ICBC 202: Business Communication 2 Unit 1—Building Goodwill and Staying Customer-Focused

ICBC 202: Business ICBC 202: Business Communication 2Communication 2

Unit 1—Building Unit 1—Building Goodwill and Staying Goodwill and Staying Customer-FocusedCustomer-Focused

What is the cost of poor What is the cost of poor communication?communication?

Wasted timeWasted time Harder to understand.Harder to understand. ““ping-pong” effect ping-pong” effect May need to be redoneMay need to be redone

Wasted effortsWasted efforts

Lost goodwillLost goodwill Every instance of communication serves to either Every instance of communication serves to either

build or undermine a person’s/organization’s image.build or undermine a person’s/organization’s image.

What are the criteria for effective What are the criteria for effective communication?communication?

Effective messages are.…Effective messages are.… ClearClear ConciseConcise CorrectCorrect Customer-focusedCustomer-focused PositivePositive

What are the benefits of effective What are the benefits of effective communication?communication?

Saves time (everyone’s)Saves time (everyone’s)

Builds goodwillBuilds goodwill

Makes you look professionalMakes you look professional

What should be considered when What should be considered when communicating?communicating?

What’s at stake—to whom?What’s at stake—to whom?

Should you send a message?Should you send a message?

What channel should you use?What channel should you use?

What should you say?What should you say?

How should you say it?How should you say it?

Business Communication 2—Business Communication 2—

Building Goodwill.

Building GoodwillBuilding Goodwill

Customer-focused

Positive

Complete and concise

Staying Customer-Focused. (1)Staying Customer-Focused. (1)

Talk about the reader, not about yourself

XX Mahidol hasMahidol has negotiated an agreement with Siam negotiated an agreement with Siam Paragon that Paragon that gives yougives you a discount on purchases a discount on purchases over 3,000 baht.over 3,000 baht.

☺☺ As a Mahidol student, As a Mahidol student, you canyou can now getnow get a 10% a 10% discount when discount when youyou buy goods worth 3,000 baht buy goods worth 3,000 baht or more at Siam Paragon.or more at Siam Paragon.

Complete and Concise. (2)Complete and Concise. (2)

Refer to the reader’s request or order specifically

XX WeWe are shipping are shipping your orderyour order No. 007 No. 007 of of September 21 this afternoon.September 21 this afternoon.

☺☺ The five Sony 3D TVs (model TV27)The five Sony 3D TVs (model TV27) you you ordered will be shipped this afternoon and ordered will be shipped this afternoon and should reach you should reach you by Friday June 30by Friday June 30..

Staying Customer-Focused. (4)Staying Customer-Focused. (4)

In positive situations, use ‘you’ more often than ‘I’. Use ‘we’ when it includes the reader.

XX We provideWe provide health insurance to all health insurance to all employees.employees.

☺☺ You receiveYou receive health insurance as a Procter health insurance as a Procter & Gamble employee.& Gamble employee.

Staying Customer-Focused. (5a)Staying Customer-Focused. (5a)

In negative situations, avoid the word ‘you’. It accuses the reader.

XX YouYou must get approval from the director must get approval from the director before before youyou publish any articles or publish any articles or

memoirs memoirs based on based on youryour work in the agency. work in the agency.

☺☺ Agency personnelAgency personnel must get approval must get approval from the director to publish any articles orfrom the director to publish any articles or

memoirs based on memoirs based on theirtheir work at the agency. work at the agency.

Staying Customer-Focused. (5b)Staying Customer-Focused. (5b)

In negative situations, avoid the word ‘you’. Protect their ego.

XX YouYou made no allowancemade no allowance for inflation in for inflation in youryour estimateestimate..

☺☺ No allowanceNo allowance for inflation for inflation has been madehas been made in this estimatein this estimate..

☺☺ The estimate makes no allowanceThe estimate makes no allowance for for inflation.inflation.

Emphasize the Positive. (1a)Emphasize the Positive. (1a) Avoid negative words and words with negative Avoid negative words and words with negative

connotations.connotations.

Emphasize the positive. (1b)Emphasize the positive. (1b)

XX We have We have failedfailed to finish taking inventory. to finish taking inventory.

☺☺ We We will be finishedwill be finished taking inventory taking inventory FridayFriday..

XX If you If you can’t understandcan’t understand this explanation, this explanation, feel feel free to call me.free to call me.

☺☺ You You cancan call at any time should you have call at any time should you have any questions.any questions.

Emphasize the positive. (1c)Emphasize the positive. (1c)

Beware of hidden negativesBeware of hidden negatives

XX I hopeI hope this is the information you wanted. this is the information you wanted. (Implication: I’m not sure)(Implication: I’m not sure)

☺☺ Enclosed is a brochure Enclosed is a brochure about road repairs about road repairs scheduled for 2011-12scheduled for 2011-12..

Emphasize the positive. (1d)Emphasize the positive. (1d)

Beware of hidden negativesBeware of hidden negatives

XX Please Please be patientbe patient as we switch to the as we switch to the automated system. automated system. (Implication: you can (Implication: you can expect problems.)expect problems.)

