How can a successful telecom company maintain continuous development?
While financing, mergers and acquisitions, reorganizations such as financing, mergers and acquisitions, reorganizations are a very necessary means that promoting the improvement of telecommunications enterprises' operation management capabilities is more important. In the next round of competition in the telecommunications industry, comprehensively improve management level and operational capabilities is a decisive factor (formerly more emphasis on network capacity and investment scale). For some companies, the management of the network may be pure expenditures, and the telecom operator is in the business itself. To some extent, the future of the future telecom operators will no longer be telecom resources, but will be more and more dependent on the management capabilities supported by IT technology. Therefore, the telecom operation support system will play an increasingly important role in future enterprise development.
Responding to future challenges, what kind of operational support system should telecom enterprises should build? What kind of operational support system is a good operational support system? Do not quish, whether it is a very critical metric measure to really face customers.
What is a customer-oriented operation support system
Talking about customer-oriented operational support systems, first define the concept of operational support systems. The operational support system referred to in the industry is not outside BSS and OSS. In general, the operational support system can be said to be BSS and OSS collection. This is actually a narrow conceptual operational support system. From a more broad, the telecom operation support system should also include a management support system, ie MSS. The ETOM flowchart released by the Telecom Management Forum is very clear.
Since the telecom operation flow chart has covered all the processes of the entire enterprise, there is no reason to exclude the support system of the entire management process (mainly financial management system, human resource management system, external relational management system, decision support system, etc.) Operate the system of supporting the system. Therefore, the operational support system described herein refers to a generalized support system system containing BSS, OSS, and MSS.
Then say what is customer. On the surface, it seems that some small questions are made, because where is there an operational support system that is not customer? The business support system is open from the business support system, and the barrier is accepted to the call center-based customer service system is customer-oriented. indeed so. A basic attribute for operating support systems (especially business support systems) for customers. But this infrastructure is far from all of our customers.
The operational philosophy of domestic telecom operation enterprises has experienced a network from the network, to the business, to the market, and then to the customer's development process. This is actually a history that is the development of the telecommunications service industry. From this level, it is definitely the need for customers to develop strategic needs and operational management.
We are divided into two major categories: external customers and internal customers. External customers refer to the service objects of telecommunications services, both end users, also have value-added service providers (ICP, ISP, etc.) customers; internal customers refer to operating support systems in the company's internal units and users, support for internal customers Some eventually transformed into services to external customers, so how to implement effective support for internal customers. The figure below is a description of the relationship between the internal and external customer.
There is a very important content this is the internal and external service conversion problem, and the next section is analyzed.
In summary, the customer-oriented operational support system is the operating support system system for the external customers and internal customers of telecommunications enterprises, fully supporting the operational support system system of enterprise production activities, operating activities and management activities.
Operational support system for customer connotation
It is actually a customer-centered man-oriented.
Customer-centric, providing customers with differentiated, personalized services, ensuring convenient, agile, efficient communication between telecom operation enterprises and customers, improve customer satisfaction and loyalty, discover the maximum value of customers, is facing The ultimate goal of the customer's operational support system.
The customer here refers to external customers, and external customers are the most important support objects of operational support systems.
The traditional operational support system system can be roughly divided into: business acceptance, customer service, billing settlement, comprehensive accounting, network management, resource management, operation and maintenance integrated parties. According to the traditional classification, business acceptance, customer service, billing, comprehensive account, etc. belongs to the system, network management, resource management, operation and main management, etc., which is a background system (actually Tom and ETOM also reflect this. Relationship). The front desk system is closely related to the external customer relationship with the external customer relationship in the front desk system, which is the window of the company's external service (business). Since several systems such as business acceptance, customer service, and accounting are the category of the business support system, the business support system plays an important role in the support of external customers. This is a relatively explicit relationship.
