Explore operator channel commission digital operation

At present, the global economic growth is slowing down, and the continuous intensification of industry competition has become the norm. User demands are becoming more and more demanding, and operating costs are constantly rising. Internal and external troubles, how to break through the business operation? More and more companies have discovered that IT solutions that incorporate digital technologies provide companies with the possibility to solve problems.

Digital operations can help corporate managers quickly see a panoramic view from strategy to execution, and use technical means such as forecasting and simulation to gain insight into uncertainties in the business process in a timely manner and respond to changes in a timely manner, thereby helping companies effectively solve long-term problems in the business process. High inventory, high cost, long lead time, low efficiency and other issues.

0 1 The value of enterprise digital operation

The value of enterprise digital operation is mainly reflected in four aspects:

• First, promote user activity . Through refined channel access and activity operation, the frequency of user visits and usage time are increased, and users' value recognition and content dependence on products are effectively enhanced. For example, providing users with more attractive content will improve indicators such as user activity and usage time.
• Second, optimize user experience . By diagnosing product usability and ease of use, improve product sensory experience and interactive experience, and improve the satisfaction and loyalty of independent users and global users.
• Third, enhance user value . By establishing a user hierarchical system, subdividing user needs, understanding user business preferences and consumption habits, and diagnosing business processes, it can effectively improve the transformation of each link of business and enhance user value.
• Fourth, drive business innovation . Through the overall evaluation of user needs, product value and demand satisfaction, locate business operation difficulties, and guide business innovation and competitiveness improvement.

0 2 Key steps of enterprise digital operation

The digital operation of an enterprise needs to be carried out around the business, because it is also the business value that ultimately evaluates the competitiveness of an enterprise. Therefore, digital operation analysis based on business needs needs to include these steps and form a closed loop: demand analysis, data preparation, data application, application iteration, and effect evaluation.

Key Steps for Enterprise Digital Operations

• First, business needs . Only data applications based on business needs can be finally applied to the business and create value. It is worth mentioning that the business requirements here have a wide range of meanings, and the technical department may also be the demander of data applications. For example, the technical department proposes to monitor the stability of the APP.
• Second, data preparation . Based on business needs, certain data preparation is required. If the enterprise has corresponding data, it only needs to sort out the data logic. If the enterprise does not have corresponding data, it needs to do corresponding data collection.
• Third, data application . Data applications can be roughly divided into simple analysis applications and data productization applications. Data analysis application is to diagnose business process problems through data analysis, evaluate business effects, and guide business iteration. It is mainly to guide business direction and does not involve connecting with products or changing product processes; data product application is through data secondary development Apply data to product flow to optimize product process, such as intelligent recommendation algorithm.
• Fourth, business iteration . After completing the corresponding application development in the data application link, you can try to use and verify it in specific business scenarios, and iterate gradually according to the problems in the use process.
• Fifth, effect evaluation . The data after business iteration verification can be evaluated through data analysis to determine whether the iteration direction is correct. Afterwards, based on the effect evaluation or the actual business situation, new business requirements are generated, so that the closed loop is continuously operated and improved.

0 3 steps channel commission + enterprise digital operation

Channel commission refers to the remuneration, incentives and other subsidy fees received by the operator for the third-party channel that cooperates to sell the operator's products and services to handle mobile product business, fixed network business and other value-added services for customers.

In order to better motivate the first-line channels to develop their business, the marketing department will formulate various settlement policies, and rely on the computing power of the settlement system to issue commission rewards to channels that meet the conditions of the incentive rules. At present, the capital investment in channel commissions of operators is quite large, and high-volume channel commissions have a great impact on market cost control. Therefore, there is a strong demand for digital operation transformation of channel commissions. It is hoped that digital means can be used to achieve precise control and efficient use of channel commissions Channel commissions to accelerate the transformation of enterprises' digital operations.

Through the analysis of channel commission business in some provinces, combined with some ideas and methods of digital operation of enterprises, it is concluded that the following steps are required for channel commission to transform into digital operation.

1. Business needs: Convene relevant departments to discuss the business analysis needs of channel commissions. The brainstorming technique is used in the organization of the meeting, and the mind map method can be used to cut into the problem from multiple angles and sides, so that the participants from all departments can fully use their imagination and spirit of inquiry. Then the content of the meeting was organized and summarized using tools such as Xmind, and finally relevant action plans and business demand analysis decisions were formed.

Sort out channel commission digital operation needs

2. Team formation: According to the content of the action plan and resolution, an operation team is formed. The operation team is composed of three parts. The business group needs to be familiar with the local business, and can provide relevant business consulting suggestions based on the operation analysis data, so that the data can better meet the business scenarios; the technical group is mainly responsible for developing data applications according to the operation scenarios, and completing Corresponding to the construction of the operation data model; the operation group uses the data application developed by the technology group to track the implementation of the data application and timely track and feedback the effect of the operation.

