Tammy Williams

Tammy Williams became Chief Experience Officer at Capital Credit Union in March 2026, adding the role to the Chief Culture Officer title she’s held since October 2024. She believes employee experience and customer experience aren’t separate disciplines because the way people are treated inside an organization ultimately influences how they treat the people it serves. 

At Capital, Williams is putting that idea into practice across a credit union serving nearly 130,000 members in Northeast Wisconsin. Rather than splitting culture and member experience between separate functions, she oversees both.

Williams has spent much of her career working across those two areas. She spent nearly 15 years as CEO of Best Advantage Credit Union, where she built a member-centric service culture and led an organizational restructuring. She later guided culture and talent development through mergers at Verve, a Credit Union, before moving into healthcare, where patient experience fell under her remit at the Orthopedic & Sports Institute of the Fox Valley.

At Capital, that philosophy is visible in the credit union’s participation in the Chapman Foundation’s Caring Workplace Partnership. Employees are completing programs focused on listening, communication, service, and relationship-building. For Williams, those skills aren’t separate from CX. They shape how employees respond to members and build trust over time.

There are signs the internal side of that approach is working. Employee turnover fell from 23% in 2021 to 15% in 2024, while engagement rose from 60% to 86%. Capital also won the 2025 New North Workplace Excellence Award and was named a 2026 Northeast Wisconsin Top Workplace based on employee feedback.

Williams sees appreciation and recognition as part of how an organization operates, and not something added through isolated programs. Her broader CX idea follows the same logic. If employees feel heard, valued, and equipped to build stronger relationships, that should carry into how members experience the credit union.