LO2: Business

Communications
OUTCOMES
• Understand the role of communication to
customer service provision.
• Describe the different approaches to
communication
• Utilize knowledge of communication to
choose the best tool for communication
Role of Communication
Effective communication is vital for efficient management and to
improve industrial relations. In modern world the growth of
telecommunication, information technology and the growing
competition and complexity in production have increased
importance of communication in organizations large and small
irrespective of their type and kind. A corporate executive must be
in a position to communicate effectively with his superiors,
colleagues in other departments and subordinates. This will make
him perform well and enable him to give his hundred percent to the
organization.
1. Base for Action

Communication acts as a base for any action. Starting of any activity begins

with communication which brings information necessary to begin with.

2. Planning Becomes Easy

Communication facilitates planning. Planning is made easy by communication.

Any type of information regarding the human resource requirement of each

department of the organisation with their qualifications, the type and kinds of

job etc. can be collected through communication which helps in human

resource planning. Policies and programmes for their acquisition can be

prepared and implemented. In the entire process communication plays a vital

role, it also facilitates managerial planning of the organisation.

3. Means of Coordination
Communication is an important tool for coordinating
the efforts of various people at work in the
organization.

4. Aids in Decision-Making
The information collected through communication
aids in decision-making. Communication facilitates
access to the vital information required to take
decisions.
5. Boosts Morale and Motivation:

An effective communication system instills confidence among

subordinates and workers ensuring change in their attitude and

behaviour. The main cause of conflict and dissatisfaction is

misunderstanding which can be removed through communication

skills. The removal of misunderstanding makes manager and his

subordinates understand each other and create good industrial

relations. This boosts up the morale of the people and motivates

them to work harder.

Improving Your Communication Skills-Important for CS

Here are the 9 Tips for Improving Your Communication Skills:

1. Make communication a priority. Take classes, read books, magazine articles or

learn from successful communicators around you. Seek a mentor or coach.
Simplify and stay on message. Use simple, straightforward language. Remember
that Lincoln’s Gettysburg Address was 286 words, about two minutes long.
2. Engage your listeners or readers. Draw your listeners and readers into the
conversation. Ask questions and invite opinions. Solicit their feedback.
3. Take time to respond. After you’ve listened (and understood) take time to “draft”
in your head what you want to say.
4. Make sure you are understood. Don’t blame the other person for not
understanding. Instead, look for ways to clarify or rephrase what you are trying to
say so it can be understood.
6. Develop your listening skills, too. The best communicators are almost
always the best listeners. Listen without judgment and don’t be distracted by
thinking about what you want to say next. Then, respond, not react.
7. Body language is important. Studies show that 65% of all communication
is non-verbal. Watch for visual signs that your listener understands, agrees or
disagrees with your message. And be aware that your body is sending signals,
too.
8. Maintain eye contact. Whether speaking to a crowd or one-on-one,
maintaining eye contact builds credibility and demonstrates you care about
your listeners.
9. Respect your audience. Recognize your message is not just about you or
what you want. You should sincerely care about the needs and the unique
perspectives of those to whom you are communicating. One of the best ways
to show your respect is simply by paying attention to what they say.
7 Rules for Effective Customer Service Communication

1. Personalize the interaction. Customers often seek a human touch when contacting a
brand, so agents should be sure to personalize the experience right from the start. It’s
important for agents to introduce themselves, address the customer by name, and ask in
an authentic tone just how they may be of service. Customers should be able to feel the
agent’s willingness to help them, so a cheerful tone on the phone and positive language in
written communication are essential to a personalized experience.
2. Avoid negative phrases: Simply put, there’s no place for negativity or doubt in
customer service. A frustrated customer wants to hear that there is a solution to a problem.
Agents who may not have immediate answers should refrain from using any language
that suggests an inability to solve a problem or lack of knowledge. For example, they
should avoid words such as “can’t” or “don’t” and offer to find the solution with
determined, positive language. Negative phrases may not only frustrate a customer but
make him or her lose confidence in a brand.
3. Use positive language with a touch of empathy. Agents who use
positive language and show confidence are far more likely to appease and
satisfy customers. Agents should use positive phrases such as “I can,” “I
will,” and “I understand” to connect with customers. Such language is
reassuring, proactive, and empathetic and restores customer confidence.

4. Listen closely and avoid interrupting the customer. Customers want

to be heard, so agents need to listen as much as they offer support. Agents
should always welcome customers to explain their issues in full before
providing solutions. Interrupting a customer implies a lack of respect or
empathy for a problem, so it’s important to let them talk and politely offer a
solution once they are ready to hear it.
5.Use consistent brand vocabulary. One critical aspect of effective customer service
communication is using consistent brand terms that customers will understand. When
agents communicate with customers, the vocabulary used to describe products or
services should match the language on the company website, mobile app, IVR menu
options, and social media sites. Brands should be consistent in the vocabulary they use
across all channels, and agents should be skilled in the brand lexicon and use it
accurately during service interactions for faster, more efficient service.
6. Give thorough answers to technical questions. Customers may not possess the
technical knowledge needed to understand a problem, and agents need to be sensitive
to this. Consider, for example, a situation in which a customer contacts a
telecommunications company regarding a technical issue or perhaps a retail company
for a problem on the website’s checkout page. Agents should make customers feel at
ease when the situation is technical and offer clear explanations in terms the customer
can understand.
7. Make communication clear and concise. Customers want thorough
answers, but they also value their time. Agents therefore need to remember that
one aspect of effective customer service communication is keeping the
exchange fairly concise and always relevant, whether it be verbal or written.
This point is especially vital on social media, chat, and SMS, as they are
channels defined by concise communication. Emails should be kept to a length
that gives just the right amount of relevant information. Lastly, agents should
strive to use a natural, conversational tone in their communication both on the
voice channel and in written form to keep a personal connection with the
customer. On non-voice channels, it’s especially necessary to humanize the
experience.
Presenting a Professional Image

How do you present a professional image?

• Use positive body language.

• Carrying yourself confidently.
• Making eye contact when speaking.
• Offering a firm handshake.
• Sitting and standing up straight.
• Using open body language—facing the person speaking, squaring
your body directly toward others, without folded arms.
• Smiling and saying hello to people.
What are the four main attributes of professional image?

Professional image consists of personal appearance with regard

to clothing, grooming, manners and etiquette, personal

behavior, and communication effectiveness. The four main

attributes of a professional image include:

• Appropriate professional appearance

• Professional language

• Professional dress code

• Professional body language

PRACTICE QUESTIONS

• Describe the different approaches to

communication

• What are the four main attributes of

professional image?