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Creating Personalized Customer Experiences

Community banks with longtime customers and employees know how to make their account holders feel at home. But how can bigger banks scale this personal service and warm welcome? In addition to great training and customer service, they can turn to technology to relate to customers in-branch by name and banking preferences — and even to know where they left off with an online transaction.


Chris Ferris | President & CEO | Fidelity Bank

Speaker bio coming soon!

Margaret-Anne Heyland | Workplace Employee Experience Lead | MassMutual

Margaret-Anne Heyland recently joined MassMutual as the Employee Workplace Employee Experience Lead. Previously, she was the Customer Experience Officer at American National Bank of Texas and was tasked with building the customer-centric methodology to drive customer experience transformation across the organization. Prior to joining the Bank in October of 2017. Margaret had a career that spanned 25 years at USAA. During that time Margaret has worked in Wealth, Strategy & Customer Experience, Channel Management, Marketing, Leads Generation and Performance Marketing. She stood up the Optimization Team in 2012 and built the methodology from the ground up.

Eric Schaffer, PhD | CEO & Founder | Human Factors International

Dr. Eric Schaffer is CEO of Human Factors International, Inc (The UX Engineering agency that design the HDFC application that won ‘Best Mobile Experience’). Eric Has over 40 years of experience in UX design, with special interests in omni-channel strategy, persuasion engineering, cross cultural design, innovation, and the maturity large scale UX practices. He wrote “Institutionalization of UX” (Addison-Wesley).


Will Hernandez | Editor | Mobile Payments Today

Will Hernandez has 14 years of experience ranging from newspapers to wire services and trade publications. Before becoming Editor of Mobile Payments Today, he spent two years as the content manager for, a leading payments industry news aggregator and information hub published by Mercator Advisory Group. He spent four years covering the payments industry as an associate editor for multiple publications in SourceMedia’s Payments Group based in Chicago including ATM&Debit News, CardLine,, ISO&Agent Weekly and American Banker. Will helped launched SourceMedia’s bi-weekly newsletter, Mobile Banker, and built and cultivated the Payments Group’s first Twitter presence.

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