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Customer Story

Leading Indian Bank Transforms Customer Experience with "Branch of Future" Digital Initiative

Xebia empowered India’s third-largest private bank to optimize branch operations, accelerate service delivery, and enhance digital adoption.
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Related Services
Agile Transformation

Industry
Banking

Company
Xebia

The client is the third-largest private sector bank in India, renowned for its extensive domestic and international footprint. The Bank provides a comprehensive range of financial services with 4,594 branches, over 11,000 ATMs, and operations spanning eight international locations. Consistently achieving 13% growth in assets and advances and 15% in deposits over the last five years, it stands as a leader in innovative banking solutions. Despite its success, the Bank faced challenges in handling customer service requests efficiently and sought to adopt digital-first strategies to improve operations and customer satisfaction.
Why
Reduce branch dependency, empower customers with self-service platforms, and enhance operational efficiency.
What
Digitize workflows to streamline service delivery, minimize defects, and overcome prolonged development timelines.
How
Adopt Scrum framework, implement test-driven development, and align teams with clear release plans.

Transforming Branch Operations for Efficiency and Customer Empowerment

The Bank faced a significant challenge with branch employees dedicating 70% of their time to managing customer service requests, leaving little room for strategic activities like sales and customer acquisition. With 270 distinct service request types, a mere 25 accounted for 90% of the workload, leading to inefficiencies and employee fatigue. The heavy reliance on manual processes resulted in longer wait times, increased operational costs, and reduced customer satisfaction. The Bank needed a scalable, digital-first solution to minimize dependency on branch operations, empower customers with self-service platforms, and free up employees to focus on value-added activities like business growth and relationship management.
"The 'Branch of Future' project, a recipient of the Infosys Innovators Award, revolutionized customer service. By empowering customers with online self-service, we slashed branch workload by 70%, freeing employees for high-value tasks. This Agile-driven digital transformation boosted efficiency and customer satisfaction."
xebia-logo-1
Miraj Sheikh Consultant

Digitizing Workflows to Improve Service Delivery and Reduce Manual Processes

The Bank initiated the transformative “Branch of Future” program, aiming to revolutionize its operational workflows. The initiative focused on digitizing core tasks to minimize manual interventions and streamline branch operations. The Bank prioritized shifting customer interactions to intuitive self-service platforms, including user-friendly web and mobile applications, to improve accessibility and reduce branch dependency. However, early development faced significant hurdles, including misaligned goals, extended delivery cycles, high defect rates, and inadequate governance frameworks. These challenges impeded progress and affected the quality of deliverables, prompting the Bank to adopt a more structured, agile approach to accelerate service delivery and enhance operational efficiency.

Leading Indian Bank Transforms Customer Experience with "Branch of Future" Digital Initiative

Scrum Framework and Product-Centric Development for Seamless Execution

Xebia employed an incremental, iterative delivery approach underpinned by the Scrum framework, ensuring predictable timelines and high-quality deliverables. By implementing test-driven development (TDD), the team improved code quality, increasing code coverage to 82% and significantly reducing defect leakage—40% from Dev to UAT, 80% from UAT to Staging, and 99.99% to Production. Rigorous backlog refinement and clear release plans streamlined processes, cutting average cycle time for service delivery by 40%. The project transformed branch operations by digitizing 75% of manual processes, boosting digital dependency from 10% to 90%, and reducing branch footfall by 90%. Employee satisfaction improved by 35%, with fewer ad-hoc tasks and nearly eliminating weekend work. Xebia’s structured approach significantly reduced defect leakage, streamlined delivery timelines, and created a cohesive strategy to achieve the Bank's vision for its “Branch of Future” program.

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