In the era of mobile Internet, users no longer have to go to business halls as in the past, but can easily handle business with mobile phones. E-commerce and new Internet marketing are booming, with obvious cost advantages. However, physical channels not only face the realistic dilemma of being shunted by electronic channels, but also are difficult to control various problems and risks due to their multiple management levels, long process and low operation efficiency, and the cost pressure becomes increasingly prominent.
The current market environment has brought about profound changes in user behaviors and demands. Online trading and offline experience have become the trends, and operators' products and services have gradually shifted to "customer demand-centered", which puts forward higher requirements for the collaborative integration of O2O online and physical channels and the closed-loop service. With the advancement of digital services, physical channels will tend to centralized and unified operation and management, realize the support capacity of resources, data, systems and other channels, further improve the user's demand insight ability and channel operation ability, so as to provide users with personalized, whole-process quality service experience.
In this context, China Mobile put forward the channel strategic transformation concept for 2020. China Mobile Communications Group Shaanxi Co., LTD. (hereinafter referred to as "Shaanxi Mobile") upgraded the channel service operation concept from thinking and exploration to practical actions, and made efforts to build a more competitive channel operation system.
Carry out channel transformation with the concept of "service is operation"
The successful transformation of physical channels cannot be achieved without providing customers with differentiated services in the process of operation, which in essence can be considered as an experience that can increase the value of products. The formation of such services will become more diversified in the era of mobile Internet, which will also enable enterprises to understand the different preferences of users, and then design more attractive scenarios for users. That is, individual user preference + business scenario = personalized service to meet user needs.
The centralized channel operation and management platform (referred to as "smart channel") created by ZTE Softcreate and Shaanxi Mobile is based on the concept of "service is operation" from the perspective of channel operation optimization and improvement. Based on intelligent insight into user needs, the brand, resources, products and operations are closely combined with centralized management means. It provides all-channel professional collaborative organization and all-brand unified operation strategy, and provides agile service output based on personalized Internet scenarios.
The path of "smart channel" service and operation capability improvement
1. Improve resource efficiency through branding service and agile marketing
Brand is the continuation of enterprise value and the carrier of the relationship between enterprises, products and consumers. At present, due to the organizational structure and management division, the unification of brand is still lacking. Shaanxi Mobile fully taps its brand influence, carries out unified management based on brand development planning, construction, marketing and assurance to achieve brand operation, formulates service standards and norms according to the characteristics of channel business, and ensures high-quality and efficient service through a closed service loop of unified rules, unified implementation and unified supervision.
The specialization and agility of marketing in the Internet era is reflected in how to grasp user needs quickly and accurately, and how to contact users at the right time and in the right way of experience. At present, business marketing lacks the support of big data, and it is difficult to dig out the real needs of users only from superficial analysis. Simple mobile product sales will only greatly reduce the efficiency of channels, and how to impress consumers with agility and precision is the core goal of operation services.
Shaanxi Mobile Smart Channel utilizes big data ability to analyze user ordering behavior, usage process and current status, proactively explores potential needs and forms agile marketing decisions along with the changes in user needs, and completes the scheduling and execution of each channel marketing through strategy matching. At the same time, the multiple service tentacles of the marketing system break the service boundary in the general sense, and can provide timely and intimate service in any contact process with users, so as to truly realize the all-channel intelligent operation system.
2. Improved operation efficiency based on all-channel unified management and scheduling
With the continuous emergence of new channels, the competition among telecom operators is becoming increasingly fierce. As online and offline channels fail to form joint forces, they are weak in integrating omni-channel resources and maximizing the value of resources.
In the construction, Shaanxi Mobile gives full play to the advantages of Internet-based traditional channels, online and offline channels. With the help of unified management of all-channel resources, Shaanxi Mobile firmly holds all the service opportunities widely existing before, after and before leaving the store in the era of mobile Internet. By blurring the boundary between service and operation, Taking the service as a part of the product, based on big data user behavior analysis, reasonably and effectively seize every opportunity to contact with users, reduce channel operation costs and realize personalized sales.
After the full integration and access to all-channel resources, Shaanxi Mobile Smart Channel has formed the ability of rapid marketing and unified task scheduling. All channels carry out business operation in coordination with each other, achieve timely information update, global task scheduling and all-channel coordination of activities, and truly realize the closed-loop operation system of pre-planning, in-process monitoring and post-evaluation.
