Republic of the Philippines

JOSE RIZAL MEMORIAL STATE UNIVERSITY

The Premier University in the Province of Zamboanga del
Norte
Gov. Guading Adaza St., Sta. Cruz, Dapitan City
Province of Zamboanga del Norte

The Necessity of Traditional and Digital Communication

on the World of Business

In Partial Fulfillment
for the Requirements of the Subject
Purposive Communication (Tuesday-Thursday, 5:30-7:00 pm)

Presented to:
Ms. Vanessa Letegio

Presented by:

Nur Jihad Antao

Ronel Torres

Elsa Tutor

Herlene Hanggas

Jell Marie Rio

June 3, 2020
 The Necessity of Traditional and Digital Communication

on the World of Business

Thesis: Communication is the act of conveying meanings from one entity or group to another
through the use of mutually understood signs, symbols, and semiotic rules. Communication is
the key to mutual understanding, bridging people and creating a connectivity of interaction.
In the business sector, a good communication is vital for the survival of the firm. This enables
a smooth working environment and a prosperous performance in the business world.

Introduction

I. Better Understanding
a. Resolves problems easier
b. Provides clarity and directions
II. Creates Interaction
a. Promotes teamwork
b. Increase customer engagement
III. Increased Productivity
a. Increase customer satisfaction
b. Increase sales performance
IV. Stronger Relationships
a. Boost employee morale
b. Stronger partnership
V. Aid Social Media
a. Less effort
1. Online Transactions
2. Customer feedbacks
3. Worldwide connectivity
b. Communication made easy
1. Trend
2. Used by many

Conclusion
The Necessity of Traditional and Digital Communication

on the World of Business

Thesis: Communication is the act of conveying meanings from one entity or group to another
through the use of mutually understood signs, symbols, and semiotic rules. Communication is
the key to mutual understanding, bridging people and creating a connectivity of interaction.
In the business sector, a good communication is vital for the survival of the firm. This enables
a smooth working environment and a prosperous performance in the business world.

Introduction:

Communication is the foundation for sharing information between people to ensure

that everything is understood and can be acted upon. Without good communication, missions
fail and others cannot help to fulfill the mission. Another reason communication is important
is because you leave others out of the loop and they cannot inform higher the proper status of
what is going on.

Communication as defined in the American Heritage Dictionary is the exchange of

thoughts, expressions, and or information. This is the basis of all communications.

In the business industry, communication among individuals, teams, units, and

organizations is essential to efficient and effective mission accomplishment. Two-way
communication is much more effective than one-way communication. Mission
accomplishment depends on information passing accurately to and from subordinates and
leaders, up and down the chain of command and NCO support channel, and laterally among
adjacent organizations.

The Army has only one chain of command. Through this chain of command, leaders
issue orders and instructions and convey policies. A healthy chain of command is a two way
communications channel. Its members do more than transmit orders; they carry information
from within the unit or organization back up to its leaders. They furnish information about
how things are developing, notify the leader of problems, and provide requests for
clarification and help. Leaders at all levels use the chain of command to keep their people
informed and render assistance. They continually facilitate the process of gaining the
necessary clarification and solving problems.

The downfall of communication can lead to mission failure and this can not be the
case when the mission of any kind fails due to poor communication. Poor communication
between leaders and subordinates and vise versa is essential to all mission accomplishments.
With all that have been said, communication is vital for the success of the business.
 I. A good communication provides a better Understanding.
c. It can resolves problems easier by talking it out
d. It also provides clarity and directions for the firm to follow.
II. One of the goals of having a good communication is to create Interaction.
c. It promotes teamwork and creates unity resulting to a better progress.
d. It Increase customer engagement by having a good conversation.
III. Having good communication increases productivity
c. It Increase customer satisfaction because products are based to their wants
and needs.
d. It Increase sales performance due to an increase in productivity
IV. Communication also helps build stronger Relationships
c. It can Boost employee morale by encouraging them
d. Create stronger partnership with business investors and partners
V. Communication have become better with the aid Social Media
a. It requires less effort
1. It provides easy online Transactions
4. Enables Customer feedbacks
5. It has access to worldwide connectivity
b. Communication made easy
1. It is a trend nowadays
3. It is used by many which helps to reach potential customers

