Design And Implementation Of Key Account End-to-End Electronic Work Order System

Expanded Key Account market as well as intensified full-service competition has resulted in the enlarged scale of Key Accounts and more diversified products. On the other hand, it has also brought some increasingly serious problems including slow customer response, unsmooth channel interaction, weak resource scheduling, long internal processes, too much coordination work and so on. Generally, these problems can be attributed to the following aspects: 1) lack of clear time limits and standards for the admissibility of services; 2) lack of integration of multiple supporting platforms; 3) lack of multiple forms of marketing and service entrance; 4) lack of process to facilitate cross-departmental services; 5) lack of effective supervision of SI services.The thesis puts forward a solution to Key Account end-to-end electronic work order project of the China Mobile Group Jilin Co., with the purpose of expanding Key Account market on a large scale, meeting the challenges generated by full-service competition and solving the existing problems. Major points such as requirements planning, process straightening, system support, case implementation and its significance have been elaborated in the thesis at two levels, i.e., optimizing business procedures and fixing procedures to system.The project requirements planning is mainly conducted by the management staff of the China Mobile Group Jilin Co. from different cities and prefectures by making research into the service demand. First, long process is divided into short processes, which will be converged to form a complete business process based on specific demand, and necessary verification points are established to improve the controllability of business risks in the flow. Second, the current links, especially those related to approval, are analyzed to ensure important links must be checked. At the same time, those unnecessary redundant links are straightened out to enhance the efficiency of process flow. Third, quality standards for online SLA services are formulated and internalized in the system, and hence follows the entire flow control of Key Accounts'business transactions and settlement of complaints. SLA mainly consists of network quality standards and services quality standards. To the former, network availability rate, error rate, transmission delay, and testing acceptance criteria are defined; while the latter sets time limits to resource reconfirmation, business opening, troubleshooting, maintenance and so on.To make sure that the service prodedures formulated in the Specification can cover different customer demands, product features, operation modes and resource statuses, and meanwhile to make sure enough space is reserved for future developed products or services to get into, some steps are taken. First, all the links involved in the long end-to-end process of group transactions are reduced to four sub-processes: customer archiving, business opportunity management, order management, and service launch. Second, business elements that influence the combination relationship among the four sub-processes and affect the developing tendency of the inner branches of the four sub-processes are defined. Finally, four business scenarios based on the combination relationships among the four sub-processes are set up, and likewise, eight based on the business opportunity management, four based on the order transfer, and eight based on the service launch. Meanwhile, the role positioning and business checking are completed in various business processes and scenarios.At the system support level, the project mainly involves linking the three systems, namely, CRM system, SI system (product platforms and customer-side systems), as well as EOMS.1. As the entrance of business requirements, CRM system, namely, customer relationship management system, involving the co-ordination work with network maintenance sector as well as the SI, needs to get through the interfaces between business systems so as to achieve a full run-through in electronic work flow. CRM system will deliver business orders to the SI system and EOMS, completing business acceptance.CRM system as well as IBM Workflow Engine Application is introduced in the program development process. The so-called workflow engine means that the workflow acts as part of the application system, and provides the application system with influential core solutions such as information delivery routes and content ratings based on different roles, labor divisions and conditions. Besides, workflow engine often offers a process control console, which helps to design specific business process, simplify the handling logic, shorten the idle time, thus to improve enterprise's ability to deal with business systematically.Focusing on the admissibility of customer management and business promotion, China Mobile CRM cannot solve workflow problems. Workflow engine can finish some tasks that CRM cannot, such as tracking the business opening process, links, timelines and business acceptance state.2. SI system mainly refers to China Mobile's product platform or client-side platform, which involves receiving orders from the CRM to complete the business acceptance.3. EOMS (the electronic operation and maintenance system), converged with the CRM system, and based on business orders issued by the CRM, provides supports to resource exploration and confirmation, business acceptance of Key Account, complaint handling, fault handling, and etc.. At the same time, EOMS helps to manage and schedule the whole network resources and guarantee quality of the customer-oriented services.Under the plan, China Mobile Group Jilin Company has completed projects, opening the order delivery interfaces between CRM and the EMOS, as well as between CRM and SI; realizing the time limit to opportunity management, business acceptance, complaint settlement and error handling. So far, the system has formally been put into operation in all the branch companies distributed in 9 cities and prefectures, and over 100 people have got access to it. 9 types of products have attracted over 2 million users, generating additional revenue of 20 million yuan. Also as part of the result of the system, multi-channel opportunities, end-to-end electronic orders and orders involving collaborative work of both reception and backstage have exceeded 800 per month, 300 per month and 1000 per month, respectively. Invested money in the construction is expected to be offset by the saved labor cost generated the system in two years.The project will make the specifications of business flow part of the system. Thanks to the rapid response from end to end, along with electronic business transaction and service support procedures, the operation competence of the long process directed at Key Accounts will be greatly improved, and then a coherent flow of pre-sale, in-sale and after-sale services will naturally follow. A system which is characterized by production promoting businesses, services and management will be established. Computerized service standards will surely better service and management quality. In addition, three innovations concerned with Key Account businesses have been achieved as follows:1. Service Innovation: Five categories of order elements carrying services are developed to launch and replicate more products. Furthermore, unification of such elements will enhance entrance efficiency and guarantee service traceability.2. Procedure Innovation: Cross-departmental, inter-city as well as inter-system long-process support system is set up. The proposal and fixation of SLA service standards to the system makes feasible traceability, controllability and manageability of accepting businesses in different systems.3. Technique Innovation: The completion of the end-to-end electronic work order system in combination with application of electronic workflow engine, brings the leap from manual operation to automation, and also the electronic tracing and management of the entire service process.4. Organization Innovation: A service team composed of numbers from different sectors is established, whose capability and efficiency will be greatly increased owing to the change of organization.The establishment of Key Account end-to-end electronic work order offers China Mobile Group the basis to expand its informationization project and its industry application market. By cooperating with various value chains and assisting the informationization proceedings of governments, enterprises and society, China Mobile Group will make greater contributions to the national economic development and social progress.