Preheat oven to 200 degrees Fahrenheit. Once it reaches temperature, shut the oven off.
Warm milk to 110 degrees Fahrenheit. Do not use milk warmer than this otherwise it could kill the yeast. Stir in instant yeast and sugar. Let sit for 5 minutes to let the yeast bloom.
In a stand mixer fitted with a dough attachment, add bread flour, salt, melted butter, and warmed milk yeast mixture. Mix for 30 seconds on low to incorporate ingredients.
Add in eggs and mix dough until thoroughly combined on low. Continue to let the dough knead on low speed for 5 minutes until the dough is smooth and no longer sticking to the sides of the bowl. Dough will be soft but should not be tacky.
Cover dough bowl with plastic wrap or damp tea towel to help lock in moisture. Place bowl into the oven that has been TURNED OFF. This will be the first assisted rise and the heat will help the dough rise quickly. Leave bowl in the oven for at least 45 minutes or until doubled in size. *Alternatively you can opt to skip the assisted rises with the oven and allow dough to rise at room temperature (choose a humid spot in your home). Keep in mind if you do not do the assisted rises, the dough will take double the time to rise.
While the dough is rising, make the filling by combining brown sugar and cinnamon in a bowl.
Once the dough has doubled in size, take it out of the oven and turn the oven back on to 200 degrees Fahrenheit. Once the oven reaches temperature again, shut the oven off.
Place dough on to a floured surface. Flour the rolling pin and roll dough into a 12 by 18 rectangle.
Spread softened butter over the dough. Ensure your butter is very soft so that it easily spreads against the soft dough. Distribute the cinnamon sugar mixture evenly over the top and gently rub it in.
Roll dough carefully into a tight log. Cut into 9 even rolls. Place rolls in a square baking pan (choose one that has taller sides to avoid overspilling in the oven). Cover with plastic wrap. Place in oven that has been turned off. Let sit in the warmed (but turned off) oven for 20-30 minutes to rise (this is the second assisted rise).
Once fully risen (rolls should now be touching each other and have filled the pan), pull the rolls out of the oven. Take the plastic wrap off of the rolls. Pour the heavy whipping cream over top of the risen rolls trying to aim mostly between the rolls. Turn the oven back on and preheat to 350 degrees Fahrenheit.
Once the oven is at 350 degrees Fahrenheit, place the rolls in the oven on the middle rack and bake for 25 - 32 minutes. The time will depend on your oven. The rolls should be golden brown on top and reach an internal temperature of 190 degrees Fahrenheit to be fully baked through.
Once fully baked, carefully remove from the oven and spread the cream cheese icing glaze over top. Cut in-between the rolls to separate and lift out with a spatula. Serve warm and enjoy!