1

As an Internet operator, you may have had the following painful experiences:

(1) You do channel promotion in an online education company.

Every day, your users will register your website and APP through various channels and leave their phone numbers.

A large part of your job is to take all the calls backstage every day and then send them to the company's telemarketers, so that they can call one by one to follow up the sales; Then every week, or at the end of each month, you will go to the sales department to summarize the specific transformation and optimize the channels.

The process of statistics is more troublesome and confusing. You always feel that you are not doing operations, but more like a statistician.

(2) You operate on an e-commerce platform, which is WeChat+Micro Store.

Every day, it will do a lot of promotion in the community, other official WeChat accounts and external platforms, and will spend a lot of money to launch WeChat drainage.

With your efforts, the micro-store will have a little transaction flow every day, but you still can't figure out: which channel has obtained the highest sales conversion? Which channel has the highest unit price? Which channel has the highest return on investment?

As a last resort, I can only call the buyers one by one for details. ...

(3) You are a user in the designer community.

Although your operation background can clearly show how many designers live in and how many works are released every day, you can't quickly know which designers release the fastest data; Which designers are stationed in the publishing frequency is low.

You want to classify the designers of the platform and operate users at different levels; But there is no similar function.

You want to quickly optimize the works published by potential designers, but you are caught in the Wang Yang sea of users, so it is even harder for you to find them quickly.

You have more and more users, but your operation is getting more and more tired.

(4) You do operational support in a cash loan company.

The company has loan officers in cities all over the country. Your task is to urge loan officers to lend more in various ways to improve the success rate of lending.

The way you operate is very primitive: let the loan officer report in the group through WeChat group every day, reporting the number of strangers and loans; The contract is also mail receipt and the money is bank transfer.

You have to manually count a lot of information and handle many processes. You feel busy and full of work. Sometimes you want to do some activities to encourage loan officers to lend more easily, such as interest-free loans and timely repayment of iphoneX.

But you are too busy at work to plan some interesting activities-because many trivial things fill you up.

(5) You are the head of the promotion team of an overseas travel website.

The team you lead has to answer a lot of users' questions every day, including the introduction of tourism products and some information about destinations.

With the development of business, more and more users come to ask questions every day; In order to better serve users, you ask users to add employee WeChat and serve on WeChat.

But your employees are exhausted by this move. They are always replying to users' messages to deal with their boring harassment.

Because of this chaotic operation mode, you can't monitor your subordinates' service attitude, service duration and speaking standards, and you will always receive various bad reviews and complaints from users about their service attitude.

Operational failures like this happen every day.

2

First of all, I declare that all the above examples come from true stories that happened around me. Moreover, according to the situation I have come into contact with, the work of the operators of most Internet companies in China is like this:

During the operation, the business process is not smooth;

A lot of repetitive, statistical work, manual work, no sense of accomplishment;

Tired, it takes a lot of time to reach the goal;

The presentation of work data is not fast enough, intuitive enough and difficult to control;

The operation can not be copied quickly, and the scale is large and the output is unstable;

Wait a minute.

This operating state, or operating system, I call it "manual workshop" operation.

Without the support of the system, we just rely on manual labor and pile up people and time.

And this kind of "manual workshop" operation exists in a large number of start-ups, B-round, C-round companies, and even some listed companies (yes, the operating systems of some listed companies are not much better).

I always thought it was a cancer of products and companies.

Especially when a large number of companies need high-speed growth and high-quality user experience, such "cancer" slows down the progress, consumes manpower, wastes resources and wastes time.

Just like when you want the operation of a product to fly, it can't fly at all.

What is the reason for this manual workshop operation?

Didn't pay attention to "systematic operation".

three

If you can get the system to do it for you, don't do it yourself.

I think this is the core of "systematic operation", but it can help you more than that.

First, systematic operation can reduce repetitive work and increase people's efficiency.

For example, in the previous example, the operator can systematically push and completely keep the user's phone number until the sales follow-up link is opened, which saves a lot of statistics and forwarding links, and even allows the system to automatically generate conversion reports of various channels according to actual needs.

For example, for companies that used to quote cash loans, loan officers can upload their strangers and time every day through the company's internal system, leaving the WeChat group to report this stupid way, and the background system approves various contracts to avoid missing emails.

Even systematization can help you generate various data such as loan amount and loan officer ranking, and help you realize operational support quickly.

Secondly, systematic operation can control costs and nodes in real time.

For students engaged in channel delivery or marketing, the significance of systematic operation is even more important.

A good operating system can not only monitor the traffic of each channel in real time, but also help you calculate the corresponding ROI in real time.

In addition, this control cost is not limited to delivery.

For example, in marketing, local consumption, offline promotion, business cooperation and sharing, distribution rebate and so on. You can also monitor and control costs through systematic operations.

I once heard a complaint about a novel APP that operates children's shoes. Her job is to manually settle the author's manuscript fee every week, and then make a form and send it to the writers one by one in the form of WeChat red envelopes. This kind of work is boring and tedious, and I often quarrel with the screenwriter because of settlement mistakes.

Without a system, what are you waiting for to solve such a job?

If there is a complete automatic settlement system, wouldn't it save time and effort?

Then, systematization can let the operator directly focus on the key points.

The operation team must make it clear that time is money and efficiency is life.

Even if it can improve even a little efficiency, then systematization is meaningful and worth doing.

Because a lot of work in operation is a long-term process, it saves a little time today and gains a lot in the long run.

