Shulou(Shulou.com)06/03 Report--

Adhere to the problem-oriented, enterprises should learn to ask more why in the digital transformation.

The simplest and most effective decision-making Methodology: talking about the problem orientation in the Digital Transformation of Enterprises

The full text is about 3000 words and the reading time is 5 minutes.

/ Wang Jiwei / tr. by Phil Newell

The word "problem-oriented" is often seen in some policy documents. What is problem orientation? To put it simply, it is the process of finding, analyzing and solving problems.

It is not a big problem to achieve problem orientation, but it is difficult for many organizations and individuals to adhere to it. Therefore, the relevant literature will put more emphasis on "problem-oriented", that is, under the guidance of problem-solving, concentrate all efforts and effective resources to overcome difficulties, and make every effort to resolve the outstanding contradictions and problems in the work.

Problem orientation is not only a way of thinking, but also a way to deal with problems, which can be used in work, life and study. The same is true in the field of digital transformation, problem-oriented can enable enterprises to avoid detours in the process of transformation, and can not drop the chain at critical moments.

If enterprises can ask a few more reasons during the transition period, they can better find and solve problems, and after solving these problems, they will be able to achieve digital transformation.

Speaking of which, some people may ask, can the digital transformation be achieved by asking a few more questions? Look, your question is obviously question-oriented, and asking this question may mean that your business is transforming or planning to transform.

The significance of problem orientation for digital transformation is that constantly discovering and solving problems can promote the transformation and upgrading of enterprises. The process of finding, analyzing and solving problems is the process from the establishment of the project to the implementation of the project. The more problems found in this process, the more beneficial to the overall consideration and multi-dimensional thinking and decision-making of the enterprise, so that the coverage of its digital transformation strategy is wider.

Therefore, adhering to the problem-oriented is very important for the digital transformation of every enterprise. Then the question arises, how can enterprises apply the problem-oriented to digital transformation? In this article, Wang Jiwei Channel uses problem-oriented thinking and situation setting to analyze and interpret for you.

One

First, set a scenario. Now, your enterprise is facing a very grim situation, for a long time, the investment of the marketing department has achieved little effect, obviously there are some problems in the marketing link.

What on earth went wrong? Is the conversion rate not high enough? Is it still not enough to understand the attributes of the user group, or is there something wrong with the marketing method you choose? Through the survey, you list dozens of possible related problems, and finally select the key problems to be solved for analysis and research, until you find appropriate ways and methods to solve these problems.

In fact, the essence of marketing is to give some publicity and guidance to the audience, not to yell at everyone, because only people with potential needs are likely to be influenced by your marketing methods. The focus of this process is how to define your product audience, understand the attributes and needs of the user group, and then choose the appropriate marketing solution on this basis. Thus it can be seen that the data analysis for users is the focus.

So the question comes again, where does the data come from? And how to do the analysis? Do you want to do it yourself or find someone else? What if there is no technology? What kind of solution is needed?

With these questions to find the answer, you may eventually find N suppliers and Nissan 1 solution, and then constantly communicate with these manufacturers and information organizations, constantly compare, and finally choose a supplier's SaaS marketing solution, in one fell swoop to achieve digital marketing.

II.

In fact, to solve the problem of digital marketing is very simple, using a solution to achieve marketing automation and data analysis, and finally achieve accurate marketing on the OK. The pain that makes it difficult for companies to make a choice in this process is that they often have the following considerations:

Directly find a tool or platform to achieve marketing data, or take this opportunity to give enterprises the ability to analyze data?

Only engage in current precision marketing, or take into account the future business expansion space in automation and intelligence?

Do you want to bring other departments to digitize the corresponding business?

……

Many similar problems can be unearthed.

The whole process of enumerating the problem is painful. With these problems to explore and research, you will find that although the problem is to solve the problem of inefficient marketing, in fact, what you are doing is digital transformation. With the contact with more service manufacturers, enterprises will find that the original digital world is so broad, the digitization of marketing business is only a small part of the digitization of the whole business process.

Three

After learning more, coupled with digital marketing does make the enterprise a lot more efficient. After communicating with the corresponding service providers, you know that in order to achieve better marketing results and better efficiency and cost reduction, you need more business to achieve networking, data, and automation.

But after analysis, you know that the "separate ways" between departments for many years has caused the serious problem of data isolated island, and the data between departments are defined and applied separately.