Conclusion: The world of business, communication is really important in every workflow of

the company. In order to be productive, it must start with the employee. Motivating them to
boost their confidence can result to a better performance. And, creating relationship with
clients and customers through good communication is also a big help towards the success of
the business. The research also found out that in today’s society, social media is really vital to
cope up with the sales performance of the business. It helps in reaching out greater number of
clients and customers on a bigger platform in an easy and convenient way. It helps promote
the business and acquire feedbacks to improve the business’s performance.
The Necessity of Traditional and Digital Communication

on the World of Business

I. Better Understanding
a. Resolves problems easier

“Conflicts are neither constructive nor disruptive but the ways these are handled
make them either positive or negative.” – Abdul Ghaffar, Ph.D, Education professor at
Qurtuba University of Science and Information Technology

Like it or not, conflict is an unavoidable human phenomenon. Where and when

humans interact with each other, there is an eventual certainty that at some point in time,
different personal preferences, ideas, likes and dislikes will create some level of conflict.

Conflict can actually be positive

That’s not to say such occurrences are always negative. A 2009 article by Professor
Abdul Ghaffar from Qurtuba University in the Journal of Managerial Sciences argues that
conflict is often needed when it helps to raise and address problems; energizes work to be on
the most appropriate issues; helps motivate people to participate; and, and to helps people
recognize and benefit from their differences.

“Conflict isn’t the same as discomfort,” Ghaffar wrote. “The conflict isn’t the problem – it is
when conflict is poorly managed that it is the problem.” There are differences causes and
types of conflict. It shouldn’t be a surprise to anyone that there are different causes and other
factors that create conflict. Again, Ghaffar produces a long list of causes; the more relevant
ones being paraphrased as follows:

Affective Conflict, a “I’m mad as h—” condition that arises when group members have
interpersonal clashes that are characterized by anger, frustration, and other negative feelings;
Substantive Conflict that arises when group members disagree about the task or goal at hand,
such as what an organizations’ current strategic position should be or what data to include in
a report; Conflict of Interest takes place when there’s an inconsistency between two parties
for how a scarce resource is to be allocated. This, despite the fact the parties in dispute have
the same understanding of the situation – i.e. that the resource is in scarce supply; Retributive
Conflict which, as its name suggests, takes place when the conflicting parties feel the need
for a drawn-out conflict to punish the opponent; Conflict in Values occurs when two social
entities differ in their values or ideologies on certain issues; Goal Conflict, something that
arises when the parties involved disagree about what the preferred outcome of a task or
situation should be; and last, Displaced Conflict when the conflicting parties either direct
their frustrations or hostilities to social entities that are not involved in the conflict or argue
over secondary, if not insignificant issues.
 The most likely sources of conflict are poor communication, competition for common
but scarce resources, disputes over roles, and just plan incompatibility when it comes to
approaches and outcomes of goals. However, it’s not by happenstance that communication
heads the list since it is the singular tool needed to resolve all sources listed here and
elsewhere. But, when used poorly or not used at all, it also can be the catalyst that can hurl
parties headlong into a conflict.

Christine Switzer, a writer on workforce issues, noted in a recent article that a primary
challenge of effective communication is to prevent conflict escalation. “Conflict escalation
can result in broken communication, false assumptions and negative commitments, all of
which can further complicate the initial conflict.”

One major benefit effective communication has in resolving a conflict is the resultant
reduction in anxiety, whether within a family or in the workplace. Stewart Levine, an
attorney and author of “Getting to Resolution: Turning Conflict Into Collaboration,”
emphasizes the need to “address your real concerns” and “get to the core of the conflict.”
Active listening skills, include talking less and asking questions for clarity. Using effective
verbal – and nonverbal – communications further contributes to a successful resolution of
conflict, either between individuals or within a group.

There’s an abundance of lists of what to do and not do in conflict situations, including

the Crisis Prevention Institute’s “Top 10 De-escalation tips” that bear keeping in mind.

Be empathetic and non-judgmental. Whether or not you think the other person’s
feelings are justified, they’re real to that person. Pay attention to them.

