consistent. That’s when managing the member journey becomes less about owning service and more about making everything members and employees touch feel connected.

The post When Everyone Owns The Member Experience, No One Does appeared first on CreditUnions.com.

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

Read More From Stacy Armijo

“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

Read More From Jimmy Lovelace

“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

Read More From Ami Iceman Haueter

“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

Read More From Andre Vygnanski

“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

Read More From Inna Sprague

“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-

Read More From Kim Riley

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