Evaluating the Different Communication Method

Evaluating the Different Communication Method

Introduction

Communication is essential in the provision of services within businesses and organizations. Having the right communication would ensure effective handling of the client’s complaints, staff motivation as well as increase organizational efficiency. At the same time, effective communication is important when inquiries are being made and also when feedbacks are being channelled to the right persons. Failure to communicate properly, or inappropriate communication may lead to false or wrong information being passed on, and this may affect a business or customers in a negative way. It should be noted that communication takes various forms and this being the case, the person communicating should know the best method to use since it affect the general reception of the message to the receive. Wrong interpretation of the message may demoralize customers, or lead to the execution of the wrong information. It is therefore vital for an individual to identify the target person in the communication so as to devise strategies that will address the issue in a clear and concise manner. Communication affects the perception of customers in the service being provided. This being the case, it is always important to identify the needs of the customers, so as to make products that are of high quality and those that can lead to positive perception. Having such a foundation in mind of the importance of communication to the customers and the organization as a whole, this paper will aim at identifying the different methods of communication, illustrating how they can be used to deliver the best effect as well as the effect of customer service delivery on customer perception.

Different methods of communication

Communication is a two way method that entails passing of information from one person to another with the intention of conveying certain information. This being the case, good communication is a central building block that enhances participation. Employing the formal and informal techniques, to pass on a given message helps in improving the relationship as well as the understanding between the conveyor of the message and the receiver. Personal behaviors and attitudes help in determining and ascertaining the quality of communication and the relationship to be established. This in turn affects the client’s perception of the overall service being offered. It is therefore important to understand the why, how, where and when a particular method of communication to deliver maximum expectation and perception. In the real world setting, there exist three major methods of communication. These include the verbal communication, oral communication and the nonverbal communication methods. Different customer context calls for different methods to be used. For example, to seal a deal with a given company, it would be best if written communication was used. On the other hand gesturing a person to come or acknowledge satisfaction, nonverbal communication could be employed.

Verbal communication

Verbal communication is all about the spoken and written languages. It serves the purpose of defining reality and in organizing complex realities into meaningful contexts. In oral communication, the communication is complete and thorough since an individual talks in person and is in a position to clarify all points. It is also possible to judge how the other person is feeling or reacting, thereby becoming more credible than the written messages (Koontz & Weihrich, 2007 p. 363).  It permits the exchange of words as well as the opportunity to experience non-verbal communication.

Written communication

This method of communication has the advantage in that it provides a record that can be referred to as well as evidence for follow-up.  It is also an inexpensive way that can be used to provide identical messages to many people at the same time. This method of communication is best used when one wants to have a backup of a particular information that was communicated. For example, a person may put in writing minutes of a given meeting between the management and the staff so as to do follow-up in the future.

Nonverbal communication

This is the type of communication that is expressed through the use of non-linguistic means. It can be described as the actions of human to convey messages through appearance, space, smell, and sound among other non-verbal means. It may include human facial appearances, eye movements, gestures as well as body expressions, including tone variation, pitch and space. The use of the nonverbal communication depends and varies from place to place. The use of nonverbal in communication delivers almost two thirds of the intended message. Despite this fact, nonverbal communication varies according to clarity and the perception of the receiver. No verbal communication serves the function of emphasizing a given point, it is also used when contradicting views, to regulate, to complement as well as when substituting option. For example, in a hotel setting, a customer may waive his hand signalling the waiter to come and attend to him. This option is used to describe space and the use of gestures helps in reducing such space.

Analyzing how customer service delivery influences customer perception

Customer perception is affected by various factors that include service delivery, price, and quality among other factors. Service delivery entails the customer services that the employees of an organization offer to the customers such that they are influenced to have a repeat service from the organization (Mckechnie 2014 p. 4). When the service delivered is of high quality, the possibility or tendency of the customer making repeat purchases is high. At the same time, the customers may market the company’s products to other people thereby increasing the customer pool.

