For credit unions and small banks, keeping pace with the digital banking offerings from national banks can seem like an intractable challenge. Many of these massive institutions have invested billions in digital tech, offering massive websites and multi-featured apps. Some invest more in tech innovation than some credit unions generate in total revenue.

In such a lopsided situation, how can credit union Davids compete with big bank Goliaths? Here are seven key strategies for delivering digital experiences that are as good as, if not better than, those of the major national banks.

1) Don't assume your better-funded competitors are doing everything right: Many national banks provide strong customer service experience, but not every function they offer actually helps people. Ask your customers what they most want, and focus on meeting those needs. Look at your contact center call statistics to understand the most common customer challenges and find the best ways to address them. In CX, ‘smart’ can beat ‘expensive.’ 

2) Stop playing catch up: Customer expectations are constantly changing, and something that pleased customers a few years ago may seem archaic today. Don't waste time chasing the digital banking and customer service experiences large banks have created. Instead, focus on what your customers want today. 

3) Adopt agile processes and technology: Many companies h...