My four-month-old son had the (cutest) rosy cheeks, was drooling like a fountain and was trying to chew on everything he came in contact with despite his lack of hand-to-mouth coordination. It's truly a crime to start teething before your own motor skills allow you to match chew toys up to your mouth. Even though I knew these signs meant he was teething, the doctor assured me he wasn't old enough for his first teeth to be coming in. But the doctor doesn't spend anywhere near as much time observing him as I do, so he didn't have anywhere near as much information as I did. I stocked up on teething remedies anyway.

Just like I knew teething pain was about to descend on our household any day, imagine knowing if your members will like your newest digital offering even before it's available to them. Credit unions are utilizing live observational research to tap into the natural instincts and patterns of members. Such insights can mean the difference between catching an issue before roll out and launching something that's already in need of fixes.

While technology creates convenience for consumers, it puts pressure on credit unions to invest in robust digital strategies. Successfully operating in this complex financial landscape without an online and mobile presence is next to impossible. Filene Research Institute, through its vast volumes of research and in-market presence, has identified the omnipresent member experience as one of the top challenges facing credit unions today.