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首页 IBM为华为做的客户需求分析

IBM为华为做的客户需求分析.pdf

IBM为华为做的客户需求分析

libber2008
2010-05-30 0人阅读 举报 0 0 暂无简介

简介:本文档为《IBM为华为做的客户需求分析pdf》,可适用于项目管理领域

ThisreportwasproducedbyIBMConsultingGroupDocNo:HuaweiTechnologiesCoLtdHuaweiIBMConfidentialAstudyonHuaweiCustomers'WantsNeedsREPORTJune,PWISCThisreportwasproducedbyIBMConsultingGroupHuaweiIBMConfidentialInordertoobtainaCOMPLETEVIEWofwhatimportantimprovementsareneededinthetotalsupplychain,itiscrucialtoincludetheviewofthecustomersWewanttofindoutHuaweicustomersperceptionson:desiredwantsandneedsfromthestageofevaluatingtobuyatelecommunicationnetworkproducttothefinalstageofusingthatproductHuaweiperformanceintheseareasBestofBreedcompetitorperformanceintheseareasTheISCprojecttookapproaches:Lookingfromwithin,throughtheeyesoftheconsultantsandthefrominternalHuawei'sstaffobservationLookingfromwithout,throughtheeyesofthecustomers,whoarethefinaldecisionmakersofHuawei'ssuccessThisreportwasproducedbyIBMConsultingGroupHuaweiIBMConfidentialQualitativeMethodsQuantitativeMethodsPurposes:Generation,FormulationofHypothesisTestingofHypothesesFormat:Looselystructured,permissivesubjectiveRichincontentWellstructured,constrainingobjectiveLimitations:ResultscannotbeprojectedLacksdescriptivepowerdiagnosticsOverelapsemonths(MarchtoJune),wehavereachedatotalofcustomers*throughinterviewsandamailsurveywitharesultofresponsesINTERVIEWSURVEYMomentsofTruth"Iwant"Ineed"IenvisionMarchMayMayJuneTotaleffortspent:persondaysofHuaweistaffandpersondaysofconsultantsNote:seeappendixfordetailsoftheinterviewedandsurveyedcustomersThisreportwasproducedbyIBMConsultingGroupHuaweiIBMConfidentialGuangdongBeijingShanghaiShandongShaanxiHongKonghighmaturitymediummaturitylowmaturitymaturitylevelinpurchasingIntervieweeProfileChinaTelecomunitsHKtelecomoperatorsChinaMobileunitsChinaUnicomunitAlloftheintervieweesareofhightomediumrankingEstimatedtotalrevenuetoHuaweiofRMByi(oftotalrevenue)customerswereselectedbyMarketingfrommajorcitiesandprovincestobeinterviewedNote:MaturityclassificationisdeterminedbyexperienceinMarketingandTechnicalSupportfunctionsThisreportwasproducedbyIBMConsultingGroupHuaweiIBMConfidentialBuyingExperienceEvaluatingaproductReviewingaproposalandnegotiatingContractDeliveryExperienceTakingadeliveryInstallingaproductPaymentssettlementUsageExperienceUsingaproductFromtheinterviews,welearntofthecustomers'wantsandneedsintheirkeyinteractionswithanetworkequipmentvendorfromthebuyingtotheusageprocessesKeycustomerinteractionsclassificationThisreportwasproducedbyIBMConsultingGroupHuaweiIBMConfidentialsellingcommitmentsmatchactualsellingnegotiationneedstrongertechnicalpeopledetailfunctionalitydescriptionsprovennewtechnologyproductsconsiderfullycustomernetworkcompetentlyintroducenewtechnologiestechnicalpeoplestrongercommunicationabilityproactivetrackingofissuesandsolutionsregularnewproductupdateFortheBuyingExperience,customersvalueareliableandcompetentsalesforcewhocandeliveracomprehensiveandhighlyprofessionalproposalontheirrecommendationFrequencymentioned=HongKongcustomeruniquerequirementsNote:seeappendixforfurtherelaborationofthecustomerrequirementsclearpricecompetitivenessclearTCsandresponsibilitiesdetailimplementationprojectplanfuturenetworkmaintenancerequirementnetworkcompatibilityandinterfacerequirementfuturetechnologyrecommendationfastproposalclarificationdetailsolutiondescriptionandbenefitscompetitiveproductscomparisonitemizedpricinglesscustomersignaturesEvaluatingaproductReviewingaproposalandnegotiatingThisreportwasproducedbyIBMConsultingGroupHuaweiIBMConfidentialontimeandcorrectproductdeliverycorrectdeliverypackinglistandpartnumbersVendorpartscheckingonsitecommunicateQAresultsbeforedeliverybetterpackagingcommunicatedeliverydetailsbeforearrivalcommunicateECOchangesbeforearrivalsendmanualsbeforedeliveryFortheContractDeliveryExperience,customerswantnosurprisesofanysort=HongKongcustomeruniquerequirementsNote:seeappendixforfurtherelaborationofthecustomerrequirementsFrequencymentioned"wewanttoreceivecompleteshipment"SHCityTelephone"weneedtoknowexactlywhatversionsofhardwareandsoftwarewewillbereceivingsothatwecanensuretheircompatibilitywiththeexistingnetwork"HKTelecom"Needtodeliverwhatiscommittedincontract"HutchisonCrossingThisreportwasproducedbyIBMConsultingGroupHuaweiIBMConfidentialCustomerswishtoseeconsistencyofinstallationqualityintermsofattentiontodetailsbyanequallycompetentprojectteamfrombeginningtoendoftheinstallationcycleNote:seeappendixforfurtherelaborationofthecustomerrequirementsproactivecoordinatedsitepreparationclearconsistentdocumentationonprojectprogressfinalconfigurationincreaseemphasisininstallationsatisfactionqualifiedtrainersforonsitetrainingoverallprojectcoordinationnetworkassuranceduringcutoverprojectmanagementempowermentmorethoroughproblemresolutionontimeinstallationstableinstallationteamdetailinstallationQAMoreindepthtrainingtrainingbeforeproductshipmentMultileveltrainingtrainingafterproductinstallation"Huawei'sinstallationprojectmanagementqualityisnotconsistent"GDMobileFrequencymentionedThisreportwasproducedbyIBMConsultingGroupHuaweiIBMConfidentialenhanceremotetechnicalsupportserviceonsitepreventivemaintenanceseminarsproblemseverityclassificationtimetorepairfastsparepartsrepairreplenishmentlocalsparepartsstockprovidepriorityservicepriorapprovetoonsiteequipmentchangescleartechnicalsupportservicesupportstrategycentralizedmultivendormaintenanceminimizeproductreplacementdifferencefastsupportserviceproblemresolutionsignoffcurrentsupportcontactdetailsenhancedrepairtimeestimationQAtechnicalsupportoptimizesparesstockFortheProductUsageExperience,customersdesirepreventivemaintenanceandspeedyrepairservicewithaccuratedurationestimation=HongKongcustomeruniquerequirementsNote:seeappendixforfurtherelaborationofthecustomerrequirementsFrequencymentioned"Wewishyoucanperformpreventivecheckperiodically,andgivecustomerquarterlyupdatereport"BJSuburbTelephoneThisreportwasproducedbyIBMConsultingGroupHuaweiIBMConfidentialCustomersexpectHuaweitobewellcoordinatedfromsalestotechnicalsupport,andbeknowledgeableaboutthecustomersbackgroundandinstallationdetailsNote:seeappendixforfurtherelaborationofthecustomerrequirementssinglepointofcontactincreasecustomerhistoryknowledgesalesandcustomerservicecommunicationscustomerfocusedstableoperationscoordinationwithinsalesmoreeffectivesalesfunctionsFrequencymentioned"WefeelHuaweihasstrongdepartmentalwallshardtorelateamessagetotherightparty""Vendormusttaketheviewofthestandasoperatortosolveproblem"BJSuburbTelephone"Wefeelthereisnobackingofmanagementsupporttotheidentifiedfocalpointheseemstobeverypowerless"HutchisonCrossingHutchisonCrossingThisreportwasproducedbyIBMConsultingGroupHuaweiIBMConfidentialsoftwarequalitysoftwareversioncontrolincreasemanualqualityEnglishmanualsimproverdpartyproductpackaginghardwarequalitymanualsmatchproductuniquepartnumbersincreaseproductvarietyequipmentshouldmatchspecificationCustomershavecitedalotofareas,mostlyinthesupportingaspects,forHuaweiproductstoimproveonThedetailswerepassedtoIPDprojectteamfortheirreferenceandconsideration=HongKongcustomeruniquerequirementsNote:seeappendixforfurtherelaborationofthecustomerrequirementsFrequencymentioned"WehopetheinstalledsoftwareeditioncanbefunctionalforalongtimeHuaweishouldnotsolveproblemsbyupgradingsoftwareeditionbecausethiswillcausebigburdenonourmaintenancedepartment"SHCityTelephoneThisreportwasproducedbyIBMConsultingGroupHuaweiIBMConfidentialHuaweiseemstoperformgenerallybetterthanitstopcompetitors,exceptin'Productinstallation'EvaluateProposalDeliveryInstallationSupportHuaweiperformanceAveragedCompetitorperformanceDataSource:fromdomesticcustomersandHKcustomersOverallPerformanceComparisonThisreportwasproducedbyIBMConsultingGroupHuaweiIBMConfidentialHowever,theHKcustomersfindHuaweiconsistentlyworseoffthanitstopcompetitors,thiscontradictsdirectlytotheviewofHuawei'sdomesticcustomersevaluateproposaldeliveryinstallationsupportHuaweiBestofBreedCompetitorsevaluateproposaldeliveryinstallationsupportPerformancecomparison(bytheHKcustomers)Performancecomparison(bythedomesticcustomers)ThisreportwasproducedbyIBMConsultingGroupHuaweiIBMConfidentialInfact,havingmuchmoreinternationalexperience,theHongKongcustomersholdamorecriticalviewonHuawei'sperformancethantheotherdomesticcustomersDataSource:fromdomesticcustomersandHKcustomersHuawei'sPerformanceRatingevaluateproposaldeliveryinstallationsupportDomesticCustomersHKOnlyCustomersHKTelecom"weneedthepublishedmanualstotrainourtechnicalstaff,butwecannotuseHuawei'spublishedproductmanualsastheydonotmatchwiththeproductwereceived""weneedtoknowexactlywhatversionsofhardwareandsoftwarewewillbereceivingsothatwecanensuretheircompatibilitywiththeexistingnetwork"HKTelecom"shouldneverupgradeourequipmentwithoutgettingpriorpermission"HutchisonCrossing"Needtoberightthefirsttimeindelivery"HutchisonCrossingThisreportwasproducedbyIBMConsultingGroupHuaweiIBMConfidentialJiangsuHeilongjiangLiaoningTianjinYunnanHainanJiangxiZhejiangShandongNeimengguShaanxiHubeiHenanTheimportanceoftherequirementsgatheredfromtheinterviewswereverifiedbyasurveyofwhichcustomer*responseswerereceivedfromprovinceshighmaturitymediummaturitylowmaturitymaturitylevelinpurchasingSurveyRespondentsProfileChinaTelecomunitsChinaMobileunitsChinaUnicomunitsOveroftherespondentsareofmediumtomediumrankingestimatedtotalrevenueofRMByi(oftotalrevenue)Note:MaturityclassificationisdeterminedbyexperienceinMarketingandTechnicalSupportfunctions*ThesurveywasissuedundertheIBM'snameThisreportwasproducedbyIBMConsultingGroupHuaweiIBMConfidentialFromthesurveyresults,itindicates"Ongoingtechnicalsupport"asoneofthetopreasonscustomersbuyfromHuawei,andthereseemstobenomajordeviationsduetothelevelofcustomermaturityMaturityofCustomerongoingtechnicalsupportproductqualitypricecompetitivenesscomprehensiveproductfunctionsongoingtechnicalsupportpricecompetitivenesscomprehensiveproductfunctionsmarketingtechnicalsupportnationalproductpricecompetitivenessnationalproductadvancedtechnologycompanyimageResponsewithineachmaturitylevelCustomerresponsesCustomerresponsesCustomerresponses$$$ThisreportwasproducedbyIBMConsultingGroupHuaweiIBMConfidentialEvaluateProposalDeliveryInstallationSupportPeopleCategoriesRatingsImportanceHuaweiPerformancePerceivedImportanceoftheWantsNeedswithintheSixCategoriesHuaweiPerformanceThesurveyresultsalsoindicatethatHuaweineedstopaymoreattentioninthewantsandneedsforProposalandOngoingTechnicalSupportRelativelylowperformanceThisreportwasproducedbyIBMConsultingGroupHuaweiIBMConfidentialFortheBuyingExperience,respondentswantHuaweitodobetterinpricecompetitivenessandbemoredetailincustomer'stotalnetworkconsiderationsImportancePerformanceCRCRCRCRCRCRCRCRCRCRCRCRCRCRCRCRCRCRCRCRCustomerrequirementsfortheBuyingExperienceCRnetworkcompinterfacerequirementCRfuturenetworkmaintenancerequirementCRdetailsolutiondescriptionandbenefitsCRpricecompetitivenessThisreportwasproducedbyIBMConsultingGroupHuaweiIBMConfidentialFortheContractDeliveryExperience,respondentsbelieveHuaweishouldputmorefocusintheinstallationteam,andenhancethetrainingofferingsImportancePerformanceCRCRCRCRCRCRCRCRCRCRCRCRCRCRCRCRCRCRCRCRCRCRCRCustomerrequirementsfortheContractDeliveryExperienceCRmultileveltrainingCRmoreindepthtrainingCRprojectmanagementempowermentCRmorethoroughproblemresolutionCRstableinstallationprojectteamThisreportwasproducedbyIBMConsultingGroupHuaweiIBMConfidentialImportancePerformanceCRCRCRCRCRCRCRCRCRCRCRCRCRCRCRCRFortheProductUsageExperience,respondentsexpressthewishforamaturedongoingtechnicalserviceofferingsfromHuawei,particularlyinsparepartsstrategyCRfastsparepartsrepairreplenishmentCRprovidepriorityserviceCRenhancerepairtimeestimationCRoptimizewarrantysparestockCRlocalsparepartsstockCustomerrequirementsfortheProductUsageExperienceThisreportwasproducedbyIBMConsultingGroupHuaweiIBMConfidentialThesurveyresultsindicatethatHuaweimustfirstpayclosestattentiontomonitoronthoseareasthatifnotdonewellcoulddrivecustomersaway,nomatterwhatmaturityleveltheyareinImportance>Performance>CRSellingCommitmentmeetsActualCRProvennewtechnologyproductsCRProactivetrackingofoutstandingissuesCRClearpricecompetitivenessCRClearTCsandresponsibilitiesCRNetwkcompinterfacereqCRCorrectdeliverypackinglistandpartnumbersCRCommunicateQAresultsbeforedeliveryCRClearconsistentdocumentationonpjtprogressfinalconfigCRNetworkassuranceduringcutoverCRThoroughProblemSolvingduringinstallationCROnsitepreventivemaintenanceseminarsCRFastSparePartRepairreplenishmentCRFastsupportserviceCREnhanceRepairTimeEstCRSinglepointofcontactCRSalesTechnicalSupportCommunicationCRCustomerfocusedwhenhandlingtechnicalissuesBasicNeedsThisreportwasproducedbyIBMConsultingGroupHuaweiIBMConfidentialThen,HuaweishouldalsopayattentiontoimproveonthoseareasthatifdonewellmightdrawcustomerstocomebackforadditionalbusinessImportance>Performance>CRstrongtechnicalmarketingCRdetailfunctionalitydescriptionsCRfullconsiderationofcustomernetworkinrecommendationCRregularnewproductupdateCRdetailimplementationprojectplaninproposalCRfuturenetworkmaintrequirementinproposalCRnetworkcompatibilityinterfacereqCRfastproposalclarificationCRcorrectdeliverypackinglistandpartnumbersCRcommunicatedeliverydetailsbeforedeliveryCRcommunicateECOchangesbeforedeliveryCRproactivecoordinatedsitepreparationCRqualifiedtrainersforonsitetrainingCRdetailinstallationQACRfastsparepartsrepairreplenishmentCRlocalsparepartstockCRfastsupportserviceCRincreasecustomerhistoryknowledgeCRstableoperationindependentofpeoplechangesCRcoordinationwithinsalesAttractorNeedsThisreportwasproducedbyIBMConsultingGroupHuaweiIBMConfidentialHowthesefindingslinktoISCefforts(tobeaddedbyJS)

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IBM为华为做的客户需求分析

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