◄Unit 2: Career OpportunitiesUnit 4: Forms of Enterprises►

Unit 3: Communication Skills

  • Unit 3: Communication Skills

    TOPIC AREA: ENTREPRENEURIAL CULTURE

    SUB-TOPIC AREA: PERSONAL DEVELOPMENT

    Key unit competence:

    To be able to communicate effectively in life and business.

    Knowledge to be acquired

     Meaning of communication.

     Types of communication.

     Methods of communication.

     Factors to consider when determining a form of communication.

     Customer care, levels and principles.

     Strategies to enhance oral skills.

     Effective speaking strategies.

     Business documents.

     Business communication.

    Application to daily life

     Use appropriate communication methods (verbal and non-verbal).

     Practice good customer service.

     Practice interpersonal skills used in providing good customer care.

     Write sample business documents.

     Value the importance of using appropriate means of communication with others.

     Communicate effectively with peers at school and business.

     Respect the norms of communicating with others to maintain good relationships.


    Introductory Activity
    Have you ever spent a day without talking to or making a signal to someone? You talk to friends, family, neighbours and classmates. In class, you talk to your friends and class teacher. Your teacher teaches you and you respond by participating in his or her class.

    At times, your teacher calls your parents to tell them about your progress in class. Sending and receiving messages is vital in a home, school, community and country at large. This is what we call communication. Every one is capable of communicating.

    Did you know that the deaf and dumb communicate? This is very true. They communicate using sign language, a form of non verbal communication.When the president of Rwanda wants to communicate to Rwanda, he uses the National TV, rallies, tweets/tweeter and radio stations to pass on his message. He sometimes delivers his message written in newspapers, magazines and any other written documents.

    Businesses send and receive messages to and from their customers. Before communicating, they consider certain factors to choose a mode of communication to suit the message to be communicated.

    Question

    If you have a message to pass on to Rwandans across the country, what are the various possible ways you can pass on the message?


    3.1: Communication: Meaning of Communication


    ACTIVITY 3.1

    A. The following are extracts from the units you covered in Senior one and two.Carefully read each of them and answer briefly the questions against each.

    (i) Roles of an entrepreneur in entrepreneurship such as mobilising necessary resources.
       Qn. How does an entrepreneur get people to work with?

    (ii) Accessing business finance such as grants, loans from banks, trade credits, etc.
       Qn. What can an entrepreneur do to get business finances?

    (iii) Users of accounting information include internal users such as employees, shareholders, managers, etc.
        Qn. How does the entrepreneur inform owners about the business affairs?

    (iv) Relationship between demand and supply.
       Qn. How do buyers and sellers agree on the price of commodities in the market?

    (v) Rights and obligation of tax payers.
      Qn. How do tax payers get to know their rights and obligations and the amount to pay?

    (vi) Source documents
       Qn. How does an entrepreneur inform sellers about goods needed or how much to pay for goods? How does your school director inform you about the affairs of the school?

    B. From the above extracts, you realise that there is flow of information among different people or parties.

    (a) How is the flow or movement of information among different parties called?
    (b) How do you call the party that sends the information?
    (c) How do you call the party that receives the information?
    (d) What is the importance of communication to entrepreneurs

    It’s nearly impossible to go through a day without of communicating. In communication, there is sending and receiving of information between two or more people.

    The person sending the message is referred to as the sender, while the person receiving the information is called the receiver. The information conveyed can include facts, ideas, concepts, opinions, beliefs, attitudes, instructions, pictures and even emotions.

    Communication is a process of exchanging information, ideas, thoughts, feelings and emotions through speech, signals, writing, or behaviour.

    In the communication process, a sender (encoder) encodes a message and then using a medium/channel sends it to the receiver (decoder) who decodes the message and after processing information, sends back appropriate feedback/reply using a medium/channel.

    Cross-cutting Issue: Peace and values One needs to be very cautious when exchanging information, ideas, thoughts, feelings and or emotions such that any form of communication promotes positive values in the community one belongs to.

    3.2: Types of Communication


    ACTIVITY 3.2

    Read the following statements on information flow and answer questions that follow.

    (a) There should be no smoking in the company.
    (b) The company accountant sends tax information to Rwanda Revenue Authority (RRA).
    (c) The manager writes a MEMO informing all workers in the company about new work changes.
    (d) The purchasing officer sends inquiry letters to potential suppliers.
    (e) The human resource manager puts an advert for vacant positions in the newspapers.
    (f) The finance manager sends an email to remind the production manager about the meeting to be held next week.
    (g) The head-teacher calls a staff meeting to discuss the learners’ performance.
    heart The head-teacher calls a parents’ meeting to discuss the learners’ performance

    Questions
    1. Using a table, categorise the above statements on information according to where the information is moving, either within the company or out of the company.

