Вы находитесь на странице: 1из 11

Acknowledgement

The information regarding the communication technologies used by HSBC was actually
attained from a face to face interview with the Brand and Communication Manager of
HSBC Iftekhar Hasan <iftekharhasan@hsbc.com.bd>. I am extremely grateful to him for
taking time out of his busy schedule to make the interview possible. I also thank him for
providing me with all the necessary information on the communication technologies used
by bank to help me with my assignment. I would also like to thank Farhana Islam
<farhana.islam@isdbd.org>, the Primary Administrator of International School Dhaka
(ISD). It was through her, I was able to conduct my research on ISD’s communication
technologies and do my assignment efficiently. I would also like to take this opportunity
to thank my Business Communication lecturer Anna Rahman who guided me to prepare
this assignment.

1
Technology has advanced to such a great extent over the last few years that it has created
wonders in the business world. It has made many complicated issues become less
intricate. One of such concerns is Communication. Enhancement in technology has made
it extremely easy for business organisations to communicate information between the top
management levels, lower management levels and the employees. Even informing and
getting in touch with your respected customers has been made simple. In other words,
internal and external communication has never been so easy. As a result of the
improvement in communication technology the structure, management and functioning of
most organisations has been influenced.

Now the question is what is communication technology? The answer to it is quite simple.
This is basically the electronic system used to get and be in touch with individuals or
groups. It facilitates interaction between people or groups of people who are not
physically present at the same location (Guffey, 2001, p 43). Communication
Technologies are of different types and forms such as-

• Telephones and Mobiles


• Fax
• Telex
• Internet- email, intranet, websites, blogs, electronic data interchange
• Audio and video conferencing
• Call centres (to a certain extent)
(Thill & Bovee, 2007, p 20-23)

In this essay, we will look into the different kinds of organisations in order to get an
insight in what kind of communication technology they tend to use and how has its
implementation helped in the growth of the business by bringing about a change or even
improvement in the system they used to follow and how it has increased their efficiency,
productivity, sales and even profit figures. The organisations being discussed in this
paper are-

2
• HSBC- one of the largest banking and financial services organisations in the
world
• International School Dhaka, ISD- Empowering the learning journey!

HSBC defines communication technology as modern and enhanced ways of collecting,


sharing and analysing information and data within the organisation as well as with other
organisations. Being a global financial institution, it needs to meet all ends, meaning it
has to have the right information at the right time and therefore using various
technologies to communicate is essential for them.

Normally it is expected, especially from the world’s local bank HSBC, to communicate
using a great deal of paper. However, HSBC is a global financial institution that is carbon
neutral. This signifies the fact that they are environmentally responsible organisation that
believe in the 3R protocol- reuse, reduce and recycle. Therefore, they try and minimise
the amount of printouts they have to make and if it is necessary to use paper then they
tend to use the recycled ones. As a result of being a “green organisation”, HSBC has had
to adapt to different electronic systems to communicate with different groups of people
with whom they need to be in a frequent interaction with. The groups’ being-

• Employees and staff- internal communication


• Customers- external communication
• Third parties, for example suppliers- external communication
(Thill, J & Bovee, C 2007, p 8)

Communication with Employees

Communication with the employees is a form of internal communication. Keeping in


touch with the staff is highly important especially for a service-based organisation like
HSBC. This is because if you fail to communicate with your employees who provide the
service to those who require the service then the purpose of your business is not

3
accomplished. Thus, to accomplish their targets and be successful HSBC uses several
different ways to be constantly in touch with their employees.

The use of mobile phones within HSBC to communicate with their employees is still in
use. Every employee is given a personal mobile phone so that they can contact other
employees and managers in time of necessity and also so that other parties can get in
touch with. Mobile phones are a common form of communication not only for HSBC but
also for all organisations these days.

However, the organisation is trying to bring in other means of communication, one being
intranet. Basically intranet is a private computer network that uses internet protocols and
network connectivity to securely share any part of an organisation's information or
operational systems with its employees (Wikipedia, 2008). The intranet used by HSBC in
Bangladesh is called “Bangla Net”. Through this intranet, HSBC puts up all the necessary
news, bulletins, and information and also forms to inform the employees and keep them
updated.

Another way of keeping in touch with the employees is the use of electronic mail,
referred to as “Lotus Note (LN)” within the organisation. A LN is an integrated desktop
client option for accessing business e-mail, calendars and application through a server
(Wikipedia, 2008). HSBC, in order to pass any information or to notify an employee
about a task or job that needs to be done, the company just sends them a LN which the
employee can easily access and get to know about their duties and task within the
institute.

Through e-mail, HSBC also sends weekly newsletters so that the employees are aware of
the ongoing activities of the organisation and these newsletters are sent in a portable
document format that are print locked so that use of paper can be reduced by preventing
print-outs of the circular.

