Heartland Financial USA, Inc. announced that Joe Wheeler has been named Director of Customer Experience. In this role, Wheeler will oversee the strategy, planning and execution of the company’s overall customer experience goals and initiatives. In collaboration with business lines and executive management, he will ensure customers are provided a seamless experience across all channels along their journey. As the Director of Customer Experience, Wheeler will play a critical role in how customers perceive HTLF banks, and will focus on initiatives to positively impact customer retention and continued growth. A seasoned veteran, Wheeler has spent his career in the financial services industry and consulting. Most recently, he worked at J.D. Powers as senior director for the mid-size and regional bank practices. In that capacity, he helped banks better understand their customer preferences, anticipate their needs and deliver excellent experiences.