Step through the looking glass into a world where member expectations have transformed, and seamless service across digital and physical channels is the new standard. This session explores how credit union operations and service teams can uncover hidden opportunities to improve service, streamline processes, and personalize interactions. From Gen Z’s mobile-first mindset to baby boomers’ loyalty-driven habits, we’ll decode evolving behaviors and share practical ways to stay relevant across branches, contact centers, and digital platforms. You’ll gain insights into what today’s members value most and how smart technology, adaptability, and the human touch can bring it to life.