Ami Iceman Haueter

How do you deliver exceptional member experience across a network of diverse brands, channels and products—without overextending your team or your budget? In this candid keynote, Ami Iceman, Chief Experience Officer at MSUFCU, shares how her team approaches the complex challenge of aligning service levels, digital priorities, and intent across a portfolio that not only includes checking, savings, loans, but also sub-brands with distinct missions. Get advice on how to set clear expectations for service across channels—not by aiming for perfection everywhere, but by understanding where friction matters most. She’ll discuss how to balance member expectations with operational realities, how to help internal teams understand the “why” behind each journey, and how they prioritize solving meaningful pain points over chasing a flawless experience. You’ll walk away with a better understanding of:  

• Aligning service levels with the true intention of each product or brand experience 
• Educating internal teams on journey design and service expectations 
• Prioritizing member pain points that have the highest impact on retention 
• Balancing CX initiatives with long-term operational and financial sustainability by recognizing (and accepting) when being “less than perfect” might actually be the best option