The Knowledge Stack

In this episode, Jason sits down with Christopher Jackson, who leads financial services strategy at Creatio, to explore how credit unions can leverage CRM, AI, and business process management to enhance member engagement and operational efficiency. Discover actionable insights on industry trends, tech integration, and strategic planning.

For more information, check out Creatio's Bank.AI event virtually on September 10th or in Chicago on October 27th.

Chicago: https://www.creatio.com/page/bank-ai-summit-chicago?activity=the-knowledge-stack

Virtual: https://www.creatio.com/page/bank-ai-event?activity=the-knowledge-stack


Main insights:
Creatio’s evolution from a BPM tool to an AI-native platform tailored for financial services

The importance of service automation in delivering member-centric experiences

How orchestration layers, AI agents, and low-code tools empower credit unions to compete with larger banks

Optimal credit union asset size for CRM adoption, generally around $500M to $20B

The critical role of data access, mapping, and integration to unlock CRM potential

The benefits of a center of excellence combining business analysts and IT for effective low-code implementation

Challenges and opportunities in engaging credit unions, emphasizing readiness and strategic focus

The importance of a human-in-the-loop approach for responsible AI automation

Timestamps:
00:00 - Introduction: Credit unions’ digital transformation

02:39 - Creatio’s roots in BPM and its current focus on financial services

05:45 - Asset size and operational readiness for CRM deployment

08:05 - The rising importance of orchestration layers and AI in member engagement

09:27 - How Creatio handles marketing, sales, and service within CRM

11:30 - The interconnected nature of campaigns, member interest, and service workflows

14:03 - Why member service quality is a key driver of success

16:18 - Framing sales as trusted advisory rather than pitches

18:57 - The role of data, access, and integration challenges in CRM success

21:29 - Measuring member satisfaction and the value of first-call resolution

23:24 - Competitor landscape and why credit unions need hyper-optimized solutions

26:27 - The importance of process optimization over automation for real impact

33:41 - The limitations of legacy core systems and the shift toward open APIs

36:31 - Preparing credit unions for new technology adoption and low-code platforms

40:12 - How AI and process redesign go hand in hand for effective automation

43:01 - The importance of human judgment and human-in-the-loop strategies in AI

45:53 - The concept of a "center of excellence" for low-code and workflow innovation

50:23 - Enabling business users to customize and optimize systems without heavy IT involvement

55:04 - What makes a credit union a model client for CRM implementation

58:13 - The growing interest and recognition of CRM value in the credit union space


Continue listening for deeper dives into strategies for successful CRM adoption, AI ethics, data management, and future trends in financial services technology.

In Part 1 of this series on CRM, Austin Wentzlaff founder and CEO of Nook shares insights on modern CRM strategies, data integration, and the evolving technology landscape tailored for credit unions. Discover how leveraging the right data architecture and partner expertise can unlock new levels of member engagement and operational efficiency.

Main Topics:

• The role of CRM in building member relationships and how credit unions can evolve beyond traditional tools
• The importance of data standardization, quality, and real-time access in enhancing member insights and operational agility
• How phased implementation, partnership choices, and strategic data layering drive successful CRM and data initiatives
• Future trends including agentic tools, automation, artificial intelligence, and the shift to outcome-based pricing models
• Negotiation tips for credit unions during core system upgrades and data access discussions

Timestamps:

02:25 - Austin’s background and journey in credit union FinTech solutions
04:03 - The decline of rate advantage and the rise of relationship strategies
05:29 - Why core vendor CRM solutions often fall short for enterprise data needs
06:59 - The architecture of scalable, industry-agnostic data models
08:19 - Bridging data warehousing and activation layers in member engagement
10:23 - Building standardized, composite data platforms for credit unions
11:41 - Automating next-best product offers with integrated data and triggers
12:35 - Differentiating on relationship building in a competitive landscape
13:36 - Cost-effectiveness and affordability of modern data solutions for mid-sized credit unions
15:15 - Tracking attrition and member retention for long-term growth
16:52 - The impact of core systems variability on data normalization efforts
18:17 - The importance of addressing longstanding data quality issues in core systems
20:08 - Balancing accuracy versus precision in data management
22:30 - Enhancing data quality with validation and flagged indicators
24:08 - The overlap of marketing, sales, and service in a robust CRM strategy
26:14 - Evolving ownership of CRM functions within credit unions
27:31 - Reclaiming trust and customer experience through integrated CRM and member insights
30:52 - How automation and cross-departmental collaboration improve member experience
32:45 - The future role of agentic tools, AI, and automation in CRM systems
35:35 - Shift to subscription and resource-based pricing models for data and automation services
38:12 - Defining success metrics for AI and automation-driven initiatives
40:29 - Strategic planning for multi-year CRM implementation and adoption
44:05 - Core vendor negotiations: Data access, APIs, and integration readiness
46:12 - The importance of real-time and API-driven data access for agility
50:07 - Why partnering with experts like Nook streamlines CRM and data initiatives
54:19 - Final thoughts: Empowering credit unions with strategic data architecture, partnerships, and technology

