Больше века существует проверенная годами и принятая во многих мировых компаниях система управления Тейлора – набор методов организации и управления производственными процессами, ключевая идея которой – получение максимальной прибыли путем увеличения эффективности труда. Бюрократия и строгая иерархия, присущие ей, сегодня противоречат новым трендам на well-being и фокус на психологическое здоровье сотрудника. В новом выпуске подкаста “Лида, где лиды?” Марина Буйлова, управляющий по развитию Beyond Taylor, рассказывает об альтернативном подходе в управлении компанией – клиентократии.

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В статье краткое содержание выпуска. Полную версию смотри на YouTube-канале подкаста и подписывайся на ТГ-канал, чтобы не пропустить анонсы новых выпусков.

Клиентократия – что это и как она появилась

Сегодня существует много модных слов, связанных с клиентом: клиентоцентричность, клиентоориентированность, к которым добавилась и клиентократия. В целом, это взаимосвязанные понятия, где в фокусе клиент. Но ключевое отличие в том, что, например, клиентоориентированность – это какие-то мероприятия для клиента, направленные на улучшение отношений с ним, клиентоцентричность – построение процессов от клиента, а клиентократия – это структура управления компанией.

Клиентократия — структура управления организацией, в которой все её сотрудники работают на внешнего клиента или внутреннего заказчика, а не на начальника и не для выполнения каких-то установленных сверху правил и требований.

В модели клиентократии иерархическая позиция от подразделения или конкретного сотрудника зависит от того, насколько большую ценность несет клиент. В клиентократии есть руководящий состав – совет управляющих или правление. В него входят команды, которые несут самую главную ценность клиенту.

В него не входят финансы, юристы и кадровый отдел – без этих отделов компания существовать не сможет, но непосредственной ценности клиенту они не дают.

Beyond Taylor – компания, которая выросла из ВкусВилла и сделала его своим клиентом

Автор книги “ВкусВилл: Как совершить революцию в ритейле, делая всё не так” и один из ключевых сотрудников ВкусВилла Евгений Щепин на протяжении нескольких лет проводил экскурсии по офису компании для гостей из регионов и Москвы. Через какое-то время они начали приходить с запросом научить их также организовывать процессы и управлять командами, как ВкусВилл рассказывает на своих экскурсиях.

Поначалу этим занимались топ-менеджеры ВкусВилл. Они проводили дополнительные лекции, вели просветительскую работу на конференциях. И когда запросов стало очень много, было принято решение выделить это в отдельную структуру. Весь костяк, сформированный топ-менеджерами ВкусВилла, организовался в отдельную компанию. Таким образом и появилась компания Beyond Taylor.

Название Beyond Taylor означает “после Тейлора”. Фредрик Тейлор – основоположник теории управления, концепции, которой пользуются уже более ста лет, а вот Beyond Taylor — это что-то после Тейлора, следующий этап. Это восприятие человека не как ресурс, как пропагандирует Тейлор и чему следовал, например, Генри Форд. Это восприятие человека как живого организма и, соответственно, компании, как живого организма, состоящей из этих живых клеточек.

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Бирюзовые компании – утопия или реальность?

“Я не считаю, что бирюзовые компании это утопия. Утопия для меня имеет негативную коннотацию. Мне больше нравится термин «идеальная картина мира». Понятное дело, что чистых бирюзовых компаний, скорее всего,не будет, но какие-то отдельные инструменты очень даже работают, и почему бы не стремиться к этому.

В большой компании сложно обеспечить полностью бирюзовое управление, потому что бирюзовое управление подразумевает очень высокий уровень персональных управленческих компетенций. Это тот случай, когда нужно думать не только за себя, принимать решения не только в рамках своего направления, а в рамках развития всей компании” – говорит Марина Буйлова.

Риски клиентократии

Клиентократия – это альтернатива классическом подходу, и есть вероятность, что кому-то она может не подойти. Важно понимать, что эта структура работает в комплексе.

“У наших клиентов есть очень большой соблазн начать все в компании перестраивать, но мы рекомендуем этого не делать до окончания обучения, чтобы сначала все “улеглось по полочкам” в голове. Если взять, например, какой-то отдельный инструмент и попробовать себя его реализовать, например, ввести “систему обещаний” вместо KPI, это может быть, во-первых, плохо воспринято сотрудниками, во-вторых, это не будет работать в отрыве от всего остального, и скорее всего, получится, что мы раздаем вредные советы.

Собственнику нужно быть готовым где-то отпускать контроль, понять, что где-то он больше не будет иметь своего влияния,” – объясняет Марина.

Подробнее о секретах маркетинга ВкусВилла, незаменимости здравого смысла в управлении компанией, успешных кейсах внедрения клиентократии смотрите в полной версии выпуска на YouTube-канале подкаста.

292 комментарий для “Клиентократия, рожденная во ВкусВилле. Марина Буйлова, Beyond Taylor, в подкасте “Лида, где лиды?””
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