© 2014 Cognizant

© 2014 Cognizant

August-September 2014

3rd ANNUAL COGNIZANT BUSINESS

CONSULTING CASE COMPETITION

© 2014 Cognizant 2

2014 Cognizant Business School Case Competition Competition Judging Criteria

Category Criteria Round 1 Round 2 Round 3

Submission Quality Completion of competition entry, adherence to prescribed formats and rules

50 25 20

Originality / Creativity

Originality of idea and application of Code Halo concepts to solve a business or consumer problem

30 25 20

Business Viability

Can the use case be developed into a service offering given constraints of available technology? And executed with reasonable resource allocation?

20 25 20

Market Opportunity Potential market size for consulting services based on the Code Halo application

---- 25 20

Verbal Presentation Scoring

Quality of verbal presentation, ability of team to answer questions posed by judges

---- ---- 20

100 100 100

© 2014 Cognizant 3

2014 Cognizant Business School Case Competition Your Challenge

Develop a novel application of Code Halos to a business challenge facing one of the following industries:

• Retail & CPG • Manufacturing & Logistics • Banking & Financial Services

Your entry must address: • Data needs and privacy concerns • Feasibility • Business Benefit (to client) • Market Opportunity (market size for consulting services based on this

application)

How can Code Halos be applied to develop a solution to an organization within the selected industry? What problem is being addressed by your Code Halo? How? And

what is the business benefit?

© 2014 Cognizant 4

Team Registration Information

☒ Team Information

Team Name:

University:

Team Leader Name:

School Advisor: Email

Idea (Brief Description)

Industry (Please Select) *Please place an X in the column to

the left of the selected industry

Retail & Consumer

Goods

Banking &

Financial

Services

Manufacturing &

Logistics

First Name Last Name E-mail

Grad.

Year Phone Number Major(s)

1 First Name Last Name name@school.edu 2015 (xxx) xxx-xxxx Major 1

2

3

4

© 2014 Cognizant 5

Round 1: Abstract

• Abstract should be submitted in PowerPoint format

• Abstract should be no more than 4 slides (excluding title slides; do not include an Appendix)

• Abstract must address the following key questions: • Define the code halo

• What is the client, customer and/or consumer benefit?

• Abstract may include text and graphics as desired

© 2014 Cognizant 6

Round 2: Proposal & Business Case

• Proposal should be submitted in PowerPoint

format

• Proposal audience is Cognizant leadership

• Explain your application of Code Halos to the chosen

industry

• Explain data needs and possible privacy concerns

• Define the total market opportunity (market size)

• What is the potential of this consulting business application?

• Explain the feasibility of the solution

• Are the data and analytics capabilities required for this

solution feasible given market constraints?

© 2014 Cognizant 7

Sample Entry: Round 1 -- Abstract

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Team Registration Information

☒ Team Information

Team Name: Sample Code Halo Use Case Entry

University: Cognizant Business Consulting

Team Leader Name: N/A

School Advisor: N/A Email advisor@cognizant.com

Idea (Brief Description) Application of Code Halos to create private banking customer profiles to

identify future needs, business and relationship building opportunities.

Industry (Select) *Please place an X in the column

to the left of the selected industry

Retail & Consumer

Goods X

Banking &

Financial

Services

Manufacturing &

Logistics

First Name Last Name E-mail

Grad.

Year Phone Number Major(s)

1 First Name Last Name name@school.edu 2015 (xxx) xxx-xxxx Major 1

2

3

4

© 2014 Cognizant 9

Customer Halos in Private Banking: “Know Your Prospect”

ROUND 1: ABSTRACT │ Team Name: Sample Code Halo Use Case

CUSTOMER / PROSPECT

HALO

EMPLOYEE

HALO

PRODUCT HALO

Customer – Product – Employee Collision

Social profiles, age/

demographics, Financial

Information, risk profile,

Spend and lifestyle

pattern, transaction

history, hobbies/ interest

Products/ features,

investment sector,

investment horizon, style,

duration, risk factors

Products/Services

offered, Area of expertise

and investment style

Use Case Overview

• Private banking clients’ needs, interests, desires and extracurricular

activities will drive their desires with regard to investment types and

opportunities, engagement points and relationship styles

• Developing a comprehensive

profile of a potential client

allows the firm to match the

client with existing products

and the appropriate

investment manager to

maximize relationship

satisfaction and investment

potential

Customer, Product & Employee halos collision

© 2014 Cognizant 10

“Knowing Your Prospect” from identification through closing

ROUND 1: ABSTRACT │ Team Name: Sample Code Halo Use Case

Digital data

sources Context

Benefits

Scenario

• A global private bank wants to qualify a

repository of potential clients (Prospects)

and determine personalized approach to

improve the chances of conversions Synthesis

Build a virtual profile for the Prospect

Maintain virtual profile for existing Clients

Compare Prospect's profile with existing Client

profiles and identify the closest match

Identify Products that might suit the prospect using

Prospect – Client profile association

Also establish relationship between Prospects and

existing Clients – Circle of Friends

Higher conversion ratio from prospects to

customers.

Better customer experience with personalized

and contextual product offerings

Assign appropriate relationship manager on

customer profiles

Social /

Digital media

Prospect’s personal and

professional profile, Lifestyle

Information, Life Events. Personal

Beliefs, Political/Religious

affiliations, Professional

Membership Hobbies/ Interests

Internal

Systems

Existing Customer Profiles,

Relationship Managers List,

profiles, prospect summary

(including demography, age,

financial information etc.)

External

Agencies

Customer Credit Ratings External

Systems

Customer, Product & Employee halos collision

© 2014 Cognizant 11

“Know Your Prospect”: Tailored Investment Guidance

Mr. Peter, client of Bank A, is delighted to receive a gift coupon in his mail box for a

subscription to his favorite art magazine from the bank.

A renowned artist whom Peter admired was to visit the city for an art event, the

passes of which were available by invitation only. Bank A being one of the sponsors

of the event offered premium tickets to Peter for this event.

A week later, his Private Portfolio Manager comes for the quarterly portfolio review

meeting. The portfolio manager discusses with him possibilities of investment in

paintings and the returns that are possible, along with risk factors of such

investments

Using Peter’s consented access to his lifestyle data, the bank was able to analyze Peter's spending habits and inferred

that he was a frequent visitor to various museums and art galleries in the city. He also subscribed to art magazines and

visited exhibitions related to art & paintings

On Twitter, Peter was an avid follower of the

famous artist who was visiting the city

His Facebook page indicates his interest in

paintings

ROUND 1: ABSTRACT │ Team Name: Sample Code Halo Use Case

© 2014 Cognizant 12

Translating Customer Halo into Conversion: Benefit

Reach

Acquire

Retain / Engage

Grow

Use Case 1: Know your prospect

Higher Prospect

Conversion

ORGANIZATION’S BENEFIT

Customer

Life Cycle

Client Benefit Summary

• Analysis of client halo can help to identify high-value prospects and

classify them by investment interest, level of risk tolerance and qualify

them against the bank’s portfolio

• Better understanding of

prospect/product fit ensures

higher conversion and

reduces cost of client

acquisition

• Customer halo will identify

unique ways to generate

meaningful relationships with

the prospect based upon

common interests

Cost of

Client

Acquisition

Prospect

Conversion

Revenues

& Margin

ROUND 1: ABSTRACT │ Team Name: Sample Code Halo Use Case

© 2014 Cognizant