What are the differences between application nailing and WeChat?

Hello! I am glad to be able to answer your question.

First of all, we must affirm the breakthrough point of "nailing" and thank the birth of such a product.

The problem of team communication has been criticized by people, and efficient communication and cooperation has become the common pursuit of more people.

The birth of enterprise communication application is inevitable, but this product inevitably has some shortcomings.

1. "Ding" works too hard.

Slogan, corresponding to WeChat's "a way of life", nailed the slogan of "a way of working".

Obviously, the nailed market is enterprise level, and many application scenarios come from enterprise communication, such as organizational structure, group chat, toll-free telephone, Ding Yi and so on.

However, looking at the functional structure of the nail, its overexertion product function did not please all users, but more like it was set to cater to the boss.

For managers, it is tempting to say that "one bite, the mission is achieved", because "control" is always the core and essential demand of leaders.

Every manager wants his instructions to be transmitted directly to his subordinates, and even wants his employees to carry them out immediately. In nailing, every message sent has a receipt. If there are unread employees, the boss can also send the information through telephone messages and other means. In this way, you don't have to worry that the other party is too busy to see or deliberately not reply, and the leader can immediately receive the answer to the question he wants to ask.

But in fact, this may be a kind of "pseudo-efficiency".

When employees receive Ding's message, they must reply immediately. Because I am afraid of the boss, I give priority to it, and the original work rhythm is disrupted. As time goes on, it is easy for employees to lose their focus. In addition, from the boss's point of view, although this function has given most managers a sense of security, the task sent by Ding Message is lack of effective management and the follow-up feedback mechanism is not smooth, which has dragged down the work efficiency.

It is not difficult to find that the marketing strategy and product design concept are based on "impressing the boss" and making the boss the ultimate buyer.

The market thinking itself is correct, but it may be too hard, which has seriously hit the enthusiasm of employees.

(Want to cry ...)

2. The function is too heavy and the user experience is not good.

Let me ask you a question first. What is the nail for?

To quote @ Vincent Jun:

In a word: Nail is a communication and cooperation platform based on unified communication.

But ... ...

At present, nailing has successively launched functions such as nailing application, nailing cloud disk and nailing mailbox. The official said that it may also provide financial management, administrative management, cloud storage, ISV application platform and other services. Such a heavy function seems to have already broken the boundaries of IM software.

We have traditional OA system, professional collaboration software, Baidu cloud, nut cloud and other professional cloud disks for file transmission and storage. Forcibly accessing so many heavy functions in IM software will not only confuse users at first, but also make the subsequent user experience bad.

In addition, for the nailing team, the cost of attention and maintenance will be much greater, and it is difficult for the product to be the best.

For example, the nailed mobile terminal is better than the PC terminal. However, in fact, most people still work on computers, and PC terminals are too simple to cope with daily functions. This kind of experience is really hard to give high marks. Furthermore, a series of functions such as bathhouse mode and red envelope function. And the addition of many social entertainment functions also makes the product trend more and more unclear.

Here, I also experienced nailing. Personally, many functions are copied by OA and collaboration software, but they are only used for IM, which is not professional enough. It is too impetuous to seize the market and rely on the same concept desperately, but it also makes people feel a little insecure.

Maybe developers should calm down and think about the pain points and difficulties in team communication and what kind of products they want to build.

WeChat

1. Not born for work.

If the functional design of nails is "less humanization", then WeChat is the ultimate "humanization".

In this world of "talking about feelings" from the beginning, WeChat obviously has more temperature than nails, but it is this temperature that makes WeChat destined to be an IM software suitable for work.

First of all, the positioning of WeChat is not working software, but people will apply it to their work, which is completely habit-driven.

Because I am used to using WeChat to communicate and don't understand ToB's communication products, many people continue this habit to their work. But in fact, many people still regard WeChat as a communication tool in private life, rather than a work prop, which is also the crux of the difficulty in improving work efficiency by using WeChat to talk about work.

Most people will mute the work group, so if you explain your work on WeChat, the other party may not see it at all. Even through private communication, many people can choose to "pretend to be dead", and it is still difficult to reply, let alone implement and follow up.

Compared with "news must reach", WeChat gives people the feeling of "giving migrant workers the opportunity to turn a blind eye to the information of leaders". The loss in the process of information transmission is too great, and a lot of communication naturally becomes "invalid communication".

And wechat will reduce people's concentration on their work.

The 12th national reading survey shows that everyone reads WeChat for more than 40 minutes every day on average, and most people basically read WeChat every 12 minutes.

Imagine the work that could have been completed with only two hours of concentration, because you inadvertently brushed WeChat on the way to work, which disrupted the original thinking and had to rearrange your thoughts and inspiration after reading it. The time to finish the work is likely to change from 2 hours to 3-4 hours.

Imagine again that if you discuss a meeting in the WeChat group, a message from friends and relatives, an article pushed by WeChat official account, and an interesting dynamic in the circle of friends may take away your attention. Many people have a reply that they don't want to build, which may be: "What's for lunch?" You can take away the whole discussion topic, and in the end, you spend time but accomplish nothing.

This makes people have to ask: "Does WeChat make people use fragmented time to work, or is the working time fragmented?"

