Tata Consultancy Services - Internal Communications Campaign
Company: Tata Consultancy Services
Company Description: TCS is an IT services, consulting and business solutions organization that delivers real results to global business, ensuring a level of certainty no other firm can match. A part of the Tata group, India’s largest industrial conglomerate, TCS has more than 3,50,000 of the world’s best-trained consultants in 60 countries. TCS generated consolidated revenues of $16.5 Bn for year ended March 31, 2016
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign/Program of the Year - Internal Communications
Nomination Title: TCS BPS Communications: Synergizing Business in Turbulent Times
Tell the story about this nominated campaign since 1 January 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
TCS BPS Unit (contributing 12% of overall TCS revenues) has grown over 30% year on year since 2006. It is a strategic growth entity within the TCS landscape and this unit services all industry verticals that TCS as a whole caters to for IT and Consulting Services. This is a unique complex structure in delivering cognitive business processes and analytics services to our clients. The past two years TCS saw lots of changes in the external environment and trends like Brexit, US Elections and changing propositions to business environment along with fluctuating economic conditions in APAC as well as Europe put a big question on the sustainable growth trajectory for the unit. Disruptive programs like Robotic Process Automation and political maneuvers on restricted mobility made things more uncertain as far as visible revenues and growth were concerned.
While business strategy was given full attention by the leaders the Unit CEO defined the need to integrate the various entities during the execution of strategy by a series of communication levers that would tie the organization and hold the eyes onto a single focus for the entity to achieve growth and profitability.
TCS Internal communications team (IC) designed a series of multimodal, multi-tiered and diverse communication mechanisms to reinforce strategic priorities, allay fears and celebrate success thus bringing down the risk of not maintain the growth momentum. (Artifact 2)
Innovative Tools Like a Jig Saw Puzzle to communicate strategy (Artifact 3), Visual infographics to reinforce mission, vision and values (Artifact 4), a customer partnership in executing CSR programs (Artifact 5), a series of communication channels like social media platform of TCS (called Knome) , Bulletins, Dashboards and Town Halls were all drawn up to bring the alignment (Artifact 6 & 7).
The Quarterly Virtual Town Hall with 3500 leaders and managers coming together to review directions, anticipate changes and communicate them as well to celebrate successes was a big differentiator and people from more than 20 countries join at the same time and spend 2 hours deliberating and celebrating. (Artifact 8)
To top it all the Annual Leadership Meet at Mumbai brought together leaders from across the globe (150 of them) and the frenzy was in celebrating yet another year where we met and exceed our targets on every parameter including growth and profitability. Even when we have a right strategy the lift comes from a synergy that is stitching the complex organization unit together and that was our robust communication design and delivery. Truly a winning proposition for us. (Artifact 9)
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2016 (up to 150 words).
-Transformation facilitated for 90000+workforce from having an outlook of being ‘an associate’ to becoming ‘a brand ambassador’ contributing to a remarkable 2.5% dip in attrition& 25% contribution to overall BPS hiring through Employee-Referral
-Internal Communication rated amongst top3 functions in the organization in 2016-Annual Employee Satisfaction Survey-PULSE
-TCSers tuned to organizational vision through Live transmission of updates (268+live feed) on internal social media.
-3500+BPS Leadership connected on global Leadership Quarterly Call. 44-BPS locations in 51-conference rooms & huddles. Synopsis cascaded within 10-mins of the call to rest of the 85000+workforce. 25+Q&As blogged.
-140+ Offshore Delivery Centers(ODCs) branded as Tata Wall and Co-branding with customers.
-100+ contributions this far towards Monday Mantra mailer series & reached to 84000+associates
-8000-associates via WA communication, 11,000-SMS communication, and 13 leadership Video’s screened across 38 BPS Locations in cafeteria-TV-screens, 46324-collaterals rolled-out across 41-BPS Locations for 80087-associates.
-8-Domain specific Live chats with 2000-participants