Business management – what does it mean today? The development of modern technologies, combined with the pandemic and post-pandemic reality, has contributed to a shift in the business management model.
What does it look like now? What can we expect in the short term? Mikołaj Stępień, CEO of ASARI , spoke to me about this and many other interesting aspects of automation and its impact on optimization. Read the full interview!
Action optimization – what is it?
Monika Praczyk : For over 15 years, you've been designing systems and applications for companies that support and optimize processes within organizations. What has changed over the past two years? What does modern business management mean, and how does automation help?
Mikołaj Stępień : In today's automated age, most tasks are performed remotely. I'm referring to purchasing processes, communication, and running a business. Therefore, the entire database of information about how work with clients and how transactions are conducted is managed through applications. Information is confirmed via email or notes in systems. The larger the company, the more clients and the greater the scope of collected data, which, when properly analyzed, determines the direction of organizational management. Today, every modern company has the appropriate tools to support this style of operation – we're moving beyond the era of Excel. It's convenient, but managing on a larger scale, building relationships, and sharing information requires more advanced systems. The larger the company, the greater the needs.
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Automation in the era of remote work
MP: What does it look like from a management perspective—remote work, Zoom meetings, instant messaging, and email exchanges? How do you combine all these activities, manage a team, and maintain a constant overview of what's happening within the company?
MS: Because we employ specialists from all over Poland, at ASARI we've always been prepared for remote work; it wasn't new to us. Managing effectively in such conditions requires a suitable work system. This is crucial, regardless of whether you use ASARI CRM or another tool with similar features to support business management.
MP: Why is this so important? What difference does it make, and what does using such a system look like in practice?
MS: Remote work has transported us to a world of instant messaging and virtual conversations. However, the need to manage processes within an organization hasn't changed. Making constant calls is time-consuming and inefficient, so a good system is the ideal solution to support organizational management in the pandemic and post-pandemic world. An example is ASARI Tracker [which allows for monitoring phone calls and automatically saving the contact database in ASARI CRM – editor's note], thanks to which we can measure how many calls we make, how much time we spend on them, and what the company's return on investment is in customer communication. Everything is automatically recorded in the CRM system, so managers don't have to check it with constant calls to team members. Everyone has real-time visibility, and a lot of things happen automatically. This is a simple example of how automation can support process optimization.
MP: And what can we do next with this data?
MS: In ASARI CRM, you can create unlimited reports from all data in the system, including specialized dashboards for specific departments and tasks—transactions, sales, phone calls, or anything else. If you have good reporting and analytical systems, and employees have the right tools to perform their duties, everything is aggregated in one place, allowing for proper management. Similarly, if you don't have such tools, you waste a lot of time communicating and trying to find out what each team member is up to and what they're currently doing. Such organizations must decide whether to return to working fully from the office or... adopt a less efficient operating model.
Automation and optimization versus change management
MP: I listed the keywords that appeared in your statement: aggregation, automation, data analysis, analytics. Decision-makers in a company purchase a given system solution, but do all employees know how to use it properly? "We're good at analysis"? Is this still the organization's Achilles' heel? This is your daily professional experience, but many companies can struggle with extracting specific information, analyzing it, and drawing conclusions.
MS: Yes, that's true. Often, clients need to operate more efficiently. They decide to purchase tools, but they lack the awareness that the system is a process. When it comes to advanced use, it requires commitment. Often, this occurs at the beginning, and then the so-called "on-going" phase sets in. Time is scarce, and organizational managers don't want to dedicate it to implementing the system.
MP: And then what? What's the solution to this pain?
MS: The key is to dedicate time to implementation and employee training. At ASARI, we organize the entire implementation process. We understand the challenges and priorities of a specific organization. Based on these, we determine the step-by-step process for implementing the system in that specific company. For large organizations, it's also helpful to designate a dedicated person from the client who is delegated to participate in the entire project. This person is often responsible for coordinating employee training. This greatly simplifies implementation and increases the chances of success.
MP: What are the reactions to automation? Are people embracing the new CRM with open arms?
