How CIOs "Marketing It"

The

CIO not only needs to "do" the information system, but also "sell" it to every employee. One day in early 2002, Zheng, general manager of the Information management Department of Shenzhou Digital (China) Co., Ltd. and several employees of the communications group did a sensational thing about the whole company: that day, they came to the company early, the company rented the Beijing Sigma Building 3 floors of each bathroom every door to put on the VoIP propaganda paper. Because the height is exactly the right place for the toilet after squatting, all the people entering the bathroom are attracted to it without exception. For a while, the company is almost talking about VoIP; at the same time, everyone began to admire the Zheng and its team's it marketing capabilities.

The reason is to make painstaking effort to "toilet marketing", this and Zheng's it concept and style of relationship. Zheng has a strong technical background to join the digital Shenzhou (Lenovo Group) in 10, has been engaged in and responsible for the digital Shenzhou Group of internal information, is a digital enterprise informatization in China one of the start-ups. Over the years IT business operations and management practices so that she has a unique view of the information: "It is the business, we need to work from the customer's business perspective, our customers as a customer view." "Zheng requires its IT team to say that all internal employees--that is, the users of the IT system--are" customers, "and" it is a business that needs marketing if it is to be of value, and its value can be reflected only in marketing. " Good wine is also afraid of the alley deep ah. Zheng said heartily.

2000 years later, with the digital China and Lenovo's spin-off, Shenzhou Digital began to restart IT systems, to create digital China digital "neural network." In order to let "digital neural network" system's energy is released very well, the Zheng insists "first must guarantee it invests the right, throws accurately, secondly must guarantee ' uses good, uses adequately". In this way it investment can play a value, otherwise it is investment mistakes, waste resources. "So, in order for customers to better apply information systems, marketing it becomes a very important job for Zheng and its team over the years."

A little test.

Recalling the scene 3 years ago, Zheng still feel very interesting, she smiled and said: "At that time, just implemented VoIP phone project, although it can save the company, but the customer needs to dial a 6-digit number, it is really inconvenient." We have racked our brains to instill in our customers the idea of ' saving a lot of money for a company or department with a few more fingers '. "Zheng's laughter is very hearty and explosive.

But it's not easy to change the habits that customers have developed over the years. So Zheng and the staff came up with a lot of ideas through brainstorming, including the issuance of business cards to all customers "digital China It Card", posters, website publicity, in the cafeteria doorway, toilet lavatory front, elevator and other public areas stickers tips, "which is the best in the toilet stickers tips." ”

Zheng and colleagues in the toilet posted VoIP propaganda paper the same day, we are very uneasy, worried that there will be "customer" aversion, so that day IT department employees intentionally or unintentionally ran to the toilet, pretending to wash their hands or grooming, observe each from the bathroom out of the expression and dialogue. When you see people are not disgusted, but also said to go back immediately to try, they will be a hanging heart down.

VoIP Marketing Promotion Project is Zheng presided over a successful case. She concludes: "The toilet door on the tip is really a pioneering work in our department marketing, the reason is very successful with the ' combination boxing ' has a direct relationship. At that time, our department focused on the advantages of the full body and mind on VoIP projects, the early planning cost a lot of brains, to customers to create a three-dimensional marketing atmosphere is to ensure the success of VoIP application promotion of the key. ”

When the Zheng is in the system background, see the daily use of IP phone from the first hundreds of, up to 1000, 2000, 3,000, up to 7,000, she was very happy, because this is not only the success of the IT marketing, the most important thing is to make VoIP play its due value. It is estimated that the VoIP telephone in the year that is Shenzhou digital savings of 1.8 million yuan ~200 million communications costs.

In order to ensure the continued effect of VoIP promotion, Zheng regularly monthly VoIP usage statistics for the entire company, and in accordance with the number of departments to rank, urging staff to save cost to the department to switch to IP telephony. After years of upgrading, digital China's employees no longer need to dial that 6-digit number, and the VoIP phone has become their habit. However, we still recall that at that time in the bathroom to see the use of VoIP instructions will still extend the thumb. This successful promotion planning has also become the digital information management Department of China's IT marketing model case.

System Marketing

If 3 years ago, "bathroom marketing" also need Zheng with their hands to carry out a lot of brainstorming, then now they do marketing programs, there is a set of direct reference to the "It marketing planning process" to ensure the success rate of each IT project. This is directly related to Zheng's tireless inculcation of marketing ideas. She often reminds everyone: "IT department is actually to help customers buy things, we are their largest customer representatives, we help customers to spend money, buy back things customers must like to use, so that they feel the money spent, he will trust you, so we have to do marketing it, if not, it investment is likely to waste. ”

At present, Shenzhou Digital Information Management Department subordinate 3 sub departments: It Planning and project Management department, IT operations Management Department, BI system department. One of the main responsibilities of the IT Operations Management Department is it promotion. Zheng The KPI index of the department is directly linked with the new project promotion, customer satisfaction and system use status.