Resources & Links:

• HubSpot
• Nook
• Portex API solutions
• Credit Union Data and CRM Strategies

Connect with Austin Wentzlaff:

• LinkedIn

Summary
In this insightful interview, Andy Janning shares his expertise on storytelling within the credit union industry, emphasizing the importance of authentic narratives, organizational humility, and strategic storytelling frameworks like the Story Score. Discover how compelling stories can differentiate credit unions, build trust, and deepen member relationships.

Andy Janning is a nationally-recognized keynote speaker and storyteller who has served the credit union industry for over 25 years.

He's the author of the books “Heroes, Villains, and Drunk Old Men” and “The Breast Cancer Portrait Project”, a national award winner for overall excellence in talent development, a faculty member of America’s Credit Unions Management School, and the producer of one of the largest documentary storytelling projects in credit union industry history.

He’s the creator of StoryScore, the first-ever systematic methodology that helps credit unions measure and improve their storytelling efforts.
Andy is also the founder of Life Over Debt, an international award-winning alliance of credit unions helping members heal from the financial trauma of cancer.

Takeaways:
The financial services industry, particularly credit unions, faces significant challenges in storytelling that must be addressed to better connect with members.
The COVID-19 pandemic shifted priorities for many, including the necessity to understand and address the financial crises associated with serious health issues like cancer.
Effective storytelling in the credit union sector requires a focus on personal narratives that highlight the impact of services on individual lives, not just operational successes.
There exists a critical need for credit unions to differentiate themselves by sharing authentic stories that resonate with their communities and reflect the real human experiences of their members.

Links referenced in this episode:
makegreatstories.com

Companies mentioned in this episode:
Forum Credit Union
National Credit Union Foundation
Idaho Central Credit Union
St. Cloud Financial Credit Union
Triunity Foundation

Amber Harson, the Vice President of Credit Unions at Mambu, articulates the pressing need for credit unions to modernize their core banking systems to facilitate growth and better serve their members. The conversation delves into the challenges posed by legacy systems that inhibit innovation and integration, emphasizing the importance of adopting composable core solutions. Harson shares how Mambu's approach allows financial institutions to decouple their core functionalities, thereby enhancing flexibility and enabling the integration of tailored fintech solutions. Furthermore, the discussion highlights the critical role of education and collaboration among credit unions to navigate the complexities of modernization effectively. As the financial landscape continues to evolve, this episode serves as a clarion call for credit unions to embrace change and leverage technology to uplift their communities.

Amber Harsin is the Vice President of Credit Unions at Mambu, where she leads the organization’s efforts to modernize North American credit unions through composable banking. With nearly 30 years of experience in the financial technology sector, she is a recognized expert in helping financial institutions move away from legacy core systems to embrace scalable, cloud-native infrastructure.

Before joining Mambu, Amber served as the CEO of Prodigy, a credit union service organization (CUSO). During her tenure, she famously led the company from 27 years of unprofitability to its first-ever profitable run, culminating in a successful acquisition in 2024. Her career began on the front lines as a credit union teller, and she has since held nearly every role in the industry—from loan officer to conversion specialist to Chief Product Officer.

A passionate advocate for the credit union mission of "people helping people," Amber is a Credit Union Development Educator (CUDE) and serves as the Utah Chapter Chair for the Global Women’s Leadership Network. She is a frequent speaker on digital transformation, the importance of true SaaS in banking, and creating community impact through financial literacy and local job growth.

