TBLA 2015 - Team Steelions

TBLA e-Commerce: Capitalizing on the Potential, Driving Future Growth

Team SteelionsAkansha Nidhi

Ambarish AmbujAshish Chhari

Alok Sharma

www.company.com1

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

www.company.comSource: Dell’s Digital Maturity Model, Dell World 2013

1 PHYSICAL

DigitalInformational• Primarily physical channels

• Digital channels for information & alerts

2 ONLINE

DigitalTransactional• 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?

2

www.company.com

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

Deg

ree

of D

igiti

satio

n

Informative Transaction Collaborative Converging

Evolving Channels

First Websites

1980sE-

Commerce

1995

Social Networks

2002-04Mobile,

Interactive Videos

2010-12Converged

Applications

ConvergedDevices

ConvergedNetwork

Seamless Experience

ConvergedContent

2010-12

Delighted Customer

www.company.com

Customer Decision Journey - Role of Digital

Selection Process Application Process After Sales

1. Detailed Product Information

2. Online tutorials3. White papers and

eBooks

1. Easy Application Process

2. Live chat3. Quick price quotes4. Use digital

signatures

1. Real time analytics2. Mobile App3. Customer account

manager4. Special Deals

Lucid Fast Response

Hassle Free

4

1. Attractive Website2. Social media 3. Deals and incentives4. Explainer videos

1. Easy online Application

2. EMI calculators and upfront pricing

3. Mobile app

1. Fully loaded Mobile App

2. Easy to customise3. Real time analytics4. Round the clock

chat

B2B customers look for these

B2C customers look for these information

www.company.com

Incremental changes can lead to better customer experience

5

www.company.com

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

6

www.company.com

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.

7

www.company.com

Social Media

connect

Website Landing Page – Our Solution

8

Success stories

www.company.com

Start 3 Minutes Application

Document Checklist

Apply Online

Simple & Informative Product Page

9

www.company.com

Informative Services on Website

10

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

www.company.com

Step 1/7 (Online Application Page)

KYC form Assessment Portfolio Fix a

meetingUpload

documents CheckoutReports

DashboardApply Online

Back Next

11

www.company.com

Step 2/7 (Online Profile Assessment)

Horizon

Goals

Expectation

Risk

Scenarios

KYC form Assessment Portfolio Fix a meeting

Upload documents Checkout

ReportsDashboardApply Online

NextBack12

www.company.com

Step 3/7 (Auto Portfolio Generation)

Suggested Portfolio Scenarios




NextBack

13

www.company.com

Step 4/7 (Fix a meeting)

Choose a day and time for our agent visit at your place




NextBack

14

Talk to our expert over Skype

www.company.com

Step 5/7 (Upload documents)

Upload documents

No Thanks I will do it Personally




NextBack

15

www.company.com

Step 6/7 (Make Payment)




Back Next

16

www.company.com

Step 7/7 (Reports and Analytics)




Back

17

www.company.com

Mobile Application UI

My Account

Apply Online

Customer Support

Information

My Portfolio

My Loans

My Cards

Loans

Wealth Management

Cards

TravelSocial Media

Tutorial Videos

Market Trends

Interest Rates

Deals & Discounts

Schedule an Appointment

Branch Locator

Live Chat

www.company.com

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?19

www.company.com

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

www.company.com

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

www.company.com

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

22

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 ProductsPredictive

Analysis•Bounce Rate on Websites.•Followers on Social Media.•No. of Page hits and newsletters subscribers.

PortfolioAnalytics

•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.

www.company.com

30010K

2. Use of Creative images in Post

What to do?

Social Media – The Game Changer92 % marketers prefer Social Media Marketing Hub spot survey

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3. Using Social Influencers for your branda. Identify Social Influencersb. Gain traction for your website with their help

1. Integration of website with Facebook using F-Connect

Twitter-4kFacebook-10L Twitter-14k

Facebook-25L

www.company.com

Social Media Tools

24

Single dash board for multiple

channels

Engage your employee

Performance analytics

https://www.addvocate.com/home/

www.company.com

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.

AffiliatesHigh Customer

Acquisition

To provide support services under Tata Capital Travel Segment.

Other Services Seamless New Business

Opportunities

25

www.company.com

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 Strategiesb. Proper Market Research on Products to be digitised

a. Server Mirroring to ensure Business continuityb. Robust Security Mechanism

a. Prompt response to customer grievance

b. Tutorial Videosc. Discounts and Offerings

a. Reusing and Recyclingb. Use of Renewable Sources of

Energy

26

www.company.com

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 CAGR3) CAGR for offline has been considered 1% lower than the last 3 year average owing to increased digitization4) 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 2022B2C 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 2022Website 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

www.company.com

www.company.com

Wikipedia

Investopedia

www.tatacapital.com

Webopedia

www.forbes.com

www.ibm.com

Our Reliable Sources - References

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http://www.tatacapital.com/

http://www.forbes.com/