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- requiring many teams to participate on new projects and initiatives - and also creating many opportunities for stakeholders to pump the brakes, often for valid reasons like minimizing risks and staying within regulatory lines. However, in this fast-moving world, new projects require the ability to innovate quickly and fail quickly, which means navigating internal hurdles and getting your risk-averse teams onboard for the ride. In this keynote, Ami Iceman-Haueter, Chief Experience and Research Officer at MSUFCU, will give advice on how to bridge the gap, align cross-functional goals, and bring key stakeholders onboard to support transformative initiatives. Attendees will hear strategies for fostering collaboration across departments, demonstrating the value of CX innovation, while addressing concerns about risk, security, and regulatory compliance. Hear real-world examples of how to proactively involve diverse stakeholders in the CX journey, create mutual understanding of goals, break down silos, 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.