Team Steelions present the digital strategy for Tata Capital to accelerate its growth by using digital solutions

1. TBLA
e-Commerce: Capitalizing on the
Potential, Driving Future Growth
Team Steelions
Akansha Nidhi
Ambarish Ambuj
Ashish Chhari
Alok Sharma

2. www.company.com
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By the time, we finish
1700 new users will connect to internet
2700 new users will start using smartphones
2000 new users will join social networking

3. www.company.comSource: Dell’s Digital Maturity Model, Dell World 2013
1 PHYSICAL
Digital
Informational
• Primarily physical
channels
• Digital channels for
information & alerts
2 ONLINE
Digital
Transactional
• Transactional
services
• Digital payments
Digital
Engaged
• Max. services
through digital
channels
• Channel
integration
• Concept branches
• Partial fulfillment
4 CONNECTED
Digital
Innovative
•24x7 access to all
services through
digital channels
•Focus on functional
innovations and
new operating
models
5 DIGITAL
Digital
Personalized
• Self Service
• Customer
enablement
• Basic social media
& analytics
• Online Chat
3 SELF SERVICE
Digital Maturity Model – Where are you?
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The Digital Landscape - Scope of Digitisation
• Website
• Online Product Videos
• Concise KYC
• Live Chat Support
• Virtual Tour
• Concept Branches
• Single Sign On
Cloud
• Mobile Apps
Integration
• Publish
• Like
• Share
• Discuss
• Blog
3
• Custom Account
Management
• Tracker (Loans)
• Tailored offers
• Cloud Computing
DegreeofDigitisation
Informative Transaction Collaborative Converging
Evolving Channels
First
Websites
1980s
E-
Commerce
1995
Social
Networks
2002-04
Mobile,
Interactive
Videos
2010-12
Converged
Applications
Converged
Devices
Converged
Network
Seamless
Experience
Converged
Content
2010-12
Delighted Customer

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Customer Decision Journey - Role of Digital
Selection Process Application Process After Sales
1. Detailed Product
Information
2. Online tutorials
3. White papers and
eBooks
1. Easy Application
Process
2. Live chat
3. Quick price quotes
4. Use digital
signatures
1. Real time analytics
2. Mobile App
3. Customer account
manager
4. Special Deals
Lucid
Fast
Response
Hassle
Free
4
1. Attractive Website
2. Social media
3. Deals and incentives
4. Explainer videos
1. Easy online
Application
2. EMI calculators and
upfront pricing
3. Mobile app
1. Fully loaded
Mobile App
2. Easy to customise
3. Real time analytics
4. Round the clock
chat
B2B
customers
look for
these
B2C
customers
look for
these
information

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Incremental changes can lead to better
customer experience
5

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Consumer Finance and Advisory Business
Sl.
No
Gaps Opportunity for
Improvement
1. Important Re-direction
links present at the
bottom of the page.
Should be at the top
for more customer-
visiblity.
2. Customer
Feedback/Forum link
missing from Home Page.
Customer
feedback – Easy
Navigation
3. No provision to compare
the products online.
Introduce Product
Comparator.
4. Product Details too
textual and
comprehensive.
Only USPs should
be highlighted.
5. Shortcut Menus don't
redirect to the product
website.
Redirection in
Minimum clicks
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Travel, Forex & Cards
 India's travel and tourism industry is expected to grow by 7.3 %
We Only Do What’s Right For You
• Interactive Travel Space missing
• No provision of online
customization of Flight/Holiday
Package/ Hotel booking
• No Intuitive services like –
Book hotel + Cab Services +Guide
• Unappealing GUI.
• Customer review / feedback
missing
• Pricing of Services not mentioned
online (Best Price Guarantee)
Vs.
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Social
Media
connect
Website Landing Page – Our Solution
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Success
stories

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Start 3 Minutes Application
Document Checklist
Apply Online
Simple & Informative Product Page
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Informative Services on Website
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Videos and Live Chat Support
Customers who make online
enquiries, expect a response within
an hour, and 88% say are highly
unlikely to make a purchase, if their
question goes unanswered *
* Source: The consequence of ignoring your customers, Conversocial Dec’11
Apply Online