    2. Which type of communication involves flow of information within the company?
    3. Which type of communication involves flow of information out of the company?
    4. What are some of the channels through which information/communication can be done;
     (a) within the organisation?
     (b) out of the organisation

    From activity 3.2, you realise that there are two types of communication, internal and external. Internal and external communication are considered to be very important resources of business communication.

                  

    3.2.1: Internal Communication


    Internal communication is the exchange of information and ideas within the organisation itself. It occurs when messages are sent between people working within the same enterprise (internal parties). For example, when the manager of the enterprise talks to the staff he or she is in charge of, or a report sent by a departmental manager to the managing director.

    Messages can be exchanged via personal contacts, telephones, e-mails, intranet (the website accessible only by employees), staff meetings, and online tools for information exchange (Google Calendar, and Google Drive) and so on.


    Internal communication as a way of information exchange within the organisation can be vertical (junior to senior staff or senior to junior staff), horizontal (same level) and diagonal.

    Internal communication helps employees in performing their work, developing a clear sense of organisation mission, identifying and promptly dealing with potential problems.

    3. 2.2: External Communication


    External communication is the exchange of information and ideas from the organisation to outside the organisation and vice versa. Under this type of communication, information flows between the organisation and external parties.

    External parties of an organisation include: suppliers, debtors, government, competitors, creditors, financiers, shareholders and so on.

    Examples of external messages include:

    • Documents received from or sent to other organisations and individuals such as orders for goods, letters, invoices and financial statements.
    • Advertising of goods or services provided by the organisation.
    • Letters, circulars and other documents sent or received from the government.
    While in internal communication information flow goes upwards, downwards, horizontally and diagonally within the organisational structure, in external communication, the information exchange goes both within the organisation and outside of it. Organisations communicate with the outside world on a daily basis. External communication can be formal or informal.

    Special attention should be paid to formal communication in organisations regardless of how it is established - via a letter, e-mail, web, telephone or some other way. The efficient external communication is the first step in creating the appropriate image. Carefully created letters, reports, presentations or web pages, send the outside world an important message about the work and quality of the organisation.

    3.3: Methods of Communication


    ACTIVITY 3.3

    (a) Analyse the following pictures and do the activity by filling in the table.

    (b) Give two advantages and disadvantages of each method of communication identified in (a) above.


    Methods of communication include:

                             

    3.3.1: Verbal (oral) Communication


    ACTIVITY 3.4

    Study the pictures below and answer the questions that follow.

    Questions

    1. Analyse the method of communication depicted in the pictures above.
    2. Assess the advantages of the method of communication depicted in the pictures above.
    3. Assess the disadvantages of the method of communication in the pictures above.

    From activity 3.4, verbal communication is simply the sending and receiving of messages through a spoken language that is understood by both the sender and receiver of the message.Examples of verbal communications include face-to-face talking, listening to a lecture or seminar, and listening to a television or radio program. In fact, if you are listening to this lesson, you are engaged in a verbal form of communication.

    Advantages of Verbal (oral) Communication

    Oral communication involves many advantages which include:

    • Time saving: When action is required to be taken immediately, it is best to transmit a message via verbal/oral communication. In verbal communication, the sender releases the message immediately and the receiver gets the message instantly. Therefore, the message is passed on instantly and the feedback got on time thereby saving time of both the sender and the receiver.

    • Cost savings: Cost is involved in any communication. If you are to pass on information within the organisation and you use verbal/oral communication, no cost is incurred. It does not need any paper, pen, stamp, computer, delivery charges and any other communication charges.

    • More powerful: Speech is a more powerful means of persuasion and control. Therefore, executives often prefer to transmit messages via oral communication.

    • Effectiveness: Apart from speaking alone, messages can be delivered by someone’s variations in the tone, pitch and intensity of voice. With these, the speaker can convey a variety of meaning of hidden signs unlike in written communication.

    • Immediate feedback: The speaker can get immediate feedback on whether it is creating a favourable impression on the receiver or whether the receiver will protest or whether the receiver has clearly understood the meaning of the message or is feeling confused and s/he can mould and adjust his/her message accordingly.

    • More suitable: Oral communication is more suitable for internal communication. The employees feel involved in the company affairs when the message is transmitted orally. The employees get an opportunity for immediate feedback and clarification.

    • Develops relationship: Oral communication helps to promote friendly relations between the sender and the receiver because these parties directly speak to each other.