Reduce operational risk
In the process of channel operation, there are various operational risks such as business compliance, revenue, commission, competition, etc., but the current channel management is weak in risk prevention and control. Considering the long-term needs of channel operation, Shaanxi Mobile introduces big data analysis ability into smart channels and builds models such as sales ability evaluation, channel value evaluation, channel operation efficiency evaluation, network office conversion rate evaluation, and business health evaluation on the existing assessment mechanism. Through model evaluation, operation evaluation results can be truly feedbacks. At the same time, it audited the user development, commission compliance, revenue reconciliation, business compliance and other functions in the process of channel business, identified the business risks of channels and promoted risk prevention through the models of machine arbitrage, card arbitrage, revenue risk, false activity, lost users, false business, and so on, discovered market anomalies in time, responded to the market quickly, diagnosed the causes and adopted strategies.
The construction of intelligent channels of Shaanxi Mobile has achieved good results: the terminal sales of its own channels increased by 24%, the channel share of core business circle increased by 11.4%, and the efficiency of front and back office staff reduction reached 28.3%, which improved the efficiency of resource use. The time of marketing deployment and training was reduced from 10 days and 12 days to 1.5 days and 1 day respectively. The business audit cycle was also reduced from 5 days to 1 day, which improved the operation efficiency. The control ratio of card maintenance machine reaches 0.48% and 0.12%, and the business error rate is only 0.04%, which greatly reduces the operation risk.
With the advent of the era of digital economy, the gradually mature breakthrough technology and the large-scale development of digital business have brought subversive changes to the world. Global operators are moving according to demand, and the process of digital transformation is accelerating. The smart channels, smart opening and the new generation of ZSmart solutions tailored for operators by ZTE Softran help operators successfully upgrade and improve operation management in the tide of digitalization.
Intelligent channel, open a new era of operator channel operation
The continuous rise of rigid operating costs and declining business volume make operators entity channels face great pressure. The bionic human intelligent channel operation system built by ZTE Softcreate based on big data intelligent learning technology provides intelligent channel solutions for operators on the basis of knowledge precipitation through machine learning. This scheme makes use of data integration and operation to achieve flexible command, and gives full play to the advantages of channel contacts and collaborative scheduling to achieve precise touch, helping operators to further promote the centralized management reform of physical channels, and finally realizing the concept of "service is operation".
Smart operation will help implement the "Great Connectivity" strategy
In the era of mobile Internet, users are eager for the second level of network opening and experience. However, the service opening function of the existing business operation support system is limited by the traditional technical framework, and the shortcomings are increasingly prominent. Zte Soft Creation uses process scheduling technology and network capability to create new intelligent opening solutions to help operators achieve standardized business opening capabilities. The solution features independent deployment, high cohesion, low coupling, and distribution. It shields network differences for services and provides a set of fast service response mechanism to connect multiple departments and posts at the front and back ends. It becomes the hub and core of the service support system for all parties to interact, helping operators to further improve service opening support capability.
ZSmart, towards the digital transformation of the full cloud
The expansion of digital services and the rise of e-commerce have not only increased business complexity, but also increased customer expectations of the experience of using the business to an unprecedented level. Zte's new generation of ZSmart 9 solutions for operators to survive and develop in the digital age, based on the cloud structure, through the deployment of micro service center and elastic self-adaptation, to achieve more agile operation; Through the generalization of product catalog, multi-channel acceptance and partner enabling platform to enable operators to realize the platform economic business model; Through big data analysis and DDX technology, intelligent decision-making and precision marketing are realized; Through omnichannel contact and digital CRM, more diverse and personalized user experience is provided.
As an enabler of efficient operation, ZTE Soft Innovation will help operators build digital operation capability and successfully achieve digital transformation. Today, ZSmart solutions have been commercialized at scale in more than 80 countries and regions, successfully serving 145 operators and more than 700 million end users. Welcome to Booth D20, Hall W5, Shanghai New International Expo Center, during the MWC Shanghai Exhibition, ZTE Soft Innovation will share more digital transformation and solutions with you.
