Smart leaders know that in today's enormously competitive environment, it takes more than satisfactory customer service to thrive. Although good service is a must, it's the many different ways that your credit union engages a member, both person-to-person and digitally that makes the difference. With that in mind, the guiding light for the credit union's vision is about creating a high-quality member experience. The member-experience vision that defines your brand should create a relationship and an emotional connection with the member. The goal is to build loyalty, and to make a member want to stay, conduct additional business and advocate for others to join. Your credit union's interactions with members should delight them and anticipate their needs. The total member-experience involves your people and your technology. Routine tasks should be frictionless and human interactions should leave people feeling not just well-served, but special. Employees should strive and the systems should be designed to make members feel the credit union is going above and beyond the call of duty.