Creationg Customer Value at TCS
Creationg Customer Value at TCS
Creationg Customer Value at TCS
The IT industry has its wings all over but to be the swan in the pack of ducks
a niche quality needs to be adopted. Considering the present market
sentiments where the customer is the ‘King’ what is more appropriate than
to have considerable efforts put in for Creating Customer Value.
• Waterfall model – systematic flow for the project and analysis at each
stage.
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• TQM – Their Quality Management processes to ensure that the service
they deliver has minimal defects.
Lastly some of our recommendations have been included for TCS which will
help it to maintain its position of the ‘GLOBAL TOP 10’ in this era of constant
challenges in speed and innovation.
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INTRODUCTION
Tata Consultancy Services (TCS) was established in the year 1968 and is
considered a pioneer in the Indian IT industry.
About TCS
TCS is one of the largest IT Company & Largest software exporter in India. It
is the first Company in the world to receive an integrated Enterprise wide
CMMI Level 5 and PCMM Level 5 assessment. It has the largest Research &
Development Centre, and also the largest Training center- which has the
ability to train 1000 people at a time.
VISION
Global Top 10 by 2010
MISSION
To help customers achieve their business objectives, by providing
innovative, best-in-class consulting, IT solutions and services.To make it a
joy for all stakeholders to work with us.
VALUES
Leading change, Integrity. Respect for the individual. Excellence. Learning
and sharing
Corporate Information
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Revenue of $6.0 billion (fiscal year ending 31 March, 2009).
Awards
TCS tops the DataQuest DQTop20 list of IT Services providers in India for
2008
TCS awarded top position in 2007 "Global Services" 100 ‘Top 10 Best
Performing IT Services providers’ category
SERVICE PORTFOLIO
Engineering &
Asset Based
IT Services Industrial
Services Solutions
IT Global
Infrastructur BPO
e Services Consulting
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Energy&
utilities RevenuefromIndustryVertical
3%
Transportation
3% Others
Retail 9% BFSI
7% 42%
Life Sciences
and Healthcare Telecom
4% 17%
Manufacturing
15%
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MARKET ANALYSIS OF TCS
Measurement Solution
TCS Code Generator
Framework
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SWOT Analysis
Strengths
Weaknes
s
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Opportuniti
Threats
es
Opportuniti
Opportunitie
es
s
Threats
Value is created when: (value of solution provided minus its cost) >
(value of next best alternative minus its cost). Value arises from the
way one works or from the unique aspects of the solution provided
Organisation Chart
Companies who believe the customer is the only true “profit centre”
consider the traditional organisation chart as shown above – a pyramid with
the president at the top, management in the middle, and frontline people
and customers at the bottom. This approach has become obsolete.
Successful companies invert the chart. At the top are customers; next in
importance are frontline people who meet, serve and satisfy customers;
under them are the middle managers whose job is to support the frontline
people so they can serve customers well; and at the base is top
management whose job is to hire and support good middle managers.
Paradigm shift
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We have already seen in the above diagram that customer has become the
main priority for any business. The customers today have changed from:
• Increased globalization
• Trends towards decentralization
• Proliferation of interactive digital media channels, social networks,
mobile messaging devices, and online communities
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Traditional frame of reference for Value Creation:-
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TCS being a part of a IT services industry faces the industry norm of
billing the client per day for the services provided by its employees. This in
turn puts more weight on analysing four voices of an organization i.e. ‘voice
of shareholder, employee, customer and technology’.
The idea is to challenge the conventional ways of thinking and to give shape
to the key drivers of change through realistic listening and dialoguing.
These looked at what TCS was and what they wished to be, their
competition, changes and challenges with regard to their business models,
technologies, products and support functions.
The scenarios addressed the nature of the struggle the organization would
go through and etched out realistic possibilities based on present factors.
• Wealth creation
• Factors which will enhance productivity and enhance the feeling of being
valued
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With this view to attain better alignment and balance, a need was felt to re-
look at a few organizational processes and systems, for instance, the
performance management and appraisal system at TCS.
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Voice of Knowledg
Shareholder e
Cash
Generation
Employee Customer
Satisfaction Satisfaction
Index Index
Voice of Voice of
Shareholder Voice of New Shareholder
Technology Competencies
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Voice of Customer
To follow the waterfall model, one proceeds from one phase to the next in a
purely sequential manner. For example, one first completes requirements
specification, which is set in stone. When the requirements are fully
completed, one proceeds to design. The software in question is designed
and a blueprint is drawn for implementers (coders) to follow — this design
should be a plan for implementing the requirements given. When the design
is fully completed, an implementation of that design is made by coders.
Towards the later stages of this implementation phase, separate software
components produced are combined to introduce new functionality and
reduced risk through the removal of errors.
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Thus the waterfall model maintains that one should move to a phase only
when its preceding phase is completed and perfected.