    • Flexibility: By the demand of the situations, oral instructions can be changed easily and for these cases many formalities are not necessary. So, it is very much flexible and effective.

    • Easiness: It is a very easy method of communication. It needs little preparation to send a message. No need of pens, pencils, papers and other writing equipment needed in written communication.
    • Correction of errors: If any error is expressed at the time of oral communication, it is possible to rectify it immediately.
    • Informal communication: In verbal communication, there is no need to maintain formalities which are needed in written communication. So, it is an informal, easy and quick way of passing on information in an organisation.
    • Motivation: In verbal communication, top executives and subordinates staff can sit face-to-face and exchange their views directly, so subordinates are motivated day by day.
    • Maintaining secrecy: Interested parties of oral communication can maintain the secrecy of messages easily.
    • Future reference: verbal messages can be recorded and used in the future in case there is need.


    Disadvantages of Verbal Communication

    In spite of the many advantages of verbal communication, it is associated with some disadvantages which are given below:

    • No record: In oral communication, messages are difficult to record. So, it is impossible to preserve the message for future use.
    • Expensive: It is an expensive media of communication. The technological devices that are used in this system are costly such as phones, computers, etc.

    • Inaccuracy: There is a possibility of inaccurate messages to reach the intended destination. So, the reverse result of expected feedback may occur.
    • Limited use: The scope of usage of oral communication is limited. It is not suitable for lengthy messages. It should be used for short messages.
    • Confused speech: Sometimes the receiver fails to understand the meaning of a message due to habitual behaviour of the speaker.

    • No legal validity: There isn’t any legal validity of oral communication since oral messages are not taped and kept records of, so it can be denied easily if the situation goes against the speaker.
    • Defective: Oral communication is inappropriate for the company’s policy, procedure, programs, law and other important information.
    • Late decision: It takes time to reach a decision. At the beginning stage, some time is wasted in the discussion of any personal matters. Some time is also wasted for irrelevant discussion. In this way decision making is delayed.
    • Distortion of the word: There can be distortion of words and meaning if oral communication is passed onto a third party. This can lead to misinformation in an organisation and the main goals of communication may be failed. Look at the demonstration below:

    • Less important: In oral communication, meaningless speech can mislead the main effects of the communication. But when the information comes out in written, we take it seriously.
    • Lack of secrecy: In oral communication, important and secret information may be disclosed by any of the parties involved in the communication.
    • Creates misunderstanding: The speaker often gives a message without having properly organised it earlier. It is possible that s/he may not be able to prepare her/himself properly to communicate with the receiver. As a result, misunderstandings may develop.

    3.3.2: Non-verbal Communication


    ACTIVITY 3.5

    Study the pictures below and answer the questions that follow.


    Questions

    1. State the method of communication depicted in the pictures above.
    2. Assess the advantages of the method of communication depicted in the pictures above.
    3. Assess the disadvantages of the method of communication in the pictures above.

    Non-verbal communication is the sending and receiving of wordless messages.We can say that communication other than oral and written, such as gesture, body language, posture, tone of voice or facial expressions, is called non-verbal communication. Non-verbal communication is all about the body language of the speaker/sender and the receiver.

    Advantages of Non-verbal Communication

    There is a proverb “actions speak louder than words”. Research in communication suggests that many more feelings and intentions are sent and received non-verbally than verbally.Non-verbal communication has multiple advantages or functions. These include:

    • Complementary: Non-verbal communication complements verbal messages by adding to its meaning. You can pat someone you offended at the back as you apologise to him or her.
    • Easy presentation: Information can be easily presented in non-verbal communication through using visual, audio-visual and silent means of non-verbal communication.
    • Substitution for oral communication: Non-verbal message may substitute verbal messages especially if it is blocked by noise, interruption, long distance etc, for example, gestures-finger to lips to indicate need for silence, facial expressions- a nod instead of a yes.
    • Repeat: Non-verbal communication is used to repeat verbal messages, for example, point in a direction while stating directions.
    • Easily understood by illiterate people: This type of communication uses gestures, facial expressions, eye contact, proximity, touching, etc., without using any spoken or written word. This makes it helpful for illiterate people.
    • Can be understood by handicapped people: Non-verbal cues of communication can easily be understood by handicapped people especially the deaf. Deaf people exchange messages through the movements of hands, fingers, eye ball, etc.
    • Attractive presentation: Non-verbal communication is based on visuals, pictures, graphs, signs, etc, that are very much attractive and easy to interpret.
    • Reduces wastage of time: The message of non-verbal communication reaches the receiver very fast. For this reason, it reduces the wastage of valuable time of the communicator.
    • Quick expression of messages: Non-verbal cues of communication like signs and symbols can also communicate some messages very quickly than written or oral messages.

