TopLine Financial Credit Union has named Royce Ngiam its Senior Vice President and Chief Experience Officer. He’ll lead a newly formed Member Experience group and sit on the senior leadership team.
Who is Royce Ngiam?
Ngiam brings more than 25 years of experience to the job. His specialties are building teams, driving growth, and designing member-focused experiences that work in both physical and digital channels.
He comes over from First City Credit Union, where he ran Marketing, Business Development, Advocacy, Financial Wellness, and Internal Communications. That’s a wide range of responsibilities, and it’s useful for a role built around the whole member relationship rather than one department’s slice of it.
His industry credentials are solid, too. He served as Executive Committee Chair of America’s Credit Unions Marketing, PR & Development Council. He also holds a Credit Union Development Educator certification from the National Credit Union Foundation.
Why the new role matters
TopLine is rethinking the member journey from start to finish, and Ngiam’s group will own that effort. President and CEO Mick Olson put it this way: “We are excited to have Royce lead our newly formed Member Experience group as part of our senior leadership team. As we reimagine the member journey from end to end, his experience will help ensure we fulfill our brand promise at every touchpoint.”
The key phrase is “every touchpoint.” A brand promise only counts if members feel it when they open an account online, walk into a branch, or ask a question about their finances. Putting one executive in charge of all of it is how an institution keeps those moments consistent.
What members can take from this
If you’re a TopLine member, watch for changes in how the branch, the app, and the support team work together. If they start to feel like one operation, that’s the new group at work. And if something still feels disconnected, tell them. Feedback is exactly the raw material a team like this needs.