For example, for example, many community-based apps have many systems and mechanisms to find quality users in the station at the first time.

For example, users quickly publish data, which will be displayed in red in the background, which is convenient for operators to view and recommend;

For example, after the user's post is refined, the system will prompt the user that your post is of high quality. Please add the contact information of the staff receiving the award. ...

These systems and mechanisms are simple, but they will greatly improve the efficiency of operators, help operators reach the key points of their work, and avoid a lot of time browsing, screening, contact and meaningless waste of time.

Finally, systematization can increase employees' work experience.

I think this is a problem that many companies, bosses and responsible persons tend to overlook.

That is, good systematic operation can bring better work experience to employees, reduce turnover rate and make employees feel more professional.

For example, if the above overseas travel companies can have an easy-to-use CRM (Customer Management System) to help them receive all users' inquiries, it will not only make their work clear and orderly, but also greatly improve the work efficiency, work awareness and professionalism of their staff.

After all, if you have such a job, you have to use WeChat to communicate with customers every day and deal with so many WeChat messages every day. I believe such a job will never make you happy.

four

To sum up, even though systematic operation has many advantages, it is still ignored by many domestic Internet companies. What is the main reason?

I think this is multifaceted:

First of all, the system requires the CEO of the company or the head of the operation team to have a global thinking and vision.

The system requires the CEO of the company or the person in charge of the operation team to have a global thinking and vision and realize the real value of this operation system.

Needless to say, although it seems simple, most Internet workers and entrepreneurs actually don't have such thinking.

It's like there are so many restaurants making hamburgers, and only McDonald's (McDonald's catering management system is the world's leading) can really grow bigger.

Many Internet CEOs have the heart of a product manager, but unfortunately, many CEOs only pay attention to the front-end functions of products, but they don't know how to maximize these functions, and they need good systematic back-end support.

It's like you made a short video function for the product, but the operator can't operate this function through the system at all. What's the point of this function?

Secondly, the systematization of operation requires the company to invest certain technical resources for a long time, and constantly iterate and cultivate for a long time.

This also prevents most startups from exploring here. After all, startups are short of resources and are not keen on long-term projects with long systematic operation time and slow results.

Finally, the systematization of operations also requires grass-roots operators to have such awareness.

Unfortunately, most new operators, even experienced operators with three or four years' experience, didn't think much.

This determines that when we do the work at hand, we will not think about it, deduce it, think about how to systematize and streamline it, and then push it forward, so as to achieve the purpose of reducing staff and increasing efficiency, or making business processes smoother.

At this time, some people may refute:

Shouldn't the product manager push the systematization of operation?

Personally, I think it is irresponsible to put everything on the product manager.

After all, operators have a lot of contact with front-line services every day and know their pain points, tiredness and headaches. Operators can really solve their own practical problems only by personally planning and promoting such a system.

five

When I write here, many readers may show disdain and think that the systematization of operations I mentioned is not of high value.

But the fact is: in the fierce competition of many Internet companies, systematic operation has always been a winner and a loser.

Let me give two examples of well-known enterprises:

In 20 16, a top internet take-out platform decided to start national expansion and formally competed with other take-out platforms for market share.

In order to quickly occupy the second-and third-tier markets, the platform opened its business in many cities across the country, and implemented the promotion of holding high and playing high, with various subsidies and concessions.

However, it was soon discovered that although the company's costs continued to increase, the number of take-away orders in various cities never increased significantly.

Later, in order to control the progress of the city, better improve operational efficiency and save costs, the national marketing monitoring system was launched on the take-away platform, and the heads of local sub-stations uploaded various data every day, including leaflets, subsidies, unit prices, new restaurants and so on.

With the help of this marketing system, the platform has a very clear understanding of the progress of various places, and has always maintained a very high efficiency in allocating resources and formulating strategies, while saving a lot of invalid subsidies.

One positive and one negative, and finally killed many competitors.

The following example is a traditional enterprise, which I think is also very enlightening:

K 12, a large educational counseling institution, has been facing the problems of unstable teaching quality, inability to standardize, difficulty in recruiting high-quality teachers and easy loss.

Later, the founder of the organization made up his mind, took a lot of backbones, and developed a systematic course of Olympic Mathematics for many months.

And optimize the course, so that as long as normal college students have a certain quality, they can give lectures on stage after short-term training, while maintaining a high teaching quality.

Through this systematic solution, counseling institutions directly solved the problems of teacher training, unstable and irregular teaching quality, and finally realized the rapid expansion of scale and finally went public.

This example is carefully excavated, and it can be said that many famous companies are masters of systematic operation. More than 200 sets of logistics systems such as SF Express and Country Garden's engineering node monitoring system are the essence of systematic operation.

Finally, I want to give another example:

If you play Civilization 6, you will definitely know the importance of upgrading your technology.

Even if upgrading technology requires a lot of resources and a long time, you should light it up quickly at the beginning.

Because even if you feel uncomfortable because of the shortage of resources, once the technology upgrade is completed, all your abilities will double.

I think systematic operation is also a kind of "technology", which can help operators get rid of small manual workshops and really fly.

Therefore, as the person in charge of the company, the person in charge of the operation team, and even the grass-roots operators, we must cultivate our own ability to solve problems systematically.

Only in this way will your products and team really have the opportunity and spare capacity to maintain rapid expansion, and always maintain high operational efficiency and good user experience during the expansion process.

In the future, I will also bring you more systematic operations to help you better understand.

Thank you!

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