Customers and employees

RELATIONSHIP MANAGEMENT IN 21ST CENTURY ORGANIZATIONS: Viney Kirpal and G.K.K. Singh; Vakils, Feffer and Simons Ltd., Hague Building, 9, Sprott Road, Ballard Estate, Mumbai-400001. Rs. 245.

PEOPLE CENTRED management is the new mantra for the globally competitive scenario of the 21st century. It is not just deployment of superior knowledge or knowledge management or superior technology or highly qualified personnel but a management for wealth creation that would be one of effective management of customer relations. The authors are clear in bringing out this book of 400 pages in two parts - part 1 describing the existing management styles in Indian companies as also the qualities required to turn these managers into relationship management experts and part two giving typical workplace problems which any manager, supervisor or worker is likely to face (perhaps these are small case studies of the real life situation nature) along with some ideas to cope with such situations.

These suggestions, though cannot be applied universally, none the less are very useful since these seem to be based on practical wisdom and the rich experience of the authors who have themselves trained managers of several well-known Indian companies and MNCs. The anticipated problems themselves are arranged in sequence and the topic deals with the day-to-day mundane problems like alcoholism, absenteeism, testing, manipulation, politics in workplace and the like and are very practical ones.

The tips for practising managers given in these 300 one-page single problem/answer format - a novel one at it - is lucid, understandable, reader-friendly and usuable - if need be with slight modification to suit the circumstances.

Relationship management is a term normally used to suggest excellent relationships with external customers but this book mainly deals with the means, methods and techniques to nurture excellent relationships with an organisation, because the authors are confident, with their two decades of experience, that only excellent relationships within an organisation can ensure good relationship with customers. This is true when we find the response when a consumer article needs immediate attention and we phone up the TV/video/fridge company to what all channels we are put through.

The attention to the complaint is directly related to the mood of the employee and the pleasantness of the workers/engineers. If the workers are unhappy, they tend to work within their own framework of rules and customer satisfaction is not paramount.

The book, therefore, tells us: ``In the organisations of the future, internal customers i.e., the employees of the organisation, are going to occupy a very important place, organisations of the future will have to develop into institutions which care for their people and offer them an environment where employees feel valued, where they have the freedom to innovate, grow and develop to their full potential. These are the organisations which will achieve employee delight and through them the customer delight and high levels of productivity.''

The shortcomings pointed out in relationship management at middle level management are real and need serious attention for correction. The example that the typical Indian manager has a tendency to be secretive and regards the information as his ``personal property'' is not an exaggerated example by the authors.

The book certainly guides the managers and supervisors on the means, methods and techniques to nurture excellent relationships within an organisation and if this is good, the rapport with the customers will be intense. A book on how to render good customer service.

N. RAMASWAMI

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