Respect personal space. Allowing personal space tends to decrease the other person’s
anxiety and can prevent the incident from getting worse. Try to stand or be no closer than a
couple of feet from the other person. Use non-threatening non-verbals. The more a person
loses control, the less they hear the other person’s words. Be mindful of your gestures, facial
expressions, movements and tone of voice. Avoid over-reacting. Remain calm, rational, and
professional. You can’t control the other person’s behavior; how you respond to their
behavior will have a direct effect on whether the situation escalates or diffuses. Focus on
feelings. Facts are important, but how a person feels is the heart of the matter. Watch and
listen carefully for the other person’s real message. Ignore challenging questions. When a
person challenges your authority, redirect their attention to the issue at hand.

Set limits. If the other person’s behavior is belligerent, overly defensive or disruptive,
give them clear, simple, and enforceable limits. Offer whatever positive choices or options
first. Choose wisely what you insist upon. Decide which rules are negotiable and which are
not. If you can offer a person options and flexibility, you might be able to avoid unnecessary
altercations. Allow silence for reflection. Silence can be a powerful communication tool by
giving a person a chance to reflect on what’s happening and how he or she needs to proceed.
Allow time for decisions. People who are upset might not be able to think clearly at a
moment’s notice. Give them a few moments to think through what you’ve said.
 According to Ghaffar, A. (2020), listening, as briefly referenced earlier, can do much
to minimize or eliminate the misunderstandings and miscommunication take created the
conflict. Teaching students good listening habits is an important tool. Crawford and Bodine
suggest teachers start with a classroom discussion about recent student conflicts, predicting
that those involved would likely say something to the effect, “He wouldn’t listen…” or “They
didn’t understand what I was saying…”

Writing about the conflict gives them a time out or cooling-off period and makes them
reflect on the incident in a more reasonable manner. In writing about the conflict they find
themselves in, students should include how the incident has made them feel and what other
choices should they have made to prevent or minimize the level of conflict. Crawford and
Bodine suggest they be asked to respond to, “List 3 things that you would do differently now
that you’ve had a chance to think about better options.”

b. Provides clarity and directions

The effectiveness of the communication depends on three factors: content, context,

and the receiver. Content is the actual words or symbols that constitute a part of the message,
known as language. It can be either spoken or written. We all interpret words in our own
ways, and even simple messages can be understood differently.

Context is the parts of communication that surround a spoken or written word or

passage that can influence its meaning. The context for communication may sometimes seem
to contradict the communication, for example, when factual information that the person
knows about the subject challenges or contradicts what is being conveyed in the
communication itself. In spoken communication, context might include body language, facial
expressions, gestures, and the level or state of emotion. In my observations while coaching
leaders, context is a critical component of effective communication that often gets
overlooked. As we believe what we see more than what we hear, we sometimes trust the
accuracy of nonverbal behavior more than verbal behavior. So, when we communicate, the
other person notices what we say, how we say it, and what he or she knows about the subject.

It is important to be aware of whether the receiver is able to hear and receive the
message due to his or her current emotional state or stress (i.e., thinking condition). I'm
always amazed that businesspeople fail to recognize that it is an exercise in futility to try to
communicate with someone when the person is in Thinking Condition 4. In this respect, we
can all learn a lesson from 6-year-old kids. They know just the right time to approach mom or
dad about that new toy they want. They know the thinking condition that presents the
opportune time to approach the parents for this request.
 These barriers are filters that we use to decide what is useful for us. No one can
completely avoid these filters. To overcome these filters, engage in active listening and
feedback.

Active Listening

All of us can hear, but not all of us can listen. Hearing and listening are not the same
thing. Hearing is involuntary, and listening involves the reception and interpretation of what
is heard. It decodes the sound heard into meaning.

People generally speak at 100 to 175 words per minute, but we can listen intelligently
at 600 to 800 words per minute. This means that, most of the time, only part of our brain is
paying attention, and it is easy for attention to drift. This happens to all of us. The cure: active
listening. This involves listening with a purpose. It may be to gain information, obtain
directions, understand others, solve problems, share interests, see how the other person feels,
and even show support. This type of listening takes the same amount of or more energy than
speaking. This requires the listener to hear various messages, understand the meaning, and
then verify the meaning by offering feedback.

According to Poskey, M. (2020), feedback is restating the other person's message in

your own words. It helps to make sure that you understood the message correctly. How much
better daily communication would be if listeners tried to understand before they tried to
evaluate what someone is saying!

II. Creates Intercation

a. Promotes Team Building

Fajana(2002) defines teamwork as an integration of resources and inputs working in

harmony to achieve organization goal, where roles are prescribed for every organization
member, challenges are equally faced and incremental improvements are sought continually.

