Executive of the Year Raghu Vasu’s commitment to clarity and conviction at U.S. Bank
Making big things happen in the digital age requires clarity, conviction, and sticking to the plan, according to the 2023 Adobe Experience Maker Executive of the Year in the Americas, Raghu Vasu.
In his role at U.S. Bank, Vasu has championed digital transformation at the intersection of marketing, privacy, and technology.
The fifth largest banking institution in the country, U.S. Bank is at the forefront of engaging consumers in the digital economy. 82% of their customers choose to transact digitally, more than at any point in the company’s history. No matter how a customer chooses to interact with the bank, the company seeks to deliver a “one U.S. Bank” experience.
Vasu — and his clarity and conviction — is at the center of this effort to deliver intelligent, contextual, and relevant one-to-one experiences in real time. Adobe Insider Katie Martell caught up with him at the Adobe Executive Forum, an invitation-only event for industry leaders driving experience-led growth.
https://video.tv.adobe.com/v/3425868
Martell: Congratulations! What are the ingredients that came together for this win?
Vasu: It’s an honor and a privilege to accept this award on behalf of over 200 talented people working to deliver the same excellent and personalized experiences to customers.
I would attribute our win to three pieces — the right strategic choices about platform capabilities, a strong roadmap that drives outcomes, and disciplined execution against that roadmap.
Martell: What advice would you give others setting out on a similar journey?
Vasu: I think it’s about clarity and conviction. Once you make the right choices in terms of the capabilities and experiences you want to drive, then it’s about sticking to the plan. It’s going to be bumpy — like with any new technology — but get through the ebbs and flows, and you’ll be there.
We test, learn, and scale fast — or test, learn, and fail fast! And we are really happy with both outcomes.
“We test, learn, and scale fast — or test, learn, and fail fast! And we are really happy with both outcomes.”
Raghu Vasu, U.S. Bank
Martell: Tell me about your strategy for digital transformation at U.S. Bank.
Vasu: U.S. Bank aims to deliver the same excellent and personalized experiences to customers no matter how they choose to interact with the bank, from talking to a bank representative in a bank branch, using an ATM, completing transactions through web or mobile app, or interacting with the bank through email, push messaging, and direct mail .
It’s about driving personalized, relevant interactions with customers that are meaningful — in real time. How we deliver that is where the magic is!
Martell: Why did you choose Adobe as your partner in this effort?
Vasu: There is a lot of disruption happening in the market. In this environment, you need a partner who is ready to push the boundaries and continue to innovate in this disruptive space. For us, Adobe is that partner — and it’s a win-win partnership.
When it comes to solutions, Adobe has a suite of solutions that enables us to build a strong data foundation, seamless orchestration and best-in-class experiences.
Martell: Tell me about how your customers' expectations have changed.
Vasu: Consumers have set the bar high based on their experiences with other brands across all industries, whether that’s travel, technology, or financial services. It’s our job to meet and exceed those expectations — and that’s what we strive to do day in, day out.
Customers want us to understand the context of their interaction, to message them in a very relevant, personalized manner. No one wants to spend hours with a brand. They want to move quickly through their journey.
Martell: What role will AI and generative AI play in your efforts?
Vasu: When it comes to generative AI, I think it’s the early stages and we are exploring use cases and experiences that we could create for customers with partners like Adobe.
If you look at the last decade, we as digital practitioners have become really good at data-driven experiences with the adoption of digital technology and advanced data. Over the next 10 years, I think it’s going to be all about velocity of content and creative, and how personalized and real-time interactions can be. This area is ripe for disruption — in my view — and it’s such an exciting time to be part of the journey.
Martell: Why do you do what you do?
Vasu: This is my passion. I have spent years at the intersection of marketing and technology, and that’s where I lean in to find solutions for our business problems to deliver best in class customer experiences.
It’s even more rewarding to do that for a great brand like U.S. Bank.
Katie Martell is an Adobe Insider, creator, and marketing strategist based in Boston, Massachusetts. As we navigate the digital age, she amplifies stories of transformation and trends in business, CX, and marketing. Martell has been named “one of the most interesting people in B2B marketing,” a top voice to follow on LinkedIn, and an Adweek Pride Star.