CEO Discusses Member Experience

Theresa Mann, President and CEO, Discusses Member Experience

February 2—“You never get a second chance to make a first impression.”

The first time I heard these words were from a Finance professor in college, whose name I sadly do not remember.  But the words will ring in my ears forever as the first real business concept that meant something to me.  Initially, I understood this from a personal perspective – dressing the part, saying yes ma’am and no sir, etc.  But later on, especially after becoming a leader, I realized that this was good advice for everyone in the organization, including those who are responsible for the experience that our customers, who are owners, have with their financial institution.

At the credit union, there are many people that we hold accountable for this day-to-day impression or experience.  There are managers who hire, train and empower people to do the job. Product management ensures that the services you use to deposit, borrow and spend are easy to understand and work correctly.  Accounting makes sure we have enough money to open the doors every day.  Marketing is responsible to communicate information to our customers. Service representatives deliver services to the people who need them.  Technology allows much of this to occur without human intervention.  So how do we control the experience?  There are people behind the machines that we rely on for that too.  What’s the common denominator?  People.  An organization cannot be high-performing without the right people, processes or tools. And they all need to work together, all the time.

Enter Robin Scott, our new Vice President of Member Experience.  What is Member Experience? Two words that help to keep us focused on doing the right thing with all that we have for all that we serve.

Speaking of experiences, our family played our first game of ping pong on December 30.  It only took 30 days, 19 hours, five phone calls, three emails and four companies to set it up in the basement.  While it was a grueling experience for his parents, in the end, our son was happy and only slightly inconvenienced.  I think it is safe to say that this is an example of a company that may not get a second chance.


Theresa B. Mann