4
HSBC also uses an electronic system when the higher management evaluates the
performance of the employees. This is known as Electronic Approval System. Basically,
using this system, the higher hierarchies communicate with the employees on the
performance of their work and appraise them in order to avoid conflict that may arise
from a face to face appraisal. This system gives the higher management the opportunity
to be straightforward and direct.

The world’s local bank HSBC is a global bank and therefore it is necessary for the back
to communicate with its global branches on certain important issues. This is done mainly
through e-mails. Another way that they tend to communicate with their foreign
employees and managers is via video conferencing. A videoconference is a set of
interactive telecommunication technologies that allow two or more locations to interact
or have a meeting using two-way video and audio transmissions simultaneously
(Wikipedia, 2008). This virtual meeting nowadays has turned into a real life experience
as you can conference with as many people as you want at the same time.

Communication with Customers

HSBC is a banking institution, so it is highly customer based. As a result, communicating


with customers is extremely vital for them.

Locally, that is in Bangladesh, the technologies that HSBC uses to communicate with its
customers is really limited because people over here are more used to the traditional ways
of communication. That is mainly through paper and phones. Most customers wish to be
communicated by the post or a call even though HSBC has ways of communicating with
them via e-mail. Using e-mail, HSBC is equipped to send electronic statements to their
customers and also can send them newsletters and circulars to inform them about the new
facilities being provided by the organisation. However, if the customer does not authorise
it, HSBC are bound to communicate with them using more conventional measures.

5
HSBC managers, however, think that HSBC Automated Teller Machines (ATM) is a
form of communication with customers. ATMs are regarded as Customer Service Centres
and they are a way to communicate because they inform the customers about the current
balance on their account which they can withdraw (from the machine as well). It also
provides customer the opportunity to pay their utility bills and also allow them to order
cheque books if required. Deposits and transfers can also be made using ATMs. Thus, it
is assumed that ATMs act as a bank adviser to the customers creating another means of
communication.

Communication with the corporate account holders is done through the HSBC.net, which
is a form of internet banking. This allows the businessmen to conduct financial
transactions while at the same time getting to know about their financial status and
information through a secure operated by HSBC. However, the facility of online banking
is only available to businessmen in particular exporters and importers (who can keep a
track of their transactions) and not regular account holders.

Being a global bank, HSBC is the bank to many non-resident Bangladeshis and with
whom they follow a separate system of communication. This is done through Bangladesh
International- International Banking for International Bangladeshis. Using this system,
the bank can communicate with them to provide information about their financial
position as well as exchange rates. They send them their statements via e-mail on a
regular basis while at the same time sending them a hard copy at the end of a quarter.
Transfers and deposits in two different currencies are made easy. Via Bangladesh
International, communication is possible anytime, anywhere in the world.

HSBC is also the financial agent to many foreigners living in the country. In order to
meet their demands and communicate with them HSBC uses the same ways applied to
local customers, however, they use another system called Enterprise Resource Planning
(ERP), is an enterprise-wide information system designed to coordinate all the resources,
information, and activities needed to complete business processes such as banking, order

6
fulfillment or billing. HUB is the type of ERP that makes foreigners to communicate with
its foreign bank allowing transactions to take place between the two.

Communication with Third Parties

Third parties to HSBC are organisations like creative designers, advertising agencies,
suppliers and many other forms of businesses. To communicate with them HSBC does
not go into any complex system. They simply try and keep to the basics of sending them
e-mails or calling them up using a mobile phone. However, they prefer to use e-mails
more due to the certain advantages it has to a mobile phone.

The HSBC website, www.hsbc.com.bd is also a way of communicating but this measure
is applicable to everyone, starting from customers to employees and third parties because
the website consists of general information that may come to the use of these group of
people.

Most of the communication technologies that we have seen being used by HSBC are
mainly based on the internet. Now this has a lot of pros and cons to it. All the means of
communication is extremely efficient as it saves a lot of time and as well as a lot of
money. The major costs that are involved in setting up these systems are basically the
cost of the servers, softwares and other additional expenses relating the use of the
internet. However, because most of them are communication systems are internet based,
the internet speed highly effects communication especially for a country like Bangladesh
when the internet speed is extremely slow, things which should take a few seconds
sometimes may end up taking a few minutes. Also if the server goes down, then
communication is severely hindered. Another major advantage of the communication
technologies used by HSBC like intranet and emails is that it connects people of different
cultures and communities and gives them a chance to interact however sometimes this
may lead to problems due to the different beliefs, traditions and values of different
cultures. A major cost that HSBC faces is the fact that some of its employees from an
older generation find it really difficult to adapt to the modern technologies. Therefore,

7
they have to have training sessions that may consume a lot of time but a great deal of
money as well.

