05/27/2026
This credit union show reminded me...
There’s a lot of focus right now on automation, AI, and self-service, and all of that has its place. But in an industry like credit unions, where relationships and trust are central, the phone is still a critical part of the experience. They don’t call their customers "customers"; they call them "members," and that mindset shows up in how seriously they take human interaction.
What struck me, though, is that even in organizations that care deeply about the member experience, there’s often a gap in how people are treated while on hold. That time is still treated like filler; something to cover with music or a generic message until the “real” interaction begins.
Yet, that moment is part of the interaction.
If someone has chosen to call and is willing to wait, they’re engaged. They’re forming an impression. And if everything else about the organization is built around clarity, trust, and connection, what they hear during that time should support that—not work against it.
The technology is evolving quickly, but the expectation for a human experience hasn’t gone away. In many cases, it’s becoming more important, not less.
