From Transactional to Relational: Gaining New Customers and Keeping Them for Life

No matter the age of your organization, there is a constant need and desire to acquire new customers and convert them into lifelong relationships. To do this, one must move from a relationship based on transactions to one based on customer financial wellbeing and advice. In this session, we’ll discuss how to create the right culture and strategy to engage consumers wherever they are in their financial lives.


Amanda Girardi | AVP, Retail Branching & Member Solutions | Affinity Federal Credit Union

Speaker bio coming soon!

Ron Guzman | COO & SVP, Operations & Member Relations | Los Angeles Police Federal Credit Union

Ron Guzman joined LAPFCU in October 2008. He presently serves as COO and Senior Vice President of Operations and Member Relations where he is responsible for overseeing the Operations, Communications, Consumer and Residential Lending, Card Services and Marketing Departments for the Credit Union. Ron has over 40 years of experience within financial services. He previously served for 10 years as Vice President of Loan Services at LAPFCU. In that position, he was responsible for helping to build LAPFCU’s loan portfolio and product offerings and oversaw the implementation of its participation lending program.

Maja Neable | CMO, North American Personal & Business Banking | BMO Financial Group

Maja Neable is CMO, North American Personal and Business Banking at BMO Financial Group. She is a dedicated customer advocate and passionate about creating innovative and intuitive experiences. Before BMO, Maja was Chief Customer Officer at Telenor, a worldwide telecommunications company. Under Maja’s direction, Telenor achieved leading NPS scores, overtaking their competitors by a significant margin. Prior to Telenor, Maja spent seven years building leading digital experiences at Expedia, the largest digital travel company in the world. She holds a Bachelor’s of Math from University of Waterloo, and an MBA from IMD, Lausanne, Switzerland. Maja is a proud soccer mom and an avid skier.

David Puente | Vice President, Member Experience | Firstmark Credit Union

David Puente is a vice-president of member experience for the 14 financial centers and member care center at Firstmark Credit Union. He joined Firstmark Credit Union in 1991 and since been involved with several projects that included core conversions, mergers, card conversions, business services, and most recently talent development. David firmly believes positive relationships are the building blocks to a successful team and company. He has a passion for improving the financial well-being of those he interacts with on a daily basis. His educational background includes a B.S. from the University of Phoenix.


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.

session sponsor