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CEO, Cross Financial Company 

Tom Hershberger is the CEO and founder of Cross Financial, a consulting firm specializing in support services for financial institutions. Tom and his team help banks optimize their business planning, staff development, customer experience management, market research, and brand management. Tom is a faculty member for the Graduate School of Banking at the University of Wisconsin, and the Schools of Banking in Iowa, Kansas and Nebraska. He also serves as an instructor for the Independent Community Bankers of America. Tom is the author of Marketing Financial Services, a textbook and online education series offered by the American Bankers Association