How does the marketing department of telecom operators realize cross-departmental cooperation?

Tengfei company is a municipal company of well-known domestic telecom operators, with tens of millions of users. Whether compared with competitors or brother companies, its business scale and management level are in the first camp. The company's market-oriented organization consists of three business departments and several regional branches. The business departments are individual customer department, government and enterprise customer department and product department, all of which are responsible for marketing management. The marketing plan is playing again. Xiao Li is the marketing manager of the personal customer department. As soon as he arrived at the office, a colleague reported to him that the branch's marketing plan of charging social outlets 100 was in conflict with the plan of charging government and enterprise customers 100, and the business hall and hotline received many complaints from customers. Also, during this period, the marketing plans of various departments were relatively concentrated, which brought great pressure to the system and personnel. Some marketing resources, such as promotional materials and gifts, are not in place, and the branch can't work at all! Xiao Li couldn't help being upset. He thought this kind of thing had happened in recent months. Yesterday, the marketing manager of the product department also talked to him about the plan for the next quarter, hoping to bring their products there. Xiao Li thinks about what to do if his grades are not good and he can't meet the targets. Then he discussed the content of the conflict with his colleagues and told them to coordinate with the other two departments, and then informed the branch what to do next. How to make a communication plan When Xiao Li quietly settled down to look at the work arrangement in his notebook, he hurried to find Xiao Zhang, the manager of the communication department. In fact, every time Xiao Li goes to see him, he is very worried, because Xiao Li thinks Xiao Zhang is particularly strong, and he has to struggle with a * * * knowledge every time. This time, in addition to discussing the communication plan with him for the next quarter, I have to "settle accounts" with him. "Brother, last month's marketing plan communication draft was not very appetizing to the market. You integrated the contents of our departments into a booklet. Although they are all under the framework of your communication theme, the content seems very rich, but it seems that there is no focus! Look at competitors' leaflets, write down the characteristics of the scheme clearly and simply, so that customers can know what to choose at a glance. What do you think? " Xiao Li bluntly cut to the chase. Xiao Zhang immediately retorted: "First, the characteristics of marketing programs should be refined by planners, not always relying on us;" Second, my communication resources are limited. Several departments asked me for resources, and I had to balance them before I could allocate them. Sometimes other departments complain that our leaders are uncomfortable. Third, it is best to unify the communication theme at a certain time, reflecting the consistent voice of the company. Sometimes it is stipulated by the provincial company, and we can't help it! "Xiao Li saw Xiao Zhang's posture, and it was not easy to solve it. He said slowly," Well, I'll talk to the product manager about refining the characteristics, but you must tell me before you release the exchange draft next time. Show me. Don't go out directly. In terms of resources, can you take care of it? After all, we are in the same department! If it's really difficult, I'll see if I can apply to the leader. Ok, let's see how the marketing plan for the next quarter fits you ... "The same customer received three mobile phones, and Shen Yan, the service manager of the government and enterprise customer department, took advantage of the eve of the National Day to visit the general manager of the key big customer Pearl Group. The general manager beamed at her and said, "Shen, your company is so good to me! I received a mobile phone from your department before the Mid-Autumn Festival. I think it's a little strange. Later, I thought, is it because I am both a high-end individual user and a big customer of key enterprises, and I often use some new products? I see, your company has money, but you can't waste it. If the marketing department of our company does such a thing, I can spare them, hehe ... "Shen Yan looked embarrassed and could only smile, but he was thinking: the service resources of our department should be coordinated, but what should we do? Resources are allocated in the hands of various departments, and no one knows which resources are invested in which customers, and there is no record at ordinary times. If it is to be integrated, are the leaders of all departments willing? What business is the channel suitable for? Before the beginning of the fourth quarter, Wang Zhi, manager of the channel department of the individual customer department, convened colleagues from several departments and representatives of branches to hold a channel management seminar. At the meeting, people from the branch and several departments mentioned some information and questions: "which is the best loading channel for a certain business has not yet been determined. "For example, the effect of loading data services through social networking sites is not ideal. Is it feasible to load the business of the enterprise into social channels? " "The government and enterprise or data business regulations are done in some channels, and it turns out that they are only suitable for several specific channels, but the regulations cannot be modified and have to be done in the original channels." "There are many aspects to the channel problem, but we think that the channel business loading rules are a very important foundation. With this, we can talk about others. At present, the division between carriers and products is staggered. For customers, products and different channels overlap, all because the loading rules are not clear. " "All businesses of data are personal deductions, and there are no charges and services for groups. The product department really wants to borrow an account manager to do sales, and the current business model is not suitable for account managers to do sales. " "Due to the lack of consistent channel loading rules, all departments are scrambling to load marketing activities in high-quality channels in order to complete the indicators, and different channels have not been effectively utilized." After listening to Wang Zhi's words, I feel that everyone basically puts forward questions and ideas around what business the channel is suitable for carrying. The current channel loading business can only listen to marketing. Even if there are rules, can everyone abide by them? ..... What happened during this period, more or less affected Yang Zong, the head of the personal customer department. Recently, Yang Zong has been thinking about how to optimize the existing operation mode under the established index system and organizational structure of the company. Comments: Wang Dan, Information Integration Department, Shanghai Research Institute, China Telecom Co., Ltd. In the information age, the changes in customer demand faced by telecom operators are unpredictable, and the changes are taking place at an