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高绩效企业通过实时移动分析为员工提供支持

字体:  小  中  大  | 打印 发布: 2013-7-01 21:00    作者: Aberdeen    来源: Aberdeen    查看: 73次



　　不仅限于高管层的移动分析

　　执行管理层主导着移动商务智能的采用，约四分之三的企业都为执行管理层提供了移动商务智能访问（图 1）。
 

移动商务智能的采用趋势

图 1：移动商务智能的采用趋势

　　商务智能 (BI)：业务绩效数据的收集与整合相关流程、规则、组织能力和技术的组合；通过关键绩效指标 (KPI) 为业务决策者提供对可付诸行动的信息的访问、实现信息的可视化和交付

　　仪表盘：利用图表、图形、表格和量度图等基本可视化工具在单个屏幕上以图形化方式展示关键绩效指标的商务智能报告工具

　　向下钻取：按需从商务智能客户端请求获取有关服务器的数据详情

　　销售和 IT 领域的采用率也很高。在接受调查的企业中，近一半的企业到 2010 年底已经为这些职能内的员工提供了移动分析服务。这与我们

　　2010 年 12 月研究中的核心假设相一致：移动分析开始从试验阶段进入目的性更强和更深思熟虑的状态。
　
　　向决策点传播知识

　　在最近的 Aberdeen BI 研究中，企业内知识的广泛传播已经成为高绩效企业的标志。但在过去，商务智能通常是由执行决策者专门部署的，即所谓的“首席级”。这是因为与 Enterprise Resource Planning (ERP)、Sales Force Automation (SFA) 和 Customer Relationship Management (CRM) 等传统企业解决方案深入整合所需的软件定制成本较高，而且受到知识等价于执行权的企业文化影响。

　　同时截至 2010 年 12 月，移动设备在企业内部的普及使得组织不得不对它们加以关注，因此，执行层和 IT 支持团队开始利用其现有的移动基础设施更加广泛地部署商务智能。2011 年，其优先目标仍继续发展，同时更加重视于现场服务员工和业务领域 (LOB) 管理层配备移动分析。企业开始转变他们对移动分析的看法，以将关键业务信息置于“决策点”上，44% 的高绩效企业选择让一线员工随时获取关键决策数据作为其主要战略。
　
　　不同需求的不同推送

　　但为了成功地全面部署移动分析，必须考虑企业内不同角色的多种需求。在大部分 Aberdeen 研究中，企业行为的根本转变一般是对某类外部压力或创伤性系列事件的反应。常见的例子包括销售收入下降、全球竞争或客户保留率较低。我们发现企业一般仅在因受到超出其控制的环境强迫时才会采取转变措施。

　　但驱动企业采用移动商务智能的压力常常不同。人们常认为移动商务智能本身会改变游戏规则。因此，在所有调查受访者中，54% 的受访者确定了移动商务智能会带来竞争优势的看法，因而是驱动移动分析采用率提高的最主要压力。这本身是很多企业内移动商务智能项目仍处于开发初期的信号。

 不同的角色具有不同的需求
 

图 2：不同的角色具有不同的需求

　　然而不同职务的驱动力具有显著的差异，如图 2 所示。例如，销售部门中的员工认为在旅行途中访问管理信息可提高其工作效率。这很容易理解：现场销售代表常整天拨打销售电话及与客户会面。在会面过程中，如果他们不能找到现场解决客户问题的信息，他们就需要花费额外时间处理所有未解决的客户问题。但移动分析让他们在客户的办公场所就可得到关键信息，从而提高了工作效率和响应度。我们的期望是销售团队的工作效率提升的同时客户满意度也会增加。事实上，92% 的高绩效企业都说他们的客户完全满意或非常满意。相比之下，高级管理人员和运营经理更加关注于未能及时获取业务关键信息这一问题。执行人员和运营人员经常一整天在会议之间奔波这一现象并不罕见。如果他们不在办公桌前，他们如何能及时获取他们所需的关键信息呢？


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