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Why efficient internal and external
communication is important
Internal communication
It is important to have efficient internal communication within the
business for many reasons, for example:
Efficient internal communication is likely to lead to increased
productivity within the business.
Efficient internal communication is likely to create a better
understanding of the businesses values and goals within in
employees and therefore increase the chances of meeting these.
Efficient internal communication is likely to reduce conflict
between members and therefore increase staff morale and
motivation.
Efficient internal communication is likely to increase the
businesses employee retention rates.
(Peetom, 2012)
External communication
It is important to have efficient external communication within the
business for many reasons, for example:
Efficient external communication is likely to increase
customer retention levels within the business (Quirke, 1996, p.75).
Efficient external communication allows for interactivity with
external customers and is therefore likely to lead to efficient
problem resolution (Buttle, 2008, p.217).
How we can improve customer
communication?
Transactional Analysis
Transactional Analysis (TA) is the idea developed by Eric Berne which
demonstrates the different ‘psychological positions and personality
structures of individuals involved in interpersonal interactions’ (Park &
Harrison, 1993, p.21). The three different positions of TA are:
Child ego-state (when an individual replays behaviours from their childhood)
Parent ego-state (when an individual uses behaviours copied from parent-figures)
Adult ego-state (when an individual uses behaviours reflecting grown-up resources) (Stewart, 1989, p. 21)
According to Berne individuals ego states influence the flow of
communication (http://www.communicationandculture.co.uk).
How to use TA to provide excellent customer communication:
Ensure that transaction is complementary, for example when those communicating are both in parent ego-states, as demonstrated in the diagram. By ensuring that transaction is complementary, it is ensured that communication is of a high standard and therefore can continue for as long as those involved require. (http://www.hull.ac.uk).
Help communication by encouraging the customer to shift ego state when and if needed. For example, if behaviours being displayed by the customer because of their current ego state prove to be a barrier to communication, they should be encouraged into another ego state. This can be done by acknowledging the
customers current ego state, for example through a response, and then encouraging them into another ego state through the words and body language that you use. For example, you could invite a person to move into the adult ego state by asking them a question or asking their view on a matter (http://www.hull.ac.uk).
Benefits of TA:
Can help to enable strong and effective communication.
Can help to both encourage and better customer communication and therefore relations.
SERVQUAL
SERVQUAL is the idea based on research by Zeithaml et al that there are
five dimensions that customers use
in order to evaluate the quality of
service that they receive (Allen,
2008). These five dimensions are:
Tangibles (physical facilities including; equipment, employees and communication facilities)
Reliability (ability to perform promised service accurately)
Responsiveness (helping customers and promptly providing service to customers)
Assurance (ability of employees to transmit knowledge, trust and confidence to customers)
Empathy (caring nature shown towards customers) (Kumar et al. 2010 p.354) Dimensions deemed most
important to customers
(http://serviceperformance.com)
How to use SERVQUAL to provide excellent
customer communication:
Tangibles such as employee appearance and uniform should ‘look good’ in order to portray a good impression to customers (Allen, 2008).
In order to show reliability it is important to ‘do what you say you’re going to do when you said you were going to do it’ (Allen, 2008). For example, this could be through ensuring that all work is completed on time.
In order to show responsiveness it is important to respond to customers quickly, this may for example be through responding to e-mails within a certain time frame (Allen, 2008).
In order to show assurance it is important to show customers that employees are experts at the service they are providing. This can for example be through ‘raising customer awareness of your competencies’ (Allen, 2008).
In order to show empathy it is important for employees to show that they care about the customer, this could for example be through actions such as making eye contact and smiling (Kumar et al. 2010 p.354).
Benefits of SERVQUAL:
Enables the business to assess service quality from the customer’s point of view. Also allows the business to establish customer expectations and then track them over a period of time (Naiko & Toorawa, 2012, p.27).
Enables competitor comparisons to be made (Naiko & Toorawa, 2012, p.27).
EMOTIONAL AND INTELLECTUAL QUOTIENT
EMOTIONAL INTELLIGENCE
REFERS TO THE ABILITY TO
PERCEIVE, CONTROL AND EVALUATE
EMOTIONS.
Q: Are you emotionally intelligent?
A: do you consider yourself to be
emotionally intelligent, find out by logging
on to
http://www.ihhp.com/?page=freeEQquiz
and taking the free quiz.