Effective communication plays an important role in keeping the team together and
makes the work atmosphere positive and lively. Research has found that three or more people
working together on a project are much more effective than a single person spending all of
his time doing the same thing. However, without communication, the three-plus team
members can be as useless as if the project went untouched.

Effective communication brings people together from different upbringings with

varying traditions. This creates understanding among teammates for the greater good. The
diversity is easily converted into an advantage based on mutual understanding that good ideas
and best practices will openly shared among team members resulting to progress. In addition,
teamwork among a diverse group of people will reveal new and fresh ideas. And those new
ideas are invaluable in today’s competitive business environment.

Good communication among team members ensure that everyone receives the same
message, because each person processes information differently, helpful communication
permits feedback and encourage questions that impart clarifications. Many of today's
companies have a multicultural workforce, sometimes a barrier to communication. Good
team communication increases cross cultural interaction and understanding, which in turn
helps to develop solidarity among team member that makes team projects productive and
ultimately valuable to the company.

Thus Effective communication promotes teamwork that will help a business maintain
a positive work environment. Effective communication also permeates throughout all areas of
business operations, because a positive workplace means happier employees are interacting
with the public and with consumers. Effective communication among business teams begins
with leadership that sets clear methods and standards.

b. Increased Costumer Engagement

A costumer is an individual or business that purchases another company's goods or

services. Costumers are important because they drive revenues, without them business have
nothing to offer.

It is incredibly important that employees must develop the best communication skills
possible with customers. Some of these skills include speaking clearly, effectively,
efficiently, and politely. It also need to employ empathetic listening in customer service
setting. Excellent communication skills are important because communicating in this way
shows customers that you understand what they actually mean instead of what they are
simply saying.

Speaking clearly and effectively with your customers is an extremely important skill.
You want to be able to explain procedures, policies, and other aspects of your company to
your customers so they walk away without any questions. Clear and effective speaking also
gives the customer a good impression of you as well as your company. Customers do not
want to speak with someone who mumbles or cannot articulate points clearly. Lastly,
speaking effectively leaves no room for error. Both you and the customer have a solid
understanding of the company or the issue that you are fixing for them. This sort of
understanding will lead to a long lasting relationship with the customer.

In addition, communication attracts and retain costumers. Fostering strong

communication skills made it possible to promote products and services to costumers,
develop a strong relationship with existing costumer and address costumer's concern.
 III. Increase productivity
a. Increased customer satisfaction

The quality of a company's internal communication plays a key role in their company
dynamics. Through, internal communications, the various different parts of a company can
work together with a common goal in mind, move in the same direction and generally be
more productive. Communications is the fuel that enables them to work together. It addresses
the challenges that can result from dividing up tasks, allowing different departments to
maintain global perspectives. Moreover, communications bridges the gap between a
company's stakeholders. It is incredibly important that you develop the best communication
skills possible with your customers. Some of these skills include speaking clearly, effectively,
efficiently and politely. You also need to employ empathetic listening in your customer
service setting. Excellent communication skills are important because communicating in this
way shows customers that you understand what they actually mean instead of what they are
simply saying. Speaking clearly and effectively with your customer is an extremely important
skill. You want to be able to explain procedures, policies and other aspects of your company
to your customers so they walk away without any questions. Clear and effective speaking can
also gives the customer a good impressions of you as well as the company.

According to Frier(1970), communication should be used to provide space for

dialogue; exchanging views, identifying common problems, exploring solutions, reflefting
community issues and mobilizing sources. The concept of dialogue is base on repeated and
receprocal information exchange between people; it involves not only the physical acts of
speaking and listening but also is embodied in the relationship between the participants.

Increase customer satisfaction. Nowadays, all company's are aware of the importance
of customer rationship, customer knowledge and customer satisfaction. Knowing your
customers, responding to their feedback and aiming to increase customer satisfaction are keys
in making any business sustainable. Aiming for customer satisfaction is what connects the
various different departments of any company, and is both a key objective as well as a way of
bringing team members together. Communications is very essential to a business as it
increase customer satisfaction because a good and proper way of communication towards the
entrepreneur and customer build and develop an effective results towards the business. When
a company culture is focused on customer satisfaction, team members are more motivated
and involved in their work, and find new positive meaning in their daily tasks.