It can be seen that both the functional characteristics of WeChat and the usage habits it leads people to have determine that it is not suitable for work.

2. The stronger the C end, the farther it is from the B end.

Team communication is to make work efficient, but the focus of communication is not speaking, but cooperation.

Apart from the basic "talking", WeChat doesn't have some functions suitable for collaboration.

For example, in WeChat, there is no organizational structure and no group sending function, so we can only rely on WeChat group to explain things in a unified way. This design application is very worthy of recognition at the C end, but for the B end, it is inevitable to be stretched. In addition, it is very inconvenient to transfer files on WeChat, and there is no function for many people to hold meetings online, so it is impossible to query chat records and store important information online. ......

It can be seen that WeChat has no functional design of team work. "A Lifestyle" WeChat emphasizes personal communication experience and cares about personal interests and socialization. If you leave the "personal" scene, WeChat will be very clumsy, and you will find that it is not good at other aspects. These shortcomings will definitely drag down work efficiency.

Too biased towards the C-end, it is also doomed to fail to serve the B-end well.

Even so, I don't advocate adding many functions similar to team collaboration software (such as tasks, cloud disk, approval, sign-in, attendance, etc.). ) like a nail. Maybe we can have some means to improve communication efficiency. For example, some of the functions I mentioned here: What are the benefits of instant messaging software (IM) at work? -pengpeng's answer)

"to sum up":

Enterprise IM software is just needed and necessary.

The cool thing about nailing is that it is free, directly connected to operators, and the call quality is very stable, leading in similar software. Another point is search. Someone above said: "Colleagues who have been in frequent contact recently and have strong correlation will be given priority, followed by other colleagues with the same name, which is also very human." Regardless, it is undeniable that it has indeed improved work efficiency to a certain extent.

In addition, it will be more difficult for ToB products to make profits from opening the market than ToC products. It must be said that it is easy to produce an enterprise-class tool, but it is difficult to survive. However, how can we serve the enterprise if we don't survive? Although the marketing strategy and product function design of the nailing team seem to be "quick success and instant benefit", it is worth understanding.

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Stakeholders:

But if you are the leader of a small team, or your department is relatively flat, and you and your colleagues are young people who are pursuing freedom, it is really not recommended to nail it.

Of course, if you are afraid of instability, relaxation is the first choice:

In fact, there are many good professional IM products in China. For example, Jane talks about Jane.

It has powerful functions such as aggregating messages, guiding discussions with topics, and automatically organizing files into knowledge bases. Compared with the complicated functions, it only focuses on communication and has a simple heart. There is no so-called hierarchical distinction, monitoring, etc. Everything is equal and transparent.

After all, employees are really cool to use ~

Professional things should be done professionally.

With enterprise IM software, not only the work efficiency is improved, the boundary between work and life is defined, but also more private space is given to people. (At least I don't have to beat around the bush and want to block someone ...)

The final conclusion: However, the appearance of nails will not affect the development of WeChat. If enterprise IM software has an impact on WeChat, it can only be the traditional WeChat T-out work circle.

After the report, Jing Ke stabbed the king of Qin. (beep ~)

-Draw a line by hand.

Update later ~

20 16.3.28

Last weekend, the team went to Qiandao Lake for a spring outing.

What's interesting about Qiandao Lake? It is said that the sky is blue, the water is clear and the fish is delicious. .....

Sorry, the set is wrong!

Ok, the following is a reply and explanation to the comments of @ Tian Yu Three Slags Children's Shoes in the comments: (friends who are not interested will automatically ignore it).

I think this ding is very good. Follow-up feedback can be email feedback or direct chat. Make sure that others know the emergency, and when it is finished.

That's the boss using the wrong method. As I said in my reply, I personally think that the starting point of nailing this function is good. If the enterprise is relatively flat, or there are not many people, this function is actually very practical and useful. But if there are many people, busy business, or traditional enterprises, it will inevitably cause some interference to employees.

Most bosses of flat enterprises are considerate of employees, but in traditional enterprises, there is often a big gap between bosses and subordinates, and many bosses will not put themselves in their shoes to understand everyone. The article also mentioned that nailing is very suitable for the boss's thinking of traditional enterprises, so from the information and feedback I collected, most of them are friends of traditional enterprises and sales who will resent nailing ~

Of course, I don't aim at nailing. It also has many advantages. I just think about the phenomenon reflected by many people, and maybe I can explore some ways to improve it.

An interesting example mentioned in the reply, although simple chat is not the best, it is indeed less interrupted than nailing. I hope everyone has an opinion on how to solve the problem of emergency notice without disturbing employees too much.

In the modification of Brief Chat 3. 1.6, we added the message receipt function:

@ If you need to be notified, click the button next to you to see who has seen it and who hasn't. Unread messages can be confirmed by private messages again, and employees will not be reminded in other ways, which will relieve the pressure of employees to receive messages in a panic to some extent, and will not cause many disturbances to employees such as text messages and telephone calls, thus ensuring the sender to master the status of message sending and receiving.

But in fact, the function of this simple chat is limited. How to optimize and develop enterprise im in the future is still a problem worthy of in-depth study.