IBM为华为做的客户需求分析

ThisreportwasproducedbyIBMConsultingGroupDocNo:HuaweiTechnologiesCo.Ltd.Huawei/IBMConfidentialAstudyonHuaweiCustomers'Wants&NeedsREPORTJune29,2000PW-ISC-06026000ThisreportwasproducedbyIBMConsultingGroupHuawei/IBMConfidentialInordertoobtainaCOMPLETEVIEWofwhatimportantimprovementsareneededinthetotalsupplychain,itiscrucialtoincludetheviewofthecustomersWewanttofindoutHuaweicustomersperceptionson:1.desiredwantsandneeds-fromthestageofevaluatingtobuyatelecommunicationnetworkproducttothefinalstageofusingthatproduct2.Huaweiperformanceintheseareas3.BestofBreedcompetitorperformanceintheseareasTheISCprojecttook2approaches:1.Lookingfromwithin,throughtheeyesoftheconsultantsandthefrominternalHuawei'sstaffobservation2.Lookingfromwithout,throughtheeyesofthecustomers,whoarethefinaldecisionmakersofHuawei'ssuccessThisreportwasproducedbyIBMConsultingGroupHuawei/IBMConfidentialQualitativeMethodsQuantitativeMethodsPurposes:Generation,FormulationofHypothesisTestingofHypothesesFormat:Looselystructured,permissivesubjective;RichincontentWellstructured,constrainingobjectiveLimitations:ResultscannotbeprojectedLacksdescriptivepower;diagnosticsOver3elapsemonths(MarchtoJune),wehavereachedatotalof46customers*through16interviewsandamailsurveywitharesultof30responsesINTERVIEWSURVEYMomentsofTruthIwant...Ineed...Ienvision...March27-May12May22-June26Totaleffortspent:100persondaysofHuaweistaffand50persondaysofconsultantsNote:seeappendixfordetailsoftheinterviewedandsurveyedcustomersThisreportwasproducedbyIBMConsultingGroupHuawei/IBMConfidentialGuangdongBeijingShanghaiShandongShaanxiHongKonghighmaturitymediummaturitylowmaturitymaturitylevelinpurchasingIntervieweeProfile10ChinaTelecomunits2HKtelecomoperators3ChinaMobileunits1ChinaUnicomunitAlloftheintervieweesareofhightomediumrankingEstimatedtotal1999revenuetoHuaweiofRMB10.3yi(9.8%oftotal1999revenue)16customerswereselectedbyMarketingfrom3majorcitiesand3provincestobeinterviewedNote:MaturityclassificationisdeterminedbyexperienceinMarketingandTechnicalSupportfunctionsThisreportwasproducedbyIBMConsultingGroupHuawei/IBMConfidentialBuyingExperience-Evaluatingaproduct-ReviewingaproposalandnegotiatingContractDeliveryExperience-Takingadelivery-Installingaproduct-PaymentssettlementUsageExperience-UsingaproductFromtheinterviews,welearntofthecustomers'wantsandneedsintheirkeyinteractionswithanetworkequipmentvendor-fromthebuyingtotheusageprocessesKeycustomerinteractionsclassificationThisreportwasproducedbyIBMConsultingGroupHuawei/IBMConfidential1-1sellingcommitmentsmatchactual1-2selling&negotiationneedstrongertechnicalpeople1-3detailfunctionalitydescriptions1-4provennewtechnologyproducts1-5considerfullycustomernetwork1-6competentlyintroducenewtechnologies1-7technicalpeoplestrongercommunicationability1-8proactivetrackingofissuesandsolutions1-9regularnewproductupdateFortheBuyingExperience,customersvalueareliableandcompetentsalesforcewhocandeliveracomprehensiveandhighlyprofessionalproposalontheirrecommendation12345678Frequencymentioned=HongKongcustomeruniquerequirementsNote:seeappendixforfurtherelaborationofthecustomerrequirements2-1clearpricecompetitiveness2-2clearT&Csandresponsibilities2-3detailimplementationprojectplan2-4futurenetworkmaintenancerequirement2-5networkcompatibilityandinterfacerequirement2-6futuretechnologyrecommendation2-7fastproposalclarification2-8detailsolutiondescriptionandbenefits2-9competitiveproductscomparison2-10itemizedpricing2-11lesscustomersignaturesEvaluatingaproductReviewingaproposalandnegotiatingThisreportwasproducedbyIBMConsultingGroupHuawei/IBMConfidential3-1ontimeandcorrectproductdelivery3-2correctdelivery/packinglistandpartnumbers3-3Vendorpartscheckingon-site3-4communicateQAresultsbeforedelivery3-5betterpackaging3-6communicatedeliverydetailsbeforearrival3-7communicateECOchangesbeforearrival3-8sendmanualsbeforedeliveryFortheContractDeliveryExperience,customerswantnosurprisesofanysort012345678=HongKongcustomeruniquerequirementsNote:seeappendixforfurtherelaborationofthecustomerrequirementsFrequencymentionedwewanttoreceivecompleteshipmentSHCityTelephoneweneedtoknowexactlywhatversionsofhardwareandsoftwarewewillbereceivingsothatwecanensuretheircompatibilitywiththeexistingnetworkHKTelecomNeedtodeliverwhatiscommittedincontractHutchisonCrossingThisreportwasproducedbyIBMConsultingGroupHuawei/IBMConfidentialCustomerswishtoseeconsistencyofinstallationqualityintermsofattentiontodetailsbyanequallycompetentprojectteamfrombeginningtoendoftheinstallationcycle012345Note:seeappendixforfurtherelaborationofthecustomerrequirements4-1proactive/coordinatedsitepreparation4-2clear&consistentdocumentationonprojectprogress&finalconfiguration4-3increaseemphasisininstallationsatisfaction4-4qualifiedtrainersforon-sitetraining4-5overallprojectcoordination4-6networkassuranceduringcutover4-7projectmanagementempowerment4-8morethoroughproblemresolution4-9ontimeinstallation4-10stableinstallationteam4-11detailinstallationQA4-12Morein-depthtraining4-13trainingbeforeproductshipment4-14Multileveltraining4-15trainingafter