Takeaways:

• The transition towards composable core banking systems allows credit unions to modernize incrementally rather than engaging in disruptive, large-scale core replacements.
• Credit unions face significant challenges with legacy systems that hinder their growth and ability to innovate in the digital banking space.
• The importance of understanding and negotiating core vendor contracts cannot be overstated, as they often dictate the limitations on operational flexibility and modernization efforts.
• Embracing technology requires credit unions to rethink their operational strategies and how they engage with fintech solutions for better service delivery.
• The journey of modernization in credit unions is not uniform; each institution must assess its unique circumstances and strategic goals to determine the best path forward.
• A collaborative approach among credit unions can foster shared technology resources, leading to cost efficiencies and enhanced service offerings for their members.

credit unions, core banking systems, digital banking solutions, fintech innovations, composable core technology, credit union technology, core conversion strategies, API integration in banking, legacy system challenges, credit union modernization, financial technology trends, member engagement strategies, digital transformation in banking, credit union mergers, financial services digitalization, next generation core banking, banking industry trends, technology in credit unions, improving member experience, financial inclusion strategies

Summary

In this conversation, Carrie Chi, Chief Human Resources Officer for First Advantage Federal Credit Union and President and CEO of Advantage Rewards, discusses the various services offered by Advantage Rewards, including HR consulting, benefits brokerage, and PEO services. She shares insights on the local HR landscape, the importance of collaboration among credit unions, and the challenges of recruiting quality candidates in today's economic climate. The discussion also touches on the integration of AI in HR practices and the common mistakes organizations make in their HR strategies.

For more information check out:

https://www.1stadvantage.org/business/hr-benefits-consulting/

https://www.linkedin.com/in/carrie-chi-mba-shrm-scp-00806411/

Takeaways

Advantage Rewards provides HR consulting, benefits brokerage, and PEO services.

Collaboration among credit unions is essential for sharing best practices.

Understanding local HR needs led to the establishment of Advantage Rewards.

AI is becoming increasingly important in HR practices.

Recruitment challenges are influenced by economic uncertainty and demographic shifts.

Organizations should focus on hiring for aptitude and training.

Employers need to evaluate their benefits strategies to retain employees.

The fastest growing segment of the workforce is those over age 75.

Efficiency in processes can enhance employee satisfaction.

Personal interest from leaders can significantly impact employee morale.

Sound Bites

"Credit unions are collaborative."

"Employers need to be willing to hire for aptitude."

"It's about doing more with the same."

Chapters

00:00 Introduction to Advantage Rewards

02:21 Understanding PEOs and Their Benefits

05:14 Identifying Local Needs and Establishing Advantage Rewards

08:24 Target Audience and Ideal Clients

11:25 Collaboration with Local Credit Unions

14:10 Future Plans and AI Integration

17:09 Challenges in Human Resources

20:25 Common Mistakes in HR

23:30 Recruitment Challenges and Strategies

26:27 The Importance of Efficiency in HR

29:17 Conclusion and Future Engagements

Keywords

HR consulting, Advantage Rewards, credit unions, PEO services, employee benefits, AI in HR, recruitment challenges, human resources, local businesses, workforce development

In this conversation, Jason Tilley and Mark Wormgoor discuss the transformative potential of AI in business, the challenges of navigating boardroom expectations, and the importance of compliance in regulated industries. Mark emphasizes the need for a strategic approach to AI deployment, focusing on solving business problems rather than succumbing to the allure of technology for its own sake. They explore the ethical implications of AI data usage, the evolving landscape of AI regulations, and the role of major cloud providers in facilitating AI solutions. The discussion also touches on payment innovations in Europe and the future of AI in content creation.

👋 Hi, my name is Mark Wormgoor.

https://themaverickcto.com/goal-setting

AI is a tool that should solve business problems.

CIOs face pressure from boards to implement AI without clear direction.

Effective AI deployment requires understanding business needs.

Pilot programs can validate AI use cases before large investments.

Compliance is crucial when using AI in regulated industries.

Human oversight is necessary for AI decision-making.

AI models can produce biased outcomes if not carefully managed.

Partnerships with established vendors can mitigate compliance risks.

Major cloud providers dominate the AI service market.

The future of payments is evolving rapidly in Europe.

"AI is a cool tool, but just a tool."

"You can't ignore this board question."

"You need to define the actual problem."