Q: Do you understand EQ?
A: every individual possesses a different
level of emotional intelligence, it provides
us with various skill such as the ability to
manage relationships, navigation skill and
leadership qualities with the ability to
empower and inspire others.
Developing EQ promotes:
Self-awareness, enabling you to
recognize emotions as they happen
Emotional management, allows
you to remain aware of your feelings
Two aspects of EQ
Understanding yourself, your goals, intentions, responses, behaviour and all.
Understanding others and their feelings
Five 'domains' of EQ
Knowing your emotions
Managing your own
emotions
Knowing yourself
Recognizing and
understanding other people’s emotions
Managing relationships, i.e.,
managing the emotions of others
ess the organi
Effective communication, gives
you the ability to effectively communicate
your thoughts and express yourself.
Social awareness, gives you the
ability to tune in to the emotions of
others, and remain aware of what’s’ going
on around you.
Conflict resolution, being
emotionally intelligent equips you to
handle conflict and provide resolution.
“Success requires the effective awareness, control
and management of one's own emotions, and
those of other people” – Goleman
Developing our Emotional Intelligence in the five EQ domains, allows us
to enhance our productivity and become more successful at what we do.
It also enables us to help others to be more productive and successful
too. The process and outcomes of Emotional Intelligence development
also contain many elements known to reduce stress for individuals and
organizations, by decreasing conflict, improving relationships and
understanding, and increasing stability, continuity and harmony. The
ability to remain aware of your own emotions and others as well as
effectively expressing your thoughts, enables better customer relations
and communications.
INTELLECTUAL INTELLIGENCE
IQ stands for ‘Intelligence Quotient’ and is a numerical score based on
standardised tests which attempt to measure intelligence.
Q: What’s your IQ?
A: Find out for free by logging on to:
http://www.lumosity.com/landing_pages/109?gclid=CM-
TnJ2647YCFTMdtAodak4AZA
Dr. Arthur Jensen stated that people with scores from:
[Click here to add a caption]
Contact Us
[Company Name]
[Street Address]
[City, ST ZIP Code]
[Telephone]
[Email address]
[Web address]
Most IQ tests involve a number of problems which must be solved in a set time frame, under supervision.
The areas tested
consist of verbal knowledge, perceptual speed, short-term memory and spatial visualization
ess the organization's needs
assess
89-100 would be employable as store clerks
111-120 have the ability to become policemen and teachers
121-125 should have the ability to
excel as professors and
managers
125 and higher demonstrate skills
necessary for
eminent professors, executives,
editors
“Actually, the intelligence Quotient is defined as
100 times the mental age (MA) divided by the
chronological age (CA). IQ=100 MA/CA” –
Geocities.com
EQ and IQ are both important. Having a high IQ alone does not
necessarily guarantee success! IQ highlights your ability based on
statistics, whereas EQ acknowledges behavioural and character
elements.
We often see people who are brilliant academically, yet
socially inept.
To be successful and consistently deliver good customer
communications, you must be effectively aware, in control and
have the ability to manage your own emotions as well as the
emotions of others.
Depending on your job role and what you are trying to achieve, EQ and
IQ are both important in a more social job role such as a care worker or
social worker, a higher level of EQ is important, in order to work to your
full potential. In a less sociable job role such as a scientist a high level
intellectual intelligence is key. Enhancing both EQ and IQ = Success
o References
http://www.aboutintelligence.co.uk/what-iq.html (last visited 24/04/13)
http://bettsrecruiting.com/is-emotional-intelligence-more-important-than-
intellectual-intelligence/(last visited 24/04/13)
http://psychology.about.com/od/personalitydevelopment/a/emotionalintell.htm(last
visited 24/04/13)
http://www.aboutintelligence.co.uk/what-iq.html(last visited 24/04/13)
http://www.ihhp.com/?page=freeEQquiz (last visited 24/04/13)
Jensen, Arthur. Straight Talk About Mental Tests. New York: The Free Press, A Division of the Macmillan
Publishing Co., Inc., 1981.
