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IMPROVE ENGAGEMENT AND AMPLIFY LOYALTYCREATE THE DIGITAL JOURNEYS YOUR CUSTOMERS HAVE COME TO EXPECT

www.tatacommunications.com

BUSINESS IS CHANGING. ARE YOU?

Leading global analyst firm Deloitte says that

CIOs are “uniquely positioned to spearhead

digital initiatives, build IT capabilities, and

enhance competencies to meet current

business priorities”.1

To transform, you need to adapt and drive

change across four key areas. These are:

IT capabilities.

Leadership competencies and influence.

Talent and culture.

Technology solutions and investments.

As you do so, you have to consider not only

your team and your wider organisation, but

also your customer.

This is because as new technology allows us

to access the information we want, from

wherever we want, whenever we want it, our

expectations shift.

Your enterprise needs to meet these expectations.

Read ahead to find out how you can.

Digital has changed everything. If you want to survive, you need to transform too.

1Deloitte CIO survey, page 25. < HOME | PREVIOUS PAGE | NEXT PAGE >

According to a Deloitte survey, customers are currently the number one business priority –

57 percent of CIOs agreed.

1

2

3

4

There are three steps you can take in order to embrace digital disruption and meet those customer expectations.2

Let’s discover them.

THREE SIMPLE STEPS TO INNOVATION

< HOME | PREVIOUS PAGE | NEXT PAGE >2Deloitte CIO survey, page 41.

1 2 3

Consider how different business areas are using specific technologies. Then, think about how those solutions and ideas can connect.

Take this example: your Sales team is using big data to find out where prospects are in the buying cycle. Why not give Marketing access to this system, allowing them to produce better-targeted content?

This way, you’ll gain maximum return from your technology investments, while discovering new opportunities and gaps to be filled.

Understand your IT team’s skillset, and investigate ways to organise your people to support future modernisation.

You can achieve efficiency and cost savings across your entire enterprise by driving IT enablement with the people in place capable of doing so.

Explore innovative services

Move beyond traditional IT partnerships and consider innovative players and spenders.

Try to find those that will help you drive new ideas, and source or acquire additional capabilities.

Lead your team Connect the dots

TOMORROW’S EXPERIENCE, TODAY:BECOME THE UBER OR AIRBNB OF YOUR INDUSTRY

By following the above steps, you can begin to transform. And in doing so, you can open a realm of opportunity – working in new and innovative ways to differentiate yourself, like Uber and Airbnb have done in their spaces.

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According to Deloitte, the customer experience is one of three such areas of opportunity brought about by digital transformation.

Transform customer engagement

There are many ways in which digital transformation can improve your customer experience.

It can provide unprecedented insight into customer behaviour and preferences, and it can show the influence of each individual customer.

By integrating the entire business to create personalised and predictive experiences, you can demonstrate value at every customer touch point.

Analyst firm Gartner says that to do so effectively, you’ll need to implement a digital ecosystem.

That means using intelligence to connect customers, things, ecosystems and IT systems.6

This may sound complicated, but a partner like Tata Communications can help you to build a digital ecosystem with ease.

In fact, we’ve already done so for some of the world’s most pioneering organisations.

Here’s how...

Analyst firm Gartner says that you can create customer experiences with increased “stickiness” and brand adoption by unlocking the potential of the digital dimension.7

3Deloitte CIO survey, page 17. | 4Ibid. | 5Deloitte CIO survey, page 20. | 6Gartner CIO agenda, page 2. | 7Ibid.

Still:

• Only 26 percent of CIOs said their IT organisation’s skills in customer and digital experiences were above average or leading-class3.

• 52 percent stated they will be hiring for customer and digital skills in the next two years4.

• Less than half of CIOs are involved in customer experience and data analysis5.

Now’s your chance to get ahead of your peers and deliver a more seamless, interactive customer journey. Read ahead to discover how.

