The Consulting Simulation Room
Digital Transformation Cases

TCS Phygital Banking Projects

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TCS Phygital Banking Projects - Interactive Case Interview

Phase 1: Case Opening & Structuring

5:00 remaining
Sarah Chen, Partner
Good morning! I'm Sarah, a Partner in our Digital Strategy practice. Today we'll be discussing a case involving TCS and their phygital banking initiatives. Let me give you some context.

Client Context

Tata Consultancy Services (TCS) is working with a leading Indian bank with 50 million customers and 2,500 branches nationwide. The bank wants to develop a "phygital" strategy - seamlessly integrating physical and digital banking experiences.

Current Banking Channel Usage
Channel Transaction Volume Customer Satisfaction Cost per Transaction
Branch 35% 4.2/5 $4.50
ATM 25% 3.8/5 $0.85
Mobile App 30% 3.5/5 $0.10
Web Banking 10% 3.9/5 $0.25
Digital Banking Market Trends
  • 📈 Digital transaction volume growing at 35% CAGR
  • 👥 60% of customers prefer hybrid banking experiences
  • 💰 Banks investing $2.5B annually in digital transformation
  • 🏆 Leading banks achieve 70% digital adoption rates

The Challenge

The bank's CEO has asked TCS to develop a comprehensive phygital transformation strategy that will:
• Reduce operational costs by 30% over 3 years
• Improve customer satisfaction to 4.5/5 across all channels
• Achieve 60% digital adoption while maintaining branch relevance
• Create new revenue streams worth $100M annually

Select Your Framework

Digital Transformation Framework

• Customer Experience Layer
• Process Digitization
• Technology Infrastructure
• Data & Analytics
• Change Management

Value Creation Framework

• Cost Optimization
• Revenue Enhancement
• Risk Mitigation
• Customer Value
• Operational Excellence

Customer Journey Mapping

• Awareness & Discovery
• Onboarding
• Transaction & Service
• Support & Resolution
• Loyalty & Advocacy

Phase 2: Information Gathering

3:00 remaining
Sarah Chen, Partner
Good framework choice. Now, what information would you need to develop your recommendations? You can ask me 3-5 clarifying questions.

Select Your Questions

Choose wisely - each question reveals different data paths and impacts your score.

  • What are the key customer segments and their channel preferences?
  • What is the current technology infrastructure and its limitations?
  • How do competitors approach phygital banking?
  • Are there any regulatory constraints on digital banking?
  • Which branches are most/least profitable and why?
  • What digital capabilities does the bank currently lack?
  • What is the available budget for transformation?
  • How ready are employees for digital transformation?

Phase 3: Quantitative Analysis

8:00 remaining
Sarah Chen, Partner
Let's dive into the numbers. Based on your questions, here's the data you'll need to analyze.
Customer Segment Analysis
Segment Size (M) Avg. Balance Digital Adoption Branch Visits/Year Revenue/Customer
Digital Natives (18-35) 20 $3,000 85% 2 $150
Professionals (35-50) 15 $25,000 60% 6 $800
Affluent (50+) 10 $75,000 30% 12 $2,000
Mass Market 5 $1,000 40% 8 $50
Phygital Investment ROI Calculator

Expected Benefits:

Cost Savings (Branch Optimization) $0M
Digital Revenue Growth $0M
Efficiency Gains $0M
Total ROI 0%
Branch Transformation Analysis

Calculate the optimal branch footprint:

Recommended Configuration:

Traditional Branches: 750
Digital Kiosks: 1,000
Flagship Experience Centers: 50
Branches to Close: 700

Phase 4: Qualitative Insights

5:00 remaining
Sarah Chen, Partner
Good analysis. Now, let's synthesize your findings into key insights and prioritize implementation areas.

Key Success Factors

Phygital Banking Success Drivers

Seamless Integration

Customers should experience consistent service across all channels with unified data and processes.

Human + Digital

Combine human expertise for complex needs with digital efficiency for routine transactions.

Data-Driven Personalization

Use analytics to predict customer needs and provide proactive, personalized services.

Prioritization Exercise

Drag and rank these initiatives based on impact and feasibility:

Mobile-First Strategy - Redesign app, add 50+ features
Branch Transformation - Convert 1,000 branches to digital kiosks
AI & Analytics Platform - Predictive analytics for personalization
Employee Upskilling - Train 20,000 staff on digital tools
Fintech Partnerships - Integrate with payment/lending platforms

Implementation Risks

Phase 5: Final Recommendation

1:00 remaining
Sarah Chen, Partner
Excellent work so far. Now, please present your final recommendation. You have 60 seconds to structure and deliver your recommendation to the client's CEO.
Structure your recommendation:
1. Executive summary (1-2 sentences)
2. Key recommendations (3-4 bullet points)
3. Expected impact and timeline
4. Critical success factors and next steps

Your Recommendation

Quick Reference: Key Numbers
  • • Investment needed: $50-75M
  • • Implementation: 3 years
  • • Cost savings: $120M/year
  • • Revenue growth: $100M/year
  • • ROI: 180% over 5 years
Success Metrics
  • • Digital adoption: 60%+
  • • Customer satisfaction: 4.5/5
  • • Cost per transaction: -70%
  • • Branch productivity: +40%
  • • New revenue streams: 3-5

Case Complete!

Here's your performance summary

0
Final Score / 100
Case Structuring 0/20
Information Gathering 0/15
Quantitative Analysis 0/30
Qualitative Insights 0/20
Final Recommendation 0/15
Sarah Chen, Partner
Thank you for your thoughtful analysis...
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