Zhou Qianwen

In order to adapt to market changes and industry development needs, in recent years, Hubei Jingzhou Shashi Tobacco Monopoly Bureau (Marketing Department) has taken undertaking the pilot project of customer manager function transformation of provincial and municipal bureaus as the starting point, focusing on the goals of "responsibility standardization", "service differentiation" and "process digitalization", accelerating the pace of transformation and further exploring a new path for the transformation of customer manager functions.

"Three New" Positioning, Incarnation of "Intelligent Consultant"

To promote the transformation of the account manager function, the first thing to clarify is the role positioning. "Based on the forward-looking positioning of 'new value, new roles, and new functions' of the account manager position, we redefine the job responsibilities and operation items of marketing personnel through job restructure and functional reorganization, and provide standard guidance for the execution of customer managers." The person in charge of the tobacco marketing line in Shashi said.

Account managers collectively learn the key points of functional transformation efforts

Under the close guidance of Jingzhou Tobacco Monopoly Bureau (Company), Shashi Tobacco sent special personnel to enrich and improve the "Customer Manager "Three New" Job Description, further clarify the "two anchors" of the customer manager's functional transformation, and on the basis of full market research, clarify the role positioning of the customer manager "waiter" and "marketer" and "one member and one teacher", and carry out various forms of exploration such as data analysis, terminal development, and customer guidance, so as to provide customers with value-added services. At the same time, it injects the concept of lean management, aims at customer needs and market orientation, and promotes the "three transformations" of the functions and responsibilities of account managers, that is, the transformation of nanny to guidance, the transformation of management to service, and the transformation of emotion to standardization.

Wang Min, the account manager, said: "As an account manager who has served the grassroots for many years, from the cigarette wholesale department to the current functional transformation, the work and functions of the account manager are constantly updated and iterated, which is not only an inevitable move to conform to the development of the times, but also an urgent need to promote the high-quality development of cigarette marketing and build a new marketing service system." ”

"Three-type" classification plays with precise service

After clarifying the responsibilities and positioning, it is also necessary to improve the business skills of account managers. Shashi Tobacco focuses on the core functions of "collecting information, staring at abnormalities, cultivating brands, expanding terminals, increasing profits, building integrity, and ensuring standards", further builds a normalized market-oriented operation mechanism for account managers, and divides the customer manager's performance process into 17 categories and 0 items according to "service-oriented, inspection-oriented, and guidance-oriented".

"In the past, the process of some customer visits was more cumbersome, so we integrated and reduced it, optimized the chain nodes such as customer basic information maintenance, terminal point selection, and material issuance, and strengthened the interaction of the 'three' of customer managers, delivery people, and city managers, so as to realize the exchange of abnormal information, the interaction of abnormal conditions, and the complementarity of service supervision. It not only does service-oriented work, but also truly reduces the burden and increases efficiency. The head of the joint marketing department said.

Account managers prescribing "services" for retail customers

For inspection-type work, a "week-ten-month" multi-cycle information collection ledger system has been established to dig deep into the value of the whole chain of credit evaluation data and realize microscope supervision. At the same time, refine the "five-point" account manager work method and the "nine-step" work method of cigar serving, abandon the rough and fine, and do excellent guidance work.

The "three modernizations" require the realization of wisdom transformation

To solve the problem of role positioning and skill improvement, Shashi Tobacco also put forward the requirements of "three modernizations" to make service items and actions more clear and easy.

By drawing the "Account Manager Performance Standard Flow Chart", the various responsibility performance processes are displayed in an intuitive way to provide clearer operation guidance for account managers. At the same time, three ledgers of "personalized service ledger, real-time market ledger and exclusive service ledger" are established to allow account managers to make differentiated service responses to different customer needs. In addition, it also actively participates in the pilot of the "Mobile Visit Platform of the Marketing Subsystem", explores the function of "intelligent dispatch", and relies on the feature clustering label library and hierarchical classification index library to identify and evaluate customer characteristics and value, so as to depict accurate portraits for customers.

An account manager is using the Mobile Calling Platform to visit a customer

"Now, as long as I open the mobile visit platform, the system will intelligently generate a visit plan and even trigger early warning and demand response through intelligent dispatch, early warning dispatch, response dispatch, etc." Xu Jie, the account manager, clearly felt the intelligence of the mobile visit platform.

With the continuous construction of a new marketing service system, the era of service 0.0 is coming, and the account managers will hold the 'transformation artifact' to bring the 'golden experience' to retail customers, let us wait and see!" The main person in charge of Shashi tobacco said. (Photo/text: Gao Bingfeng, Zeng Tianyi)