TOMORROW’S EXPERIENCE, TODAY:BECOME THE UBER OR AIRBNB OF YOUR INDUSTRY CONTINUED

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Driving massive growth in the mobile-messaging market for 2sms

2sms is a secure application-to-person (A2P) mobile-messaging services company that sends 1.7 million messages a month.

The company was looking for a strategic partner that could help it turn on rest-of-the-world traffic and spur global growth. This would see this figure rise to four million.

2sms chose to work with Tata Communications after hearing about our established relationships with mobile-network operators and peers worldwide.

The organisation now benefits from secure, low-latency communications and immediate delivery. It also feels more confident in growing globally.

Helping State Bank of India (SBI) impress its high-net-worth customers

State Bank of India (SBI), a member of the Fortune 500, is India’s oldest and largest public-sector bank and financial-services company. It serves 300 million customers through a nationwide network of more than 16,000 branches and 50,000 ATMs.

The organisation wanted to more comprehensively address the needs of its 200,000 high-net-worth individuals (HNIs).

With this in mind, it was keen to roll out a well-planned and quickly executed new service – SBI Exclusif – exclusively for this group.

The programme would give HNIs a personalised experience, offering instant access to relationship managers via video, voice and chat. It would also allow them to make investment decisions based on factors like portfolio recommendations, anticipated returns and appropriate risk.

SBI chose Tata Communications to help it plan, build and deploy the solution. In just 90 days, our skilled project-management and service-delivery team had created a cloud-based platform.

Jeff Bak, Vice President of Product Management for Mobility Signalling, Messaging and Broadband Management Services at Tata Communications, says: “We have relationships with over 50 percent of all mobile operators in the world.

“These mobile operators serve around 80 percent of all mobile-phone subscribers globally. That’s testament to the reliability and performance of our global network.”

TOMORROW’S EXPERIENCE, TODAY:BECOME THE UBER OR AIRBNB OF YOUR INDUSTRY CONTINUED

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The platform combines high-quality service capabilities for a superior, omni-channel customer experience, and:

• Seamlessly integrates with multiple internal SBI systems, including its website and mobile apps.

• Enables relationship managers to help customers remotely.

• Delivers video, voice and chat communication, with recording functionality.

• Tested well compared to others in the industry.

The project also helped SBI achieve a number of firsts:

• First Indian public-service bank to adopt a cloud-based contact centre.

• First omni-channel cloud contact centre in the Indian banking sector.

• First Cisco Remote Expert Mobile video cloud contact centre deployment in India.

Giving Voonik the edge in ecommerce

Voonik is India’s largest and fastest-growing fashion marketplace. It has built its own pioneering personalisation technology.

Customers express their preferences upon sign-up, and an intelligent system uses these – along with ongoing behaviour – to generate a highly tailored feed.

However, slow page-load times were tainting the exciting and innovative shopping service Voonik provides. Voonik turned to Tata Communications on its search for a reliable, scalable, secure technology model that would help it overcome these issues and support the company today and tomorrow.

We implemented a content delivery network (CDN) with Static Content Acceleration. This offers advanced functionality, like real-time metrics, in-depth actionable analytics and a fully customisable dashboard.

The solution has seen:

• 1.5-times download-speed improvement.

• 24/7/365 availability, with low latency and strong cyber security.

• A 5-10 percent increase in online sales from accelerated response times and higher customer satisfaction.

YOUR OMNI-CHANNEL OPPORTUNITYWith a digital ecosystem, you’ll be able to offer your customers the omni-channel experiences they’ve come to expect. And that should impress them enough to keep them.

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The stats don’t lie: companies with strong omni-channel strategies retain an average of 89 percent of their customers, compared to 33 percent for companies with weak strategies.

This is undoubtedly why:

• 26 percent of CEOs mentioned that their investment capital is being spent on omni-channel readiness.8

• 50 percent of organisations will redirect their investments to customer-experience innovations.9

There are two ways you can drive omni-channel experiences within your organisation:

Redesigning the customer journey

By measuring the customer journey rather than individual touch points, you can increase customer satisfaction by 56-117 percent.10

Introducing big data

75 percent of companies are investing, or planning to invest, in big data in the next two years.11

64 percent are doing so to improve the customer experience, and 47 percent for more targeted marketing.

