Member Relationship Specialist

Member Relationship Specialist

The Member Relationship Specialist is the primary point of contact for new and existing members at a CUTX branch, responsible for uncovering financial needs and delivering tailored solutions that span membership, deposit accounts, consumer loans, and ancillary services. The role consistently delivers an unexpected member experience, meets or exceeds defined sales and service goals, refers members to internal partners for specialized needs, and ensures every interaction is accurate, compliant, and documented. The Member Relationship Specialist uses CUTX-approved AI and digital tools to support needs-based conversations, recommend appropriate products, and complete account and loan processing efficiently while maintaining full accountability for member-facing outcomes.

Key Responsibilities

Member Experience & Needs-Based Service

• Deliver an unexpected member experience by consistently providing outstanding service to internal and external members with every interaction.
• Uncover member needs through active listening and discovery questions, then recommend products and services that fit those needs.
• Regularly follow up with members to confirm financial needs are being met and to identify additional opportunities to serve.
• Handle member concerns and complaints with empathy and accuracy; resolve within authority or escalate appropriately.

Sales, Referrals & Goal Attainment

• Meet or exceed established individual sales, referral, and service goals on a consistent basis.
• Proactively discuss and refer members to internal partners (e.g., mortgage, investment services, business services) when needs exceed the role's scope.
• Participate in branch sales meetings, campaigns, and contests; contribute to branch-level goal attainment.
• Maintain familiarity with current products, services, pricing, and marketing campaigns to make accurate recommendations.

Account Origination & Loan Processing

• Process requests for new memberships, depository accounts (checking, savings, money market, certificates, IRAs), and account maintenance services accurately and within policy.
• Originate and process consumer loan applications, including interviewing applicants, gathering documentation, and supporting underwriting and closing.
• Complete account and loan documentation accurately and ensure required disclosures are delivered.
• Perform account maintenance activities including address changes, ownership changes, debit card issuance, and other servicing tasks per CUTX procedures.

Compliance, Documentation & Confidentiality

• Remain compliant with all applicable financial regulations, including BSA/AML, OFAC, Regulation CC, USA PATRIOT Act/CIP/CDD, and other regulations applicable to the role.
• Maintain confidentiality of member information and other sensitive information at all times, consistent with GLBA and CUTX Information Security policy.
• Document member interactions, account openings, and loan files accurately and completely to support audit and examination readiness.
• Complete all required compliance, product, and AI training within assigned timeframes and maintain currency on annual refreshers.

Continuous Learning & Process Improvement

• Stay current on products, services, disclosures, system changes, and marketing campaigns through self-study, scheduled training, and branch huddles.
• Participate in pilots of CUTX-approved AI and digital tools that support member-facing workflows; provide feedback and adopt approved enhancements.
• Identify recurring member friction points or process gaps and recommend improvements to branch leadership.

Performance Outcomes & KPIs

Members receive solutions that fit their needs, evidenced by product depth.

Specialist consistently meets defined sales and referral goals.

Members experience high-quality service in every interaction.

Account and loan files are accurate and audit-ready.

Members are followed up with to deepen the relationship.

AI-augmented recommendations and drafts are reviewed by the Specialist before member-facing action.

Qualifications

Education

• High school diploma or general education degree (GED) required.
• Associate or bachelor's degree preferred.

Experience

• Minimum one to two (12) years of similar or related experience in financial services, retail banking, credit union member service, sales, or a comparable customer-facing role.
• Prior experience opening deposit accounts and originating consumer loans preferred.
• Prior credit union experience preferred.
• Bilingual English / Spanish preferred.

Licenses, Registrations, and Certifications

• Registration with the Nationwide Multistate Licensing System and Registry (NMLS) under the SAFE Act required upon hire (if originating residential real estate loans) [confirm with Compliance based on product scope].

Knowledge & Skills

• Working knowledge of consumer deposit products, consumer lending, and account servicing practices.
• Working knowledge of BSA/AML, OFAC, Regulation CC, USA PATRIOT Act/CIP/CDD, and GLBA as applied at the teller line and new accounts desk.
• Proficiency with Microsoft Office (Outlook, Word, Excel, Teams) and ability to learn CUTX's core banking, loan origination, and CRM systems.
• Strong written and verbal communication, including the ability to explain financial products clearly to members.
• Strong listening skills and the ability to uncover unstated needs through discovery conversation.
• Goal-oriented and self-motivated to meet required sales and referral goals.
• Problem-solving competence with strong attention to detail.
• Ability to multitask, prioritize, and adapt in a consistently changing branch environment.
• Strong team orientation and ability to work effectively in a group setting.

Core Competencies

Member Centricity - Advanced - The role is the face of CUTX for many members; every interaction shapes member loyalty and the credit union's reputation.

Sales & Needs-Based Advising - Intermediate - The role is accountable for individual sales and referral goals through needs-based conversations, not transactional order-taking.

AI Literacy - Intermediate - The role uses AI-augmented recommendation, drafting, and knowledge tools (Tier 2) and is responsible for human-in-the-loop review on every member-impacting output.

Compliance Orientation - Intermediate - BSA/AML, OFAC, CIP, Reg CC, GLBA, and UDAAP are applied daily at account opening and during loan origination; errors create direct member and regulatory exposure.

Operational Discipline - Intermediate - Account and loan files must be complete, accurate, and audit-ready; documentation gaps create downstream servicing and examination risk.

Communication - Intermediate - The role communicates with members, internal partners, and leadership across multiple channels and must explain products and disclosures clearly.

Adaptability - Intermediate - Branch priorities, products, systems, and campaigns change frequently; the Specialist must adapt quickly while maintaining accuracy.

AI & Technology Expectations

AI-Augmented Workflows

The following workflows are AI-augmented in this role. The Member Relationship Specialist is expected to work fluently within these workflows, exercise sound judgment over AI outputs, and follow all applicable controls.

• AI-assisted product recommendation AI synthesizes member profile, account history, and stated needs to suggest deposit and loan products for the Specialist to discuss with the member.
• AI-assisted member communication drafting AI drafts follow-up emails, appointment confirmations, and routine member correspondence for Specialist review and personalization.
• AI-powered knowledge assistance internal AI assistants (e.g., Sam) answer Specialist questions about products, procedures, disclosures, and rate information.
• Document extraction and intake AI extracts structured fields from member-provided identification and supporting documents to pre-populate account opening and loan application forms.

AI Tier and Human-in-the-Loop Responsibility

This role operates in AI Tier 2 for its principal AI-augmented workflows (see Appendix A). The Member Relationship Specialist retains accountability for any decision, communication, or member/employee-impacting action influenced by AI output, consistent with the CUTX Generative AI Usage Policy 3.4.

The Member Relationship Specialist is required to:

• Apply human-in-the-loop review on every AI-recommended product, AI-drafted member communication, and AI-extracted application field before action is taken or the document is finalized.
• Stop reliance on AI output and escalate immediately if the output appears inaccurate, biased, non-compliant, or outside the role's documented scope (Generative AI