We know the Customer Experience, but what is the "Member Experience" for Credit Unions?

Like many in the digital marketing field, I once struggled with the definition of the customer experience. It was fast becoming a commonly used phrase, but I didn't find many people who could tell me what it meant. That was 5 years ago. But now, I not only understand it, but included a post on it in my new book. One of my favorite bloggers on the subject is Harley Manning. He defines the customer experience as: “How customers perceive their interactions with your company.” He continues:

The definition frames the discussion around what customer experience professionals should focus on, where their responsibilities intersect with those of other types of professionals (like marketers), what results they can expect to produce for their businesses, and how they should measure success.

So how does this apply to credit unions, which have "members", not "customers"? Whereas banks exist to make a profit for investors and stockholders, credit unions have nonprofit status (but not for charity, for service). These particular institutions see their mission differently than banks, as they seek to be more "community-connected" and emphasize "serving people, and not profit." Because of the key differences between credit unions and banks, I started wondering a lot more about the "member experience" question, and what it is exactly.

As the social media producer for TwinStar Credit Union - a financial services powerhouse with over a billion dollars in assets - part of my job is to help give a stronger vision and voice to our member experience, and, to use the digital space to help us see clearly from the view of members and potential members - allowing us to deliver consistent value across all touchpoints. 

Our members not only see us as a credit union, but as a part of their community: inspiring, empowering, supporting, promoting, and giving. Technology has helped us articulate that on a profound level. Clearly, more and more not-profit-institutions are seeing the wisdom of tech, and offering popular options like remote deposits, bill payer apps, and contact center operations for increased, around-the-clock effectiveness. Meeting members "where they are", so to speak. CUNA noted last August that membership at credit unions is now at a stunning, robust 100 million-plus in the United States. That means the embrace of the tech-enhanced, Member Relationship Model (MRM) is paying off in huge ways.

I created the #MXCU hashtag (short for "the member experience at credit unions") to help broaden this burgeoning conversation. In the highly competitive and fragmented world of financial services, credit unions continue to surge. So this is surely a conversation worth having.

Here is a recent profile of me in the Huffington Post, and some of my recent work on LinkedIn and Smedio:

• 20/2 Clarity: Sean Gardner Dreams of Attaining Philanthropic Global Impact via Social Media
• Why General Motors' Emoji Press Release Is Brilliant

• Success and Social Media: Heather Geronemus

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Sean Gardner is a global best-selling author, keynote speaker, digital consultant and business creative who is based in Seattle, WA. He is currently the social media producer for financial powerhouse TwinStar, and conducts occasional social media workshops (through governmental agencies) for senior citizens. You can Tweet, Friend, Pin, or Instagram him, and/or circle him on Google Plus.

Also...you can purchase Sean's international best-seller, The Road to Social Media Success, which the Huffington Post says should be #1 on every marketer's reading list in 2015. It has some of his interviews with experts, and his own observations on a wide range of topics.

So if you're trying to understand social, some its major players, and its impact, this is the book for you. Inspire, inform and elevate social media. Always!