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Business communication is important for the public, employees, in between departments, and for the organisation itself. Besides that, a few other role that business communication plays which is building rapport, solving conflicts and exchange information in meeting. Communication to the public is a process of promotion or advertising to generate new client. To communicate with the public, an organisation must be careful to ensure a proper message is delivered to the customer. The message sent must be simple to avoid any confusion.
Another role played by communication is to communicate with employees. The objective is to deliver any information, correction, or motivation to the employees. Most of the organisations are having a Human Resource Department to do this task. This can ensure a better and more effective execution of the task. This communication is important to prevent misunderstandings, promote a better and organised execution throughout the whole organisation.For interdepartmental communication, the objective is to unite and create more understanding in between two or more departments. The inability for various departments to communicate properly may results the organisation to become incompetent.
The last role played by communication is business to business communication. This communication is to linked and exchange information from one business to another. Strong business relationships are important to create a strong and successful business. Business to business communication occur when transaction between manufacturer and a wholesaler, or between a wholesaler and a retailer take place.
Both organisation will send their representatives in order to discuss and come out with an agreeable terms on conditions for the trade. Therefore, in this situation, effective communication plays an important role to achieve a common understanding in between the two parties.
Besides that, business communication plays an important role of building rapport. Building rapport is establishing a good relationships and trust with the customers, employees, and competitors. According to "The Business Review" article in 2005, rapport building uses two types of communication which is verbal and nonverbal. If a salesperson uses both verbal and nonverbal communication wisely, he may able to build a good rapport with the customers.
Business communication also helps to resolve conflicts. Communication can be use to handle any misunderstandings and disagreements in between team members smoothly. According to Help Guide, an online source that offer advice on resolving challenges, conflict resolution depends on good communication skills. This is because, miscommunication is often the main reason the lead to conflict. When an effective communication takes place, any miscommunication can be solved and be avoided.
Lastly, in the daily business activities, communications play an important role in meetings. Any business personnel need to attend meeting and other occasions that involve a face-to-face communication. A good communication skill will help to improve the exchange rate of idea and information. Effective communication will help a negotiation to work in a positive pattern as all parties understand the real significance of the meetings and there will be no doubt occurs.
The rapid change in the world makes the trend in business communication to evolve according to their need. One of the trends that changed alongside with the business environment is business diversity. According to Johnson (2010. p.11), diversity is seeing the differences, distinction, and dividing lines of others with a soft gaze but with clear vision. A dense diversity in the modern workplace is due to a few phenomena. In Malaysia, the ideology of democracy helps to enforce a good civil rights and anti-discrimination atmosphere for tolerance of individual differences. This encouraged more foreigners to migrate to our country. Besides that, the multi-races in this country itself contributed to the dense diversity here. An example of a company involved with creating diversity in the workplace is Mentor Net, a nonprofits online mentoring organization that focuses underrepresented minorities in the STEM (Science, Technology, Engineering and Mathematics) field. Mentor Net has used an algorithm to match over 30,000 mentor relationship since 1997. The organization gives underrepresented minorities the chance to seek mentors to discuss how to overcome diversity obstacles in their field and eventually their workplace. Due to trend above, business has become more and more internationally, many companies need to know how to manage their staff and communicate with their customers. Intercultural communication gives the message and insight into this area to understand and help in the growth of the business diversity. Lack of the cultural knowledge and poor communication skills can cost a business or even create stress in workplace. Therefore, organisation needs to be sensitive to any cultural differences that can affect the effectiveness in their business.
The change in diversity indirectly causes the implementation of teamwork within an organization.
In business, teams are composed of individuals who work together in close proximity with each other and who interact with other teams in the work place (Ingram, 1997, cited in Rosenhauer, 2009). Teamwork has become a popular approach because the effectiveness, efficiency, problem solving and success that can be brought by this method. Besides that, the dense diversity in today's business encourage organisation to form a diverse team. Each of the team members came from a different background and possessed a different set of skills. This allows the team to be able to handle various kinds of tasks. The diverse team is flexible and able to compete in the current diverse market to produce more dynamic products and services. Besides that, teamwork is effective to improved morale among subordinates in a company. This is due to the nature of the teamwork that allows them to take direct responsible in decision-making. Therefore, team members are able to take more control on the working process. This gives them a greater sense of belonging and recognition from the senior management. They will put more efforts in order to produce a better result. By using you-view point in a team, they can easily to understand the other member point of view when discussing or doing something. So the team can achieve the business goal more effectively. The team also can understand the concern, needs and motivate their members' wants through the direct message sent by them.
