01
Operator intelligence transformation background
With the coming of the era of full integration,customer's scale value management and business scenario innovation form a dual drive.In the era of digital intelligence,customer consumption level has been further improved,customer demand has been upgraded from subsistence consumption to quality consumption,from basic communication demand to more abundant digital service demand expansion.
In the context of consumption upgrading and diversified consumption demand migration,how to do a good job in customer management and better realize the high-quality development of the market is a problem that operators must answer.On the one hand,in the age of digital intelligence,customers have a stronger demand for information and communication products and services.On the other hand,the scale of the traditional voice and traffic business of operators has bottled out,and the unit value has further declined.It is urgent to seek business innovation and new revenue growth point.
In this year's report on the work of the Government,the government proposed further reductions in telecommunications costs,requiring small and medium-sized enterprises to cut their average broadband and dedicated line rates by another 10 percent.In the case that the scale demand space is nearly saturated and the tariff rate is falling,after the traffic is the main sales value in the first two years,operators are in urgent need of realizing the value of business innovation and looking for new incremental space.Therefore,the new full integration mode of customer value management based on scale,online operation of users,deep integration of fixed and mobile scenes,and superposition of diversified content rights and interests and terminals will become the mainstream mode of the MARKET in the 5G era.
Value extension at different service evolution stages
For operators,based on the four key elements of fixed,mobile,content rights and interests and universal terminal,flexible combination of products and services should be carried out in the future,and life plan,work plan and consumption plan to C,TO H and to B should be customized according to scenarios.In the future,the business will leverage the unique strengths of the operator to present a solution-based plan,while the services themselves will be productized to create value and revenue.Through the integration of all elements bunding and solution-based planning,we can one-stop meet the needs of rigid,low-frequency and large-scale communication of users,as well as the customized needs of niche,subdivision and high-frequency,and truly increase the business value of CHB.
02
Operator value business objectives
In the age of digital intelligence,Operator customers operating target has been from the past simple pursuit of scale and share control and ARPU growth to development,including user share expansion,revenue growth,active promotion,network in longer cycle,marketing efficiency,higher satisfaction and loyalty,brand value and market value increase,price increases and data assets income increases,10 d synthesis target value Transition.
The goals of the 10 dimensions are hierarchical,near,medium and far,direct and indirect.Take user growth,for example,which means the active scale of"users"rather than simply the scale of customer.It is the users who deeply and actively use the business that are valuable.Customer value management should establish the base of customer scale,but more importantly,it should pursue the activity and value improvement of users.
For example,users in the network life cycle extension is also a kind of value-oriented performance.Operators should avoid the old business model of letting in and out a lot,and instead set up two different indicators:new growth and competition.In this case,if simply based on incremental assessment and scale share increase,it will guide the allocation of marketing resources to increase and neglect storage,which is neither high-quality development nor the key to the quality and stability of the business.Operators who can truly grasp the law recognition and essential characteristics of full fusion to make matching rules are the winners.
Operator's 10-dimensional comprehensive objectives
In addition,customer value management is not the income assessment content of the market headquarters,nor is it simply the content that the inventory customer center should care about.Customer value management is inseparable from the support of channels,sales of sales products and customer satisfaction and retention.Therefore,customer value management is a large market system,including CHB side,facing the market,product channels and customer support.only in the framework of systematic understanding,it is really possible to do a good job in customer value management this big article.Therefore,the goal of customer value management must become the work orientation of all departments,which is also an important premise and basis of the 10-dimension comprehensive goal.
03
The connotation of value management target based on scale under the transformation of number intelligence
At present,operators have entered the mixed reform and actively split the secondary subsidiaries.For operators,customer value management should also be reflected in the value of shareholders,brands and market value of the company,which is a firm long-term goal and also the core.The value of data elements in the era of digitalization For operators,the most important data elements in the market are users'consumption data,which will precipitate and form users'data assets.
Since data is an asset attribute,consumption data should be treated in the way of asset management according to the law of asset operation.Therefore,the concept and mode of asset operation must be introduced in customer value management,so as to truly maintain,develop,retain and promote users.Operators should have cross-border thinking,integrated management thinking and system framework thinking to better organize and manage customer value management.
based on the above analysis,we can form an understanding that the value of users is not reflected in empty user registration data or static cross-sectional label portraits in nature,but more in the utilization and development of user data assets,especially digital consumption service assets.Therefore,the essence of customer value management is to enlarge and complete the user's data assets and realize the value of the process,the key is to open and distribute the data assets into certain capabilities and products.Distribution is operators come out through the channel system,open is to allow people to call,allows others on the basis of the operator ability to generate new innovation ecology,then everybody cooperation selling products,and finally create income as the core of the comprehensive market gains,and this is a real return,is the return of a value is the return of a base,It's also a return to fundamentals.
Therefore,in the essential understanding of customer value management,there are six core elements:scale is the foundation,scene is the condition,data is the carrier,product is the key,ability is the guarantee,value is the target.
Customer value management six elements
Scale is fundamental.The scale of this paper refers to the market operation side,emphasizing six sub-scales:(1)the scale of the basic network can solve the coverage problem of the whole network and transfer the business to thousands of households.(2)Channel scale to wholesale or distribute network capacity and products,no matter offline outlets or online entrances,effect is the same.(3)Flow scale.Flow share is the main assessment guide in flow management era.But at present,the multiplier effect of traffic is declining,and the value of traffic is different.(4)Customer scale.(5)User scale.(6)Data scale.only when operators solve the problems of scale realization and promotion in the six elements of market operation can they realize the development of total factor scale.
The scene is the condition.Scene is the digital expression of user needs,and scenario-oriented product management is the true embodiment of customer-centered business thought.Scenarios include time,place,object,carrier,product,and touch point.With a complete expression,we can build a full scene library of data,carry out a complete insight,and comprehensively describe the user's data consumption,and truly insight into the user's needs.
Data is the carrier.Operators have a large amount of big data of communication consumption,but the fusion and aggregation of fragments,including replacing consumption data of different industries with data,are more important.Data scale should also pay attention to the following ways:no data is not intelligent,no data is not transformational,no data is not scene,no data is not innovative.
The product is key.Because the product is the object of calculation and collection,it is more based on data and scenario-oriented product innovation.Therefore,the core of this paper is to emphasize the scene of product innovation,rather than simply packaging and combination,low cost marketing program product innovation,which is a very key adjustment of ideas.
Competence is security.Capabilities include market operation capabilities,channel capabilities,precision marketing analysis capabilities,and platform capabilities,among which platform capabilities are the core.The ability to achieve what level is based on acceptance standards and evaluation standards can have the four essence:accurate management,fine subdivision,careful service,accurate marketing.
Value is the goal.Value management is not simply playing with data,not to pursue the bright spot of performance innovation,value management is to truly achieve the strategic goals of the enterprise,to achieve the healthy improvement of the company's operating performance,which is the top priority of operators.
based on the understanding of the essence of users,the operation logic of operators can be formed:from customers to users,from users to members,from members to data,from data to capabilities,from capabilities to products,and from products to revenues.To put it simply,it is to turn customers into users,turn users into members,breed members in captivity,retain data for asset development,which is the so-called ability mining,and then transform capabilities into corresponding cash products,and finally create operating income.