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Step 1/7 (Online Application Page)
KYC
form
Assessment Portfolio
Fix a
meeting
Upload
documents
Checkout
Reports
DashboardApply Online
Back Next
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Step 2/7 (Online Profile Assessment)
Horizon
Goals
Expectation
Risk
Scenarios
KYC form Assessment Portfolio
Fix a
meeting
Upload
documents
Checkout
Reports
DashboardApply Online
NextBack
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Step 3/7 (Auto Portfolio Generation)
Suggested Portfolio Scenarios
KYC form Assessment Portfolio
Fix a
meeting
Upload
documents
Checkout
Reports
DashboardApply Online
NextBack
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Step 4/7 (Fix a meeting)
Choose a day and time for our agent visit at your place
KYC form Assessment Portfolio
Fix a
meeting
Upload
documents
Checkout
Reports
DashboardApply Online
NextBack
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Talk to our expert over Skype

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Step 5/7 (Upload documents)
Upload documents
No Thanks I will
do it Personally
KYC form Assessment Portfolio
Fix a
meeting
Upload
documents
Checkout
Reports
DashboardApply Online
NextBack
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Step 6/7 (Make Payment)
KYC form Assessment Portfolio
Fix a
meeting
Upload
documents
Checkout
Reports
DashboardApply Online
Back Next
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Step 7/7 (Reports and Analytics)
KYC form Assessment Portfolio
Fix a
meeting
Upload
documents
Checkout
Reports
DashboardApply Online
Back
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Mobile Application UI
My Account
Apply Online
Customer
Support
Information
My Portfolio
My Loans
My Cards
Loans
Wealth
Management
Cards
Travel
Social
Media
Tutorial
Videos
Market
Trends
Interest
Rates
Deals &
Discounts
Schedule an
Appointment
Branch
Locator
Live Chat

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The secret to driving meaningful traffic is to realise how to reach your customer’s
end and, most importantly, how they will reach you.
How far are we from our customers?
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Falling Behind with Competitors
Keywords: Page Rank
GOOGLE Search Page Rank
Car Loans
Securities
Travel
Commercial
Finance
1
>5
1
2
NA
>5
Wealth
Management
4
1
3
2
20Source: linksmanagement.com Focus on the RIGHT keywords!
How fast does tatacapital.com load?
Slow (1.943 Seconds), 69% of sites
are faster.
Very Fast (0.679 Seconds), 83% of
Sites are faster.
Tata
Capital
HDFC
Bounce Rate Daily Time on Site
HDFC.
Site Traffic Comparison
Global Rank
India Rank
Going from Page
Rank 9 to 1 can increase
your Traffic by
13 times.
FACT
Search Engine Optimisation
HDFC
Tata
Capitals

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Digital Marketing Channels –The Trend Setters
SEO is a free channel-very
low investment required,
High ROI obtained through
the SEM channel
Top
Searches
Google Ad
Words
SMS
Viral
Marketing
Rich Media
(MMS)
Low ROI, high volume
channel like Social Media,
Increases visibility.
Tweet
Share
Multimedia Blog
Adobe Marketing cloud
(Omniture) to tracks
visits/page views/ clicks
on the website
Bounce
Rate
Page Views
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Spams
Landing
Pages
Newsletter
Ad bars
ex- AdSense
Cost per
Action
Pay Per
Click
Videos
Banner
Ads

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Big Data Analytics – Realising the Future Growth
Analytics
Accenture says, 92% of the organisations that have implemented a
big data initiative are generating outstanding results
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Better
Customer
Segmentation
Insights
on Risks
& DSS
Reengineering
Products
Reduction
in
Transaction
Costs
Analytics
•Cross-Selling – Additional Products and Services based
on current purchases.
•Upselling- Upgraded and expensive Products
Predictive
Analysis
•Bounce Rate on Websites.
•Followers on Social Media.
•No. of Page hits and newsletters subscribers.
Portfolio
Analytics
•Insights on Customer Loyalty and Reward
Programs.
•Customer Preferences, Tailored Offers and
Discounts
Sentiment
Analysis
•Predictive Scorecards - likelihood of customers
defaulting on payments.
•By matching the location of registered mobile
phone with a credit card or debit card transaction.
Fraud
Detection
1/3rd of the Globally
stored information is in
the form of BIG DATA.
FACT
Don’t just collect data, Connect it.