Channel commission operation team composition

3. Data preparation: According to the content of the business requirements, organize internal discussions to identify the external systems and key data corresponding to the business scenarios that need to be analyzed, and perform data docking to obtain peer data. After analysis, the digital operation of channel commissions needs to be connected to multiple systems such as CRM, billing, and channels to obtain data including sales product data, account write-off data, and channel data. , for use in the data application link.

4. Data application: According to the operational business needs of channel commissions, data applications can be divided into two categories, one is the channel commission operation dashboard, and the other is the mining of reasons for high/inefficient development of channel commissions. Channel commission operation kanban, which digitally expands business data in multiple dimensions, can provide direction for business operation decisions of relevant roles; digs out the reasons for high/inefficient development of channel commission, and conducts deep data drilling from multiple dimensions such as business, scene, touchpoint, and user , to summarize and recommend high-efficiency users and high-efficiency strategies, which can provide branches with specific plans to improve the efficiency of channel commission operations.

• The channel commission operation kanban needs to combine and analyze the indicator data according to business understanding to form an analysis model, then use BI related tools to analyze the analysis model, and display the data in a visual form to form a kanban view of the corresponding role. For example, use user write-off index data and user fee issuance index data to form a user revenue analysis model, and use BI tools to present the monthly trend of new user development, the ranking of revenue and expenditure of each branch, and the ranking of revenue and expenditure of each business, helping business personnel, touch Point management personnel realize the comparison of similar benefits and optimize cost policies.

Kanban process of channel commission operation

• To discover the reasons for high/low-efficiency development of channel commissions, it is necessary to discuss and formulate various benefit analysis scenarios in combination with business needs. The benefit analysis scenarios are composed of analysis models and index data. The analysis model and index data of the scenario are obtained through the benefit analysis engine, analyzed according to the programmed analysis algorithm, and finally the benefit analysis report is obtained. Business personnel can view the analysis track in the analysis process data, combine the business judgment to see if it meets the business demands, and finally evaluate the analysis by commenting on the analysis results, and the benefit analysis engine will optimize the analysis algorithm according to the score.

Excavation of reasons for high/low-efficiency development of channel commissions

5. Business iteration: After the development of the data application is completed, the channel commission kanban view and the cause of high/inefficient development of channel commission will be mined for online use. During the use, attention should be paid to the isolation of data permissions. Use interviews, log analysis and other means to analyze whether relevant personnel can really improve operational efficiency or solve business operational problems during the use process. Constantly adjust the data analysis model during use and verification, expand data analysis indicators, and improve the operation analysis model.

6. Effect evaluation: Summarize business iteration data, including analysis result comments, user operation logs, business iteration records, etc., judge whether the direction of business iteration is correct, and consider optimization or take off the shelves for analysis models with incorrect directions. At the same time, according to the business iteration situation and the effect evaluation situation, new business needs are discovered, and then the next round of analysis is performed on the new business needs, forming a closed loop of benign operation analysis.

0 4 Case sharing of channel commission digital operation

Case: Analysis of high-yield policy promotion

Business background: The 5G policy implemented by the Marketing Department of Branch A is not bad. The provincial company wants to know whether this policy can be promoted in Branches B and C to expand revenue.

Operational analysis: Whether the 5G policy in city A can be promoted in city B can be analyzed in the following steps

• Analysis of high-yield policy in city A (judging whether the policy in city A is a high-yield policy):

  Analyze the 5G policy of city A through the high-yield policy analysis model to determine whether it is high-yield. To judge whether a policy is high-yield or low-yield, first of all, it is necessary to obtain new users of the policy. According to these users, the statistics of user income indicators (whether the user is making money or losing money), policy balance indicators (what is the policy balance cycle, 6 months or 1 year to achieve balance of payments), user off-network cycle indicators (what is the user off-network cycle, 6 months or 1 year), key business development indicators (whether new users have increased the group’s key business acceptance this year ), and finally calculate the weight of these indicators in combination with the business, and calculate the score of the policy. According to the score evaluation, it is concluded that the policy of city A is a high-yield policy, which is worth promoting.

Analysis of High Yield Policy in City A

• City B policy promotion income and expenditure forecast (whether the policy is applicable to city B promotion):

  Although the policy in city A is a high-yield policy, before the promotion, it is necessary to measure the policy in the user group of city B before the promotion, and predict the expected income and expenditure within one year after the promotion of city B. The forecast factors include the amount of issuance , issuance rate, total issuance amount, unit price, and compare with the pre-forecast data.

B city promotion income and expenditure forecast effect map

• B city policy promotion operation tracking (B city promotion tracking and continuous iterative optimization):

  Record the detailed data and trend of city B's promotion and operation of 5G policies every month. Compare the actual promotion and operation data of city B with the pre-forecast data of city B to judge whether the policy operation of city B meets the forecast expectation. According to the comparative difference between the two, the policy rules in the operation of City B are appropriately adjusted in combination with the business situation. After the adjusted policy rules, the forecast model is used to predict, and the policy rule parameters are adjusted according to the forecast results until the forecast results reach the expected profit target. Through the formation of a closed loop in this way, it will help City B to better implement the new policy and realize the better implementation of the digital operation plan.