UFCU's Chris Turnley Talks (Mostly) Hits and (a Couple of) Misses in Member Experience

In this episode of TechSolutions4CUs, host John San Filippo interviews Chris Turnley, EVP of Member Experience at University Federal Credit Union (UFCU), about his career path and UFCU's approach to member experience.  Turnley, with a background in startups and growth-focused businesses, transitioned to the credit union industry six years ago.  Intrigued by the potential for positive social impact, he joined UFCU and initially served as Chief Retail Officer before moving to his current role.Turnley discusses the increasing importance of member experience in the financial services industry, emphasizing that personalized experiences are key to differentiation.  He outlines UFCU's strategy of increasing the value of every member interaction by leveraging data and understanding individual needs. This approach spans all products and channels, aiming for a seamless, unified experience.  He details the organizational structure at UFCU, where lending, retail, and marketing all report to him, ensuring an integrated approach to member experience.UFCU's willingness to embrace change and invest in technology, like their recent implementation of the Backbase digital banking platform, is highlighted.  Turnley also underscores the importance of developing member personas to understand member needs and tailor offerings accordingly.  While acknowledging traditional metrics like member growth and ROA, Turnley prefers focusing on product utilization and understanding member journeys as key indicators of success. He advises credit unions to start prioritizing member experience to focus on understanding their members’ needs and friction points.  Finally, Turnley predicts a growing divide between credit unions that adapt to the changing economic landscape and those that cling to outdated models.