Disadvantages:
• Real project rarely follow the sequential flow that the model proposes.
• The waterfall model requires all requirements explicitly, but it is often
difficult for the customer to state all requirements explicitly. It is difficult
for customer to have unchanging requirements in realistic projects.
• A working version of the program will not be available until late in the
project time-span.
• Freezing the requirements usually requires choosing the hardware (since
it forms a part of the requirement specification). A large project might
take a few years to complete. If the hardware is selected early, then due
to the speed at which hardware technology is changing, it is quite likely
that the final software will employ a hardware technology that is on the
verge of becoming obsolete. This is clearly not desirable for such
expensive software.
• Project may miss functionality if not all requirements were captured in
the requirements stage.
• Bugs are expensive to fix and new requirements are expensive to
incorporate.
• Complete testing is not possible, as unit testing is not a taken into
consideration in this model.
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MODIFIED WATERFALL MODEL USED BY TCS
Advantages:
TCS takes responsibility for the products and services it delivers. Their
Quality Management processes ensure that the service they deliver has
minimal defects. TCS also provides warranty periods in its contracts with its
customers for after-delivery service in the case of a defect.
TCS’s commitment to quality and schedules ensures that the client's needs
are met consistently. It adopts a systematic approach to problems and
encourages experimentation, innovation and creativity in finding feasible
solutions. Being a process-oriented organization, TCS believes that the
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definition of a good process and subsequent adherence to that process is a
critical part in ensuring a successful project.
Reviews: There are three levels of review that are performed- Internal
Quality reviews, performed by members of the project team, External
Quality reviews that are carried out by analysts external to the project
team and a Final Inspection to make sure all open defects and
suggestions have been closed.
Testing: Different type of testing is done to make sure that the system
works at its most minute level, as well as a whole.
Project: GEHC.
Tool: Informatica
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Task: Mapping to make data flow from source database in Oracle to target
database in Teradata subject to conditions and filters implemented in the
mapping
Error Handling:
--Run to workflow for particular mapping and check the data in source as
well as target tables in respective databases.
--Checking of data to be done using SQL querries and giving filters as per
client requirements
--If the target and source data do not match the expected results, then there
is an error
--To find the error source, use "debug" function in Informatica Manager Tool
and run the mapping step-wise as a trial run.
--In every step you get to see the results and then can find out which
field/key is not appropriate compared to expected result at every step.
--After debugging, on finding the exact table which is cause of error, edit the
mapping accordingly and re-run.
--Repeat the process till you get expected/correct result in target database.
In TCS since 1998 ten six sigma projects have been completed. Six
sigma projects have been identified in the areas of improvement after
analysis of process and product against the centre level specification
limits.
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Voice Of Technology
Globally Distributed Network (GDN) combined with the need for tapping
capabilities from other companies and the challenges of innovation delivery
helped Tata Consultancy Services (TCS) move to the next level i.e. ‘IT
Services Partner’ to ‘Innovation Partner’.
Typically it has been the technology delivery entity, e.g. Microsoft, IBM
driven innovation networks, or the research entity, e.g. Gartner, Google
driven innovation networks that has been controlling the network and thus
being the principle beneficiary.
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Client companies end up being customers of the innovation initiatives
coming out. In the case of TCS, it is one of the few instances of a client
driven innovation network where the research and delivery elements are
participants.
GROUPWARE
GREEN IT
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Green has become a social and business imperative. Switching off monitors,
servers and unused equipments are equally necessary but as an engineer
we can do more to reduce IT’s energy footprint. TCS got started with Green
IT by becoming a member of Green Grid. Learn ways to leverage
technologies like virtualization cloud to save energy and develop efficient
solutions. Efficiency is not just about hardware but technologies like data de-
duplication, Flash storage, Tiering based on Service levels etc will also save
energy & resource cost.
Voice of Employee
KNOWLEDGE MANAGEMENT
Current Initiatives
Scoring is done under each of the 7 categories and the score shared across
the relationship, to identify gap and action on these.
Nakshaktra Award:-
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Business Unit of the relationship. The unique feature of this initiative is that
even team members can nominate their peers.
In Touch:-
To gain an insight into the strengths and weaknesses in the relationship and
identify areas for improvement.
A senior associate within the relationship takes any new joinee to the
relationship, on a tour of the facility. The aim of this initiative is to make the
new entrant feel valued. This is followed by a simple quiz to check the
effectiveness of this initiative.
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customer, The Objectives of Resource Management Group is to help
Operating Units by managing the workforce through effective Utilization
Planning and Resource Management Strategy that align with the business
situation and goals.
Voice of Shareholders
At TCS the voice of the Employees along with the voice of the
Customer and Technology helps achieve the Voice of the Shareholders in
form of the respect the brand name commands along with the financial
performance of the organization.
Recommendations:-
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