Add 2:00 for Intro

00:00 Introduction to Mark Wormgoor

01:10 AI in the Boardroom: Starting the Conversation

04:41 Managing Board Expectations on AI Implementation

07:46 Pilot Programs: Proving AI's Value

09:59 Effective AI Use Cases in Organizations

12:26 Navigating Compliance in AI Usage

15:44 The Role of Human Oversight in AI Decisions

19:38 Ethical Considerations in AI Decision Making

23:55 Trusting Third-Party AI Vendors

25:44 Navigating Compliance in AI Solutions

28:00 The Microsoft-OpenAI Relationship: Ethical Concerns

32:18 The Cooperative Nature of Credit Unions

37:06 Market Positioning of Major Cloud Providers

40:39 Amazon and Apple's Potential in AI

44:59 Payment Innovations: A Global Perspective

In this conversation, Jason Tilley interviews Derrick Van Mell, the principal at the Center for Management Terms and Practices. They discuss the chaotic nature of management, the importance of establishing standards, and the need for competent managers in today's world. Derrick shares insights on identifying bad bosses, transitioning from individual contributor roles to management, and the skills necessary for new managers. They also explore continuous improvement for managers and the shift in focus required when moving from management to executive roles. The conversation concludes with Derrick's personal productivity tips and a question for the next guest.

Derrick Van Mell is the founder and Principal of The Center for Management Terms & Practices, the standards body for general management.

Derrick's Website

The Center for Management Terms & Practices: www.theindex.net

Ethics standard: The Pledge of Managerial Power (see About)

Competence standard and self-assessment: The Milwaukee Model (see about)

Blog post for new managers: https://theindex.net/new-manager-30-day-quick-start-checklist/

Contact Derrick Van Mell for assistance: See Contact

Management lacks a standard foundation, leading to chaos.

The need for good managers is increasing due to global challenges.

Management is fundamentally a caring profession.

Identifying bad bosses involves understanding ethics and power dynamics.

Transitioning from individual contributor to manager requires self-reflection.

New managers should focus on communication and personal development skills.

Continuous improvement is essential for managers to stay effective.

Executives must understand data and its implications for decision-making.

Delegation is key for effective management at the executive level.

Modeling positive behaviors can inspire others in the workplace.

"Management is a caring profession."

"You have to have domain knowledge."

"Who is your favorite boss and why?"

Chapters

(add about 2:30 for the intro)

00:00 Introduction to Management Standards

02:11 The Importance of Defining Management

05:17 The Role of Ethics in Management

08:18 Identifying Good and Bad Bosses

11:19 The Journey from Individual Contributor to Manager

14:00 The Role of Domain Knowledge in Management

17:12 The Evolution of Management Skills

19:56 The Spiritual Aspect of Management

22:50 The Need for Generalist Managers

25:57 Conclusion and Future of Management Standards

35:49 Understanding Management Strengths and Weaknesses

37:25 Skills for Transitioning to Management

39:53 The Milwaukee Model of Management Competence

43:10 Continuous Improvement for Managers

47:39 Essential Tools for New Managers

49:58 Transitioning from Manager to Executive

55:14 The Shift in Perspective from Manager to Executive

01:00:45 Lessons from Effective Leadership

In this conversation, I speak with Damien Lacey, a process evangelist with extensive experience in process improvement. They discuss the importance of understanding and documenting processes, the metrics that matter in process improvement, and how organizations can effectively implement changes. Damien shares insights on the challenges of process improvement, including the need for executive buy-in, the significance of customer expectations, and the common pitfalls organizations face. The discussion emphasizes the value of a structured approach to process management and the role of culture in driving continuous improvement.

• Process improvement is about organizing work to improve efficiency.
• Metrics such as speed, cost, and quality are key to process improvement.
• Understanding customer expectations is crucial for effective process management.
• Documenting processes is essential for improvement and standardization.
• Engaging employees in process improvement fosters a culture of efficiency.
• Choosing the right problems to solve can lead to quick wins in process improvement.
• Executive buy-in is critical for successful process initiatives.
• Organizations must balance the need for improvement with the realities of daily operations.
• The J-curve effect can be mitigated by choosing manageable projects.
• Service industries can apply process improvement principles effectively.

"This is potentially transformative."

"It's all about improving metrics."