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300
10K
2. Use of Creative images in
Post
What to do?
Social Media – The Game Changer
92 % marketers prefer Social Media Marketing Hub spot survey
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3. Using Social Influencers for your brand
a. Identify Social Influencers
b. Gain traction for your website with their
help
1. Integration of website
with Facebook using
F-Connect
Twitter-4k
Facebook-10L
Twitter-14k
Facebook-25L

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Social Media Tools
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Single dash
board for
multiple
channels
Engage your
employee
Performance
analytics

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Alliances – Partners for Future
Partner Segments Prospective Partners Benefits Realised
• Partner with e-commerce sites
and retail stores for Offers and
Discounts on Tata Cards
Increased Customer loyalty
and business
E-Commerce
• Blog Reviews of the Tata
Capital Products by Industry
Leaders and Social Influencer
Opinion Leaders
blogs.marketwatch.com Increased Social Reach
and Customer Awareness
Search engine Marketing on
Affiliate Websites to improve
visibility and to direct traffic.
Affiliates
High Customer
Acquisition
To provide support services
under Tata Capital Travel
Segment.
Other Services
Seamless New Business
Opportunities
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Risks of Digitization and Mitigation
- Obsolete Skills
- Excessive Digitisation
- Reliability of Critical Online
system
- Cyber Attacks, Phishing, Data theft
-
- Negative feedbacks/Reviews get
Viral
- Resistance to change
- Increase in e-waste and Techno crash
- Increase in consumption of Non-
Renewable Energy
Economic Risks
Technological Risks
Societal Risks
Environmental Risks
FRICTION POINTS MITIGATION PLAN
a. Focus on Skill based Training /
Change Management Strategies
b. Proper Market Research on
Products to be digitised
a. Server Mirroring to ensure
Business continuity
b. Robust Security Mechanism
a. Prompt response to customer
grievance
b. Tutorial Videos
c. Discounts and Offerings
a. Reusing and Recycling
b. Use of Renewable Sources of
Energy
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ROI Calculation for Digitization
Assumptions:-
1) At present, only 5% of total revenues is attributable to
digital products/ means.
2) Revenue purely from digital campaign is the difference of
projected revenue with digital campaign and revenue at
traditional CAGR
3) CAGR for offline has been considered 1% lower than the
last 3 year average owing to increased digitization
4) CAGR for digital products has been assumed 20-50%
(conservative figure from industry projection of 60-80%)
5) ROI is calculated based on additional revenue due to
digital campaign and total expenditure on digitization.
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Sector Revenues (Rs Crores) CAGR 2014 2015 2016 2017 2018 2019 2020 2021 2022
B2C 12 976 1,093 1,224 1,371 1,536 1,720 1,926 2,158 2,417
Conventional (95%) 11 927 1,029 1,142 1,268 1,408 1,562 1,734 1,925 2,137
Digital (5%) 49 59 79 119 178 240 288 346 415
Differential from digital -5 -3 15 50 82 96 113 135
B2B 4 1,270 1,321 1,374 1,429 1,486 1,545 1,607 1,671 1,738
Conventional (95%) 3 1,207 1,243 1,280 1,318 1,358 1,399 1,441 1,484 1,528
Digital (5%) 64 76 103 154 231 312 375 450 540
Differential from digital -2 9 44 104 166 209 263 330
Other Services 11 234 260 288 320 355 394 438 486 539
Conventional (95%) 10 222 245 269 296 325 358 394 433 477
Digital (5%) 12 14 19 28 43 58 69 83 99
Differential from digital -1 -0 4 13 21 25 30 37
Cost (Rs Crores) CAGR 2014 2015 2016 2017 2018 2019 2020 2021 2022
Website 25 3.09 6 8 9 12 15 18 20 21
Social Media 40 2.06 4 6 8 11 15 22 23 24
Mobile App 20 5.12 10 12 14 17 21 25 28 31
Total Revenue -8 6 64 166 270 330 406 502
Total Cost 20 25 32 40 51 65 70 76
Profit After Tax -28 -19 23 88 153 186 235 298
ROI (%) -142 -76 71 221 302 287 334 390

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 Wikipedia
 Investopedia
 www.tatacapital.com
 Webopedia
 www.forbes.com
 www.ibm.com
Our Reliable Sources - References
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