    Disadvantages or limitations of non-verbal communication

    Despite of advantages of non-verbal communication, it is not free from its limitations or disadvantages which include:
    • Vague and imprecise: Non-verbal communication is quite vague and imprecise since in this communication there is no use of words or language which expresses clear meaning to the receiver. No dictionary can accurately classify non-verbal communication. Their meaning varies not only by culture and context but by degree of intention.
    • Continuous: It is possible to stop talking in verbal communication, but it is generally not possible to stop non-verbal cues. Also, spoken language has a structure that makes it easier to tell when a subject has changed by analysing its grammar. Non-verbal communication does not lend itself to this kind of analysis.
    • Multi-channel: While watching someone’s eyes, you may miss something significant in a hand gesture. Everything is happening at once and therefore it may be confusing to try to keep up with everything. Most of us simply do not do so, at least not consciously.
    • Culture-bound: Non-verbal communication is learnt in childhood, passed on to you by your parents and others with whom you associate. A few other gestures seem to be universal. Evidence suggests that humans of all cultures smile when happy and frown when unhappy. However, most non-verbal symbols seem to be even further disconnected from any”essential meaning” than verbal symbols
    • Long conversations are not possible: In non-verbal communication, long conversations and necessary explanations are not possible. No party can discuss the particular issues of the messages using signs and symbols.
    • Difficult to understand: Non-verbal communication is difficult to understand and requires a lot of repetitions. Non-verbal communication uses gestures, facial expressions, eye contact, touch, etc., which might not be easily understood by some people or might have a different meaning to different cultures or nationalities.
    • Not everybody likes it: Not everybody would prefer to communicate through non-verbal communication with others. Sometimes it cannot create an impression upon people or listeners. It is less influential and cannot be used everywhere. It cannot be used as a public tool for communication.
    • Lack of formality: Non-verbal communication does not follow any rules, formality or structure like other methods of communication. In most cases, people are unconsciously and habitually engaged in non-verbal communication by moving the various parts of the body.
    • Distortion of information: Since it uses gestures, facial expressions, eye contact, touch, signs, sound, para-language, etc. for communicating with others, there is a great possibility in distortion of information in non-verbal communication.

    3.3.3: Written Communication


    ACTIVITY 3.6

    Study the pictures below and answer the questions that follow.


    Questions

    1. State the method of communication depicted in the pictures above.
    2. Assess the advantages of the method of communication depicted in the pictures above.
    3. Assess the disadvantages of the method of communication in the pictures above.

    Written communication is the sending and receiving of messages by the use of symbols that are understood by both the sender and receiver of the message. The message in written communication is conveyed to the sender with the help of written words.

    If you are reading this book, you are engaged in written communication. Letters, personal journals, e-mails, reports, articles, and memos are some of the forms of written communication.

        

    Advantages of written communication

    Advantages or importances of written communication include:

    • Easy presentation of complex matter: Written communication is the best way to represent any complex matter easily and attractively.
    • Permanent record: The documents of written communication act as a permanent record. When it is needed, information can be easily retrieved from the preserved documents. It can also be used for future reference.
    • Prevents wastage of time and money: Written communication can occur without the sender and receiver meeting each other thereby eliminating various costs such as transport and it also saves time.
    • Accurate presentation: Through written documents, top executives can present the information more accurately and clearly to the relevant parties.
    • Delegation of authority: Through written documents, management can delegate power and authority to their subordinates. It is quite impossible to delegate power without a written document.
    • Effective communication: Written communication is more dependable and effective than other forms of communication.
    • Maintains image: Written communication helps to maintain the images of both the sender and the receiver since it is always laid down in properly designed written documents. It also protects the company image.
    • Proper information: Under written communication, information is portrayed in a proper and complete manner. It is precise and updated. There is no opportunity to include any unnecessary information in a written document.
    • Less distortion: It is not easy to distort written communication since once written, there is less possibility of distortion and alteration of the information. The records are permanent.
    • Not easily misinterpreted: There are less chances of misinterpreting the information or messages under written communication. You read and interpret what you see in the written document.
    • Control tool: Through written communication, an organisation can properly state out its rules and regulations to the company employees. In this way, written communication helps to control the organisation activities. Therefore, a written document can be used as a tool of control.
    • Easy to verify: In the events of any misunderstandings, written information and messages that are preserved can easily be retrieved and used as evidence in solving such a misunderstanding. Parties involved in the misunderstanding can easily verify the preserved written communication.#Others: Easily understood, used as a legal document, easily accepted, reduction of risks, creates confidence, circulates easily, wide access or coverage, etc.

