Natalie Crain leads voice of customer listening strategies, customer research and customer experience consultant practices to build a deeper understanding of our customer, both B2B and B2C. The Customer Experience Management (CXM) capability is charged with building empathy for customer needs and perceptions of their experiences with our business. CXM has developed research and insights tools to enable interactions with customers at multiple levels while translating those insights to inform Design Personas, Customer Journey Maps that enable future state designs aimed at delivering a seamless customer experience.
Natalie joined CUNA Mutual Group in September 2015. Prior to joining CUNA Mutual Group, she held positions at REI (Recreational Equipment Inc.) and Lands’ End. Her roles ranged from Strategy development thru execution of Marketing Communications, Media, Analytics, Co-Op Loyalty, Co-branded Credit Cards and Direct Mail. Natalie has extensive leadership experience in establishing Digital as a core business driver in marketing.