How to solve the two skins of knowledge and business?

With the continuous development of the new business of the Group Customer Department and the continuous enrichment and improvement of new products and solutions, how to provide more professional and standardized services for the group customers has become a major problem that China Mobile Guangdong Company needs to solve to accelerate the business development of the group customers. General Manager Xu Long is very concerned about this. With his support, the company established the Group Customer Department, and appointed Xu Gang as the general manager, who was responsible for the mobile information solutions of the group's major customers. In order to carry out the knowledge management project of collaborative operation of group customers, the company set up a project team with Xu Gang as the team leader and Hua, Zheng Ren as the team members, which integrated the concept of project management into all the work of group customer management, precipitated the best business promotion method, and improved the sharing of knowledge and experience among group customers. In cooperation with Shanghai Tian Yuan Software Co., Ltd., the cooperative knowledge management system (CCOS) of the company's customer department was established. The platform system manages the group customers in the whole province. It was first tried out in China Mobile Guangdong Company, and gradually popularized and applied in various city companies. Strategy and Core Competitiveness Before building a knowledge management platform, we need to think clearly about the following three questions: What is the development strategy of L enterprise? The future development strategy of an enterprise will determine what knowledge we need and what knowledge is related to core competitiveness. As a mobile group, the future development strategy has been very clear: from a simple voice service provider "mobile communication expert" to an all-round information service provider "mobile information expert". L What knowledge does the enterprise have related to its core competitiveness? The customers of the Group are the main customers of the Group, and the corresponding projects and projects follow up the products and industry solutions at different stages. In the actual operation of the group's customer department, according to the division of functions, pre-sales managers are divided into product managers, industry managers and account managers. The account manager is responsible for communicating customer needs, the industry manager provides overall solutions according to the customer's industry, and the product manager supports the corresponding products according to the solution content. There is also a comprehensive business manager who analyzes the differences between the achievement of performance and the business objectives of the enterprise and puts forward suggestions for improvement. As a group customer department, it serves group customers, which is characterized by fixed follow-up stage, relatively long follow-up period and many unstable factors. It is suitable for managing group customers by project management, and all kinds of documents and solutions in the follow-up process of group customers are related to the core competitiveness of the group customer department. The precipitation and * * * sharing of in-line knowledge of group customers will establish a knowledge system represented by four databases: customer demand database, information expert database, solution database and partner database. At the same time, the knowledge map system of work category, product category and business process is established, and relevant knowledge points in various fields are collected to ensure the latest knowledge points and the best practical experience are obtained. The customer department of the group and the software developers brainstormed together, and also put forward a knowledge classification management system of "knowledge map of dynamic and static combination" with the application of industry managers as the core. L how to accumulate knowledge of enterprise's core competitiveness? The knowledge management system based on solving practical business can be regarded as the natural precipitation of knowledge related to enterprise core competitiveness in the actual use of operating system. Standardized project management is used to standardize and improve all work. Through combing the previous work, it is found that many jobs in the customer line of the group have the characteristics of the project. Using the idea of project management to manage work can better control the progress of work and the input of resources, and promote the precipitation of experience in work and the cooperation and exchange of personnel. At present, project planning and task templates have been formulated for customer sales projects, product development projects, tariff formulation projects, marketing planning projects, industry information activities projects and important activities projects. Virtual team management is a new attempt of specialization of group customer line. With the development of group customer business, the professional requirements of industry customers are getting higher and higher. Based on "9 links (9 industry application schemes)", it is an important guarantee to develop professional teams in various industries. Due to the geographical dispersion of provincial and municipal companies, colleagues engaged in business promotion in the same industry have some bottlenecks in communication in the past, and virtual team is a new model, which connects these colleagues and helps the main team members communicate more efficiently through system tools. The supporting contents of virtual team include news release, personnel management, collaboration and expert question and answer. The mobile terminal management system is closely integrated with the group customer collaborative operation management system, which gives full play to the interest of information sources and the extensibility of management tools. With the deepening of information service, the demand of sales team for information service and all-round information management at any time, anywhere and with you is getting stronger and stronger. Therefore, we introduce the mobile terminal system managed by the sales team into the business development of the Group. At the same time, the customer department of China Mobile Guangdong Company Group has also made some new attempts, using IT to achieve departmental management, and incorporating weekly work report management and new employee orientation into CCOS for filing. It has been several years since the concept of knowledge management and the implementation of knowledge