TOPIC: COMMUNICATING TO EMPLOYEE AND CUSTOMER SERVICE

IMPORTANCE OF COMMUNICATION IN SERVICE ORGANISATION:

1. Basis of Decision-Making and Planning:

Communication is essential for decision-making and planning. It enables the management
to secure information without which it may not be possible to take any decision.

2. Smooth and Efficient Working of an Organization:

In the words of George R. Terry, “It serves as the lubricant, fostering for the smooth
operations of management process.” Communication makes possible the smooth and
efficient working of an enterprise.

3. Facilitates Co-Ordination:
Management is the art of getting things done through others and this objective of
management cannot be achieved unless there is unity of purpose and harmony of effort.
4. Increases Managerial Efficiency:
Effective communication increases managerial efficiency. It is rightly said that nothing
happens in management until communication takes place. The efficiency of manager
depends upon his ability to communicate effectively with the members of his organization
5. Promotes Co-operation and Industrial Peace:
Effective communication creates mutual understanding and trust among the members of
the organization. It promotes co-operation between the employer and the employees

6. Helps in Establishing Effective Leadership:

Communication is the basis of effective leadership. There cannot be any leadership action
without the effective communication between the leader and the led.

7. Motivation and Morale:

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Communication is the means by which the behavior of the subordinates is modified, and
change is effected in their actions.

8. Increases Managerial Capacity:

Effective communication increases managerial capacity too. A manager is a human being
and has limitations as to time and energy that he can devote to his activities
9. Effective Control:
Managerial function of control implies the measurement of actual performance,
comparing it with standards set by plans and taking corrective actions of deviations, if
any, to ensure attainment of enterprise objectives according to preconceived and
planned acts..

10. Job Satisfaction:

Effective communication creates job satisfaction among employees as it increases mutual
trust and confidence between management and the employees.
11. Democratic Management:
Communication is also essential for democratic management. It helps to achieve workers
participation in management by involving workers in the process of decision-making
12. Increases Productivity and Reduces Cost:
Effective communication saves time and effort. It increases productivity and reduces cost.
Large- scale production involves many people in the organization.

ROLE OF MARKETING COMMUNICATION:

1) Develop a strategic vision

The first point in the list of Importance of Marketing Communication is that it helps the
management of the company and marketing managers develop a strategic vision about
leveraging on the various marketing opportunities and platforms and device the plans

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that make the company come up with the new and innovative methods to promote the
offerings to the customers.
2) Create brand awareness

The concept of branding is totally related to the promoting the objectives and vision of
the brand and company but understating the Importance of Marketing Communication.
3) Expresses competitive advantage

There are way too many brands in the market offering the similar line of products and
services giving the customers quite many options and alternatives to pick and choose
from and many a time the customers go for the products and services offered by the
competitors.

4) Fosters goodwill

Next in the queue of the Importance of Marketing Communication is that it helps the
company to foster the goodwill in the market as when the communication strategy is on
a consistent and continuous basis.
5) Attracts talent

The genuine and innovative marketing communication and messaging strategy not only
attracts the new set of customers but also attracts the talent for the company that is
willing to get associated with the company as employees, vendors, investors, agencies,
and other business associates that helps the company to grow from strength to strength
and attain its aims and objectives in the highly successful manner.

6) Enlightens the investor community

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In continuation to the above point and harping on the Importance of Marketing
Communication, yet another benefit to the company is that it enlightens the investor
community about the strengths, core values, fundamentals, vision, approach, and
objectives of the company along with its competitive advantages, unique selling
propositions, and the features and attributes of the products and services offered to the
target market.
7) Boosts profits

As the thumb rule of business strategy states that the marketing and sales departments
work as the backbone of each other and when they both join forces, the profits of the
company are on an all-time high owing to the increased sales.

8) Improved communication with the customers

In order to attract the new set of customers and retain the existing ones on a long-term
basis, it is important for the marketing communication to be transparent, consistent,
crisp, direct, and helps to solve the problems of the customers.

9) Come up with innovative marketing and promotional ideas

Understanding the Importance of Marketing Communication helps the management and

the marketing department to try and come up with the innovative marketing and
promotional ideas that do not only convey the brand messages in an inventive fashion
but also gives the brand an edge of creativity as compared to their competitors in the
market.

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 THE MARKETING COMMUNICATION

Advertising - Any paid form of nonpersonal presentation and promotion of ideas, goods, or
services by an identified sponsor.

