bi/crm/operating service provider, are you ready?

The concepts of BI and CRM were put forward in the last century, and in practice, it was also the earliest practice in telecom industry. Aside from the blunt academic concept, I understand that bi, CRM, and later precision marketing are two key points:

1 user orientation: From the user's point of view to think about the problem, including the user needs insight, how based on user needs and scene changes to carry out external marketing work, internal operations management;

2 Data driven: All the analysis, decision-making, and even the implementation of the process of the various nuances, as far as possible to the data level, the scope of this data includes simple data statistics, but also includes the integration of BI, data mining technology predictive results, the most typical is a variety of user data labels or content tags.

And for domestic telecom operators, the above two concepts are to "lift a high", and "fall to implement", often need "manufacturers" support, that is, in the software, service providers, in these "manufacturers", both localized asiainfo, Huawei, etc., there are like IBM, Teradata, Multinationals such as Accenture, and the forms of support they provide can be broadly grouped into three categories:

A The provision of software and platform: simple from the tool, software system perspective to understand CRM, BI, sold out;

b close to the localization of IT services: System operations, Function module development optimization, daily data development, simple data statistics and so on;

c The Commercial Operation service provides: from the perspective of operator business, we provide services solutions such as business data analysis, decision analysis, Business strategy architecture, fine operation, cooperative operation, and more in-depth customer business issues, and it landing in some of these areas, including the design and development of some data service products, The development of traditional BI thematic model and the design and development of intelligent decision products incorporating BI decision analysis ability.

Of course, in the domestic market-oriented telecommunications industry atmosphere, the above content will inevitably combine the actual situation, many links will have "water injection" feeling. But from the perspective, there are a lot of positive things settling down, in particular, "user-oriented", "data-driven" concept in the operator and party B manufacturers from the difficult "rooted" to gradually expand the cycle--infiltration into various business departments, and gradually innovate the original traditional analysis, decision-making mechanism (to a certain extent). In addition, is the gradual formation of the process of talent selection and training mechanism, especially in the business staff and technology/IT personnel between the essential role, the role is often a technical background, proficient in data skills, and familiar with business analysis decision logic, can be based on real business problems and scenarios, Quickly make a decision framework and drop it into a specific product through data and BI technology, or directly optimize the business processes that operate (in this context, it may be more realistic to use the BA agent bi to understand).

This process of change, if you take into account the organization, decision-making methods, cultural genes and other resistance, in fact, is a very difficult process, in the process, the manufacturers can not say completely "penetrate" the BI, CRM these areas, but at least also enlightened, and practice a lot of things, they understand a user-oriented, How data-driven things should be driven to be more successful, how business analysis and decision basic skills should be built, how data-related technologies should be stored, how people in different areas of the intersection should be nurtured ...

Here, it seems that the story can be a good development. However, the inevitable is that the steel of the domestic operator is still but the internet industry, since the beginning of last year has been exhausted state, the original around the operators of the commercial ecosystem, although the foundation of most still, but the system on the edge of party B Company has begun to be powerless, facing the pressure of transformation. Of course, the transformation of the way, can expand in the industry, such as Teradata has been actively expanding the aviation, financial industry, can also be regional expansion, such as asiainfo overseas expansion, or direct internal incubation or investment in Internet start-ups or departments.

I just want to talk about the opportunities that I have learned about this kind of manufacturers in the electric business sector. Over the past more than 10 years, the industry has experienced a process from the edge to the mainstream, many manufacturers, sellers have tasted the benefits of the demographic dividend, and then combined with the "big promotion", "pay promotion", "brush list" and other fast means, the electrical business sellers can be said to have been in the "fast track", but with more and more opponents in the driveway , the "fast track" has gradually become a "slow lane", at this stage, the players directly spell more is the internal strength, you can make the operation details to do more refined internal strength.

In this moment just from the fast lane to the slow lane, how to maintain the original pay promotion + promote the expansion mode, it is difficult to taste the benefits of demographic dividend, because these are still stuck in the "I have what, I sell what" traditional thinking framework, the new phase more need is "what users need, I sell what."

In this new phase, the problem that the electric trader needs to solve more includes: how to have a better insight into customer's demand, how to understand my customer is constituted by what? What are their behavioral characteristics? How to carry out targeted proactive marketing for different customer groups? How to do member management, affiliate marketing? How to switch the original product-oriented operation mode to the customer-oriented operation mode? How should the relevant organizational structure be adjusted? How can data culture be popularized? How to change the traditional pat-brained decision-making mechanism, and adopt the data-driven decision-making method?

In the face of these problems, start from scratch, obviously is not the best policy, more reasonable way is the integration of mature industry to absorb mature teams or individuals, like Ali do-Ali a lot of data talent, the data concept is from the telecommunications industry; IBM also through cooperation with suning appliances, actively into the electricity market; And in the early years in the telecommunications industry to do consulting services in the Chinese institute also through the number of Chinese hospital in the field of Electronic business CRM to do a vivid ...

In the field of CRM and BI, there are many similar opportunities, not only in Crm/bi technology, but also in the popularization of related CRM concepts, the reorganization of related business processes, and the application-oriented BI requirements.

Are you ready to stick with the bi/crm/operating service provider in the telecommunications industry?

Starting from the old Reading blog (data12345.com)

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