management system were put forward, but there is no precedent for its successful implementation and actual effect in the industry. Therefore, in order to make the realization of knowledge management more targeted, the project has taken the following implementation steps: the first stage: under the guidance of China Mobile Guangdong Company to establish a "four-database encyclopedia" (customer demand database, information expert database, solution database and partner database) system, firstly, through the research on the soft topic of "knowledge management of group customer lines", the knowledge points in group customer lines are systematically sorted out. The construction mode of CCOS (Group Customer Collaborative Operation Management Platform) is put forward: "In the provincial group customer line, based on the application of Ku power technology knowledge, standardized project management is used to standardize and improve the operational efficiency of sales and industry development; At the same time, establish an industry virtual team to strengthen the communication, learning and team cohesion of professional teams of provincial and municipal companies. " The second stage: the development and implementation of CCOS system. First, conduct demand interviews, refine business requirements, and clarify the functional requirements of core systems; Then complete the secondary development of knowledge document, project management and virtual team management module; After successful development, it will be tried out at the level of China Mobile Guangdong Company, and then promoted in the whole province. Say goodbye to the phenomenon of "two skins" If only a system is introduced and then we rely on the incentive system to guide everyone to do "sharing", enterprise management and knowledge management will eventually become "two skins", and employees will have to deal with finding some articles to enter the "knowledge management" system while completing their daily work. This kind of "knowledge management" divorced from daily business will only make office clerks or document managers become the "biggest contributors" to knowledge management. The "knowledge management" system has also become a "document management system", and these documents are often not necessarily related to actual business operations. If employees' daily business can't be helped by the system, how can they continue to treat the construction of knowledge management system enthusiastically? The biggest problem in the construction of this knowledge management system is to separate knowledge from the actual business system so that employees are willing to use it and want to use it. On the one hand, knowledge management system is a business system first, and daily work must be completed by it; On the one hand, the knowledge management system has accumulated controllable resources from which employees can continuously absorb nutrients. The knowledge management system is first constructed as a business management system, so the knowledge precipitated at the same time is the knowledge closely related to employees' own business, which is also the knowledge really related to the core competitiveness of enterprises. It doesn't matter whether it is called "knowledge management" after the system is completed. What matters is how many practical problems are solved by helping enterprises. So what we are looking for is "knowledge management", which should be problem-oriented and contribute to the sustained growth of core competitiveness. Knowledge management in business process is mainly realized through the implementation of sales project management of group customers and the application of virtual team management, knowledge map and mobile terminal. Group customer sales project management Group customer sales project is a work involving progress, quality, personnel, risks, solution documents and other aspects, and the information of account managers, industry managers and product managers needs effective communication and management. After research and investigation, we found that the traditional single project management model has the following problems: in communication, because there are many account managers and industry managers involved, traditional methods such as meetings and papers are inefficient in information transmission, and poor communication leads to many problems. In terms of data, the information of customer sales projects and industry expansion projects is basically formed by manual sorting in the form of EXCEL or WORD documents, which restricts practicality, intuition, timeliness and accuracy; Moreover, there may be repeated input and statistics for the same information, and the information utilization rate is low and the knowledge utilization depth is not enough. In terms of knowledge documents, solutions, tariff documents, product documents and other sources are different. On average, each knowledge worker needs to spend 8 hours a week on non-value-added document processing tasks. In terms of knowledge management, the knowledge management of a single project is relatively lacking, and there is more repetitive work and labor, which cannot be well shared between industry managers and account managers. The advantage of project management is that it can effectively control the target, schedule and quality of a specific work, and it can also manage the sales projects of group customers as a project, which can not only sort out the sales promotion; Understand the development process of specific sales projects; It can also promote the cooperative work of account managers and industry managers; Precipitate the documents and experience of customer sales process. The main advantages are: 0? 5. Manage more projects with limited resources; ? 0? 5 reduce the impact of business or process changes on the office; ? 0? 5. Electronic project process and self-customization; ? 0? 5. Promote the collaborative work of all project roles by automatically assigning tasks; ? 0? 