Process management is a tool for managers, so those responsible for process management process should be through the managers of various organizations. The face of changing business processes, customer needs of customers, need to be adjusted and improved in time. But how to adjust business processes to adjust to what degree, which must be analyzed in the process to arrive on the process of adjustment and the basis for improvement. Process management, process analysis is an important means and tools.
Process analysis, we must first identify, define needs analysis process, followed by analysis. Process analysis, the main analysis of the following:
First, the analysis of customer business processes and customer needs, analysis of business processes is to meet the needs of its customers to analyze whether the current process is the best solution;
Second, the analysis of the whole process run by the consumption of resources, including human resources, time resources (process cycle), financial resources for analysis of the adequacy of these resources have been used, whether there is compression of the space;
Third, the analysis of process bottlenecks, in order to eliminate the negative impact of these bottlenecks;
Fourth, the analysis of the internal control processes and control risk, analysis of the whole process is set to improve control procedures and compliance
Fifth, the analysis procedure of the stability process in the course of human factors as the impact of changes in risk arising from the process.
Analysis of the contents of the above five processes are interrelated rather than independent of each other, in practice in combination, can often reveal deep problems in process management, to make the process better adjusted and improved.
Process Analysis (1): process analysis of customer needs
A manufacturing company, for example, her business activities can be the following description of this supply chain.
Enterprise supply chain is actually a main flow, which is managed by the procurement process, process manufacturing management, logistics management processes, sales management processes, customer service processes before and after the connection is made. Of course, the whole supply chain must also rely on the normal operation of financial management processes, human resource management processes, quality management, process support. The entire supply chain process is actually running enterprise human resources, property and resources constantly change, ultimately providing customers with products and services to the enterprise value by operating activities of the process.
Process management based on customer demands. Usually, we regard the company's customers are divided into internal and external customers. The so-called external customers, that is, those who have been, are, the potential purchase business products and services of organizations or individuals, they are fundamental to the survival of enterprises to meet their needs and their production and operation is the goal, that is the purpose of the implementation process.
Provide products and services, for enterprises to create profits, not just those direct contact with external clients of the department (sales) of responsibility, but the entire business process responsibilities. Contacts directly with external customers and service departments should be the most important internal business customers, such as marketing department, sales department, customer services, product engineering installation department. These departments can be referred to as category marketing department, at the end of the supply chain, only to make them good access to other organizations within the enterprise service and support to better serve external customers, so that the external customer satisfaction.
Both internal customers or external customers, process management have the ultimate goal is to better serve external customers providing products, services to meet their changing needs. Meet the demand, we must first know the needs of our customers information. Obtain this information for two main ways: external access and internal access.
First, access to customer information from outside
Access to customer information from outside, there are two ways: First, the social changes in the macro environment to discover customer needs information; second is the demand from customers direct access to information.
1, from the social macro-environment, changes in customer demand information to explore.
Social macro-environment, changes in customer demand often implies a trend. For example, with the family car and continue to lower the price of the continuous improvement of penetration, could mean customers affordable auto repair and decorating service needs upgrading; on low tuition, flexible learning courses will be driving needs upgrading; on the spread of car knowledge, information, magazines, books need to upgrade ... ...
Changes in the scope of the social environment is too large, discrete distribution of information, even experts can hardly determine the exact change brought about by changes in customer demand. Therefore, enterprises can not be too dependent on the analysis of social macro-environment changes to determine customer needs. However, this approach to develop strategies for enterprise development can provide the basis for planning, but also obtained by other means for the enterprise customer demand trends in the reliability of evidence.
2, using customer satisfaction surveys or direct access to customer information.
Satisfaction surveys for clients or customers who demand the investigation is to obtain demand information from the most direct way. People by groups, different groups of customers on the products or services provided by business needs are different. Therefore, such investigations should be based on the customer or market segment basis.
Second, from the enterprise to obtain information about customer needs
Mining from the company's internal customer needs, not just external customers but also internal customers demand information.
(A) excavation of external customer needs
Within the enterprise, the most likely to capture this information directly with customers and staff departments, such as sales, marketing, customer service ... .... As the inter-isolation or other factors, this information is often difficult to obtain effective integration and verification. In addition, many companies have established 了 CRM system (CUSTMER RELATIONSHIP MANAGEMENT, customer relationship management system), the system contains rich customer data, such data should be adequate statistics, analysis Houneng extract the Kekao customer demand information, but it kinds of information extraction are often overlooked by businesses. For these reasons, making it difficult for business decision-makers within the enterprise have an effective enough to support their decision-making information about customer needs.
Exist in the enterprise customer demand information is an important resource for enterprises, should be fully tapped and utilized.
We can demand information within the enterprise customers the following categories:
A class: manager possesses information. This information may be managers from the client or through special channels, understand the information, it may be the changes through the analysis of social macro-environment, judging by the information received.
This information is refined and the advantages of a high degree of information integration, easy access to other information supporting the disadvantage of small and not readily available.
B: corporate marketing staff within the control of influential information. The so-called influential marketing staff are those experienced or outstanding performance marketing staff, senior marketing, analysts, senior customer service officer ... ... these people or have a rich experience, has exceeded the market information The sensitivity of ordinary employees, or with customers to establish long-term good cooperation relationship with its own special information channels ... ...
The advantage of such information a high degree of information integration, reliability, easy management easily understood and accepted by the disadvantage of these influential staff to ensure their own interests, are often not easily information is "a . "
C Category: Marketing class sector information held by ordinary employees. As a direct and customer contact, so marketing departments in the general category employees in their daily work can accumulate a certain customer information.
Such information has the advantage of quantity, the original, timely and easy access, disadvantage is more dispersed, information integration is not high, easily overlooked by corporate managers.
D: other non-marketing departments understand the type of information. This information is characterized by poor integration, reliability, general, general lack of management attention.
Rational decision-making rely on reliable information. As the top-down decision-making is often dominated by managers, while managers in the decisions that need to find the most reliable information as a basis. A category of information is the manager most likely important for, B class ranks second, C, D type of information is often not taken seriously. Management decision-making in the absence of C, D categories of information and only rely on the support of A, B type of information is clearly inadequate. Therefore, the above four categories of information must be fully excavated and integration.
Established from the top down through all sectors and positions in information communication channels, supported by appropriate incentives are scattered mining and integration within the enterprise market information and effective way.
(B) mining information, internal customer needs
A key determinant in the military war and not just the brave front-line fighters and sophisticated weapons and equipment, if the logistical supply lines can not meet the needs of the front, then it will weaken the army's combat effectiveness, and even lead to failure. Enterprises do, the marketing group of departments only with the whole supply chain process to win the support of strong competition in the market.
Supply chain in all sub-processes by the different departments within the enterprise leading the implementation, make the whole supply chain and efficient operation, it is necessary to improve internal customer satisfaction. Enterprise managers can by "internal customer satisfaction survey" found, diagnosis intersectoral cooperation within the enterprise 问题 upon which to Tigao intersectoral collaboration satisfaction and accelerate the whole supply chain operating efficiency and ultimately external customers continue to meet the business changing needs.