A lot of data can be transferred in a business link, but because different departments used different solutions before, it can only be applied on a small scale, resulting in a great waste of resources.

So the question comes again: how to break the data island? How to digitize all business data? Does the original department still need it? Is there a need to replan the organizational structure? What if the business is all on the sensitive data of the cloud core? Use a public cloud or a hybrid cloud? Is it necessary to set up a China Central Station? Is it necessary to set up automation centers and data centers?

It is these problems that lead enterprises to the road of digital transformation step by step.

In the scene set above, enterprises are gradually moving towards marketing digitization because of the inefficiency of marketing. And on this basis, out of the further pursuit of efficiency and cost reduction, the whole enterprise has carried out digital transformation and upgrading from business to operation as well as to organizational structure.

Derive the cause from the analysis of the problem, and then focus on solving the problem, at the same time, different business units in different links continue to produce new problems, and after solving these problems, the enterprise has completed the digital transformation. Problem orientation plays an important role in this process.

Restaurant

Problem orientation is a solution to the digital transformation of enterprises, which enables enterprises to make more comprehensive decisions by discovering and solving problems, which is very necessary for the digital transformation of enterprises.

The point is that this method does not need to draw too many models, does not need too much theoretical basis, and can gain insight into its own shortcomings directly from the process of solving the problem, so it is suitable for every enterprise decision maker who is in transition or intends to transform.

But the premise is that these problems can cause the attention of enterprises from top to bottom, and can make concerted efforts to actively solve the problem. Moreover, we should also be able to adhere to the problem-oriented and continue to grow in the process of solving problems. Otherwise, no matter how many problems are found, they will not have a guiding effect.

Whether we can put digitization on the strategic level can reflect an enterprise's determination for transformation and upgrading. Whether it is willing to invest or not can demonstrate the courage of entrepreneurs for digital transformation. Whether the various problems faced by the digital transformation can be found and solved in time mainly lies in CIO, CTO, COO and other senior executives, but it is the founders and CEO that ultimately promote the digital transformation.

If the enterprise managers do not have enough determination and courage, it is likely to lead to the failure of the transformation, because the excessive pursuit of ROI can lead to the failure of the transformation. Enterprises must remember not to regard it as a joke, otherwise it will not only waste resources but also affect the development of enterprises, do not do that kind of "three turns, four turns" can not be determined by the "transformation game".

Wu

Enterprises should not dabble in the digital transformation. Many companies have to make the transition and stare at the profit report every day, and they are full of anxiety at the beginning, and when ROI goes down, they will have doubts, so that they will yell a pause before they really try.

It is important to know that digital transformation will more or less have an impact on previous production efficiency and business performance, which is the so-called transformation pains. Only after we have survived can we create better performance for enterprises with new capacity, new technologies and new models. This is what every enterprise undergoing transformation is bound to experience.

If enterprises want to carry out digital transformation, they should avoid wavering. The transformation of some enterprises is halfway through, because the pressure such as revenue leads to a lack of stamina, due to the lack of continuous investment, the integration of technology, the introduction of talents, and the maladjustment brought about by the new operation mode. as a result, enterprises are like entering a certain "sandboxie" for a certain period of time, no matter how hard they try.

At this time, some enterprises can not stand it, overturn all previous efforts in digital transformation, all operations return to the old model of the past, transformation and upgrading back to pre-liberation. There are also many such enterprises, which can only be said to be quite a pity. It was precisely because it failed to persist that the COVID-19 epidemic made some similar enterprises bid farewell to the market thoroughly.

Land

In fact, when it is difficult to persist, enterprises need to adhere to the problem-oriented: what will happen if the transformation is not successful? What happens if the transformation is successful? What are the chances of success and failure of the transformation? And how to maximize the success of the transformation?

Similar problems can make enterprises think calmly, it is appropriate for them to learn from the bitter experience, and then make the right choice.

The more violent the swing, the more enterprises should make it clear that digital transformation is for better development in the future, and enterprises without transformation can only live more and more miserably. Since not transformation is waiting for death, transformation is looking for death, sooner or later, it is better to stick to it, maybe it will be bright after that, isn't it?

But you choose to perish in silence. What could be worse than that?

Wang Jiwei Channel, focusing on TMT and IOT, focusing on digital transformation and process automation. Search for Wang Jiwei on various content platforms]

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