Reaching larger audiences with digital.
Tata Capital saves 45% of time for go-to-market strategy with Adobe Experience Cloud.
Create a mechanism that offers similar content experience across devices
Curtail the time taken for SEO recommendations
Reduce the time taken to upload content on different Tata Capital platforms
Achieves 900% growth in website traffic boosted by faster SE recommendations
Created a content mechanism that helps in reaching customers across devices with a mobile-first approach
Increased the number of monthly visitors from 2.5 lakhs to 25 lakhs
Created a central repository that reduced go-to-market timeframe by 90**%**
Learning business and driving customer service in the new normal
The coronavirus pandemic which induced lockdown in India in 2020 forced some businesses to shut down and others to adopt the much-needed digital route. Hyper-personalisation of customer outreach took the driver’s seat so that each message is delivered to reduce the clutter amid the crisis and confusion.
Amongst all the sectors, financial services is one which is governed by personal touch points to develop customer trust in the product and services of a brand. However, in the new normal, brands had to quickly pivot to a completely digital environment to ensure zero lapses in in customer service. Tata Capital was facing similar challenges of ensuring continuity of business and at the same time driving customer centricity.
Formed in 2007, Tata Capital is the flagship financial services company by the Tata Group, one of the largest multi-industry business conglomerates. Tata Capital and its subsidiaries provide a wide array of products and services across commercial finance, infrastructure finance, wealth management, consumer loans, and distribution and marketing of Tata Cards.
As one of the most trusted and customer-centric financial solutions partners in India, Tata Capital had to swiftly find solutions that included driving customer service through WhatsApp and chatbots. The company’s 15 websites needed to be optimised to deliver content with a clear call to action and engagement at the same time. This required a robust content management system along with strong analytics support and Adobe Experience Cloud offered just that.
“We leveraged Adobe Experience Manager to become the first brand to introduce the moratorium EMI calculator for our customers. This helped us become the most visited webpage in Google’s search engine for moratorium related queries during the first lockdown.”
Senior Vice President-Digital, Tata Capital
With the introduction of the Equated Monthly Installment (EMI) moratorium, came a huge influx of queries and doubts around the process and its implications by various customers. To address this, Tata Capital created additional pages on its website with the help of Adobe Experience Manager that captured FAQs on moratorium as well as a moratorium EMI calculator for its customer.
“Being one of the early adopters of enterprise-grade experience management solutions, we leveraged Adobe Experience Manager to become the first brand to introduce the moratorium EMI calculator for our customers. This helped us become the most visited webpage in Google’s search engine for moratorium related queries during the first lockdown,” says Kaushik Chakraborty, Senior Vice President-Digital, Tata Capital.
Tata Capital also leveraged Adobe Target, which played a crucial role in driving data backed decisions to ensure an optimal and targeted consumer outreach. Sharing his views on the use of Adobe Target, Chakraborty says, “With the help of Adobe Target, we were able to run and experiment with AB tests, which gave us higher conversion rates and enabled us to drive decisions based on solid consumer data.”
Single platform for faster go-to-market at a lower cost for new content
The lending process in India is majorly done through face-to-face interactions, however in the last few months, Tata Capital has built a much-advanced infrastructure on existing layers to ensure that there is a seamless digital experience for its customers. This required creating new pages on the website, adding more content, and ensuring timely delivery of technology to make these pages live.
The implementation of Adobe Experience Manager Assets and making it a single source of content for all Tata Capital web platforms has been a key factor in bringing forth the right experience for each user visiting the website. Not only this, with the use of Adobe’s digital asset management (DAM) system, Tata Capital was able to bring faster workflow for landing pages.
“Our go live timeline is much faster as compared to the overall market. With Adobe Experience Cloud we are equipped with smart tools and automation to quickly source, optimise, and deliver digital assets across different channels and audiences.”
Senior Vice President-Digital, Tata Capital
Tata Capital has 15 websites and all were on different platforms, which means to make even a small change like updating a logo, the team would have to go through 15 different vendors. As a result, Tata Capital had to spend six to seven resources on each change and the go live timelines were dependent on the slowest vendor. All this was resulting in much longer timelines and higher cost to make any changes.
With the implementation of Adobe Experience Manager Sites, Tata Capital has been able to bring all 15 websites under one tool and vendor. Therefore, a project which would earlier take six to seven resources can now be managed by a single resource. This shift has helped Tata Capital bring down the costs significantly. In the current scenario, where time is of the essence for the success of any business, implementation of Experience Manager has helped Tata Capital reduce the go live timelines by as much as 90%.
Adding his views on creating a centralised repository, Chakraborty says, “Not only we have been able to bring down our timelines significantly since centralising the content repository with Adobe Experience Manager, but we have also been able to bring down our costs significantly. Today, our go live timeline is much faster as compared to the overall market. With Adobe Experience Cloud we are equipped with smart tools and automation to quickly source, optimise, and deliver digital assets across different channels and audiences.”
“Sharing SEO recommendations earlier would take a lengthy process as they generally go through a long cycle of tech changes. Implementation of Adobe Experience Manager has helped us with a 900% increase in the number of visitors on our website.”
Assistant Vice President-Digital, Tata Capital
Leveraging faster SEO recommendation and device centricity
At approximately 40% penetration, India has close to 700 million Internet users and the urban-rural divide is reducing with each passing day with India’s rural areas driving the country’s digital growth. Therefore, brands today need fast and unique solutions to engage a greater number of audiences.
The path to winning new customers is closely linked to the success of the SEO campaigns driven by individual brands. Tata Capital choose to implement Adobe Experience Cloud more than two-and-a-half years ago. Tata Capital, with the help of Adobe Experience Manager, has been able to bring website consolidation across platforms to reduce the lead time required in SEO recommendation by 45%. Before implementation of Adobe Experience Manager, Adobe Analytics, and Adobe Target, the monthly visitors on the webpage were just over 2.5 lakh users as compared to 2.5 million currently.
Talking about the benefits of implementing Adobe Experience Cloud, Chakraborty says, “Our website traffic got a boost of over 70% within six months of implementing Adobe tools. Sharing SEO recommendations earlier would take a lengthy process as they generally go through a long cycle of tech changes. Implementation of Adobe Experience Manager has helped us with a 900% increase in the number of visitors on our website.”
Another reason Tata Capital accomplished such effective results was the partnership with Tekno Point, which helped in setting-up and using end-to-end functionality of Adobe Experience Cloud applications and zero downtime on Adobe Experience Manager. Tekno Point also helped Tata Capital in building a dashboard and analytics report, which helps in identifying and focusing on the right areas of improvement.
Sharing views on the partnership with Tekno Point, Chakraborty says, “Tekno Point has been instrumental in helping us realise the maximum potential of Adobe Experience Cloud. Their deep understanding was pivotal in making the applications live within four months of implementation. Our partnership with Tekno Point played a very crucial role in making the EMI moratoriums go live across our platforms within two days.”
For Tata Capital, Adobe Experience Manager and Adobe Target have helped in putting the right messages to the right segment of users with the help of personalisation that is driven based on the data gathered from Adobe Analytics. With the transformed digital experience, most of Tata Capital services and processes are operating seamlessly through various digital touchpoints.