    Disadvantages of written communication

    The limitations and disadvantages of written communication are discussed below:

    • Expensive: Under written communication, paper, pen, ink, typewriter or computer and employees are needed. This makes it comparatively expensive.
    • Time consuming: Written communication takes time to reach the receiver. The sender must first acquire a pen, paper, ink, computer to lay down the message and later send it through email or post office or personal delivery to the receiver. This process is tiresome and time consuming.
    • Doesn’t favour illiterate people: If the receiver of the message is illiterate, written communication is quite impossible to understand. It is basically appropriate for those who cannot read or write.
    • Difficult to maintain secrecy: Secrecy is not always possible to maintain through written communication because there is a need to discuss everything in black and white and a written document can be accessed by a wrong person thereby leaking the sender or receiver’s messages.
    • Lack of flexibility: Written documents cannot be easily changed anytime you want. This makes it less flexible.
    • Delay in response: It takes much time to get a response from the receiver; prompt response is not possible in case of written communication compared to oral communication.
    • Delay in decision making: Written communication takes much time to communicate with all the parties concerned. Under such circumstances, the decision maker cannot take decisions easily and quickly.
    • Cost in record keeping: It is very difficult and expensive to keep all the records in written communication. One has to incur more costs to store written documents safely and in good condition.
    • Complex words: Sometimes the writer might use complex words in writing a message. This makes it difficult for a reader to understand the portrayed message and the objective of communication may be lost.
    • Lack of direct relation: Written communication does not establish a direct relationship between the sender and the receiver. The sender writes the message in any document such as letters, magazines, novels; sends it through a medium and the receiver gets in contact with only the sent document.
    • Others: Prompt feedback is impossible, slowness, bureaucratic attitude, understanding problem between bosses and subordinates, lack of quick clarification and correction, formality problems, lack of personal intimacy, etc.

    3.3.4: Visual communication


    ACTIVITY 3.7

    You have been presented by the following communication aids: photography, signs, symbols, maps, colours, posters, banners and designs.

    Questions

    1. To which method of communication do the above aids belong?
    2. Assess the advantages of the method of communication mentioned in 1above.
    3. Assess the disadvantages of the method of communication mentioned in 1above.

    From activity 3.7, you realise communication involves visual display of information, whereby the message is understood or expressed with the help of visual aids.

    For example, photography, signs, symbols, maps, colours, posters, banners and designs help the viewer understand the message visually. Movies and plays, television shows and video clips are all electronic form of visual communication.

    Visual communication also involves the transfer of information in form of text which is received through an electronic medium such as a computer, phone, etc;. icons and emotions are a form of visual communication. When these icons are used in a public place, phone or computer, they instruct the user about their meaning and usage.

    So, visual communication is a method of communication where ideas and information can be read or viewed through the means of visual aid.


    Advantages of visual communication

    Now days, most organisations are using visual techniques to present information. This is becoming very popular day by day.

    Visual presentation is beneficial for many reasons. Some of them are:

    • Effective for illiterate receivers: If the receivers are illiterate, visual communication is more effective to exchange information. They can easily understand the information that is presented visually.
    • Compliments oral communication: Visual techniques compliment oral and written communication and makes them more meaningful if graphs, pictures, pie charts, maps and diagrams are used with it.
    • Easy explanation: Everyone can easily explain the meaning portrayed in visual communication. Their easiness to plan and understand has made visual communication techniques more popular.
    • Simple presentation: Complex information, data and figures can be easily presented and simplified by use of graphs, pictures, pie charts, maps and diagrams.
    • Prevents wastage of time: Written and oral communication takes much time to exchange information while a big number of receivers can be communicated too at the same time through visual methods.
    • Helps in quick decision: Visual communication helps to take quick decisions. So, management prefers visual techniques to communicate with others.
    • Popular: Visual communication is very popular because people do not like much speech and long explanations rather than a chart or a diagram. Messages communicated in this form tend to have a more lasting impact on the receiver.
    • Instant feedback: Under visual communication, a feedback of the impact of the message can easily be observed in the reaction and behaviour of the receiver.
    • Permanent record: Maps, charts, photographs and notices are permanent records and can be used for future reference.

