The Intersection of AI, Trust, and Consumer Experience in Financial Services with Tarun Dadoo, VP of Products & Delivery at Discover

Jan 9, 2025

In this discussion, Tarun Dadoo, a VP at Discover Financial Services, dives into the nuances of balancing privacy and personalized experiences in banking. He explores the innovative approach of composable Customer Data Platforms (CDPs) for efficient data management. The conversation also highlights the crucial role of data governance in building consumer trust, especially in light of evolving regulations. Through addressing specific consumer behaviors, Tarun underlines how effective data strategies can boost satisfaction and loyalty in financial services.

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ANECDOTE

Open Banking Apartment Rental

Tarun's nephew easily rented an apartment using open banking to verify his financial health.
This quick process highlighted the potential of open banking for streamlining verification.

INSIGHT

Millennial Brand Loyalty

Millennials exhibit less brand loyalty than previous generations, readily switching if brands don't meet expectations.
Strong loyalty programs and positive customer experiences are crucial for retaining millennial customers.

ADVICE

Data Privacy and Personalization

Exercise caution when using third-party data for personalization due to potential privacy concerns.
Ensure data lineage and consent are clearly established to avoid "creepy" experiences.

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This episode features an interview with Tarun Dadoo, VP of Products & Delivery at Discover Financial Services. Tarun is a seasoned investment, sales, and marketing professional with over a decade of experience in consumer banking, across both emerging and mature markets. Prior to joining Discover in 2011 as the Director of Marketing Strategy, Digital Innovation, and Product Development, he served Citibank for 6 years in various roles.

In this episode, Kailey sits down with Tarun to discuss the delicate balance between privacy and personalized consumer experiences, the implementation of composable CDPs, and the complex interplay between good data and consumer trust.

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Key Takeaways:

Maintaining strict data governance and balancing privacy with personalization ensures tailored consumer experiences without risking privacy violations.
A CDP allows marketers to handle consumer data from various sources while optimizing for use cases incrementally, making data integration more manageable and efficient.
By understanding and addressing specific consumer behaviors, marketers can create more effective and personalized interactions, leading to improved satisfaction and loyalty.

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“I can bring all this data, put it in a box, and Gen AI will generate and spit out things. But, somebody still has to moderate these experiences and the data governance. Otherwise, we will end up scaring away a lot of customers. If you don't have the proper governance in place, I think that is the main thing, first, you need to build that framework before you decide and go outside and start marketing using those data.” – Tarun Dadoo

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Episode Timestamps:

‍*(02:35) - Tarun’s career journey

*(10:16) - Trends impacting consumer experience in financial services

*(16:44) - Practical AI use cases in financial services

*(21:58) - The balance between being personalized and creepy

*(29:32) - How Tarun defines good data

‍*(38:44) - Tarun’s recommendations for upleveling consumer experience

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Links:

Connect with Tarun on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com