“What Does "IQ" Stand For, and What Does It Mean? Geocities. 27 June 2008 htt References:
. ( ) Eric Berne - Transactional analysis. Available:
http://www.communicationandculture.co.uk/CommStudies/Eric%20Berne%20
%96%20Transactional%20Analysis.ppt [Last accessed 15th Apr 2013]
. ( ) Transactional Analysis and Communication. Available:
http://www2.hull.ac.uk/ifl/docs/UFA-TransactionalAnalysis.doc [Last accessed
16th Apr 2013]
Allen, C. (2008). The 5 Service Dimensions All Customers Care About.
Available: http://serviceperformance.com/the-5-service-dimensions-all-
customers-care-about/ [Last accessed 16th Apr 2013]
Buttle, F (2008). Customer relationship management. Oxford: Taylor & Francis.
Kumar, M. Kee, F. & Charles, V. (2010). Comparative evaluation of critical
factors in delivering service quality of banks. International Journal of Quality &
Reliability Management. Vol. 27, pp. 351 – 376
Naiko, D. & Toorawa, Z. (2012). Servqual model presentation. Available:
http://www.slideshare.net/sandeeprajnaiko/servqual-model-presentation [Last
accessed 15th Apr 2013]
Park, H. & Harrison, J. (1993). Enhancing managerial cross-cultural
awareness and sensitivity: Transactional Analysis revisited. Journal of
Management Development. Vol. 12, pp. 20 – 29
Peetoom, R. (2012). Internal communication – Benefits and problems.
Available: http://zurmo.org/features/internal-communication-benefits-and-
problems [Last accessed 20th Apr 2013]
Stewart, I. (1989). Transactional analysis: image and reality. Employee
Counselling Today. Vol. 1, pp. 21 – 24
Quirke, B. (1996) Putting communication on managements agenda. Journal of
communication management. Vol. 1, pp. 67 – 79
p://www.geocities.com/rnseitz/Definition_of_IQ.html (last visited 24/04/13)
References
http://www.aboutintelligence.co.uk/what-iq.html (last visited 24/04/13)
http://bettsrecruiting.com/is-emotional-intelligence-more-important-than-intellectual-
intelligence/(last visited 24/04/13)
http://psychology.about.com/od/personalitydevelopment/a/emotionalintell.htm(last visited
24/04/13)
http://www.aboutintelligence.co.uk/what-iq.html(last visited 24/04/13)
http://www.ihhp.com/?page=freeEQquiz (last visited 24/04/13)
Jensen, Arthur. Straight Talk About Mental Tests. New York: The Free Press, A Division of
the Macmillan Publishing Co., Inc., 1981.
“What Does "IQ" Stand For, and What Does It Mean? Geocities. 27 June 2008
http://www.geocities.com/rnseitz/Definition_of_IQ.html (last visited 24/04/13)
. ( ) Eric Berne - Transactional analysis. Available:
http://www.communicationandculture.co.uk/CommStudies/Eric%20Berne%20%96%20Tran
sactional%20Analysis.ppt [Last accessed 15th Apr 2013]
. ( ) Transactional Analysis and Communication. Available:
http://www2.hull.ac.uk/ifl/docs/UFA-TransactionalAnalysis.doc [Last accessed 16th Apr
2013]
Allen, C. (2008). The 5 Service Dimensions All Customers Care About. Available:
http://serviceperformance.com/the-5-service-dimensions-all-customers-care-about/ [Last
accessed 16th Apr 2013]
Buttle, F (2008). Customer relationship management. Oxford: Taylor & Francis.
Kumar, M. Kee, F. & Charles, V. (2010). Comparative evaluation of critical factors in
delivering service quality of banks. International Journal of Quality & Reliability
Management. Vol. 27, pp. 351 – 376
Naiko, D. & Toorawa, Z. (2012). Servqual model presentation. Available:
http://www.slideshare.net/sandeeprajnaiko/servqual-model-presentation [Last accessed
15th Apr 2013]
Park, H. & Harrison, J. (1993). Enhancing managerial cross-cultural awareness and
sensitivity: Transactional Analysis revisited. Journal of Management Development. Vol. 12,
pp. 20 – 29
Peetoom, R. (2012). Internal communication – Benefits and problems. Available:
http://zurmo.org/features/internal-communication-benefits-and-problems [Last accessed
20th Apr 2013]
Stewart, I. (1989). Transactional analysis: image and reality. Employee Counselling Today.
Vol. 1, pp. 21 – 24
Quirke, B. (1996) Putting communication on managements agenda. Journal of
communication management. Vol. 1, pp. 67 – 79