Digital Software & Solutions Group Solution Brief

Become a Customer-First Retail Bank

in the Digital Age TCS Customer Intelligence & Insights for Banking

Digital transformation has changed the landscape for retail banking. New digital technologies,increasing customer expectations and emergingagile competitors are making it harder for banks toto attract, retain and grow today’s digitallyempowered customers.

They increasingly want their financial institutions to provide connected experiences, such as helpingto secure a home, rather than selling a mortgage.

For banks to thrive, they must understand and engage with customers in more meaningful ways that address holistic goals with timely contextual offers and personalized service. Instead of reacting only to transactions in customer journeys, banks need to shape those journeys and deliver greater value in context to the customer's goals and situation. We help banks

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Connected Consumer Intelligence.accomplish this by enabling them to create

Success hinges on finding and onboarding your ideal customer before your competitors do, and then on anticipating and adapting to changing customer needs throughout their connected experiences. But customer-centricity alone isn’t enough. Given that yields are declining, regulatory pressures are increasing and profit margins are squeezed, banks need to accomplish these tasks while minimizing operational costs.

Background

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Product Overview Tata Consultancy Services (TCS) Customer Intelligence & Insights (CI&I) for Banking is built to improve the customer experience with deep analytics, decision-support and operational intelligence. CI&I for Banking is advanced analytics software with out-of-the-box use cases for customer, marketing and operational analytics. Utilizing the underlying enterprise insights platform, users can develop additional use cases for all their analytic needs.

CI&I for Banking uses real-time analytics to derive insights from customer data, helping banks understand customer needs and predict the best form of interaction across all physical and digital touch points.

CI&I for Banking is designed for the business user. As afully integrated software solution developed by industry experts, CI&I for Banking combines 360-degree customer visibility with behavior and propensity modeling, persona discovery, segmentation, scoring, real-time product recommendations and customer product journey tools to deliver actionable insights and analysis. Customizable KPI-based alerts and system-generated next-best-offers help engage customers and deliver personalized experiences in the moment of interaction.

Banks can optimize on-boarding journeys, retain and sell more to current customers, attract and acquire new customers and drive operational efficiency. They can identify and capitalize on opportunities faster and provide superior experiences at every point of customer interaction.

CI&I for Banking lets business users access and analyze their data quickly, reducing reliance on IT. It is built around a modular architecture and runs on the low-code TCS CI&I Banking Platform – an enterprise insights platform designed to deliver Connected Consumer Intelligence.

The CI&I Banking Platform enables users to build and leverage their own analytics models to develop and operationalize additional use cases. It includes advanced analytics, machine learning, a rules engine and banking data models with a real-time data pipeline canvas, all built with open source components and a broad set of APIs and data connectors for easy integration to other production systems and apps (such as CMS, CRM, websites, mobile apps and marketing automation tools).

Key Features and Capabilities CI&I for Banking includes extensive features to helpusers perform advanced analytics across all of their key data sources, develop intelligence about customer opportunities and engage them with personalized journeys that deliver superior experiences.

• Customer 360: Detailed insight into each customer’s profile, accounts, activities, offers, preferences, loyalty interactions and selling opportunities.

• Customer Base Analysis: Holistic perspectives of the entire customer base, or segments, including profiles, preferences, activities, KPIs, product white space, responses to offers, etc.

• Digital Persona Discovery and Analysis: Automatic and customizable persona discovery of your most differentiated customer types.

• Behavior & Propensity Modeling: Insights into product affinities, future customer behaviors and propensities.

• Customer Product Journey Experience: Visibility and tracking of customer on-boarding journeys and metrics across product mix.

• Real-time Contextual Recommendations and Next-best Actions: Model-driven recommended actions and offers for retention, up-sell and cross sell opportunities.

• Event-based Marketing: Perform personalized marketing by configuring and tracking customer financial and life events for segmentation and reporting.

• Customer Segmentation: Customizable customer segmentation capabilities for exporting targeted customer lists for marketing.

• Operational Dashboards: Wide range of reports and dashboards for tracking operational metric.

