This article was based on the interview with Kristen Heisey by Mark Slatin for The Delighted Customers Podcast with Mark Slatin. Listen to the original episode here:
Differentiating through exceptional member experience is a key strategy for financial institutions like Everence Federal Credit Union to stand out in a competitive market. In a world where financial services are considered a commodity, offering the same products and services as other banks, the way to truly set oneself apart is through the customer experience.
Kristen Heisey, the CEO of Everence Federal Credit Union, understands the importance of building deep relationships with members and creating a sense of trust. She recognizes that trust is crucial when it comes to handling people’s money and financial information. By focusing on reducing friction and providing personalized services, Everence is able to differentiate itself from other credit unions and banks.
One way Everence sets itself apart is through its unique product offerings, such as the My Neighbor credit card, where a percentage of every transaction goes to the member’s favorite charity. This not only provides a tangible benefit to the member but also aligns with Everence’s faith-based values. By going above and beyond traditional banking services, Everence is able to create a memorable and meaningful experience for its members.
Furthermore, Kristen Heisey emphasizes the importance of exceptional member experience in building long-term relationships and increasing share of wallet. By prioritizing trust, confidentiality, and the best interests of the members, Everence is able to create a strong bond with its customers. This deep relationship goes beyond just transactions and creates a sense of loyalty and satisfaction that keeps members coming back.
Differentiating through exceptional member experience is not just about offering unique products or services, but about building trust, providing personalized services, and creating a memorable experience for customers. By focusing on these aspects, financial institutions like Everence Federal Credit Union can set themselves apart in a crowded market and build long-lasting relationships with their members. Kristen Heisey’s leadership and customer-centric approach serve as a valuable example for other organizations looking to differentiate themselves through exceptional member experience.