unprecedented speed, which requires organizations to pay attention not only to the efficiency of processes, but also to the flexibility of processes and organizational adaptability. In this case, the three departments within the individual customer department, namely, the channel department, the marketing department and the communication department, face conflicts in the marketing plan, communication plan and channel loading business facing customer needs, and the problem of insufficient process integrity and greater rigidity is more prominent. Under the full-service operation mode, new businesses emerge one after another, market strategies are ever-changing, business opportunities are fleeting, and enterprise strategies and operations are changeable. Therefore, the integrity of the process and the flexibility of organization and management are particularly important. For an organizational unit, it is valuable to transform the advantages and heterogeneous resources of the organization into products and services that customers need. The ability of an organization not only needs specific resources and skills, but also lies in the synergistic combination of ability elements, that is, the process structure. If the cooperation between competency modules is weak, it will also have a negative impact. As this case shows, the lack of cooperation among marketing, communication, channels, product development and customer service modules has caused more waste of resources, and the gap between products and services and customer needs is getting bigger and bigger. Resources are the foundation of ability, and the main body of ability is organizational unit. Process is a harmonious carrier, which integrates various abilities and forms the core competitiveness of the organization. The process can integrate various organizational elements such as information, resources and manpower, and turn certain inputs into outputs. Process is the carrier of ability. The integrity of the process emphasizes that the process is the carrier of capabilities, and the organizational unit will work together with various related capabilities that make up the process to form an inseparable whole process, thus realizing the transformation of value-transforming resources with organizational advantages and heterogeneity into products and services that customers need. How to make the flexibility of organizational management adapt to the variability of operating mode? Modularization in IT technology can make the system architecture more flexible. In organizational management, modular organizational management methods can also be introduced, which shows that the design of an organization can be assembled according to its capabilities and roles, which not only enables the organization to meet the capacity allocation required by the current process, but also enables the organization to flexibly cope with future changes. Organizational structure and operation mode have obvious industry characteristics, so for the same type of organizations, the basic units that make up the process are similar, and their goals, capabilities, responsibilities and coordination methods can be encapsulated at an appropriate level and prefabricated into reusable and open capability modules-role components. On the other hand, generally speaking, the change of process can be regarded as the recombination of roles, resources and other elements into a new role set and its cooperative relationship according to the principle of complementary goals and overall optimization. The process of organizational redesign is manifested in the re-selection, adjustment and assembly of these role components, which makes the organization flexible to cope with changes. To operate as a whole and form a unified system, organizations must coordinate the combination of competency modules: 1. Clearly define the process objectives and the roles and responsibilities of each capability module in the process, so that the capability module can realize that only by satisfying its own "customers" can the organization finally meet the individual needs of external customers and get corresponding returns. The determination of competency module is to realize the mission of the organization, and it is a top-down process of designing the organization. Its structural characteristics are flattening, networking and simplification, and its functional hierarchy is not suitable for modular organization. In this case, the problem of refining the marketing plan in the production of communication plan lies in the unreasonable distribution of roles and responsibilities in the process, and the lack of a sense of mission of "making the organization finally meet the needs of external customers", which also stems from the unclear definition of process objectives. 2. The ability module should establish the customer's point of view, and make the ability module form a network of customers and services through trust mechanism and commitment management, so as to make the logistics and information flow smooth. Just like introducing market mechanism into an organization to improve the initiative, creativity and sense of responsibility of capability modules, the commitment chain is used as a link to connect external customers, partners, internal capability modules and even competitors into a whole, which improves the adaptability and operational efficiency of the organization. The case of "the same customer received three mobile phones" in this case reflects the trust mechanism, smooth information and other problems in the organization, and also lacks the sense of responsibility for resource integration, which leads to poor integrity of customer service. 3. The ability module forms a relative customer relationship through commitment, and uses the commitment management system for tracking management and coordination, so that the role's ability and responsibility form a complementary whole. As the case shows, the department should overcome the self-centered concept and take the opinions of customers as the performance and reward evaluation criteria. The customers here include the recipients (external customers) and internal customers of the organization's products and services, and the commitment is expressed as a formal or informal contractual relationship. The content and results of services are defined by the commitment between module capabilities. For example, the customer service department must negotiate with the product department after receiving the customer's demand, and can formally sign the contract after obtaining the commitment from the product department. The commitment of the product department can only be made after consultation with the marketing department. In this way, the dispersion and isolation of each capability module are avoided, and the whole organizational process becomes an organic whole with rapid reflection. Only by meeting the commitments of all links can we finally meet the requirements of the end customers. 