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FENOMENALEN RECEPT, KAKO IZGUBITI STRANKE

9. 7. 2019

Podjetniki ponujamo storitve in izdelke. Trudimo se, da bi bile stranke z njimi zadovoljne in se k nam vračale. Pri tem se večkrat ne zavedamo, da lahko (pomembne) malenkosti pri notranjem delovanju našega podjetja in zaposlenih povzročijo, da postane ta storitev za stranke – kisla.

Naj vaša storitev ne postane kislo jabolko

Z vami bi rada delila zgodbo o izdelavi spletne strani pri projektu, ki mi je zelo pri srcu in pri katerem že dolgo sodelujem.

Sodelavci na projektu smo se strinjali, da projekt potrebuje nujno novo okno v svet – beri spletno stran. Izbrali smo izvajalca, ki je imel ustrezne reference, je deloval zelo profesionalno in je ocenil, da lahko novo spletno stran postavimo v mesecu dni.  Dodelili so nam zagnanega vodjo projekta. Skratka – nebeška slika tega, kar smo potrebovali.

In potem se je projekt začel in smo pristali na realnih tleh.  Projekt ni bil dokončan v enem mesecu, temveč v treh. To so bili tri meseci kalvarije, ko nismo na projektu uspeli naredili ničesar drugega, razen tega, da smo se ukvarjali s spletno stranjo.

Nekje v ozadju možganov mi je ves čas odzvanjala misel, da je nekaj narobe – saj smo vendarle zaposlili zunanjega izvajalca, zato da se nam ne bi bilo treba ukvarjati s spletno stranjo. Namesto tega pa smo bili varuška izvajalcu. Ure in ure smo porabili za usklajevanje po telefonu, za odgovore na njegova vprašanja po MSN in elektronski pošti. In še po treh mesecih kar nekaj stvari na spletni strani ni delovalo tako, kot bi si želeli.  Za nameček pa je vodja projekta začel ugotavljati, da smo krepko prekoračili budžet in želel čim prej zadevo zaključiti – ne glede na to, da je bila spletna stran še vedno virtualno gradbišče.

Izkušnja je bila tako slaba, da bi se človek poskušal izogniti postavitvi spletni strani za preostanek svojega življenja.

Ker pa nisem prvič sodelovala pri postavitvi neke spletne strani, sem se nad izkušnjo zamislila. Ugotovila sem, da številna druga podjetja delajo iste napake kot ta izvajalec spletne strani, se jih ne zavedajo in ne vidijo, koliko jih to stane – ne samo v ugledu, temveč v denarju. In katere so te napake?

1. napaka: Pot od želje do izvedbe je danes (pre)kratka

Živimo v instant svetu. Zdaj se spomnimo, da bi šli radi z nekom na pijačo, dvignemo telefon in ga pokličemo. Maruške ni? Nič hudega, po Messengerju kontaktiramo Petra in če njega ne bo, je itak Boris na FB live.  Ni nam torej treba dva dni prej načrtovati, če bi radi šli danes popoldne na kavo. Se odločimo in to naredimo.

Tehnologija nam namreč omogoča, da je danes pot od želje – preko odločitve – do izvedbe izjemno kratka. Ljudje smo zaradi tega vedno bolj nagnjeni k temu, da improviziramo, namesto da bi planirali. Rekli boste: “No, pa kaj? Tak je naš način življenja.”

Rezultat iskanja slik za instant cameras

Res je. Drži. Vendar ni vse zlato, kar se sveti. Vrnimo se k zgornjemu primeru spletne strani. Vodja projekta je improviziral navigacijo – in potem jo je moral popravljati. Je improviziral grafično podobo – in potem jo je moral popravljati. Je improviziral pop-up okna, ki jih nismo želeli, in je moral popravljati. Je improviziral celotno spletno stran – in potem jo je moral popravljati.  In vse to je terjalo čas in denar. Namesto da bi vnaprej načrtoval in usklajeval, je improviziral. Svojemu delodajalcu je “ukradel” dva meseca – saj bi spletno stran z drugačnim pristopom do dela naredil v enem mesecu.

Morala zgodbe: Naš način življenja danes krepi naše sposobnosti improvizacije in prilagajanja. Vendar takšno delovanje pri podjetju, ki izvaja storitve, krepi tudi stroške. Čezmerno in po nepotrebnem.  Če jih želite znižati, krepite pri svojih sodelavcih veščine načrtovanja – planiranja vnaprej.

2. napaka: Verjamete besedam, svojim in tujim

Spomnim se, da sem nekaj dni po začetku izdelave spletne strani tega našega zagnanega vodjo projekta vprašala, kako bo potekala izdelava. Prepričati sem se želela, da ne bomo delali kot puntarji, na “horuk”, ampak da ima nek proces dela, po katerem nas bo vodil. Seveda, mi je suvereno odgovoril in mi poslal nekaj smiselnih točk, kako naj bi projekt potekal.

Slavni literat Lev Tolstoj je nekoč dejal:

Ne verjemite besedam, niti svojim niti tujim, verjamite samo dejanjem, svojim in tujim.

