Transforming Customer Experience Through Culture and AI With Katie DeFeo
From The Customer Wins by Richard Walker
February 23, 2026 · 33 min
About this episode
Katie DeFeo discusses the importance of culture and digital innovation in enhancing customer experience in financial services.
Katie DeFeo is the Vice President and Chief Experience Officer of SunWest Federal Credit Union, a community-focused financial institution offering banking services such as loans, savings, and digital banking solutions. She leads efforts to enhance member experience by blending digital innovation with genuine human connection and clear communication. Katie champions authentic branding and customer-centric strategies to help SunWest stand out in a competitive financial landscape. Her leadership also drives the credit union's digital transformation initiatives, which aim to deliver personalized and efficient services to members. In this episode… Many financial institutions pride themselves on strong service and long-standing member relationships. But in today's digital, fast-moving world, good service is no longer a differentiator. When technology, culture, and processes lag behind member expectations, friction builds and growth stalls. How can organizations evolve without losing the human connection that made them successful in the first place? Katie DeFeo, a financial services executive specializing in member experience, culture transformation, and digital innovation, explains…
People in this episode
Host: Richard Walker
Guest: Katie DeFeo
Topics covered
- customer experience
- digital transformation
- organizational culture
- member engagement
- financial services
Keywords
- customer experience
- digital innovation
- culture transformation
- member experience
- financial services
Mentioned in this episode
Organizations: SunWest Federal Credit Union, financial institutions
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