Organisational Schizophrenia, Impact on Customer Service Quality.
Narula, Anupam
Organisational Schizophrenia, Impact on Customer Service Quality,
Gopal K. Gureja, Sage Publications India Private Limited, New Delhi,
2013, Pages 376, Price Rs 550.
The First edition of Organisational Schizophrenia by Gopal K.
Gureja is excellent work on customer service. Being a top industry
professional, he has used his vast experience to analyze the subject and
offer solutions that can really transform any business enterprise.
He has done in depth empirical research to grapple with an
intriguing problem- why companies are keen to maximize customer
satisfaction and at the same time want to maximize shareholder value.
This obsessive pursuit kills people's objectivity and results in
conflict of self-interest which generates wrong signals within the
company and trickles all the way down to the frontline employees leading
to organisational schizophrenia .
He has supported his research with real companies and his case
studies are practical which reflects day to day experience of most
successful organizations while dealing with their customers. He points
out that striking gap between intent and execution exists in blue chip
companies when it comes to customer service quality and this disconnect
is not unknown situation for the managers.
The book has been divided into four parts:
Part-I, The promise deals with the 'Promise of deliverables
made by the major respondent companies as reflected in their mission and
vision statements as well as other internal and external communication.
Part-II, the performance, comprises examples of real life
interaction which the author had over a period of time with seven well
known and respected companies.
Part-III, the cultural Schizophrenia, deals with the core outcome
of the empirical research which explores policy-practice gaps. It
analyses why operating practices in a company tend to drift away from
the declared policy, particularly with reference to customer care.
This book is unique and valuable for academia and business alike.
It is recommended to be read and internalized by academicians and senior
and middle managers of every business enterprise.
Anupam Narula
Associate Professor,
FORE School of Management.
