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October 13, 2010

Customer Relationship Management – The Case of Azim Premji – Wipro group

The next case of customer service management is credited to the service engineer of the Electronics company called “Western” who supplied a VCR to the Managing Director of Wipro, Mr. Ajim Premji. Ajim Premji is a man with tremendous commitment and dedication to his company and his employees. It is said that Ajim Premji's son who was studying in UK phoned his dad and requested than he be alloted a room in the Wipro guest house in London. "It is reported that Mr. Premji had said "I can't do that. You can't get a room as you are not an employee of Wipro. The rooms in the guest house are for employees only and I suggest that you find a room for yourself". Azim dresses in a very simple fashion and it was reported that his personal vehicle for a very long time was a 118 NE, a Premier Padmini car.

It is said that Azim wanted a VCR and he had told Western company that he wants the VCR to be installed by 0930 hours on the Sunday morning. Why by 0930 hours on the Sunday? The timing was critical as 0930 hours was the time when Mahabharata the TV serial was being telecast on the Doordharshan and Azim did not want to miss even a single episode. And missing even a single episode was one thing that Azim did not like at all but was forced to miss some of the episodes as he had a very busy schedule. The same news was conveyed to the company.  

On the eventful Sunday, Azim could not catch the episode of the Mahabharata. An enquiry at his house realized his apprehension – the service engineer did not deliver the promised VCR. Azim was terribly unhappy with the turn of events but being a gentleman to the core he just kept quiet. His evening was progressing normally when the service engineer from WESTERN company makes a visit. He Introduced himself and apologized for his late arrival. He has the right excuse. The VCR was simply not available with the dealer.

Azim controls himself and lets the service engineer do his job. The service engineer promptly installs the VCR and then demonstrates the features of the VCR to Azim. Azim quietly listens. The service engineer requests Azim to sign the document of satisfactory installation of the VCR. Azim obliges him. The service engineer takes out a small envelope from his suitcase. He says “sir I am told that you are a great fan of the Mahabharata serial and that you do not like to miss even one episode. I had today’s episode recorded for your sake. This is the video tape of today’s episode. If you have missed today’s episode you can watch it on your new VCR. I sincerely apologize for any inconvenience caused”. Azim was delighted at the thoughtfulness of the service engineer. 


Service is all about the delivery and about empathy. The service engineer treated Azim like a family member and he understood the psyche of his customer. As they say common sense is not that common. I am sure that the thoughtful service engineer of WESTERN would have grown by leaps and bounds and that he would he heading a group of dedicated CRM professionals in a famous company today

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