OUTSOURCING 2012: FROM GOOD TO GREAT
On February 29, 2012 on behalf of ASCONCO Yelena Perepelitsa, the Director General of "Restcon" company, visited the First International Conference "OUTSOURCING 2012: FROM GOOD TO GREAT".
The first point noted by Yelena as a result of her visit was excellent organization of the event. She says: "There were lots of interesting speakers and guests. Everything was understandable, clear and well-organized".
When singling out those outsourcing areas that are major to date, the speakers and the organizers marked out three mass units: account issues, IT and HR outsourcing. The participants also pointed it out that the market of logistic outsourcing has been developing quite actively during the recent years. Furthermore, the following tendency was observed: the customers of outsourcing believe that the outsourcer would come to the company, just have a look, arrive immediately at a conclusion and suggest some solutions to reduce the expenses, to simplify the procedures, to optimize the staff and the processes in the company. As a matter of fact, the outsourcing companies are expected to conduct free organizational diagnosis first and then the customer will probably purchase their service, or maybe not. And the outsourcing companies agree to such conditions quite often.
The lecturer speaking on behalf of the representatives of the audit-account section talked about certain paradox, which exists nowadays in the customers' minds. The customers are sure that book-keeping performed by a detached organization would be less expensive than having their own accounting department. In fact, for a small-scale business conducted by several employees, and having a small turnover, a "visiting" accountant would cost much less than a staff member. However, in case of a big company and considerable work content it would be hardly cheaper to substitute for the accounting staff of 10 employees who worked for the customer before. If the basic figure is taken, that would comprise cost of required employees plus rent of premises and equipment of workplace, providing the employee with the Internet and software. And note that the profit of the outsourcing company isn't even indicated here... Certainly, owing to their experience and knowledge the specialists of many external companies are stronger; they have access to the internal resources and many other resources which it makes sense to pay for. Nevertheless, it is worth mentioning that in spite of certain contradiction between the clients and the market, the present segment is the most large-scale and the most developed one. That was what both the experts were talking about from the rostrum and the other participants in the conference agreed with.
The IT direction is the quickest-growing segment of the outsourcing service. Anton Strokovitsh, the Deputy Vice-President on Information Technologies of TNK-BP, gave an interesting talk. He spoke about the company's experience: their own subdivision of technical support was taken out of the staff and the managers of the company created independent business based on it.
The lecture of Marina Potshinok, the Director of Personnel Management of the Games Organizing Committee of the XXII Olympic Winter Games and the XI Paralympic Winter Games 2014 in Sochi, aroused great interest in the participants. She talked about her experience of work with a staff recruitment company. Yelena Perepelitsa says: "It seemed to me after looking through the presentation that the notion of outsourcing was substituted for the notion of outstaffing. Nevertheless, the experience itself is quite interesting". The point is that the organizers of the sport event hired a staff recruitment company to fill several thousands of vacancies. And the customer expected the HR company to provide candidates for all those positions on its own base. However, naturally, it turned out that lots of people were to be looked for in the course of work. The managers of the detached company worked in the office of the Organizing Committee, and in whole Marina was content with her experience finding it successful.
Igor Berezin, the President of the Guild of Marketers, who is an old friend and partner of ASCONCO, spoke at the conference. In his opinion, the market of marketing has shrunk and hasn't reached the rates of the pre-crisis year of 2008. In money terms the biggest part of the advertising market is in the hands of those who sell advertising in mass media and outdoor advertising. The BTL direction practically doesn't work. Igor believes that BTL is first of all, a tool of small-scale and middle business and therefore, its share in the total scope is quite small. It has decreased appreciably due to the crisis and hasn't been restored so far. And since the main product of today's advertising agencies is direct advertising of big companies, loss in professionalism and creativity of the marketing and advertising companies is inevitable. From Yelena's point of view, rather a pessimistic general picture of the market of advertising and marketing has emerged from Igor's talk.
It was impossible to disregard the lecture of Natalia Samoilova, the Director General of MERM, on the subject of "Marketing Outsourcing or Shamanism". She thinks that creativity shouldn't be ordered in the agencies. Instead of that, one may place an order at the portal for freelancers and by the morning he or she would have loads of ideas almost free of charge. However, as Yelena has noted, Natalia forgot to mention that being an expert she is able to select a good idea out of the loads of bad ones; she is able to estimate creativity, legality etc. of each of the options while the customers might be mistaken.
Mrs. Perepelitsa says: "In whole, it was interesting and useful. I am grateful to the organizers of the conference and to the managers of ASCONCO who helped to arrange my participation in this event".