Personal selling - Personal presentation by the firm’s sales force for the purpose of making sales
and building customer relationships.

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Sales promotion - Short-term incentives to encourage the purchase or sale of a product or
service.

Public relations - Building good relationships with the company’s various publics by obtaining
favorable publicity, building up a good "corporate image", and handling or heading off
unfavorable rumors, stories, and events.

Direct marketing - Direct communications with carefully targeted individual consumers to obtain
an immediate response and cultivate lasting customer relationships.

Personal selling - It is also known as face-to-face selling in which one person who is the salesman
tries to convince the customer in buying a product.

Word of mouth - When a consumers share information about a product or organization with
one another, whether by talking or through some other medium

DIFFERENCE BETWEEN INTERNAL AND EXTERNALCOMMUNICATION

INTERNAL COMMUNICATION:

‘’The planned use of communications actions to systematically influence the knowledge,

attitudes and behaviors of current employees.”

Quotes like “we talk to our team all the time” or “of course they know what we are doing, we
told them three months ago at the annual meeting” are common but this is not engagement.

 Internal Communication builds trust with every employee

 Internal Communication is about outcomes, not activity
 Internal Communication is about giving staff the big picture and the tools to collaborate
 Internal Communication is about taking the strategic viewpoint - as well as building more
hospitable environments

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ROLE OF MANAGER IN MANAGING EMPLOYEE THROUGH COMMUNICATION:

INTERNAL COMMUNICATION TOOLS TO MANGE SERVICE EMPLOYEE:

Blogs: a letter or blog from the CEO, ad-hoc or quarterly, establishing a personal connection with
the workforce; a Day in the Life of staff members across the organization.

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Pulse: measure the ongoing health of your organization with regular and scheduled checkups in
the form of enPS (Net Promoter Score) or a happiness Index.

Recognition: help staff say thank you to each other, link to company values, promote across the
organization and create a culture of recognition.

News: celebrate a company milestone, give staff notice of disappointing sales figures or
announce the new Chief Exec.

Tell the boss: the chance for a Q&A face-to-face or comments in writing. Leaders must be
prepared to listen and accept criticism.

Innovation: idea capture and management apps to rejuvenate the 20th century suggestion box.
See our blog Internal Communications Examples.

Surveys: ask people for their opinions about their job, the company and their work conditions.
But senior leaders must act on feedback and make changes.

Competitions: award prizes, but link the challenge to specific business goals

Reviews: integrate in-house or customer reviews and invite employees to comment and share
within a closed secure environment.

Dialogue: two-way conversation.

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HOWTO IMPROVE INTERNAL COMMUNICATION:

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EXTERNAL COMMUNICATION:

THE OBJECTIVE OF EXTERNAL COMMUNICATION:

 Community relations: Every business organization has to maintain a relation with the
common people of the society so as to achieve the organizational goals. External
communication helps to keep a link with the people.
 Collection of information: The main objective of external communication is to collect the
information from outside the organization.
 Contracts with customers: Every organization should know the taste, liking and disliking
of its customers to increase the sale of its products or services. So, external
communication is necessary to contract with customers.
 Relations with suppliers: Every organization has many suppliers form that it collects raw
material or finished goods to run the business. So there must be a good relation between
the firm and its suppliers.
 Relation with financial institutions: One of the most important objectives of external
communication is to keep a link with banks, insurance and other financial institutions.
 Relation with government: Every organization should obey the rules and regulations of
the government. So, through external communication it can keep the relation with
government agencies.
 Shareholder relation: Shareholders are the owners of the company. The board of
directors is liable to inform all the business affairs to the shareholders. External
communication is a must in this regard.
 Others: (a) to keep the relation with regulatory bodies (b) To keep the images of the
company (c) To keep the international relations etc.

TYPES OF EXTERNAL COMMUNICATION (WAYS TO MAKE CONNECTIONS)

 Website content and blogging

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 Live events and conferences
 Email and newsletters
 Social media
 Press releases

MANAGING SERVICE CUSTOMER:

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INTERNAL VS EXTERENAL COMMUNICATION

INTERNAL EXTERNAL
COMMUNICATION COMMUNICATION
PURPOSE motivates employees and shapes society’s view of the
helps them stay on track company or brand.

MEANS newsletters, presentations advertising, websites and

and employee engagement annual reports.
apps

AUDIENCE staff from the newest recruit customers to shareholders

to senior leadership and government.

SCOPE flows within the business society at large

FREQUENCY More frequent Less frequent

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