Shenzhou Digital Information Management Department of the majority of the staff are technical origins, in 2002 Shenzhou Digital will most of IT systems outsourcing, their main work more biased in the non-it field, such as the preparation of IT project planning, promotion of planning books, the implementation of promotional action, which largely makes some people do not adapt. and Zheng attaches great importance to IT staff in the so-called non-technical field of work, she joked with IT operations management staff, said: "You do not know how important your work, you are not moving is already, a move is the whole company's customers are moving." ”

Zheng Request IT Operations Management Department to plan the promotion plan must be three-dimensional. Under pressure and impetus, the backbone of the department without the help of professional planners, imitate marketing 4P theory, summed up each IT promotion Project 4 steps planning process: the first step is to understand customer needs, determine IT service products (product); The second step is planning (plan) The third step is the introduction (promotion) and the fourth step is the effect tracking evaluation (purpose).

Shenzhou Digital IT planning process regulations are very detailed, including which promotional methods, whether it is necessary to advance the company's IT hotline all the engineers, the instructions are understandable. Zheng insists that a detailed plan will make work much easier in the future. She also asked the IT manual must be easy to understand, must first let the people who do not know it to see the changes before the official release. Now, all digital China's IT projects are using this planning process.

Through the accumulation of a series of experiences, Zheng "sell" it to become more and more confident. Over the past few years, she has carried out the digital BI project of China's organization and application promotion, SAP system implementation projects and the later "Continuous Improvement and optimization", Collaborative Office System (OA System) construction and promotion, the implementation of the "IT Security Project", IT service management. In 2004, the implementation of the "IT Security Project", Zheng also unique to the planning, design the "go out don't forget to take the key" action slogan, so that the digital staff at any time remember to carry a dynamic identity certification token card to ensure the company's remote access network security.

From earlier VoIP to IT security action projects, each project makes Zheng deeply stressed, "because we can not fail, as long as there is a project failure, the customer will not trust you, the leadership will not trust you, think you are wasting money." We must accumulate it trust degree. "It turns out that Zheng and his department have reaped success, and their credibility is increasing year by year." "Now, to promote the project, customers will trust us more, saying ' they do not have a problem '." Zheng smiled with relief.

Full marketing--very 6+1

Zheng and its team to it's successful marketing, in addition to their own continuous cultivation, but also inseparable from the digital full of China's close synergy. In order to achieve full marketing, from 1998 onwards, Zheng gradually established within the company by the IT department and business units of key customers composed of "very 6+1" it collaboration team. This mechanism makes Shenzhou digital IT team personnel expanded dozens of times times, but also makes it marketing efforts virtually increased.

In a very 6+1 framework, "1" refers to 12 full-time IT staff including Zheng, and "6" refers to hundreds of it virtual teams, including the IT specialist group, the BI Commissioners group, the IT Business advisory Group, and so on. These 3 groups of virtual teams are composed of key users of each it core system, which is the business Master of Finance Department, Logistic Center, e-Commerce Department and Human Resources department. They work with the IT department led by Zheng to analyze and review business requirements, collaborate across business, and represent business units in operational analysis and consideration of IT systems.

Zheng also set up the IT Technical Advisory Group, the Shenzhou Digital division of the technical experts to introduce her virtual team. In addition, "6" It also includes digital China's "group Information Working Group" and "Group Information Leadership Committee", the former is composed of the general manager of the Business Management department, participate in it planning and responsible for the department's business needs audit, as well as supervision of the company's IT policies, management standards implementation and implementation The latter by the Group President's office in charge of the three major business direction and the group of Technical Director, Planning Director, composed of executive vice President, responsible for the development and consideration of digital China's IT strategic planning, major projects and development strategy.

In addition to the 6 it virtual teams of key users and the creation of a full range of business synergies, Zheng also strives to maintain business synergy with the ultimate "customer". She publishes key operational metrics for it through the IT bulletin, including system operating stability, customer satisfaction, customer complaints and processing results, and the number of times and impacts of failures or downtime incidents.

Zheng said: "In a transparent way to interact with customers, in addition to the tension may even be embarrassing, bring us more benefits, in the open to customers our shortcomings and deficiencies, customers can see our efforts and progress." "It's also part of her full latitude marketing," she said. "Jieduan" has made her "clients" more aware and supportive of their team over the past two years and more trusting of them. In Zheng's view, "It's more important than anything."

Zheng has all along been calling for a 7x24-hour cell phone to turn on, but the last thing she wants is the phone to ring, because every caller can tell her IT system is in trouble. "The pressure is particularly high. How to maintain the company's information system sound, safe, continuous operation is a greater challenge. "In fact, there are a lot of challenges ahead of Zheng, but it is believed that the marketing concept of" doing things from an active customer service perspective "will continue to lead her to successfully embody the charm of technology and the value of it.

"It is the business, to play the value of the need for marketing, only marketing, its value can be reflected." Good wine is also afraid of the alley deep Ah "