Ami Iceman Haueter

As banks strive to create seamless customer experiences across digital and physical channels, how can financial institutions balance customer expectations with budget constraints while ensuring consistency across mobile, online, and in-branch interactions? This case study will explore how MSU Federal Credit Union took a strategic, phased approach to omnichannel realization—focusing on high-impact improvements that deliver measurable value without overhauling legacy systems all at once. Learn how they prioritized investments in digital enhancements, branch technology, and data integration to create a more connected experience for customers. Discover how small but meaningful changes—such as equipping branch staff with real-time customer insights, optimizing self-service tools, and aligning digital messaging with in-person interactions—can significantly improve engagement and operational efficiency.

There is no corner of an organization that experience does not reach and requires many teams to work together. Teams like Compliance, IT, and Legal often pump the brakes on CX innovations, focusing on minimizing risks and staying within regulatory lines. Creating innovative customer experiences in banking often requires navigating internal hurdles and getting your risk-averse teams onboard for the experience journey. Hear Ami Iceman-Haueter, Chief Experience and Research Officer at MSUFCU, give advice on how to bridge the gap, align cross-functional goals, and bring key stakeholders on board to support transformative initiatives. 

Attendees will hear strategies for fostering collaboration across departments, demonstrating the value of CX innovation while addressing concerns about risk, data security, and regulatory compliance. Panelists will share real-world examples of how to proactively involve these teams in the CX journey, create mutual understanding of goals, and build a culture that balances innovation with responsibility. By tackling these challenges head-on, banks and credit unions can unlock the potential for seamless, compliant, and impactful customer experiences.