HSBC believes in maximising the usage of all the available communication technologies
while they carry on their research and development to improve and increase their ways of
communication. They consider the customers who understand the value and importance
of communicating electronically have benefited a great deal. Also they are assured that
by using these means of communication, productivity and efficiency within their
organisation has reached its limits since communicating and interacting between
managers and staff has never been so easy for them.

[Information on the Communication Technologies used by HSBC were attained


through an Interview]

After analyzing how communication technologies effect a global bank like HSBC, let us
have a look at the impact it has on a school like the International School of Dhaka (ISD).
ISD is a co-educational school providing high-quality English-medium international
education for the Bangladeshi and international community. Their main focus is on the
quality of teaching and learning. The mission statement of ISD is "Let's all learn how to
learn and keep learning." And that is what we plan to do. Let us find out about the
different communication technologies used by ISD and its impact (International School
Dhaka, 2008).

Communicating with the Faculty and Staff

ISD uses the some of the common measures when they plan to communicate with their
faculty. That is through meetings. These meetings are either face-to-face or weekly. The
weekly staff meeting usually takes place on a Sunday for an hour between 3:30pm to
4:30pm with the participation of all the staff. A main advantage of meetings is that the
feedback you get is instantaneous and also it allows you to explain yourself clearly as
well as in depth.

8
Another form of communication technology that ISD implement is the e-portal facility.
This is in-house software that the faculty as well as parents (discussed later) can use.
They can access this e-portal facility through the website www.isdbd.org. This e-portal is
a form of intranet used by ISD. Through this e-portal facility, a faculty member can
access the details, reports, attendance information and more on a student as well as can
get to know about the different kinds of school activities. This system is quite helpful as
it provides you with all the information without any difficulty and within matter of time
as you do not have to go through a lot of paper.

ISD being an international school consists mainly of expatriate teachers. As a result,


when the teachers want to communicate with their family and friends back home instead
of send them a posted letter, ISD uses DHL as a form of communication. Every week
DHLs are sent abroad with the messages that the teachers want to convey saving plenty
of time.
The use of telephones and mobiles as a means of communication is avoided; however the
phone is often used when anyone wants to contact an administrator.

Communication with Parents

When communicating with parents, ISD uses the most common form of communication
that is through telephones. It’s easy and simple to use and one does not have go through a
lot of hassle.

Apart from the telephone, parents are even communicated via e-mail. The e-portal facility
can also be used as a form of communication with the parents. This is because, parents
can access reports, attendance, events and information and much more through this
intranet system. As mentioned earlier, this is quite a unique facility as it provides all the
necessary and important documents and information without any difficulty.

9
Along with all these forms of communication, another way that ISD gets in touch with
the parents is through the fortnight publication of its own newsletter, the Messenger. This
is handed out to the students during the class containing the latest information about the
activities and events going on within the school.

ISD recently is also planning to start sending mass SMS, which is the most common form
of communication throughout the planet, to all the parents to send them information
regarding different events. This form of communication has not yet been started as they
are in the final process of speaking to several mobile companies. If this means of
communication is successful, then it will create wonders for ISD and its events because it
can keep the parents can be reminded and updated about the ongoing events so that they
can attend and sometimes even participate.

Communicating with Third Parties

Being an international school, most of the supplies that are needed by the ISD all the
suppliers of ISD are foreign and the supplies come from companies in countries like
United Kingdom, USA and Australia. When communicating with these companies, ISD
uses fax, a communication technology that involves the use of different devices over the
telephone network to transfer copies of documents. So when sending orders to the foreign
suppliers, ISD fax it to them. For further communication they communicate with them
via e-mail and in case of any kind of emergency they call them up.

However, not all the supplies needed by ISD are supplied by foreign suppliers. There are
some supplies which are supplied by local suppliers. In order to communicate with them,
ISD usually calls them up over the phone to place the order, for further communication as
well as in case of any kind of urgency.

[Information on the Communication Technologies used by ISD attained through an


Interview]

10
So far we have looked at the different communication technologies that are used by a
bank as well as a school. And it has to be said, advancement in technologies has made
communication extremely easy and effortless. After conducting the research on both the
companies, it can be concluded that with the use of different kind of technologies the
types of information, data, facts and figures that needs to be looked into can be done
without any kind of hassle. The use of paper has minimised, which is good since it helps
save trees from being cut down for paper production. Apart from that communication
technology saves a lot of time and allows quick but efficient and wise decision making by
the decision makers and not only that due to the speed of communication different kinds
of work allocated is done at a fast rate with great ease. Also with the development
communication technologies, the world seems at your fists as you can get in touch with
anyone from all around the globe.

Communication technology has changed the outlook on how different businesses


communicate and this change has worked out for the best and has created wonders and
magic in the business world. So finally it can be said that communication technology has
made life simpler and better because the different communication technologies brings the
entire world almost at your fingertips.

11