Introduction To Effective Communication Process

Published Date: 02 Nov 2017

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Introduction to effective communication process

Communication is among the vital components of an organisation as the personnel need to have effective systems for exchange of information and knowledge about the market. Both internal and external communication must be efficient so that right message is communicated to everyone (Kebede, 2010). However, the absence of an integrate intra organisation system will impact the performance of the company in the long-run. Hence, it is crucial for the managers of a corporation to monitor the effectiveness of communication systems so that the desired results can be successfully attained (Parson & Urbanski, 2012).

Information and knowledge system at Tesco

One of the leading corporations in UK is Tesco that has been dominating the retail sector for decades. The key drivers of the success of the retail giant are based on its excellent operational philosophy that is among the core competencies of the company (API case study, 2009). In order to ensure appropriate coordination among the widespread outlets of Tesco, the store managers have to monitor the operational needs at every outlet so that the customers are provided an amazing shopping experience. The store managers and customers are the main stakeholders of the organisation who are an important part of its business efficiency.

The store manager is the person who has the requirement of having quick access to the latest information about the market trends and the satisfaction level of customers with the store’s products and service offerings. Presently, Tesco has availed the system development offering of Cisco and has implemented an entire network of IT system in accordance to the demands of the firm. The system is updated frequently by IT experts and all the information is collected and stored in the database. The managers can access the data easily and get the market analysis and store performance reports on daily basis (Cisco, 2009).

One drawback that is evident from the analysis of API case study (2009) is that the sales and customer representatives who are in direct contact with the customers are not provided feedback opportunities. Since these members are in close contact with the target market, their input can allow the store to make necessary improvements for enhancing the customer’s shopping experience.

Personal Networking at ONUS

At ONUS, the communication strategy is ineffective as the recent changes in the industry are causing negative impact on its business operations. The direct stakeholders who are affected by the change in the communication framework are the senior managers and staff members. As a result of decline in performance of the key personnel, the students are dissatisfied with the service quality of the organisation. The service standards need to be improvised so that all the stakeholders are pleased with the new system and are willing to make effective contribution in ONUS business activities.

Since one of the effective communication method is two-way technique, ONUS has to implement this framework which will provide ample opportunities to the staff personnel to ensure that the institution’s performance is enhanced. In order to develop productive relationships with the administration and teaching staff, the Director of Studies will hold weekly meetings with them to get the information about the progress made by them. During these meetings, the staff people will be encouraged to suggest ways of improving the institution’s operational mechanisms.

The recommendations which will prove to be feasible ones will be implemented so that the motivation level of the employees is enhanced and they are willing to demonstrate productive working attitudes and behaviours. In addition to these formal meetings, the teachers will be asked to provide the latest information about the happenings of the educational sector so that any relevant action can be taken on time. Any beneficial contribution made by the staff members will be appreciated and rewarded so that their morale is boosted and they can consider them to be a valuable part of ONUS.

Communication processes at ONUS

Since it is explicitly mentioned in ONUS case study that the present communication system is highly ineffective and there is a huge gap between the senior managers and staff people, it is imperative to revamp the system that is prevailing within the institution. In order to have effective exchange of communication, information and knowledge, the foremost step that has to be done is get suggestions from the internal stakeholders. It will show that the institution values the input of its personnel and will ensure that realistic and feasible options are evaluated and implemented within the operations.

Once there will be open communication between the staff and senior managers, the communication gap between the two levels will be reduced by a significant level. It will provide a platform for openly discussing the matters in hand and arriving at a solution on consensus basis (Sethi & Seth, 2009). When employees are made part of a decision making process, there is a high probability that they will ensure that the decision is properly implemented and the targeted results are efficiently achieved (Banihashmi, 2011). Hence, the weekly meetings and open door policy will ensure that the communication process is effective at ONUS.

Simultaneously, the latest and well-integrated IT system will be implemented for ensuring that the information about the institution and business environment is properly stored and disseminated among the institution’s personnel. Hence, ONUS will be able to flourish within its market by implementing the best communication techniques within its business operations.

In order to enhance my communication skills, I will ensure that I get enrolled in communication training programs. These programs have been designed with the aim of enhancing a person’s complete set of communication skills ranging from listening, written to verbal so that the individual can deploy a highly integrated communication framework within its business operations.

Improving systems at Tesco

Presently, Tesco IT system is highly integrated and it has been developed in a customised way by Cisco so that the store can efficiently manage its business operations. All the data related to Tesco is collected, stored, formatted and made available through this system. However, it has to work on its website that is lagging behind in the performance criteria set up by the organisation (Cole, 2012). Since the customers are looking for online stores to make their purchases on these mediums, Tesco will have to reconsider its online system so that it can meet the expectation level of its customers.

In order to enhance the digital performance of the store, a separate department will have to be established. The personnel of this online store division will ensure that the customers are provided a sensational virtual shopping experience and they are willing to become the loyal customers of the store. It is recommended that it develops a separate IT system for this website which is integrated with the existing system so that the information can be shared easily with all the stakeholders. Even the store managers will be able to review the online store performance and ensure that there is proper alignment between the strategies of physical and online stores.

Conclusion

In every organisation, the communication process is highly dependent on the quality of information and knowledge system installed within the business operations. Since the business environment keeps on changing quickly, the personnel of a company need to have quick access to the latest information about the environment and target market. With efficient management of the communications, information and knowledge, an organisation is able to make proactive decisions with accuracy and there are less chances of negative effect of the unfavourable market conditions on the company’s targeted objectives.