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Transforming Customer Experience Through Culture and AI With Katie DeFeo

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 that real change starts internally. She emphasizes that culture must come before strategy, aligning every employee’s role to a clear purpose and member impact. Katie advocates for regularly ripping apart processes to uncover friction, mapping the full customer journey, and fixing breakdowns before they cost revenue. She also shares how humanizing AI, owning mistakes publicly, and inviting direct member feedback can rebuild trust and drive smarter innovation. By blending transparency, accountability, and intentional leadership, she shows how organizations can modernize without sacrificing authenticity. In this episode of The Customer Wins, Richard Walker interviews Katie DeFeo, Vice President and Chief Experience Officer of SunWest Federal Credit Union, about transforming member experience through culture and innovation. Katie discusses humanizing AI with transparency, eliminating friction in lending processes, and building purpose-driven teams that fuel sustainable growth. 00:00 - 01:00 Introduction 03:04 - 04:10 Why “Good Service” Is No Longer Enough in Banking (And What Replaces It) 04:50 - 05:48 Culture Eats Strategy: Why People Matter More Than the Plan 05:57 - 06:57 Overhauling Everything: Reinventing a Credit Union from the Inside Out 08:42 - 09:56 From Mailroom to Mission: Helping Every Employee See Their Impact 11:07 - 12:03 Leadership Sets the Culture: It Truly Starts at the Top 14:29 - 15:28 Turning an AI Failure into Customer Loyalty Gold 15:42 - 17:01 How to Humanize AI Without Losing Your Brand Voice 18:06 - 19:08 AI and Authenticity: Why Transparency Builds Trust 20:59 - 22:34 How to Get Teams to Rethink “Their Baby” Without Defensiveness 24:16 - 25:37 The $22 Million Lesson: Fixing the Final Step in the Customer Journey 25:49 - 27:00 AI as a Tool, Not a Threat: Balancing Efficiency with Humanity 29:27 - 30:53 AI Is Powerful, But It Can’t Replace Your Judgment 31:21 - 32:20 The Mentors Who Transformed My Leadership Style Full Episode: https://www.quickforms.com/post/trans... Mentions: Ellen Rogin of Create Great, Brian Portnoy of Shaping Wealth, Jason Early of RISR, Josh DeTar of Tyfone, Inc. Powered by Rise25 Podcast Production Company - https://rise25.com/