In the latest episode of Digital Banking Podcast, host Josh DeTar, Vice President of Sales and Marketing at Tyfone, welcomed Derrick Aguilar, Chief Experience Officer at PenAir Credit Union. The episode centered around how credit unions can create meaningful, consistent experiences across every channel and touchpoint.

Derrick shared why every interaction—big or small—can carry lasting weight for members. He explained that while digital banking, payments, and support are necessary, they are only part of a larger story. Derrick described how people remember the moments when someone in their financial institution truly stepped up for them, and how those moments build trust and loyalty over time. He stressed that members don’t see the complexity behind digital services; they just want things to work, and to feel cared for when they need help.

Throughout their conversation, Josh and Derrick explored how culture, communication, and empathy set credit unions apart in a crowded landscape. Derrick emphasized the need for purposeful connection with members and communities, not just reliable products. He outlined why understanding real needs, building goodwill, and sharing positive stories matter just as much as delivering on the basics.

⚡ Every Moment Counts in Member Experience

Small interactions can carry the same weight as big moments when it comes to financial services. A delayed deposit or a glitch in digital banking isn’t just an inconvenience—it can disrupt someone’s life. Members remember both the good and the bad, and these experiences shape their trust in a credit union. Consistency matters, because members don’t see the complexity behind the scenes; they just want things to work, and want to feel heard if something breaks. Institutions that take each interaction seriously, no matter how routine, build loyalty over time. When every employee sees their work as part of a larger effort to support people, the entire organization becomes more resilient and trusted by its community.

⚡ Connection Builds Loyalty, Not Features

Financial products have become commodities, and most credit unions offer similar rates and digital tools. Real differentiation now comes from building authentic relationships and a culture of care. Members are loyal not to brands, but to the people and values they see in action. When a credit union invests in knowing its members, responds with empathy, and communicates openly—especially during tough times—it earns lasting trust. This culture doesn’t happen by accident. It starts from the top and is reinforced in every branch, every call center, and every digital channel. The result is a membership that sticks around not just for services, but for a sense of belonging and shared purpose.

⚡ Purpose and Communication Shape Reputation

A clear sense of purpose must guide both how a credit union operates and how it communicates. Enhancing lives isn’t just a slogan—it’s a daily test, visible in how staff handle problems, share good news, and admit mistakes. Communication is more than marketing; it’s the voice of the organization. Honest, timely updates build credibility, while silence or corporate jargon erodes it. Sharing positive stories is key, too. When members and the broader community hear real examples of support and generosity, it shapes perception beyond rates and product lists. Consistent, transparent communication—rooted in a real mission—sets the foundation for long-term reputation and member goodwill.