MS: It depends on the management's approach. If the company's current system isn't working, then the change can be welcomed. Some organizations are just implementing such a system, and then the requirements for employees are different or greater. For example, you have to add notes, set up processes, add meetings. Then it's important how you present this to employees. If they understand the benefits of optimization, we're successful. But if they approach it with the principle, "The company is investing in a system that requires data entry, and I no longer have time to do what I should be doing," then we have a problem.
MP: A real-life example?
MS: I don't have to look far. ASARI Tracker is a great solution for business owners or team managers. The tool optimizes the entire customer communication path and automatically transfers key information to the ASARI CRM system. Managers immediately know how many new customers have appeared in the database, can check notes, analyze call duration, and discuss topics. This allows them to monitor service quality and also improve sales effectiveness. It's about reliable data collection and drawing conclusions, not monitoring. And this is important to emphasize. It's about the speed of information flow, its transparency, and understanding what we're doing well and what needs work. However, how salespeople accept this tool depends on the implementation method and the form of communication with their superiors.
MP: Where do you see the biggest problem in this matter?
MS: Sometimes managers create extensive and complicated processes but forget to test them against reality. A flexible system like ours allows for customization to the specific needs of a specific company. If employees feel it makes sense and the tool helps them, then there's no problem with implementation. You just need to present it well, engage people positively, train them, and, importantly, listen to their needs. Be open to feedback on how they feel about the change being implemented and whether it truly represents an improvement for them. The information gathered will allow you to tailor the solution to the specifics of their work. And then we have a model implementation. New employees are simply trained and adopt the organizational principles.
Automation – salvation and curse in one?
MP: Using automation allows us to optimize many processes within a company, relieve employees of tedious tasks, and utilize their competencies in more specialized and individual activities. But does everyone share the same opinion on this? What's the climate for implementing automated solutions? Have we matured enough to embrace the benefits of machines and even demand their support in many activities, not just professional ones? Or, conversely, might employees fear that machines will take their jobs?
MS: They absolutely shouldn't feel that way. CRM systems are meant to optimize processes, make work easier, faster, more convenient, better, and more efficient. This will allow the company to earn more, invest more, and ultimately employ more people. It's different in manufacturing, where robots are replacing people, but that's a different story. A CRM system is about making all departments earn more because it brings tangible results for everyone. Any company that has the money and effectively established processes will continue to invest money to grow. And then it will hire new people.
Automation in the real estate industry
MP: That sounds reasonable. Let's stick with that! And how are modern technologies being used in the real estate industry, where ASARI originated?
MS: During the pandemic, we introduced 360-degree virtual tours, which allowed for property presentations without the need for in-person viewings. You could simply meet with the property owner, create a virtual tour, and anyone interested in a specific house or apartment could walk around it in the virtual space. Things calmed down during the summer holidays, then returned to the normalcy we knew from pre-pandemic times. And that remains the case today. A real estate agent's work prevents a complete remote transition—you have to source properties, take photos, and sign contracts. To optimize time, real estate agents often prefer to simply use a high-quality phone camera—you can take good photos or record a video. And that's a significant time saver.
MP: For some time, working as an intermediary was my everyday professional life, so I know perfectly well that the activities you mentioned are only the tip of the iceberg!
MS: Absolutely! Taking photos and descriptions after acquiring the property is just the beginning. Then it's a matter of even uploading the ad to the system. And this is where automation comes into play. Using ASARI CRM, we can automatically send it to all portals where users promote their properties. Importantly, we don't have a limit on the number of times we can send it per day, as is often the case with other systems. And in this industry, time and getting your ad seen before the competition are truly at a premium.
MP: Speaking of gold… To conclude our conversation, I'd like to ask you for some golden advice for business owners. You always emphasize that the worst thing is not knowing. So what does management need to know to optimize operations and help the company grow?
MS: Managers and owners must look to the future with optimism. All economic and global problems are temporary. The second thing is having a good tool that enables data analysis. If we are a sole proprietorship, we can still control company processes, but if we want to grow, the key to success will be data – knowledge of our clients, how we operate, what we do well, and what we can improve. After thorough analysis, drawing conclusions, and implementing improvements, we can continue to grow.
MP: With optimism, of course! Thank you for the interview.
MS: Thanks.
Summary
The above article covers the following topics:
