"A successful credit union may offer all the latest products, services and technologies, but if the employees and members don't acknowledge the emotional connections, then these products are just commodities."

Mark S. Brennan, president/CEO of Clearview Federal Credit Union in Moon, Penn., sees "experience" as the next dimension in the credit union's development. Brennan adds, "Experience is a critical component of our strategic plan."

The executive team and the board of directors at Clearview understand that a healthy future will be built on more than products, services and delivery channels. They're using "experience strategy" as the lens to re-examine everything they do. The Clearview team's work will ensure that the credit union stands above its rivals in the hotly contested markets of western Pennsylvania and Pittsburgh.