5. Realize the accumulation and sharing of best practices in knowledge management and project management. Virtual team management promotes cooperation between provincial and municipal companies. Virtual team management is a new attempt to make the lines of group customers more professional. With the development of group customer business, the professional requirements of industry customers are getting higher and higher. Developing professional teams in various industries on the basis of 9 links is an important guarantee for promoting new business. Group customers are faced with group enterprises or units in Guangdong Province, one of which is that customer application promotion often involves cross-city or cross-regional coordination. At this time, it is necessary to coordinate the group customer departments of provincial and municipal companies to provide corresponding solutions and related after-sales services. However, due to the geographical dispersion and loose organization of provincial and municipal companies, there are many deviations or omissions in the process of information transmission, and members cannot guarantee the comprehensiveness and timeliness of information enjoyment, which directly leads to the increase of internal communication costs or the inability to provide unified and efficient services to customers. Virtual team is a new mode to contact these colleagues. In addition, the coordinated and effective management of multiple projects involved in the virtual team is also one of the key construction contents. Help team members communicate more efficiently through system tools. The supporting contents of virtual team include basic information, knowledge base, teamwork, expert question and answer, report statistics, team maintenance and so on. "Basic information" mainly describes the goals and basic responsibilities of the team, establishes projects related to the team, and stores documents related to the team; The "knowledge base" is the "knowledge map of dynamic and static combination" to establish this virtual team; Team members can consult experts on professional issues involved in related projects through "expert question and answer"; In the past, industry managers of provincial and municipal companies often collected and summarized data by mail, which was a heavy workload. Now, through "team collaboration", you can publish announcements, notices or convene meetings related to your team, send short messages about data collection tasks, and relevant task leaders can sort out and submit data when they enter the platform; Maintenance such as personnel changes during the project is carried out in "Team Maintenance". Knowledge map realizes the combination of static and dynamic knowledge precipitation in daily business work. When account managers need to provide various solutions for interested customers at different business stages, they need industry managers to help provide industry solutions, and product managers to help provide different product combinations, leaflets, the latest tariff information, etc. On the one hand, the format of the provided scheme documents cannot be unified; On the other hand, account managers spend more time on internal communication than on customers, because they have to find different people to coordinate almost every time. How to better summarize and summarize the existing knowledge has always been a big problem faced by the customer department of the group in the construction of knowledge management. Because there are many sources of knowledge, involving a wide range, product solution knowledge, industry demand, partners, information experts and so on are the key knowledge content of the group customer line. The establishment of knowledge classification system sorts out all kinds of documents that business managers need every day, but how to make industry managers take customers' industry mobile information application as the guide and quickly find the reference solutions that customers need to follow up at all stages? The customer department of the group creatively put forward a classified management system of "knowledge map of dynamic and static combination" with the application of industry managers as the core. "Static Knowledge Map" is mainly used to place industry solution templates needed by industry managers at different stages of sales. Such relatively static documents are generally updated at regular intervals (such as successful customer project proposals) or when there are changes (such as tariff plans); "Dynamic Knowledge Map" collects all kinds of documents related to industry managers (such as the latest industry trends) with the highest click-through rate or the latest release in real time. ), let knowledge find people. After entering the system with the latitude of industry manager, the relevant documents are all related to the industry, so as to ensure the latest knowledge points and the best practical experience. The mobile terminal management system is closely integrated with CCOS system, which gives full play to the interest of information sources and the extensibility of management tools. With the deepening of information service, the demand of sales team for information service and all-round information management at any time, anywhere and with you is getting stronger and stronger. Therefore, we introduce the mobile terminal system managed by the sales team into the business development of the Group. The system is based on the collaborative operation management system of group customers, and realizes the functions of information sharing, exchange and input with the background system through the software installed in the mobile phone terminal. Specific functions include: 0? 5 today's reminder: remind the sales staff of relevant work in time? 0? Opportunity management: timely understanding and recording customer opportunities? 0? 5. Customer management: consulting and inputting customer information in time? 0? 5 Schedule management: Salespeople manage schedules anytime and anywhere? 0? 5 product management: keep abreast of traditional knowledge management of product information, so as to sort out relevant documents of enterprises; And their own experience accumulation and precipitation. But its core idea is to start from the enterprise's own needs and think from its own position. We call it push knowledge management. Pull-type knowledge management, which is customer-oriented and problem-solving oriented in the process of serving customers, is the general idea of our knowledge management construction this time. This concept is embodied in the daily business operation process. On the premise of combing the value-added activities, knowledge management activities are embedded into the daily workflow, so that knowledge can appear where and when employees need it most, and the immediacy of knowledge management can be realized, such as "knowledge map combining static and dynamic". The successful application of this portal knowledge management project has effectively solved the problem of knowledge management in the previous "business system" and "knowledge management system". In the daily business process, effectively precipitating the knowledge related to the core competitiveness of enterprises and realizing the perfect combination of business management and knowledge management will also have a deeper reference significance for the practice of knowledge management construction in other enterprises. Editor: Peng Qian, Customer Department of China Mobile Guangdong Company Group