Partner with Tata Communications, and you can do both effortlessly. Next, we’ll explore how.

8PwC and JDA Software 2016. | 9Gartner, June 2015. | 10McKinsey, September 2015, 2016. | 11Gartner, September 2015.

RISE TO THE CHALLENGE

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Tata Communications can help you create a digital ecosystem that provides your customers with omni-channel experiences.

We’ll help you overcome these challenges you may currently face when trying to do so:

Consistency of experience

You want to ensure your customers are satisfied across every channel, from social media and email to video and chat.

However, it can be difficult – and even harder to achieve consistently across regions – with unpredictable and disconnected performance.

It can seem nigh-on impossible with no consolidated reporting to show you where the issues lie.

We offer a feature-rich customer-experience suite that covers all your channels. This suite rides on a reliable global network and infrastructure.

It’s integrated, it’s scalable, and it guarantees fast issue resolution.

Customer segmentation

It’s time to get personal. By learning about each individual customer, their behaviours and their needs, you can deliver customised and contextual experiences.

You can’t do so, however, if you’re working across disparate platforms.

We can empower you to provide the tailored service today’s consumers expect.

Firstly, we offer automatic prioritisation based on built-in logic. In simple terms, we route calls to best-qualified agents.

Secondly, we offer real-time response capabilities across Web Real-Time Communications (WebRTC) and SMS.

RISE TO THE CHALLENGE CONTINUED

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Disjointed multi-vendor infrastructure

Do you have customers in different regions across the globe? If so, you’ll no doubt understand how hard it can be to offer stable support and features in every location.

This could be because your problem resolution is slow. You might have multiple vendors and outsourcing partners across each layer of your stack. Or you may simply face complex regulatory issues.

Whatever the situation, we can make things easier.

We do so by enabling you to manage your workloads more effectively, and to monitor your usage, policies and bills via an intuitive online portal.

Plus, we have in-country personnel support that can help you to maintain compliance with all global regulations.

We also have single-view network reporting, to give you complete visibility across every one of your channels.

Demand for real-time customer service

Your customers are used to receiving what they want, when they want it. That includes customer service.

They want real-time dashboards that give them the ability to review everything from the status of their networks to their security – with immediate access, and instant updates if something goes wrong.

If you can’t deliver this as part of your standard offering, they may look elsewhere. And in an era where your competitors are just a click away, they may even leave.

Tata Communications gives you the agility, flexibility and speed to provide even the most demanding customers with the real-time customer service they expect.

WHY PARTNER WITH TATA COMMUNICATIONS FOR DIGITAL TRANSFORMATION?Creating a truly unified collaboration environment can be complex, and needs to be underpinned by solid infrastructure and mobility.

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At Tata Communications, our approach is centred around understanding the current footprint of your communications estate and building a phased roll-out of new tools and technologies – while minimising disruption and leveraging cost savings along the journey.

Guaranteed service quality

Work with us, and you’ll enjoy a fully managed service, a single point of contact and guaranteed end-to-end service level agreements (SLAs).

What’s more, we have more than 200 experts at our operations centres, who provide round-the-clock monitoring of your network, data centre, cloud, voice, video, contact centres and application-programming interfaces (APIs). We proactively identify 90 percent of issues before they have an impact.

That means you can have complete peace of mind that your technology will be running at 99.982 percent uptime.

Global reach

We’re the number-one international voice carrier, and the only Tier 1 provider in the top five on five continents by internet routes.

We have the largest signalling network for direct Mobile Messaging Exchange (MMX) reach; 600 global roaming partnership agreements; and an ever-increasing internet backbone capacity, spanning more than 240 locations.

Wherever you’re located, we’ve got you covered.

Increased ROI

Not only can we enable you to gain maximum return from your technology investments today, but we can also prepare you for those you may wish to make tomorrow. One example of this is cloud deployments.