Effective communications resolves different issues in their business because as what

they say any problems can be solved in a proper talk or a proper communication. Business
that effectively communicate will also see an increase in revenue. As a result, a customer
who is happy with their solutions means opportunities for continued ingagement. Customer
loyalty is something every business dreams of. In today's instant society field with all
expectations toward the product they are going to buy in the certain business. For the
expectation to be properly resolved, a customer should communicate with the business owner
or someone who manage the business. Both of them should undergo the discussion process
and when a customer does not fully understand the processess, which may leads to conflict,
the communication is ineffective as the customer was unsatisfied with the thing he/she wants
to know.

Good customer experiences results from effective business communicatiions and this
helps build the business grand. There are ways to create good communications between the
business and the customer. These are through social media or through face to face
communication. These two bridges are the best way for the messages to be conveyed
properly in which every customer will be satisfied by what they will learn during the
communication process.

Various studies have shown that service quality as perceived by the customer maybe
different from the quality of service actually delivered by the company ( Gronroos, 1982;
Looy et al., 2003., Zeithaml et al.,2006) perceuved service quality as proposed by
Gronroos(1982) in the total perceived quality model is the comparisson by customers
regarding their expectations for the service quality of their perceptions of actual service
experiences received. The comparison between customers perceptions and expectations
determines perceived service quality and customer satisfaction, the customer is satisfied if the
service experience as perceived by the customer meets expected service and he/she is
disatisfied if the service falls below what was expected. Business delivering high quality
services usually have satisfied customers. ( Shemwell et al., 1998; Gagliano and Hathcote,
1997) if actual service exceeds expected service the customer is delighted. Gibson (2005)
explains that satisfied customers are likely to become loyal customers .

Knowing that social media has been a perfect avenue for any transactions or, building
businesses and marketing period also social media serves as a gateway for every customers to
learn what they want to know about a certain business or a business products that can
satisfied their expectations. Likewise, business owners engage in selling their lroducts
through social media or most specifically through online where comments are open both
positive and negative one. In addition to that, a product posted has its specific description and
decision that wi surely can captures the attention of every customer.

Face to face communication in dealing with a customer in a business lroduct js also a

good 2ay of communication as the product description will be properly discussed to the
customer and also the product is visible and the customer can observe the product with her/
his two eyes and most especially, he/ she can touch the product for him or her to be satisfied.
Also, inside the business structure, when proper communication has been practiced,
3mployyes can create adequate and good products that once wi be sold and used by an
individual, that person will possibly satisfied by the product and more or less look the product
always and used it as a maintenance. Complete communication process in the business
enterprise will encrease customer satjsfaction because they will be able to love the products
or the business itself which basically results into a good income and most probably can gather
a number of customer. Customers wi be satisfied because what they aim to know about the
prodhct or the business are conveyed properly and also the business are making positive
efforts in order to produce a good quality products.
 Face to face communication is the backbone of internal communicatikn sysyem.
Communication cosultants Carole Howard suggested that a string face to face program can
help managers develop an ongoing positive working in relationship with their employees, as
it offers the chance for enhance two-way communication. In her opinion,

" Face to face session gives people the opportunity to ask questions, offer opinikns
and give snd received feedback-unique advantage over even the best print publications, video
programs and email message. They gives service executives the opportunity to hear firsthand
what is in their employee's minds.........."

Telephone systems play a very important role in the modern roomplace. Telephone
systems give individuals the ability to communicate and share information. Face to face
meetings provide an opportunity for brainstorming, colition- building, qnd democratic
decision making. Intranel in an organization's own knformation network which utilize the
ssme technology as the internet ( Juholin,1999). However it is limited to use only by the
personnel of an organization, and it contain any information for a comapny's processess, tools
and other cooperation areas to be used in everyday work.( Juholin,1999) it enables the same
information to be simultaneously available for all personnel, regardless pf the organizational
hierarchy or geographical location.

b. Increase sales performance

Customer satisfactions rests from the high quality of service, and as explained in the
gap model ( Parasuraman et al., 1985) this is attained when perceived service exceeds the
expected service. Parasuraman et al. (1985) explains that external communications plays a
role in customer satisfaction by shaping customer expectatikns through word of mouth and
advertising.