    Disadvantages of visual communication

    There are some limitations of visual communication which include:

    • Not appropriate for blind people: Difficult for blind people to understand the message/information since it requires eye sight.
    • May not be possible to get a feedback. The sender of the message may have to use other forms of communication to check whether the message was understood.
    • Difficulty to understand: Some of the means used can not easily be interpreted and understood by lay people. Such means include: charts, graphs, maps and technical charts.
    • Different interpretation of symbols: The meanings of certain symbols and signs may not be known to all the audience. Different people may interpret the same symbols and signs differently. Thereby portraying a different message.
    • Costly: Aides of visual communication are more costly than those of other methods of communication. Its costly to draw maps, charts and diagrams. That is why only large companies use this method of communication.
    • Complex presentation: Sometimes visual presentation of information becomes complex and the receiver is not able to understand the meaning of the presentation. This is because it needs to be combined with other methods of communication to convey the actual message.
    • Incomplete method: This technique is considered as an incomplete method. It is not sufficient to communicate effectively and dearly singly. It is only successful when combined with oral communication.
    • Wastage of time: Sometimes visual techniques take much time to be interpreted and understood by the receiver. For example, a receiver may take time to interpret and understand information portrayed in a pie chart, map, etc.

    Test skills acquired 3.1

    Analyse the case studies below and answer questions that follow:

    Case study 1

    Three years ago, fifty employees of a large manufacturing enterprise formed a cooperative retail shop. They employed a shop manager to run the shop. The shop has been doing well for the last three years. However, this year, business has not been good and the manager is concerned about the situation. Sales have been very low and the profits are declining. The manager has decided to write to each member of the co-operative to inform them of the situation facing the shop. In the letter, she has asked for ideas on how to increase the sales. The members have also been asked to confirm whether they have received the letter and inform the manager how they individually intend to act on the matter.

    Questions

    1. Identify the following;

      (a) the transmitter of the message.
      (b) the medium used.
      (c) the receiver of the message.

    2. Give the reasons why the method of communication used above is not the most appropriate under the circumstances.

    3. Identify the short-comings associated with the method of communication used above with regard to feedback required.

    4. Identify the method of communicating the message that if it had been used would have been the most appropriate under the circumstances and give your reasons to support your answer.

                        


    Case study 2

    The managing director of an electrical company has two messages to communicate to the employees. In the first message,he wishes to break the good news that the company has just won a tender worth billions of Rwandan francs for the supply of electrical components to a large local manufacturing firm.

    In the second message,he would like to inform twenty members of staff that their services are no longer required due to the automation program that has enabled the company to install machines that are computerised and more efficient. Their services therefore have to be terminated. However,they will each receive a sum of money as compensation.

    Questions

    1. Identify the sender and the receiver of the message.
    2. State the message to be communicated.
    3. Identify the most suitable means to use,giving reasons for your choice.
    4. Explain whether formal or informal method of communication would be most suitable and give reasons for your answer.

    3.4: Factors Considered When Choosing Methods of Communication


    ACTIVITY 3.8

    1. Entrepreneurs and organisations employ a number of communication methods during their business operations. Identify and explain some of the factors which may influence entrepreneurs or organisations in choosing and using a given method of communication.

    2. Read the statements on information flow and fill in the table with the right answer.


    Communication is an important tool in all aspects of life. It ensures that a company runs its operations. Families are also able to stay connected to each other because of communication. There are times when face to face communication is not possible, and therefore people have to choose another effective method of communication to pass on messages.

    The method chosen often has a great impact on the outcome of a situation especially if the message that is supposed to be relayed is of vital importance.Technology has enabled people to have a variety of options in choosing the means of communication that is efficient for them. Below are some factors to consider when choosing an appropriate means of communication:

