Under the "big connection" strategy of China Mobile, compared with the booming individual customer market and home customer market, although the guest market is slightly weaker, it is also "one of the three parts of the world" and maintains strong vitality. According to the latest results released by China Mobile, the total revenue of government and enterprise market reached 67.628 billion yuan in 2017, an increase of 32.1% year on year, accounting for 10.1% of the total revenue of China Mobile. Among them, the Internet of Things business is developing particularly rapidly. The number of users nationwide has exploded to over 100 million. In Wuxi, Nanjing and other places, the number of connected devices of the Internet of things has exceeded the number of mobile phone users. On top of the goal of tens of billions of iot connection points in the future, China Mobile aims at the trillion-level government and enterprise market.
The marketing manager's confusion
Behind the strong momentum and ambitious inbound business, cumbersome and inefficient business support state is dragging the back leg of high-speed development. Take a typical scenario:
Early in the morning, the marketing manager received the latest marketing task from the business group leader: develop 100 new customers within this month. The marketing manager is in trouble. How can he accomplish this task? According to the conventional ideas, the marketing manager first combs the detailed list of businesses in the area under his control, removes the developed customers, and the remaining is the potential customers to be developed, and then calls these potential customers or door-to-door sales of government-enterprise special lines and other businesses according to the routine. So the question comes, how to find the area under the jurisdiction of the latest, the most complete merchant details? What kind of business services do these potential customers really want? Do they need a private line? Marketing managers may have no idea, and in a state of confusion, customer outreach can go from "precision marketing" to "shooting birds."
The confusion of marketing managers is only the tip of the iceberg of the shortcomings of the current inbound business. A series of support problems, such as manual reminder for the OA process, lax financial risk control and loopholes in capital supervision, cannot be solved simply by tinkering. Revolutionary measures to go deep into the whole network are not carried out, and a support system suitable for the development of inbound business is not built. The bottleneck restricting development will not be completely broken.
It's better to fight alone than as a team
How to build this set of customer service support system and the combat system of modern army have given us many inspirations:
Before the battle, reconnaissance teams collect the latest information about the battle situation and feed it back to the operations headquarters. Based on the latest battle situation feedbacks, combined with previous accumulated adversary conditions, battlefield environment and other information, the headquarters will formulate precise combat orders after analysis and judgment, and send the combat instructions to the front-line combat troops and logistics armed forces. The front-line combat troops will call and use sophisticated weapons to complete accurate and rapid combat strikes. At the same time, in the course of operations, based on the study and judgment of the constantly changing war situation, the command timely adjusted the combat deployment, issued the latest orders, and finally completed the battle.
The combat system is characterized by data decision-making, direct command, rapid coordination between front and back ends, precise strike and continuous improvement. A similar support system would solve the marketing manager's problem.
Data decision making and AI empowerment are unusual
Different from other business support systems, this customer engagement system also emphasizes the implantation and application of "data decision-making" and "AI enablement" technology, so as to provide better business services for group customers.
"Data decision-making" means data-driven business. Strategies for marketing, management, customer service and risk control will be generated by big data analysis, research and judgment, rather than empirical or head-to-head decision-making. At the same time, various task instructions generated based on data analysis results will be pushed to the front line and support the background execution. The results of task execution will also be included in the sampling analysis, and the data model for continuous optimization analysis and decision-making will be built to form a benign closed-loop of data empowerment and task driving.
"AI enablement" refers to the use of artificial intelligence technology to reshape network customer service business nodes and portal entrances, and the introduction of voice recognition technology, reshaping telephone customer business nodes, etc., to complete the wisdom enablement of combat tools with the help of high-tech means.
The same customers, the same business scenarios, the same service team, under different support systems will radiate different vitality. In the current era of "Internet +" industrial integration and popular trend, efficient support system reform will increase the chips for the development of customer collection business and solve the shortcomings of insufficient capacity and low performance and income. Zte Soft Innovation hopes to take the new generation of customer business support system as the tipping point, and help China Mobile to build a "third pole" of sustained growth in performance.
