Shelley Mitchell, CPA, Chief Strategy Officer of Abound Credit Union, recently served as a panelist at the 2024 Future Digital Finance conference in New Orleans, Louisiana.
Her panel focused on the art of balancing efficiency and convenience with high-touch and relationship-building digital solutions. Specifically, the panelists shared how they are rethinking the nature and delivery of financial services in a digital landscape, investigating what member desires are for high-touch banking in their digital touchpoints along the banking journey, expanding avenues for member engagement, and maximizing the potential of self-service technologies.
Mitchell shared her insights about the evolving landscape of Member interactions and the challenges faced in translating digital personalization to branch interactions. “At Abound, we want to ensure a seamless Member experience across digital and branch channels,” says Mitchell. “Participating in future-focused industry events like this one help us share what we’ve learned, broaden our perspective and gain from networking with other leaders.”
In addition to ensuring Members have access to easy-to-understand resources and equipping branch staff with personalized data to better serve Members in person, on the phone or digitally, she also shared key learnings from Abound’s continuing journey toward embracing emerging technology and emerging ideas while also listening to the voice of the Member. “Leaders must understand when something is not working, when team members or Members are not embracing it the way you thought they would, and where to go from there,” she says.