4. The application of information technology plays an important role in the establishment and maintenance of the commitment relationship of capability modules. The change of process is to make full use of information technology and constantly redesign the roles, abilities and relationships that make up the process, so as to achieve a significant improvement in process performance. In order to improve the efficiency of the process, the commitment between module capabilities can be managed through the workflow management system. Moreover, it is necessary to establish cross-departmental data sharing and realize cross-departmental data sharing and collaboration through the application of information technology. For example, in the case of "the same customer received three mobile phones", it is obvious that due to the neglect of the application of information technology, the data is isolated or not recorded, resulting in a serious waste of enterprise resources. Another example is the conflict between the marketing scheme of charging social outlets 100 and the scheme of charging government and enterprise customers 100 30. With the support of information technology, we won't realize the conflict between the marketing plan and the customers until it is made public. As can be seen from the above, the process of modular organization is different from the traditional process described by activities. Describing the process through roles and their commitment can better highlight the relationship between competency modules and their missions in the whole process, and promote each competency module to keep its goals consistent with organizational goals from the perspectives of connection, change, development and process. Comments: The marketing activity of the manager of Chen Xiaoyan AMT Consulting Company is the core of operator management. At present, Tengfei Company has both departments that manage different target customers and departments that manage products, and has corresponding indicators. In fact, although the target customers seem different, there are also intersections. For example, individuals among government and enterprise customers are also part of the mass market, and the object of product marketing is both. In the environment of full-service operation, the mobile market and technology are developing rapidly, and the expanding business scope of operators puts forward higher requirements for the cooperation of all departments in the front end of the market. When it comes to collaboration, people usually think of optimizing the process. In recent years, operators have carried out a lot of special work in process optimization and other management improvements. The author thinks that this time we should make a fuss about the coordination of operation rhythm and the integration of resources to form the concept of "big market". "Big Market" requires all departments to operate efficiently, harmoniously and synchronously in terms of customer resources, product/business resources, channel resources and communication resources. As early as 2006, some operators put forward the management idea of marketing according to the rhythm of customers. The main content is to arrange various activities reasonably according to the operating rules of market activities, so as to promote business in an orderly manner, avoid mutual interference of various activities, and artificially increase the pressure on front-line marketers and customer service personnel. Doing marketing in line with customers' rhythm can help enterprises to establish a marketing model based on customer feedback and avoid being self-centered or controlled by competitors. In the past, the integration and optimization of resources were mostly reflected in vertical optimization, that is, the functions of marketing, channels, services and communication were integrated at the company headquarters level, and there was a lack of horizontal integration between departments and overall planning of resource use. Multi-department resource integration is completed in the first-line branch. In the current context, it is increasingly difficult for first-line companies to undertake such an important task. In the end, the operation rhythm of all departments at the company headquarters level is inconsistent, and the front line is tired of coping. Therefore, Tengfei Company should consider strengthening the functional coordination of various market departments at the company headquarters level, moving forward most of the resource integration work and combining resources with time points, which is an effective means to solve the current problems. Compared with traditional enterprises, operators need to focus on cross-departmental integration of the same function and cross-departmental integration of different functions. Finally, we will achieve the following goals: 1, strengthen the pace of operation: solve the problem of lack of overall planning from the perspective of time. Make a multi-department consistent operation plan and rhythm. 2. Strengthen the integration of resources: solve the problem that it is difficult to use resources as a whole from the perspective of time. Clarify the resources that need to be integrated and the principle of resource allocation, and realize resource integration according to different time points of year, season and month. Specifically, first of all, it is necessary to clarify the operational logic of each department in the company market. For example, before the start of each year and quarter, we should make a marketing strategy according to the business data of the previous stage, and then design the corresponding marketing plan. In the process of implementing the plan, we need to allocate service resources and publicize, promote and sell through communication and channels. Then all departments analyze and summarize the implementation results and report them to the company leaders, who then deploy the next stage of work, thus forming market strategic orientation and taking measures. After the rhythm is clear, all departments can work together at the corresponding time according to this logic. For example, the marketing plans of the three departments are finalized through consultation. After the conflict is eliminated, the communicators will determine the tone of communication and allocate resources according to the overall needs; The manager of each channel discusses the marketing plan with the marketing staff according to the loading rules. As for whether the channel personnel mentioned in the case can persuade the marketers to adopt their rules, it depends on whether the rules are effective. In order to come up with practical rules, both sides need to put forward a set of rules based on experience and past data analysis in the early stage, and also need to constantly summarize and modify them in each subsequent round of application. This process must be long and painful. In terms of service function, the service manager should not only provide resources in coordination with the marketing plan, but also have other daily service activities, such as holiday care and special activities for important customers. To solve the problem of overlapping service resources among the three departments, in addition to strengthening the communication at fixed time nodes, it is also necessary to establish a customer service tracking platform, which can be traced and shared information, so as to maximize resource benefits. As for how to coordinate the marketing plan mentioned in the case, I think we should first make clear the positioning of the business/product, then find the current target customer group and then plan the specific plan content, that is to say, we should not carry something that damages the brand characteristics in order to help other departments achieve the indicators. As for whether the loading method is correct, it is necessary to constantly summarize and correct it like the channel loading rules mentioned above.