"Speed is becoming more important."

process improvement, efficiency, productivity, process management, operational excellence, customer expectations, documentation, metrics, service industry, cross-departmental collaboration

Damien Lacey is the Founder of OE Partners and has spent 20 years in Australia and Japan helping teams transform business processes. This session will teach you how to enable profitable growth through "step-change" improvements in productivity for your business

Damien's Facebook page

@oepartners on Instagram

Damien's Website

@OE_Partners on X

Damien on YouTube

Summary

In this conversation, Tim O'Hearn discusses his journey as a rogue software engineer and author of the book 'Framed: A Villain's Perspective on Social Media.' He shares insights into his early experiences with social media, the motivations behind writing his book, and the intersection of software engineering and social media strategies. Tim reflects on the importance of digital metrics and the opportunities he identified in the social media landscape.

Takeaways

Tim O'Hearn is a rogue software engineer and author.

His book 'Framed' explores the social aspects of the internet.

He started his journey by purchasing fake Twitter followers.

Tim's background in computer science influenced his career in social media.

He co-founded Shark Social to help people gain Instagram followers.

The book reflects on significant events in the tech industry.

Tim's experience highlights the importance of digital metrics.

He transitioned from software engineering to writing full-time.

The social media landscape has evolved significantly over the years.

Tim emphasizes the need for authentic narratives in tech.

Tim identified an arbitrage opportunity in social media early on.

The algorithms of social media have evolved significantly over the years.

Capitalism has a profound impact on how social media platforms operate.

AI-generated content presents challenges for moderation.

Identity verification is crucial for accountability on social media.

The addictive nature of screens affects social interactions.

Youth today face unique challenges due to social media exposure.

Conversations about social media are essential for understanding its impact.

Tim's book aims to provoke thought and discussion on these issues.

The future of social media requires careful consideration of its effects on society.

Keywords

Tim O'Hearn, Framed, social media, software engineering, digital fame, algorithms, Shark Social, book writing, internet culture, social media strategies

Find Tim's book here: https://a.co/d/aSpboAw

Tim wrote Framed: A Villain's Perspective on Social Media.

Summary

In this conversation, Jessica Martin discusses the complexities of burnout, particularly in the C-suite, and how cultural shifts and generational differences impact perceptions and experiences of burnout. She emphasizes the need for innovative business models and frameworks to support mental health and resilience in the workplace. The discussion also highlights the importance of mindfulness and neuroscience in addressing burnout and fostering a healthier work environment. In this conversation, Jessica Martin discusses the complexities faced by C-suite executives, emphasizing the importance of mindfulness and transcendental meditation in managing stress and preventing burnout. She highlights the need for alignment between personal core values and corporate values, and the significance of setting appropriate boundaries. The discussion also covers the importance of self-reflection, compassionate leadership, and the human touch in corporate culture. Jessica advocates for empowering teams through tailored training and emphasizes the need for businesses to adapt to industry disruptions while maintaining a focus on human experiences.

Burnout Assessment - https://docs.google.com/document/d/1LnRrwqn-SVWT1UYNYLQakQYXVk71NL3jHTouesh4qJk/edit?usp=sharing

http://www.blissoutmentor.com/

High Level Low Level Thinking - Dr Travis Bradberry -https://www.linkedin.com/in/travisbradberry/

https://jessicamartinllc.com/

https://www.linkedin.com/company/bliss-out-mentor

https://www.youtube.com/@BlissOutMentor-e3x

Takeaways

• Burnout is a psychological phenomenon influenced by societal changes.
• Executives often face burnout but feel unable to express it.
• Cultural norms within organizations can exacerbate burnout.
• Generational differences affect tolerance and perceptions of burnout.
• Innovative business models are needed to address burnout effectively.
• Entrepreneurs must create frameworks to prevent burnout from the start.
• Mindfulness practices can help mitigate burnout symptoms.
• Transcendental meditation is a powerful tool for reprogramming the brain.
• Peer support is crucial for executives dealing with burnout.
• Understanding individual needs is key to addressing burnout in organizations. C-suite executives face overwhelming complexities in their roles.
• Transcendental meditation can significantly reduce stress and improve decision-making.
• Aligning personal core values with corporate values is crucial for job satisfaction.
• Setting appropriate boundaries is essential for C-suite executives.
• Self-reflection through journaling can help identify personal and professional challenges.
• Compassionate leadership can minimize employee burnout.
• The human touch is vital in addressing burnout and improving corporate culture.
• Empowering teams through tailored training fosters loyalty and trust.
• Industry disruptions require businesses to adapt while maintaining a focus on human experiences.
• Starting a business can empower individuals and contribute to societal change.