See - channel centralization is the general trend
In the era of "Internet +", the impact of OTT business intensifies, the trend of telecom operators being channeled is obvious, and the physical channels that once made brilliant achievements are also facing great pressure of transformation. Operators urgently need to break through the traditional business operation mode, adapt to the new business development environment, grasp the trend and focus, and face the industry challenges.
In 2015, China Mobile put forward the guiding ideology of "centralized management, specialized operation, market-oriented mechanism, flat organization and standardized process", vigorously promoted the reform of centralized channel management, and laid a solid foundation for maintaining market advantages in the process of strategic transformation. With the in-depth development of channel centralization, the pressure from management range and regional span puts forward higher requirements for China Mobile's channel support system.
The improvement and construction of channel support system is an indispensable part of channel centralization reform. It is the meridians of channel operation system and supports and guarantees the normal operation of the operation system. The new processes and measures of reform also need to be solidified, implemented and implemented through the support system. How to build a channel support system with flexible architecture, extensibility and rapid response to business changes? How to solve the information asymmetry barriers caused by multiple management and territorial differences? How to accurately quantify and measure the channel efficiency and risk warning system has become an important topic for the channel managers of China Mobile.
Thought of - wisdom channel construction ideas
Channel centralization is a good opportunity for operators to improve the management ability and operation ability of physical channels. It not only requires the integration of physical channel resources, but also involves the adjustment of rights and responsibilities such as organizational structure, human resources and KPI, as well as the optimization and reconstruction of business and management processes.
Channel centralization is a systematic project, which requires scientific and systematic evaluation and planning on the basis of benchmarking research and the actual situation of each province. From the aspects of strategy, management and operation, the centralized channel operation management system should be established through unified construction, specialized marketing, closed-loop operation, standardized management and information support to assist in the centralized channel operation. Improve channel efficiency.
Do - "focus on wisdom, empower, practice" open a new era of wisdom operation
In 2016, China Mobile Communications Group Shaanxi Co., LTD. (hereinafter referred to as "Shaanxi Mobile") and ZTE SoftChuang took the lead in building a new centralized channel operation management platform (hereinafter referred to as "smart Channel"). Through in-depth research and review of the status quo and pain points of channel management, through the construction concept of "channel centralization, operation coordination and channel e-commerce", Form an enterprise-level unified channel information and management center, build a multi-channel cooperative operation platform of self-dissemination, self-promotion and self-marketing of products and commodities for internal and external customers, maximize the role of all channels in driving business sales, providing intimate services and enhancing brand value, and win the first opportunity for China Mobile in the channel battle in Shaanxi market.
Zte Soft Innovation channel takes big data as the cornerstone of innovation, adopts the hierarchical mode architecture of busization, componentization, servitization, resource cloud and framework, takes service container as the core of the system, summarizes, analyzes and aggregates according to the characteristics of business requirements, and builds a general module that can adapt to specific business scenarios. At the "vertical" level, it runs through the five-level management system of "province, city, county, channel, shop and business", supports the scalability requirements of cross-level and cross-regional operations in terms of organizational structure and management and control mode, and realizes the flexible allocation ability of top-down sales deployment and resource scheduling. On the "horizontal" level, integrate the data and functions of multiple systems such as BOSS, BI, remuneration, purchase, sale and inventory, unify the channel management entrance, and improve the channel centralized management ability and use efficiency; The supporting capacity of channels is improved through the "three-level penetration" mode of provinces, cities and counties. Sort out and optimize the work flow, and realize the closed-loop capability of operation, analysis and evaluation through big data analysis; We will strengthen the integrated operation of online and offline channels, and enhance our all-around refined coordination capacity through Internet-based means. The system opens a new era of intelligent operation for Shaanxi Mobile through "wisdom, ability and practice".
Note wisdom - intelligent brain, professional decision
Carry out problem analysis based on digital active learning and knowledge discovery functions, realize agile strategy output and issue operation instructions through knowledge precipitation and scene combination functions, construct intelligent brain, and inject wisdom into each unit and link of the channel. Combined with GIS technology, a three-dimensional and multi-dimensional view of the channel is built, and different worktables are customized based on posts to achieve differentiated support for management levels and responsibilities, achieve multi-faceted and multi-faceted, and improve user perception of operation.
Empowerment - smooth nerves, flexible command
Integrate the information of organizations, markets, competition, resources, etc., realize intelligent scheduling and ordering through instrumentalization and process-based means, establish an all-channel online and offline marketing interaction mechanism based on unified policy delivery and marketing execution, improve all-channel centralized distribution and intelligent marketing capabilities, and promote the innovation model of O2O integration and development of physical and electronic channels. Provide new impetus for the development of physical channels.
Duxing -- strong limbs, precise touch
The coordination mechanism of direct management to the department, horizontal management to the border, and feedback to the province is constructed. The visible, orderly and efficient operation is realized through a unified policy and whole-process controllable system. The problems of information symmetry and multi-party coordination are solved through flat organizational structure, online and offline coordination, and unified management of channel contacts. To "know the meaning" of external customers, "help", "cooperate" and "warm the heart" of internal management and maintenance personnel, and bring greater benefit to channel operation and management.
Harvest - The promotion operation effect is good
In September 2016, ZTE Soft Innovation Wisdom Channel was successfully launched in Shaanxi Mobile. After more than three months of pilot and acceptance summary, the system was promoted and operated in Shaanxi Province in January 2017, achieving a good effect of "double improvement and one reduction" : Channel operation efficiency and efficiency improved significantly. Terminal sales of self-owned channels increased by 10pp, and the broadband carrying rate of physical channels reached 100%. Core business channel share increased 4.7pp, share reached 70%; Combined with the evaluation of operation efficiency, it was shut down and transferred, and about 370 salespersons were reduced in the province. The control ratio of card and machine maintenance reaches 0.48% and 0.12%, and the business error rate is only 0.04%, effectively reducing the operation risk.
