Why This CU Rebuilt Its Entire Digital Front Door
About this episode
Courtney Rowan discusses the digital transformation at Citadel Credit Union and the strategies that led to significant improvements in member onboarding and engagement.
Ankur Patel interviews Courtney Rowan, SVP and Chief Digital and Transformation Officer at Citadel Credit Union. Courtney has spent 27 years watching digital go from a side project to the only front door, and she brings the rare full-arc operator perspective on what it takes to make that shift work. She breaks down the non-documentary onboarding rebuild that lifted funnel conversion 212%, the CDP/CXP stack overhaul behind true member individualization, and the three-pillar AI steering committee setting Citadel's strategy. 📩 Subscribe to the Main Street AI Newsletter: https://multimodal.beehiiv.com/subscribe?utm_source=podcast&utm_medium=description&utm_campaign=podcast Guest: Courtney Rowan, SVP and Chief Digital and Transformation Officer, Citadel Credit Union Host: Ankur Patel, CEO & Founder, Multimodal 0:00 Introduction: Meet Courtney 0:55 What Courtney owns at Citadel 1:54 Digital evolution: from side project to the front door 5:00 Rewiring piecemeal digital channels so AI can be excellent 7:51 One continuous experience across every channel 10:04 What a charter expansion actually involves 13:07 Onboarding with no branch: human-led, digitally enabled 18:07 The fintech…
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