Ko govorimo o procesih dela, velja Tolstoja upoštevati do zadnje črke. Ne glede na to, ali je vodja projekta imel nekje napisane neke točke, morda celo razdelan proces, dejstvo je, da ga ni izvajal. Proces dela ne pomeni samo, da imaš zastavljen vrstni red nalog, ampak predvsem, da so pri posameznih nalogah opredeljene odgovornosti (kdo mora narediti kaj in do kdaj) in vmesni ter končni rezultat. Nova faza se začne, ko se je prejšnja končala, nič prej. Mejniki med njimi morajo biti jasni. In vse skupaj moraš seveda tudi – izvajati.

Če v praksi nimamo procesov dela, to pomeni ponavadi dvoje:

  1. Zapravljamo čas, saj stvari počnemo neučinkovito – kot v našem primeru pri spletni strani.
  2. Stranke ne dobijo vedno enakega izdelka ali storitve – kar pomeni, da niste konsistentni. In zakaj je to pomembno? Za stranke je pomembno, da vedo, kaj lahko pričakujejo. Spomnite se npr. na McDonald’s. Ali mislite, da bi McDonald’s bil to, kar danes je, če bi bil vsak hamburger drugačen? Verjetno se strinjate z menoj, da ne gre v tem primeru za neko visoko kakovostno gurmansko kuhinjo. Ampak vsi, ko gremo v McDonald’s, gremo zato, ker tam točno vemo, kaj dobimo.

Morala zgodbe: če nimate poštimanih procesov dela v podjetju, zagrizite v to kislo jabolko čim prej. Podjetja plačujejo mastne denarce za uvajanje ISO standardov – le zato, da bi si poštimali procese dela. Če namreč tega nimate, je isto, kot da ste danes na nebotičniku in težko prisluženi denar v šopih trosite na spodnje ulice.

3. napaka: V kislo jabolko ugriznemo samo enkrat

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Chet Holmes je bil znan z imenom “Svetovalec za milijon dolarjev”. Tak vzdevek si je pridobil, ker so se njegovi svetovalni honorarji gibali v višini milijona dolarjev. Svetoval je namreč podjetjem z lestvice Fortune 500, kako podvojiti prihodke v 6 -18. mesecih. Nekateri ga poznajo kot človeka, ki je za Charlieja Mungerja, poslovnega partnerja Warrena Buffeta, vodil 9 podjetij in v vseh v rekordnih časih podvojil prihodke.  To je dosegal s posebnim sistemom 12 kompetenc.

Bil je prepričan, da lahko kot podjetje narediš ta preskok do podvojitve prihodkov v rekordnem času, če preprosto kontinuirano pri svojih ljudeh in v svojem podjetju krepiš 12 veščin. Njegovo pravilo je bilo, da je vsak teden 1 uro namenil krepitvi ene izmed ključnih 12. veščin. In po 12. tednih je začel znova in spet krepil – iste veščine.

In veste, katera je veščina št. 2, ki jo je Chet krepil vsakih 12 tednov? Izboljševanje procesov dela.

Morala zgodbe: procesov se ne postavi enkrat z namenom, da so tam na veke vekov. Procesi so živa zadeva, ki jo je treba spremljati, prilagajati, ažurirati in … živeti.

Za konec

Ne glede na to, kakšne storitve in izdelke ponujate, pomnite: danes ljudje v življenju vedno manj načrtujemo. Vendar prav sposobnost načrtovanja je tista, ki vašemu podjetju lahko prihrani ogromno denarja.  Krepite torej veščine planiranja pri sebi in pri svojih sodelavcih.

Pri tem nujno ugriznite tudi v kislo jabolko procesov dela. In naj vas kislina ne odvrne – ugrizniti bo treba velikokrat, saj izboljšave morajo biti kontinuiran proces. Bolje je torej, da se kar privadite na kisel okus, sicer bo vaša storitev za stranke postala – kisla.

P.s.: In prav verjetno je, da stranke v kislo storitev ne bodo ugriznile večkrat.

Avtor: Sara Brezigar

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Author

  • Sara Brezigar

    Dr. Sara Brezigar je strokovnjakinja s področja strateškega upravljanja s človeškimi viri, ki uspešnim podjetnikom in upravam pomaga zastaviti sisteme nagrajevanja in izboljšati vodenje. Magistrirala je na London School of Economics, ki je vrhunska evropska ustanova na področju upravljanja s človeškimi viri. Sodelovala je pri svetovalnih projektih za številna slovenska in tuja podjetja, kot izredna profesorica pa predava in raziskuje na Univerzi na Primorskem. Sara se redno pojavlja v medijih (RTV Slovenija, 24ur.com, Svet Kapitala, Delo, ...). Za coaching in strateško svetovanje jo najemajo predvsem podjetniki, ki bi radi naredili večje spremembe pri kadrovskih strategijah, vodstvenih pristopih in pri sistemu nagrajevanja. Direktorji podjetij posebej cenijo njeno sposobnost zaznavanja bodočih problemov, ki izvirajo iz trenutnih odločitev.

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