Reinventing Member Experience with Carma Peter of Michigan Legacy Credit Union

Behind the Vault Episode 15

The literal hands-on approach required to modernize member experience

Retooling how your key stakeholders interact with your brand is a high-stakes exercise. Addressing the need to stay relevant, the divergent generational needs of your members and customers, and aligning your critical front-line employees can be a juggling act. Michigan Legacy Credit Union is in the process of reinventing not only the look and feel of its branches but also how it directly interacts with its members. In this episode, President and CEO Carma Peters shares the plans and lessons learned so far in redesigning the 77-year-old credit union.

Highlights from our conversation:

  • Benchmarking member vs. transactional usage by channel
  • The decision between video teller and interactive teller machines (ITM)
  • Executing digital transformation and brand reinvention simultaneously
  • Addressing generational issues without alienating anyone, including the CU’s front-line employees
  • Rationalizing what services and experience to deliver across channels and being out-front as a leader as part of change.

For more about Michigan Legacy Credit Union and to see their virtual branch tour, visit:

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This is Behind the Vault: Conversations with Customer-Driven Bankers, the podcast dedicated to empowering CEOs, Presidents, and CMOs in the community banking and credit union industry. In this digital era, your role as a leader in these financial institutions is more crucial than ever. Join us as we explore the stories, strategies, and successes of fellow industry leaders, providing you with actionable insights to drive your institution toward unparalleled success.

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