We all have a preferred style of communication or "social style" that drives our
behaviours and approach to different situations. These preference dictates how we approach a
selling situation. Communication skill are essential in sales. This is because, one needs to
make sure that the people around should understand the product or service that one is
supporting and promoting. Like any employees, the salesperson needs to be appreciated and
recognized for their performance and hardwork. When you communicate with others, you ar
creating an experience for the other person. Everything you say has an impact, even the
smallest thing. What's interesting is that every word you used will have unique interpretation
for the person you are communicating with. When communication is present in a certain
business or organization, thesales performance will be increased because when the business
establishments are doing great and producing a quality product. Then a certain number of
people will engage to buy it. Talking about this, this communicatikn process is related into
marketibg as a saleslerson is communicating mouthwateribg words from a certain products
that will surely can captures the attention of may customers. Additionally, when a customer
has being satisfied and loved the product, he/she will buy a numb3r of this or probably will
encouraged neighbors to buy the products. Better communication between a saleswoman and
a customer results into an increased of sales in the business. Selling defined by Philip Kotler
on his book, " The Princies of Marketibg", sellinh is one kf the oldest proffesion in the world.
The person who do the selling are goes by .any namessuch as salsspeople,
salesrepresentative, account executive, sales consultant, sales engineers, agents, district
managers and account development representative. These people are 5he one sho will do the
process of developing the products through marketibg or thrkugh communications in the
customer.

However, according to(Pederson, Wright, & Weiltz,1988), " Our defintion of selling
that influenced and pervasion are only anpart of selling. Selling is also involves in helping
customer identify the problems, supplying the information on potential solutions and proving
after-sales-servuce to ensure long term satisfaction". Thus, the selling itself is not only just a
sales or make customer making pusrchase, but selling is also the process of understanding
customer main lroblem, help them to u derstand those problem, solve the problem with the
prodhct or servuce whuch we offer and also maintaining the realationship for long term
valuable relation.

In (Marshall & Johnston, Relationship Selling and Sales Management, 2005)

introduce about the role of selling inside marketing.Companies practicing the marketing
concept to the customers for gathering the informatiom in making strategic decision about
what products to market, where to marketing them and how to get them to the market, at what
price and in how to communicate with customers. Salesperson is an individual that represent
a company to the customer by performs the following activities such as prospecting,
communicating, selling, servicing, information gathering and relationship building ( Kotler &
Amstrong, 2006). The firms relresentative such as salesperson may act as a consultant to help
buyers make their selection.

These communication process used in developing products in the market are very
useful to encourage a number of customer that wi surely engaged the product resulting to the
increase of sales performance in the business because the more customer will engage on
buying the product, the more the sales will be accumulated.

IV. Stronger Relationships

Effective communication is a vital tool in the business using the traditional way and
social means because it results to better understanding, creates interaction, increased
productivity, build stronger relationships, and with the aid of social media needs less effort
and communicate easily.

Communication in the business world turns dust to silver, makes the potential
opportunity to an actual one. It is a key factor for business success that bring together people
in any negotiation and even connect dishevelled group thus can connect all employee and
employer together to ensure the achievement of business goals.

a. Boost employee morale

Success in any face to face communication is likely to be achieved through both

parties listening to and understanding each other. According to J. Mohr and R. Spekman a
Business Administration graduate, communication tend to joint solving problems existing in
the business, rather than domination or ignoring the problems. Verbal communication can
bring great rewards in the business when carried out successfully, positive language is helpful
and encouraging; it suggests alternatives and offers solutions to problems. Communication
provides clarity and direction, without a message conveyed either through face to face or
social means everything that takes place in the business would be just particles present in
stale air. Objectives and goals of the business would have no direction and pointless without
communication. Correspondingly, information sharing driven by communication develops
resistance under unfortunate circumstances.

As face to face communication creates interaction within the business staff and
promotes team building, lifting the business together to reach the set goals and success and
increased customer engagement gaining trust from the customers needed for the business to
prosper. Social means of communications such as social media provides incredible benefits
that helps reach millions of customers worldwide. Social media is considered as the best
medium to generate conversation, increase customer engagement and positive interaction that
can ensure conversation. Communication and engagement with customers is one way to win
their attention that would contribute in the growth of the business.

