Nasscom President Kiran Karnik on July 12 launched a book titled ‘The Nuts & Bolts of CRM’ authored by a professor of IT management, Dhruv Nath, in the capital. The launch took place at the Oxford Bookstore in association with Tata McGraw-Hill.
Nath, who is professor of IT management at MDI, Gurgaon, explained that his book was part of the ‘Nuts and Bolts’ series, that was aimed at simplifying IT technologies as well as the usage and management of these technologies for non-tech people. The first book in the series was ‘The Nuts and Bolts of e-commerce’.
Speaking on the occasion, Karnik said, “In today’s environment, CRM is critical to maintaining and enhancing the relationship between an organisation and its clients. Further, given the complexity of businesses today, IT-based tools and technologies are at the core of any CRM implementation.”
Karnik observed that for any organisation planning to implement CRM solutions, it was imperative for its users and managers to understand the basic concepts of CRM technologies. “Fortunately, they do not need to read all about complex technologies. Instead, they could read ‘The Nuts and Bolts of CRM’ – a book that simplifies IT technologies, and how to use and manage these technologies, using stories, anecdotes, and lots of humour,” he observed.
Furthermore, Nath pointed out that people such as managers, salesmen, doctors, lawyers, professionals, housewives, home enthusiasts, etc, needed to use, manage and take decisions with regard to IT, but did not understand the basic concepts of IT. Therefore, their usage and decisions were usually sub-optimal or even incorrect.
He added that since such readers were often scared of technology, the book was written in an extremely simple, easy-to-understand, and humorous style. “It uses lots of real-life analogies as well as stories to explain complex topics such as data warehousing, data mining, sales force automation, call centres and databases, which are at the heart of any CRM implementation, in very simple terms. It also guides readers through practical steps on how CRM tools can be deployed in various business settings,” he said.