With the development of productivity, the production relationship between telecom operation enterprises is also gradually changing, and the role and status of operational support systems have gradually changed in recent years. The following only analyzes two obvious variation characteristics of the operational support system for customers: one is the attention of customer relationship management, one is the faculty-oriented customization of the background system.
Customer relational management system is actually an overall increase in customer service capabilities and horizontal systems such as business, accounting, customer service. Because ETOM's introduction to the CRM process has made telecom operators more attention to the CRM system. Although it is a bit, due to the business analysis system is an important foundation for customer relationship management, the operating analysis system is actually an important system that directly or indirectly facing customers.
The following focuses on network management, resource management, operational integrated management, and other background systems for customer needs.
Generally speaking, the background system is more positioned in the network, and rarely links these background systems with support customers and customer services, and with the changes in the market and the change of the company's operational philosophy, the future-oriented customization of the background system Demand is more and more urgent. On the one hand, network management and optimization, resource allocation and optimization increasing customer information and information, both for the needs of the front desk system, also have the needs of external customers; otherwise, external customers (especially big customers or It is a customer who signs SLA) that needs to participate in the management and resource allocation of the network to a certain extent (minimum needs to be able to monitor and track some key processes), the concept of large customer network management is this field. It can be said that the network operation support system is an important supplement to the connotation of the support system for the customer's connotation.
Regarding the concept of facing internal customers, relatively easy to understand. This is only analyzed for the marketing department of OSS here. OSS has been analyzed in front of the need for OSS to external customers. In fact, OSS is more reflected in the marketing department to OSS in the characteristics of external customers. For a long time, the operational support system of our national telecom operation enterprises is in a "who uses, who is building, who is managing", and OSS is born to be managed for network management. However, with the change of the service concept, the marketing department of the front desk is only available to support external customers, and the large number of networks and resource data needed by the customer service requires OSS, and marketing staff also need to manage and use OSS. A new higher requirement is put forward on the OSS system. In essence, OSS provides services for the marketing department. In fact, it is the end of the external customers, which is the meaning of the service conversion mentioned in the last section. China Telecom advocates the battalion, and the integration of camp is actually the specific practice of this concept.
The real realization of the operational support system is an enterprise management issue for internal customers. With the increasingly complex operation support system, the front and rear stage boundary is blurred, and the demand for professional centralized management of the business support system is increasingly urgent. After specialization, how the operational support system achieves the quality service of internal customers within the enterprise is another problem for the construction and management of future operational support systems.
Some problems should be paid attention to in construction
Operation support system implementation is a long-term process for customers, although new issues and new needs are encountered in this process, but some basic principles must be followed. Several questions below need to be considered.
Overall planning design
The company's overall planning of the operational support system is a necessary link to the construction of the operation support system in the future. The business process of the company is a complete process, and the support of the operational activities must maintain integrity (including the implementation of the end-to-end business), which is the fundamental for the operation support system for customers. Establish an enterprise data center
Enterprise-level data centers, unified management of customer profiles, unified network resources, scientific data sharing mechanisms, data sharing mechanisms such as data warehouses, and provide high-level customer service and customer management. This is the basis for the implementation of the operational support system for customers.
Establish a good integration mechanism
A good integration mechanism must be established between operational support systems, such as using technologies such as information bus, middleware, and other technologies. Good communication and delivery of system data and information is a guarantee for the system to achieve customers.
Strengthen CRM construction, establish a standard service process
Based on the unified data resources of the enterprise, integrate external information, use data warehouse tools and business analysis platforms, use modern enterprises to manage ideas; establish a standardized service process and assessment system for internal customers (can be implemented by support system) Adopting a management approach similar to SLA to achieve quality services to internal customers. This is an effective implementation means for the operational support system for customers.
Fully consider future business for customers to customers' new features
Based on the next-generation network (NGN, including 3G) will make a lot of new needs for customer service, and the customer's operational support system needs to take into account these needs to have the impact of the system (facing customers will not change) , Establish a new customer-oriented service capability as soon as possible.