☺☺ You’ll be able to get information instantly You’ll be able to get information instantly about any house on the market when the about any house on the market when the automated system is in placeautomated system is in place. If you have . If you have

any questions during the transition, any questions during the transition, you canyou can call call Melissa Morgan.Melissa Morgan.

Emphasize the positive. (2)Emphasize the positive. (2)

Focus on what the reader can do Focus on what the reader can do rather than on limitations.rather than on limitations.

XX YouYou will not qualify for will not qualify for the student the student membership rate of $25 a year membership rate of $25 a year unlessunless you are a you are a full-time student.full-time student.

☺☺ YouYou will get will get the benefits of membership the benefits of membership for for only $25 if you’re a full-time student.only $25 if you’re a full-time student.


Justify negative information Justify negative information (reason/benefit).(reason/benefit).

XX We We cannotcannot sell laptops in lots of sell laptops in lots of less less than 10than 10..

☺☺ To keep down packaging costs and to To keep down packaging costs and to help you save on shipping and handling help you save on shipping and handling costscosts, we sell laptops in lots of , we sell laptops in lots of ten or ten or

moremore..


If the negative is truly unimportant, If the negative is truly unimportant, omit it.omit it.

XX A one-year subscription to PC Magazine is A one-year subscription to PC Magazine is 1,299 baht. 1,299 baht. That is not as low as the rates That is not as low as the rates charged for some similar magazines.charged for some similar magazines.

☺☺ A one-year subscription to PC Magazine is A one-year subscription to PC Magazine is 1,299 baht.1,299 baht.

☺☺☺☺A one-year subscription to PC Magazine is A one-year subscription to PC Magazine is 1,299 baht. 1,299 baht. You save 49%You save 49% off the off the

newsstand newsstand price of 2,547 baht.price of 2,547 baht.


When you must convey negative information… Put it in the middle

Only mention it once

Do not list it vertically


Email heading: KMD Training Contract ClarificationEmail heading: KMD Training Contract Clarification (1) (1)

Dear Miss PeerawanDear Miss Peerawan Let’s clear up the situation regarding the KMD Training contract. Let’s clear up the situation regarding the KMD Training contract.

(2) (2) Rollins will receive a cheque for 100,000 baht for completion of the 12 Rollins will receive a cheque for 100,000 baht for completion of the 12

modules of the Programme (no later than April 21, 2011) modules of the Programme (no later than April 21, 2011) (3) (3)

In addition, please submit the final needs analysis and feedback In addition, please submit the final needs analysis and feedback spreadsheet, as discussed at our meeting on 5 July, in order to facilitate spreadsheet, as discussed at our meeting on 5 July, in order to facilitate the final payment. the final payment. (4)(4)

As regards the scheduling for the fast-track advanced course. This could As regards the scheduling for the fast-track advanced course. This could begin either in November or in January of next year (2012) begin either in November or in January of next year (2012)

Let me know which works best for you. Let me know which works best for you. (5) (5)

I look forward to hearing from youI look forward to hearing from you Bobby MooreBobby Moore


Making Your Writing Easy to Read.

Three techniques to make your writing easier Three techniques to make your writing easier to read.to read.

Use words that are accurate, appropriate, and familiar.

Positive word Negative word Assume guess Cautious fearful Flexible wishy-washy

Formal and stuffy Short and simple Ameliorate improve Commence begin Enumerate list

Three techniques to make your writing easier Three techniques to make your writing easier to read. to read. (continued)(continued)

Revise sentences using parallel Revise sentences using parallel structure.structure.

XX Equipment can be reserved Equipment can be reserved by callingby calling the the equipment office at (05) 345-8091 or equipment office at (05) 345-8091 or sendsend an e- an e-mail to [email protected] to [email protected].

☺☺ Equipment can be reserved Equipment can be reserved by callingby calling the main the main office at (05) 345-8091 or office at (05) 345-8091 or by sendingby sending an e-mail to an e-mail to [email protected]@toyota.com.

☺☺ Equipment can be reserved Equipment can be reserved by…by…1) 1) callingcalling the equipment office at (05) 345 the equipment office at (05) 345 8091.8091.2) 2) sendingsending an e-mail to an e-mail to

[email protected]@toyota.com.

Three techniques to make your writing easier Three techniques to make your writing easier to read. to read. (continued)(continued)

Put your readers in your sentences.Put your readers in your sentences.

XX Funds in a participating Funds in a participating employee’semployee’s account at the account at the end of each six months will automatically be used end of each six months will automatically be used to buy more stock unless a “Notice of Election Not to buy more stock unless a “Notice of Election Not to Exercise Purchase Rights” form is received from to Exercise Purchase Rights” form is received from thethe employeeemployee..

☺☺ Once Once youyou begin to participate, funds in begin to participate, funds in youryour account at the end of each six months will account at the end of each six months will automatically be used to buy more stock unless automatically be used to buy more stock unless youyou turn in a “Notice of Election Not to Exercise turn in a “Notice of Election Not to Exercise Purchase Rights” form.Purchase Rights” form.

Documents

ICBC 202: Business Communication 2 Unit 1—Building Goodwill and Staying Customer-Focused