To B private domain operation: how to quickly understand customer business process?

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samrobin
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To B private domain operation: how to quickly understand customer business process?

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The last article shared how to quickly understand the industry characteristics of customers, which is only the first step in understanding customers and is the foundation. As a customer success, the core is to provide business consulting and solutions based on the actual situation of the customer.

To come up with a solution, the first step is to be able to analyze the current problems and needs of the customer's business. Imagine if you don't know the customer's business process very well, it will be difficult to analyze the problem, let alone the solution.

Therefore, understanding the customer's business process is a very important step in the customer's successful understanding of the customer process. At this stage, customer Special Database success requires a comprehensive study and understanding of the current situation and planning of the customer's business, and mining and summarizing business problems.

How to quickly understand customer business process? Next, we will provide you with a complete process framework.

Second, understand the steps of customer business process
Before we really start to sort out the business process, we need to figure out what a business process is? Here is an explanation from Baidu Encyclopedia:


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A business process is a series of work performed by different people in order to achieve a specific value goal. There are not only strict sequence restrictions between jobs, but also the content, methods, and responsibilities of the jobs must be clearly arranged and defined, so that it is possible for different jobs to be handed over between different job roles. The transfer of time and space between work and work can have a larger span. The narrow business process, it is considered that it is only a series of work related to the satisfaction of customer value. A business process is a work process composed of process nodes and execution methods in an orderly manner.

From the definition of the official business process above, we can initially know that the business process mainly includes these elements: business goals, business roles, business work, and business results.

Secondly, there are many ways to analyze business processes, and the purpose of analysis is different for different people. It is also recommended not to analyze blindly, but to analyze with purpose. This article is also a business process analysis step written specifically for the purpose of a customer success manager.

In terms of customer success, the purpose of analyzing business processes is to help customers find solutions that combine the company's products.

The overall process framework is shown in the following figure:

Next, the contents of the outline will be explained in detail:

1. Information learned
1) Business goals

The first step in understanding business processes is to define business goals. Because the design and formulation of subsequent business roles and business work, in fact, the ultimate goal is to achieve business goals. For the customer itself, the ultimate concern is also the ultimate business goal.

Business objectives are generally divided into three levels: strategic, tactical, and executive.

The strategic layer generally includes the strategic positioning and strategic goals of the business, which are from the perspective of the entire company and determine the development direction of the company. For example, a company owner wants to expand online channels to promote and sell products. The strategic goal is to make a profit of 100 million a year.
The tactical layer generally further concretizes the goals of the strategic layer. For example, for the goals of the strategic layer, a management and control model of centralized operation at the headquarters and execution by branch offices is adopted, and this model is run through a quarter.
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