According to Sashi C.M (2012) customer engagement focuses on satisfying customers

by providing superior value than competitors to build trust and commitment in long term
relationships. Engaged customers become partners who collaborate with sellers in the value
adding process to better satisfy their needs. The interactivity of social media greatly
facilitates the process of establishing enduring intimate relationship with trust and
commitment between sellers and buyers. Customer engagement is turning on customers by
building emotional bonds in relational exchanges with them.

b. Stronger Partnership

When talking to employees it is wise to use soften language when communicating to

them and when asking them to perform tasks, as they are likely to respond better to request
than order. In that way they are motivated to do the right things and doing things right in the
business that would result in increasing number of productivity which is directly proportional
to customer satisfaction and sales performance. And maintain communication that is open to
suggestions but won’t be taken advantage of, leading to a mutually acceptable outcome and
communication that foster good working relationship which can in turn improve employee
morale and efficiency and stronger partnership. In communication it includes active listening,
maintaining eye contact, and assertiveness, being mindful of people’s individual space, using
positive body language and dealing with different points of view building positive
interpersonal relationship in the workplace. Most gatekeepers will only grant access if they
are assured that there are no risks to themselves, thus when there is smooth communication
between the superior and the employee in the business then they trust each other resulting to
stronger partnership. With their strong partnership, planning together to make the impossible
in the business possible, sealing business deals and avoid missing out on a potential
opportunity for the progression of the business is now attainable. In the perspective of people
that study about Business Administration Mr. Mohr and Mr. Speksman “communication
process underlie most aspects of organizational functioning, communication behaviour is
critical to organizational success. In order to achieve the benefits of collaboration, effective
communication between partners are essential. Communication captures the utility of the
information exchanged and is deemed to be a key indent of the partnership’s vitality.” The
success of partnership is associated with effective communication that support working
together to achieve mutually beneficial goals.

V. Aid of Social Media

Communication is essential for the growth of the business and with the aid of social
media, success for the business is a sure win because of online transaction that needs less
effort, customer feedbacks that contribute in business ratings, worldwide connectivity and
communication through social media is easy. Social Media create a lot of buzz in the business
and it offer immense possibilities for fostering relationships with consumers in an online
transaction, online environment. Regarding these aspects, business firms, companies can use
online reputation system in order to provide the right online incentives to the right online
customers (Dellarocas, 2010). According to M. Nick Hajli (2013), recent advance on the
internet and the development of social media have facilitated the interconnectivity of
consumers. Consumers have social interactions through social media such as online forums,
communities, ratings, reviews and recommendation. Consumers, facilitated by social media,
generates online social support for their peers. Consequently, these interactions established
trust in the network used. They support business through the co-creation of value via their
social interactions. With the world in the midst of a social media revolution, it is more than
obvious that it is used extensively for the purpose of communication. One of the foundational
concept of social media is that, with social means, one cannot control one’s message
completely, but can contribute to discourses. Social media technologies are capable of
reaching audiences all over the world (Baruah, 2012). In business using social media to
communicate with the potential and actual customers is an advantage because it is used by
many in fact in the article written by Ulrike Rhon (2014) he state that social network sites are
increasingly popular around the world. As of June 2013, the US-based site Facebook had
1.15 billion monthly active users worldwide and in many countries has become more
successful that domestic SNSs in terms of numbers of members (Comscore, 2011). That was
year 2013 and billions of people are already using this platform, now in present times our
population is rapidly growing thus it is possible that the numbers of the netizens are doubled,
tripled or more.

As the world continues to evolve, communication is fundamental in crafting business

opportunities and success. Using the traditional way or through social media, effective
communication open doors for progress in business entities. With communication, the
progress and growth of a business is inevitable. Communication helps business staffs to plan
something that is possible for the sake of the business, develops tactics and strategies
avoiding and preventing business dilemma.
 As conclusion, this study shows the importance of having a good communication in
the business sector. The researcher talked about how communication helps achieve better
understanding of the different ideas and opinions within the workplace and through good
communication, the leader can provide clear directions for his/her subordinates to follow. It
was evident that with good communication, interaction between employees and customers are
improved. With a better working environment, increased in productivity can be seen as the
growth increases, it provides satisfaction for the customers and increases the business’s sales
performance. Communication is essential in team building and building relationships
between employee, the manager, clients and the customers. With the help of social media,
communication is made easier. Customer engagement are enhanced allowing feedback to
return and for the firm to improve. Communication is a vital factor for the growth of not just
the business but also for each individual.
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