Most credit unions don’t have a Chief Customer Officer. That leaves a critical gap, because without clear ownership, member experience becomes everyone’s job… and no one’s responsibility.
So, who defines the strategy? Who ensures consistency across every channel? Who’s accountable for experience metrics, resource planning, and frontline clarity?
Is it the branch manager? The loan officer? The CEO?
If the answer isn’t clear – neither is your member experience.
Here’s Why It Matters
Ask almost any employee what would improve service, and they’ll say: “We need more people.” But more often than not, it’s not about headcount, it’s about clarity.
Without visibility into workload realities, process gaps, and member pain points, frontline staff assume stress equals understaffing. But what they actually need is:
Experience Strategy Is a Leadership Function
When no one owns the member experience, service becomes inconsistent, priorities become reactive, and growth stalls. But when someone steps into the role – whether formally or informally – to champion member outcomes across the organization, things change. Fast.
Most credit unions function well within their silos. Lending hits goals. Tellers manage volume. If you are lucky enough to have a call center… they close tickets. But these functions, while essential, often fail to harmonize.
That’s where the member feels it most: in the gaps between departments.
And that’s where transformation begins.
Listen. Plan. Strategize. Then Act.
Great service doesn’t start with action, it starts with awareness. Listening to member feedback. Listening to employees. And listening to where the organization is operating on autopilot instead of intention.
With that awareness, credit unions must deliberately plan and strategically align:
So, Ask Yourself…
Are we serving as one organization... or many? And more importantly, who is responsible for making sure we are?
Credit union staff training helps employees connect the dots between daily tasks and long-term impact, while giving leaders the tools to recognize, guide, and reward service that truly moves the needle. Change begins when everyone understands their role in delivering consistent, unified member value.
If you're serious about transforming member experience, begin by investing in the people who deliver it every day. Let’s talk about how credit union staff training can unlock the alignment, clarity, and momentum your credit union needs.
As Vice President of Brand Experience for Your Marketing Co., Frank Allgood works with credit unions to develop strong leaders, create effective training programs, and build powerful brands. Want to connect? Call 864.326.8740 or email frank@yourmarketingco.com.