TCS TwinX™

Overview

Modern organizations operate in highly dynamic business environments.

Business leaders rely on historical data, past experiences, and intuitions for decision-making. 

However, rising global uncertainty, along with rapidly shifting consumer behavior and evolving workplace culture, demand an evaluation of these decision points for maximizing business outcomes.

TCS TwinX enables organizations to construct their own enterprise digital twins by modelling key enterprise entities, including customers, products, processes, and resources. 

This digital twin-based simulator helps construct hypothesis, model entities, and test business decision outcomes in the virtual A/B testing mode, enabling organizations to analyze, adapt, and transform themselves towards achieving holistic business goals.

Business context

As customer behavior and preferences change, there is an urgent need to develop new products rapidly.

Organizations also need to enhance internal process efficiencies, reduce costs, and curb revenue leakages. 

However, taking continuous and dynamic decisions in an ever-changing business environment is a daunting challenge. Historical data-driven models lack the capability to predict deviations and effectiveness of business responses in the face of deep uncertainties and unavailability of prior data.

TCS TwinX leverages cutting-edge research on artificial intelligence (AI) and actor model of computation to help envision, experiment with, and execute business decisions through a digital twin-based simulator. 

The platform creates a virtual and faithful representation of the organization based on key business entities, their interrelationships, and the impact of external forces on them, including competitor movement, natural calamities, and unforeseen global emergencies such as the pandemic. 

The outcome: An accurate insight into future evolution of enterprise systems based on entities’ behavioral changes and their situational responses at the n=1 level. This helps to accurately predict and simulate the future behavior of entities and the system.

TCS solution

TCS TwinX uses AI to simulate real-world scenarios.

The key features of TCS TwinX include: (see Figure 1)

• High fidelity digital twin construction, validation, and synchronization of enterprise entities that provide micro trends and behavioral dispositions at the n=1 level. 
• Clustering and aggregation of entity cohorts to understand macro patterns and group behaviors. 
• Hypothesis formulation, virtual A/B testing, and adaptive iterations based on simulated behavior of enterprise entities. 
• Comparative analysis of various simulated scenarios through a wide range of business KPIs, outcomes, and cross-functional implications. 
  
• Explainability of entity attributes, interrelationships, behavioral dispositions, and reinforcement of the digital twin to ensure higher correlation with real-world systems based on business user feedback.

Business benefits

TCS TwinX offers a range of benefits across business functions.

They include:

• Increase revenue by 10-15% through improved product, offers, and campaign configurations, retentions and hyper-personalization strategies leading to higher customer lifetime value (CLV). 
• Minimize revenue leakages by identifying and pre-empting fraudulent attacks. 
• Drive cost optimization and waste reduction through improved supply network efficiencies. 
• Enhance customer experience across channels and touchpoints through constant monitoring, transformation, and redesign of the customer journey. 
  
• Improve time to market (2X) for new products and offers, leveraging digital twin-based virtual A/B testing. 
• Reduce opex through improved process efficiency and process reliability with up to 20-30% increase in right first-time success. This reduces cycle time by up to 15%.