Клиентоориентированность как способ получения дополнительной прибыли.Авт.Смирнов Ю.И.
Давайте вдумаемся в смысл названия. А действительно возможно ли кардинально увеличить прибыль предприятия за счет клиентоориентированности .
На сколько ? Может быть на 3%, ну на 5 или 8. Стоит ли на клиентоориентированность закладывать дополнительные усилия, искусственно выводя ее на какую-то особую позицию в ранговой значимости инструментов менеджмента?
Авторский коллектив придерживается мнения о том, что значение клиентоориентированности в менеджменте до сих пор не дооценнено. Я попытаюсь обосновать нашу позицию.
В начале 2012 года глава Сбербанка Герман Греф в интервью «России 24» сделал сенсационное заявление, может оставшееся не так резонансно замеченным из-за новогодних праздников. Смысл его в том, что за счет курса на клиентоориентированность за последние три года банк более чем в 3 раза увеличил объем своей чистой прибыли! Сбербанк – это не мастерская по ремонту компьютеров, где работал один мастер, потом добавили еще двоих и результат увеличился в 3 раза. Это банк с сотнями тысяч сотрудников! И не с самым лучшим наследием традиций.
Одной из отправных точек в реализации этого достижения была встреча ТОП менеджеров банка с известным в мире специалистом по сервису Джоном Шоулом. Наверное, многие из Вас смотрели эту запись в интернете. Тогда Герман Греф сказал, что учиться придется мучительно и долго, а Джон — что объем прибыли должен возрасти за счет сервиса в 2 раза. Тогда представлялось, что на столько перестроится банку
будет крайне сложно. Да и сами участники той встречи были осторожны и сдержаны, видимо пытаясь понять – это очередной тренинг или новый азимут. Но результат есть результат: сотрудники реализовали замысел двух руководителей — и стали сервисной компанией, оказывающей банковские услуги! Отношение одно – профессиональное браво!
Почему у сбербанка получилось шагнуть через ступеньку (через 3% или 8) ? – Потому, что к сервису подошли не лозунгово, а системно — вводили новые клиентские офисы (например, в 2012 году банк открывает их еще 2 тыс), модернизировали банковские технологии, увеличивали кредитование физических лиц и малого бизнеса, в том числе через идею кредитной фабрики. Например, за последнее время объем кредитования физических лиц увеличился примерно в 3 раза. Куда более гибкими и понятными стали коммуникации – абсолютно живой онлайновый сайт, PR– технологии и самое главное приветливое и конструктивное общение сотрудников в отделениях банка. В интернете кто-то написал, что у них на лбу написано, что они хотят понравиться.
Таким образом, значение не эпатажных, а по настоящему клиентоориентированных шагов в том, что они дает реальную прибавку к чистой прибыли. Практика сложных по управлению компаний, а сбербанк к таковым и относится, тому наглядный свидетель.
Каждый знает экономику своего предприятия, понимает, что время сложное. И что нужны дополнительные эффективные рычаги.
Даже в том случае, если у Вас есть хороший директор по персоналу, подобрали неплохую команду, что дальше? Дальше — азимут на клиентоориентированность.Согласитесь ведь раньше не всегда до этого доходили руки. А сейчас выбора особо и нет.
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