We offer modular and pre-integrated solutions in a pay-as-you-go pricing model. We give you the ability to scale up or down based on your current and future business needs. And we don’t require any upfront investment.

Still, we’ll have you set up and ready to go in as little as three months.

Secured network

Your security is our priority. That’s why we have globally distributed cloud-based security services.

We’re ISO 27001 certified too, with more than 20 certified engineers and access to more than 21 scrubbing farms.

Our unified communications and collaboration (UCC) portfolio

carries more than 55,000 WebEx meetings and more than 200 million minutes of phone calls per month.

99 percent of these are carried out on time, with zero degradation.

Partnerships

We work with world leaders to create a customisable menu of services.

This includes Cisco, Calabrio, Sightcall, and a vast selection of global roaming MNO companies.

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OUR SERVICES

PROGRAMME MANAGEMENT AND SERVICE DELIVERY

Give your projects the best start – and finish – with our expertise and proven methodologies.

From the day you choose us, until your project’s completion and beyond, a qualified Tata Communications champion will be looking after your interests. They’ll liaise with our team and third-party vendors to keep you on track and on budget.

Giving you full visibility of your project, with online digital project tracking, analytics and dynamic service updates, we’ll seamlessly integrate multiple business processes to deliver an error-free operational model.

We do this by excelling in the following five areas:

Get outstanding support from a service management team that’s your voice in our organisation.

You’ll have access to advanced IT services and expertise, so you can stay ahead of the game. Our big-data analytics platforms will measure your performance, and provide a 360-degree ‘Voice of the customer’ view – so we always know what’s going on in your business, and can adapt accordingly. Our certified service specialists will monitor your networks and keep you in the loop about next-generation products, so you can seize new opportunities.

SERVICE MANAGEMENT

We’re here for you, whatever it takes.

We’ll help you:

Simplify your complex environment.

Revolutionise how you work.

Discover what you need and refine what we offer, so we can exceed your expectations.

Take complete responsibility for your operational performance.

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OUR SERVICES CONTINUED

Our staff score five out of five in satisfaction surveys at least 80 percent of the time.

ADVANCED SOLUTIONS DELIVERY

Choose an end-to-end life-cycle service for large, critical projects – taking the pain out of business transformation.

However big your deployment, we make it simple. We’ll be your one global partner, giving you a 360-degree view at each point. You’ll get a dedicated team of experienced specialists. They’ll act as your point of contact and ensure a seamless transition. And you’re in control, every step of the way.

SERVICE ASSURANCE

Stay one step ahead with our comprehensive, always-connected support services.

With our proactive, reactive and expert-led support services, we’ll spot issues before they happen. Leveraging on predictive analytics, we monitor your networks around the clock and catch issues before they escalate. Our intelligent ticketing system, which uses a dedicated Application Program Interface (API) and machine-to-machine interaction, ensures you get the right expert to help. Our intuitive Self Care Portal and certified network experts give your business the comprehensive support it needs.

Drive your operation forward with best-in-class, personalised support services.

You can choose from three support options to fit what your business needs. Our Resident Engineer, Customer Support Analyst and Dedicated Support Desk Services bring best-in-class solutions and subject matter experts right into the heart of your business, ensuring you get the most from your communications portfolio.

PERSONALISED SUPPORT SERVICES

For more information, visit us at www.tatacommunications.com

© 2017 Tata Communications. All Rights Reserved. TATA COMMUNICATIONS and TATA are trademarks of Tata Sons Limited in certain countries.

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Deliver a better customer journey across each channel and every device

This eBook is just one in our series about how digital transformation can improve the way you work.

Take a look at the others today:

Get productive. Get efficient. Get ahead.

Improve collaboration

between your

users and systems to

become more productive

and efficient. Read more

Threats have changed. Has your business?

Guarantee that your most

important assets are

protected with futureproof

security solutions. Read more

Digital transformation and the borderless enterprise

Expand into new markets

and develop new revenue

steams globally. Read more