The technology nowadays had evolved a lot since the past decade. Technology has become more and more essential in our life. The usage of information technology (IT) has also become a crucial factor to determine the success of a company. Information technology is defines as the large and developing body of technologies and techniques by which information is obtained, processed and disseminated (Thornes, 1994). The reason for the increment in the usage of technology in business today is due to the importance of information in business organisation. One of the importances of technology can be seen in the exchange of information within an organisation. This process is known as the information system (IS). Information system uses software and hardware to collect, filter, process, create, and distribute data. In workplace, senior management will use electronic media such as e-mail or intranet to send information to all the employees. With the aid of these technologies, information can be send to all employees or a certain staff at the same time. Therefore, the transferring speed of information within a company can be faster. For this reason, technology has become a part of the business component. It can be use as a non verbal communication when organisations want to inform something to their employee and customers by sending them an email.
Globalisation is also a leading factor that changes the business trend. Globalisation is the integration of the world's people, organisations and government. Globalisation is defined as a process whereby worldwide interconnections in virtually every sphere of activity are growing. Some of these interconnections lead to integration/unity worldwide; others do not. Together global interconnections and the relationships they forge represent a historically unprecedented process that is rapidly reshaping the context for many activities (Held et al, 1999, cited in Parker, 2005).
Globalisation helps to expand business market, obtain cheaper resources, and encourage international development. In expanding business market, it means selling goods to other country which is sold domestically before. Through globalisation, obtaining cheaper resources is now possible. This can be seen from the outsourcing in China. China is providing a lower and cheaper labour for the industrial sector. A huge number of companies are building their factory at China to enjoy a lower cost and to produce cheaper products and services. With the combination of both expanding markets and cheaper resources, globalisation has directly contributed to international development. This is proven in India where in early 90s, a few foreign companies subsidiaries of high technology activities in cities like Bangalore started. The technology later spread to local firms and grew as a result of expansion of global market. The best example to describe globalisation is by using McDonald's. McDonald's is currently operating in more than thirty thousand locations in 118 countries worldwide. By the end of 2008, McDonald's had grown to 31967 locations in 118 countries worldwide. As in globalisation, companies are developing their subsidiaries in overseas, hence, intercultural communication is significant for the succession of the company. Normally, a company that hold a subsidiary at oversea would hire the local employees and send their best senior manager to become the regional president or the branch manager. This step is necessary for the company to understand the local customs and the needs of their employees through the sight of their representative which is the executive. By having these steps, the company will have a better grasp on the types of communication that should be compose to communicate effectively with the regional branch.
With the growth of globalisation, legal and ethical concerns have attracted organisations to maintain a good ethical image to gain the loyalty of the employees, gain the trust of the customers, and to ensure the business is legal to prevent any authority charges. The legal from the business dictionary defines legal as; that is allowable or enforceable by being in conformity with the law of the land and the public policy. Meanwhile Singla (2008, p.177) defines ethic as;
"The ideals which one follows in life. Ideals are those concepts which motivate an individual to work with honesty in his life".
A few reasons that causes organisation to concern about legal and ethics are fundamental issues, diversity issues, and compliance and governance issues. The basic issues a company must face are integrity and trust. A strong degree of trust can be developing in between a business organisation and customers if a company maintains an ethical working ethics. According to HSBC Group (n.d),
"the world is a rich and diverse place full of interesting cultures and people, who should be treated with respect and from whom there is a great deal to learn".
Therefore, by employing a diverse workforce, an equal working opportunity will be given to all peoples regardless of their cultures and the social responsibilities will be served. In compliance and governance issues, a company must be alert with the legal regulations imposed by the local government. Legal and ethical concerns are important as in some country such as India restricted on foreign direct investment. This can be seen in the late opening of Starbucks' branch in India. At the end, Starbucks has join forces with Tata Global Beverages Ltd. to penetrate into India's market.
As law plays a critical role in business today, communication that comprises the benefits of business organisations uses written communication in a form of contract.
In this fast moving economic world, organisations are gradually moving towards quality and customer oriented. Based on ISO 8402-94 standard, quality is defined as sets of characteristics of an entity that give that entity the ability to satisfy expressed and implicit needs. Meanwhile customer oriented is defined as making customers and their needs a primary focus of one's actions: developing and sustaining productive customer relations. Various quality management techniques had been established to produce a quality product and services. Total Quality Management (TQM) and Just in Time (JIT) are examples of quality management method used in organisations. In HSBC, one of the largest banks, they are having a team called The Enterprise Six Sigma (ESS), which is in charge of driving total service quality, and at the same time, manage strategic project. The ESS team is responsible for managing strategic quality management to improve the bank's management; productivity and profitability; and to facilitate growth. These duties of The ESS team are meant to exceed customers' expectations through a good quality of customer service.