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 emerging agile competitors are making it harder for banks to attract, retain and grow today’s digitally empowered customers.

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

For banks to thrive, they must understand andengage with customers in more meaningful waysthat address holistic goals with timely contextualoffers and personalized service. Instead ofreacting 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

dss.tcs.com

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 connectedexperiences. 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.

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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 platform, users can develop additional use cases for all their analytic needs.

CI&I for Banking uses analytics to derive insights from customer data, helping you understand customer needsand predict the best form of interaction across all physicaland 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, personadiscovery, segmentation, scoring and customer product journey tools to deliver insights and analysis. Customizable KPI-based alerts and system generated next-best-offers help engage customers and deliver personalized experiences. Banks can optimize on-boardingjourneys, retain and sell more to current customers, attract and acquire new customers and drive operational efficiency. They can identify and capitalize onopportunities faster and provide superior experiences at every point of customer interaction.

CI&I for Banking lets 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&IBanking Platform – a big data analytics 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, all built with open source components and a broad set of APIs and data connected for easy integration to other production systems and apps (such as CMS, CRM 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’sprofile, accounts, activities, offers, preferences, loyaltyinteractions and selling opportunities.

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

• Digital Persona Discovery and Analysis: Automatic andcustomizable persona discovery of your mostdifferentiated customer types.

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

• Customer Product Journey Experience: Visibility andtracking of customer on-boarding journeys and metricsacross product mix.

• Next-best Offers/Next-best Actions: Model-drivenrecommended actions and offers for retention, upsell andcross sell opportunities.

• Event-based Marketing: Perform personalized marketingby configuring and tracking customer financial and lifeevents for segmentation and reporting.

• Customer Segmentation: Customizable customersegmentation capabilities for exporting targeted customerlists for marketing.

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

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

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

• Call to Action: Configurable calls to action for notifyingfront-line systems for managers, tellers and call centers ofrecommendations for targeted actions and offers to driveimproved customer-centric operations.

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Business Use Cases

CI&I for Banking uses advanced analytics and decision rules to uncoverdifferentiated 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 product journeymanagement with next-best-action functionality. Banks can focusthese capabilities on stimulating sales of home equity, auto and 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 upsell across customer base with personalized offers and experiences:

View detailed customer profiles, dashboards and reports with predictive insights about next-best-

offers. Customer experience alerts let you understand when and a why customer, 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

Helps banks attract, retain and

grow customer accounts through

better understanding, engagement

and experience across all physical

and digital channels. CI&I for

Banking provides the insights

needed to redefine the banking

experience, increase the

effectiveness of marketing

initiatives and streamline

customer-centric operations.

• 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

• Short time to value with pre-

built analytics, open-source

architecture, IoT-ready

integration and industry-

specific dashboards, on an

extensible data analytics

platform with simple API

integration to other production

systems and applications.

Figure 1: Dynamic customer segmentation

• Increase marketing efficiency and impact with bettertargeting: 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. Use these 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. It is built using

open source components such as Apache Spark and Hadoop and leverages industry-standard protocols such as

PMML (Predictive Modeling Markup Language)

About TCS Digital Software & Solutions GroupTCS Digital Software & Solutions Group delivers on the promise of Connected Consumer IntelligenceTM.. 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.

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 listed on the National Stock Exchange and Bombay Stock Exchange in India.

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CI&I for Banking Functional Architecture