One way of maintaining the customers and creating an unforgettable experience and perception is by making sure that all the tangible element of customer service are addressed (Crouch, 2004 p. 2-4). This implies that the organization ensures that the areas within and those surrounding the organization are well maintained. This includes the facilities, personnel as well as the equipment’s and the form of communication. This being the case, a unique atmosphere is created in the clients imaginary senses thereby ensuring that the client never forget the experiences that they encounter at the organization. The beautiful sceneries and surroundings influences the customer view of the facility, thus prompting them to make a repeat purchase as well as market the company. An example of such a scenario is like the setting of the Hilton hotel – USA, whereby the surroundings, the equipment’s as well as the communication is of the highest standards. This makes the facility a high end undertaking that charges extra fee for the services. Despite all these, the tangibles create a perception of quality in the perception of the customers.

Another way in which customer perception is influenced is through reliability. When an organization is able to deliver its products and services in a timely, quality and accurate way, then the customer is able to create a perception of quality and hence desire to make a return purchase of the business (Liu, 2006 p. 12-16). Customers are concerned about the capability of an organization to deliver its mission and objectives. If the company is therefore able to deliver its promises, then, a positive perception is created in the customer’s unconscious mind and they may be willing to make purchases from the organization as they would expect quality and timely service.

At the same time, customer perception is influenced by the responsiveness of the company to meet its obligation. If the company is able to address the client’s complaints in an effective and reliable way, the clients may feel valued and desire to continue purchasing from the organization (Hantula, Donald & Victoria, 2014 p. 14). This being the case, an organization ought to have in place mechanisms and policy guidelines that can be referred to in case there is a complaint from a customer. Failure to address the issues regarding the services may render the majority of the royal customers having a negative perception thus opting to be serviced by the competitor.

Assured service acts as a guarantee that the client can fully rely on the company’s product. This being the case, the organization should make sure that it has employed the best minds in the market. The employees in this case should be skilled and professional so that they can win the confidence and trust of the customers. Assured service in this case entails the role of an organization to use the most qualified personnel’s and the means of production and service delivery. This leads to quality output and customer satisfaction. If such is accorded to the client, the perception of the customer would be that the product is of high quality and therefore are more likely to buy the product.

In the analysis of how customer care influences customer perception, it is important to identify empathy as part of customer care principles that are applied with the intention of attracting and retaining customers. Empathy in this case entails the aspect of an organization to give closer individualized attention to the clients (Mok et.al, 2013 p. 4). This is mostly carried out with the intention of adding value to the customer and making them feel special and wanted. This undertaking usually takes place in the hotel industry where individualized attention is given to the clients, such that they feel as if they are part of the hotel system. Empathy is important as it helps in maintaining the existing clients through individualized attention. Regular customers are served as if they are part of the system, to the extent that those employees serving them know what they require and in what quantity. This fact greatly influences the perception of the customer thereby being more willing to make purchases from the facility. The customer, as a result of the experience may inform others who would try the experience thus adding to the business revenue. All in all, empathy in a business plays a vital role in that it creates a notion of added value to the customer thus prompting them to return to the facility for subsequent purchases.

Conclusion

Communication is vital for effective communication. Knowing the method to use for a given scenario is essential for effective message conveyance. All in all whether oral, verbal, or written communication, the choice depends on the context of the message to be conveyed. In the hotel and tourism industry, nonverbal communication together with the oral communication takes a central role during communication. On the other hand, customer service delivery influences greatly the perception of the customers. Practicing reliability, empathy, assured service and being responsive to the client’s needs mostly influences their perception.

References

Crouch, G. I. (2004). Symposium on the consumer psychology of tourism, hospitality, and leisure, &. Consumer psychology of tourism, hospitality and leisure. Volume 3 Volume. Wallingsford, Oxfordshire, CABI Pub. http://site.ebrary.com/id/10070234.

Hantula, Donald A., & Victoria K.  (2014). Wells, eds. Consumer behavior analysis:(A) rational approach to consumer choice. Routledge.

Koontz, H., & Weihrich, H. (2007). Essentials of management: an international perspective. New Delhi, Tata McGraw-Hill

Liu, T. V. (2006). Tourism management: new research. New York, Nova Science Publishers.

Mckechnie, Stuart. (2014). The 4 Dimensions of Total Customer Service. Balboa Pr.

Mok, Connie, Beverley Sparks, and Jay Kadampully, (2013). Service Quality Management in Hospitality Tourism and Leisure. Routledge.