    • Speed and urgency: The speed with which the information should he transmitted, received and action taken is important. Messages must he sent and received on time depending on their urgency. Urgent messages require speed and may be sent by telephone, fax, telex, telegram, e-mail or short message services (sms) on mobile phones. If the message is not so urgent, the ordinary postal mail or other services may be used.
    • Length of the message: The length of the message to be transmitted will influence the choice of the means to use. For some means of communication, the longer the message, the more expensive it is to transmit. Such messages are best transmitted through slower means of transmission such as post office mail. Shorter messages may be sent through faster means such as mobile phones. If the message is long, it may also be best communicated verbally. Shorter messages are also best transmitted in writing.
    • Confidentiality: Some messages are confidential, carrying secrets meant for the intended receiver only. Other messages may be carrying general information. Face to face conversation is best suited for confidential information. The appropriate means or method is one that will uphold the secrecy and confidential nature of the message.
    • Complexity: Some information involves simple messages that can easily be understood by the receiver. Other messages may carry complex information such as technical subjects that are more complex to transmit. Some means of sending messages may not allow the sender to append his or her signature such as e-mail, telegram and telex messages. Therefore, depending on the degree of complexity of the message, an appropriate means will be used. Messages containing information of legal nature must use means that cannot change or distort the legal tone or implications of the message. In such cases the appropriate means should be used.
    • Availability of the means of communication: Certain means of communication may be available to the sender while others may not be. The sender must check the means available and their suitability. The means available will also determine how the message should be prepared before it can be conveyed.
    • Cost of the means of communication: The cost of sending a message is important. Most people would prefer the most efficient means that is cost effective.
    • Distance: Information is a perishable commodity. If it takes too long before it is delivered, it may become worthless and inefficient. Distance refers to the geographical distance between the sender and the receiver. Some means such as e-mail, fax, telegrams and telephone are more suitable for long distances but are more expensive. Others such as letters and memos are suitable for short distances. Depending on the distance to send the message, an appropriate means should be selected.
    • Accuracy of the message: The means used must be capable of carrying the exact message. Certain means of communication can distort the intended message. Means such as telephone and face to face could distort the message due to mispronunciation and other interferences. Written communication such as letters, memos, fax and e-mail are more suited to transmit messages accurately.
    • Reliability: This refers to ensuring that the message will reach the intended receiver at the intended time, place and form. Face to face is most reliable. The receiver can ask questions and seek clarification. Other reliable means include the registered letter and mail delivered by courier services.
    • Record evidence: Some means of communication provide a record of the message. Such a record is necessary for future reference and follow up to ensure that appropriate action is taken on the message. Such record remains as evidence of the communication. All written communication is suitable in this respect.
    • Impression: Every message communicated is expected to create an impression or an impact to the receiver. Depending on the means used, the message could create the desired impression or an undesired impact. A message intended to create a sense of urgency would be conveyed by telegrams, telephones, fax or e-mail. A message intended to create a positive image in the receiver may be conveyed by the organisation using an appropriate means such as an official letter or a letter headed paper.
    • Security of the message: This refers to the possibility of the message being intercepted and stolen or destroyed before reaching the intended receiver. The means that guarantees security of the message should be used.

    3.5: Interpersonal Skills


    ACTIVITY 3.9

    Case study: At the Construction Site

    Vincent is new on the job at a construction company. His job is to mix cement for a wall that will surround a market area. His supervisor told him that for every bag of cement he should mix in 5 bags of sand. Distracted by the noise around him,he didn’t perceive the message accurately. Vincent did not know the right number of bags of sand to add to the cement. He feared he would lose his job if he asked the supervisor again.

    So he did what he thought was right−10 bags of sand for every bag of cement. After the wall had been up a few days, it blew over during a storm.

    Questions

    1. What happened in the case study?
    2. Why did this situation happen?
    3. Has anything like this ever happened to you before? What caused it?
    4. What strategies can you use for active, responsive listening?
    5. Using the above information, define the term interpersonal skills.
    6. Identify the interpersonal skills portrayed in the above extract.
    7. Give reasons why one should possess interpersonal skills.

    The word interpersonal comprises two words “inter + person”. This means the interaction between person to person. That is, communication among two or more people.Interpersonal skills are life skills you use everyday to communicate and interact with other people both individually and in groups.

    Interpersonal skills are people skills.In the business domain, interpersonal skills refer to an employee’s ability to get along with others (colleagues and clients) while getting the job done. They are essential in attracting and retaining customers and therefore increasing sales. This is one way of ensuring customer care by a sales person.

    Interpersonal skills include everything from communication and listening skills to attitude.Interpersonal skills are a prerequisite for many positions in an organisation. People with good interpersonal skills are likely to be more productive than those with poor interpersonal skills in both their professional and personal lives. This is so because of the ability to project a positive attitude and look fur solutions to problems.


    Examples of interpersonal skills include:

    • Verbal/oral skills− what you say and how you say it.
    • Non-verbal communication− what you communicate without words (body language and use of signals are some of the examples).
    • Listening skills− how we interpret both the verbal and non-verbal messages communicated to us by others.
    • Writing skills− how you present a message in written form.
    • Negotiation skills− working wit others to find a mutually agreeable outcomes.
    • Problem solving skills− working with others to identify, define and solve problems.
    • Decision making skills− exploring and analysing options to make sound decisions.
    • Assertiveness− communicating our values, ideas, beliefs, opinions, needs and wants freely.
    • Stress management skills, team building skills, self awareness skills, etc.
    Why are interpersonal skills needed?