• Alerts and Notifications: KPI and rule base alert framework for customer experience and product journeys.

• Service Request & Complaint Analysis: Visibility into and analysis of customer service metrics.

• Call to Action: Configurable calls to action for notifying front-line systems for managers, tellers and call centers of recommendations for targeted actions and offers to drive improved customer-centric operations.

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Business Use Cases

CI&I for Banking uses advanced analytics, real-time processing and decision rules to uncover differentiated buyer personas and develop

customer segments. The software enables banks to deeply understand customer goals, propensities, product affinities and actions with extensive dashboards, reports, a rule and KPI-based alert framework and productjourney management with next-best-action functionality. Banks can focusthese capabilities on stimulating sales of home equity, auto and education loans; retirement products; credit cards or productbundles. They can enhance loan on-boarding journeys, personalizeservice levels and reduce attrition. And they can streamline

customer facing operations.

• Increase cross sell and up-sell across customer base with personalized offers and experiences: View detailed customer profiles, dashboards and reports with predictive insights and real-time next-best-offers. Customer experience alerts let you understand when and a why customer is, or

a group of customers are having a service issue, applying for a loan or taking the next step in a

key process.

Business Benefits

CI&I for Banking helps banks attract,

retain and grow customer accounts

through a better understanding of engagement and experiences across

all physical and digital channels. It provides the insights needed to

redefine the banking experience in real-time, increase the effectiveness of marketing initiatives and

streamline customer-centric

operations. Benefits include:

• Differentiated customer acquisition with rich persona-

based marketing

• Deeper understanding of customer

goals, sentiments, propensities

and affinities

• Operationalized calls to action and recommendations to front-line systems and stakeholders

• Reduced customer churn, increased loyalty and larger share of wallet

• Improved customer experiences across connected customer journeys

• Shorter time to value with pre-

built analytics, open-source architecture, IoT-ready integration

and industry-specific dashboards,

on an extensible data analytics and APIs to simplify integration with 3rd party and customer facing applicationssystems and applications.

Figure 1: Dynamic customer segmentation

• Increase marketing efficiency and impact with better targeting: CI&I for Banking can perform principal component analysis across all levels of data maturity and customer attributes to create rich customer personas with deep visibility and insights about sentiments, propensities, product affinities, interactions and selling opportunities. These rich personas can be used to gain a deeper understanding of your audiences and generate persona-based segmentation lists for more targeted marketing.

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Figure 2: Examine customer profiles and scores

Figure 3: See all customer scores together

Figure 4: Create customer product journeys to drive cross sell and upsell Figure 5: Create process and sub-processesFigure 6: Select KPIs for alert setup

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CI&I Banking is built on a scalable foundation that readily integrates into existing IT environments. The CI&I Banking Platform is built using open source components such as Apache Spark and Hadoop and leveragesindustry-standard protocols such as PMML (Predictive Modeling Markup Language).

CI&I for Banking Functional Architecture

TCS Customer Intelligence & Insights for Banking Solution Brief

About TCS Digital Software & Solutions GroupTCS Digital Software & Solutions Group delivers on the promise of Connected Consumer Intelligence. Our experience working with the world's most successful enterprises drives the development of integrated software that helps them meet the higher expectations of today's wired consumers and citizens. With TCS DS&S Group software, organizations can design experiences that logically connect every touch point of the consumer's digital and physical journey.

To learn more:Visit : dss.tcs.comEmail: tcs.dssg@tcs.comBlog: Catering to the Connected Consumer

About Tata Consultancy Services Ltd (TCS)Tata Consultancy Services is an IT services, consulting and business solutions organization that delivers real results to global business, ensuring a level of certainty no other firm can match. TCS offers a consulting-led, integrated portfolio of IT and IT- enabled infrastructure, engineering and assurance services. This is delivered through its unique Global Network Delivery ModelTM , recognized as the benchmark of excellence in software development. A part of the Tata Group, India’s largest industrial conglomerate, TCS has a global footprint and is l isted on the National Stock Exchange and Bombay Stock Exchange in India.

For more information about TCS, visit us at www.tcs.com

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