    • To improve relationships amongst people.
    • To improve the working environment.
    • To improve leadership skills.
    • To improve productivity.
    • To improve company performance.
    • To improve all round success.
    • To improve liking by others.

    3.5.1: Verbal/Oral Skills


    From activity 3.9, verbal skills are strategies that can be used by a person when making a speech in order to draw the attention of the audience and make a greater positive impact on them. These enable the audience to have a better understanding of the speaker and encourages the listener to actively participate in the oral presentation.

    Verbal skills include the following:

    a. Giving and receiving instructions.

    • The speaker may give the listeners instructions on how best they can follow his or her speech.
    • Similarly, the speaker can seek instructions from the listeners on how best he or she should present the subject to the listeners for a better understanding.

    b. Asking for clarifications.

    • The speaker may allow the audience to participate in the speech by asking for clarifications of specific points or concepts for a better understanding.
    • When used intelligently, the listeners feel more enriched and knowledgeable.

    c. Being clear, brief and to the point.

    A speaker is more effective and better understood when he or she;

    • Uses simple language and short sentences.
    • Is clear, brief and to the point.
    • Pauses at calculated intervals to enable the slower audience to catch up with his or her pace.
    d. Use of examples and illustrations.

    The use of examples and illustrations helps the speaker to:

    • Get to the point for better understanding.
    • Assist the listener to get the concepts more clearly for a better understanding.
    • Enable the listener to relate abstract concepts to concrete realities for a better understanding.

    e. Use of summary conclusion.

    At the end of the speech, the speaker should conclude with an executive summary of the speech. This enables the listeners to fill in the gaps in areas where he or she may have missed understanding during the speech.

    3.5.3 Listening Skills


    From activity 3.9, listening skills require you to listen twice as much as you speak. “You have two eyes and one mouth’: This means that you have to listen very attentively and understand correctly the message being communicated to you and take long or think twice before you speak. You can hear yet you have not listened.

    To listen means to hear and perceive the message correctly and get the rightful meaning which aligns well with that of the sender.Below are some of the effective listening skills and strategies:

    • Use appropriate body language that show that you are listening (eye contact, sit upright, nod head, etc.).
    • Listen to the speaker without interrupting.
    • Repeat what the speaker has said to make sure you have understood correctly.
    • Ask questions for clarification when you do not understand something.
    • Avoid being distracted by noise, mobile phones (turn it off!). what other people are doing, etc.
    • Avoid being distracted by the mannerisms, speaking style, clothing of the person speaking.
    • Truly listen without thinking about how you are going to respond until the person has finished speaking.
    • Be aware of your own attitude and avoid being judgemental.


    3.5.3 Non-verbal skills


    ACTIVITY 3.10

    Non-verbal communication signals

    1. List some of the ways that you can show that you are:

    (a) not comfortable with a situation or don’t have confidence in what you are doing.
    (b) fully confident and comfortable in what you are doing.

    2. Linking non-verbal communication with listening skills,explain the importance of non verbal communication and how it impacts on how you send and receive information, how you listen and how you feel about yourself.

    Non-verbal body communication signals are intended to make an impact on the listener. They include signals such as nodding) clapping) rolling eyes and smiling.

    These signals enhance the oral presentation of the speaker. They help to give emphasis and impact to the key words in the speech which then create an impact or impression to the listener. When intelligently used, these skills help to:

    • Enhance the personality and command of the speaker.
    • Enhance understanding of the listener.
    • Influence the listener to respond to the intentions of the speaker. In case of a sales presentation, these body signs may influence the customer to buy a product.

    In business, non-verbal communication signals are useful in customer care and satisfaction. They create the feeling of appreciation and being valued by the sales person. These signals include clapping, nodding of the head, rolling eyes, smiling) grinning) thumbs up sign, hand waving, beckoning and frowning.

    Test skills acquired 3.2

    Draw a table similar to the one given below. Make a list of at least 5 body signals that are often used by sales people to communicate with customers. After which, write down the interpretation and the impact or reaction expected from the customer.

    Body signals, their interpretation and impact.


    3.5.2: Writing Skills


    ACTIVITY 3.11

    Identify any five documents used for communication in your school and show how they are used by filling in the table below:


    ACTIVITY 3.12

    Match the following workplace documents with their uses.


    ACTIVITY 3.13

    Writing skills (Parts of workplace documents)

    1. Research on the main parts of the different workplace documents (ex., date,sender’s address, greeting, etc.) used in an organisation.
    2. Practice writing the various documents following the main parts identified in (1) above.

    Writing skills are very important in business communication. The most common and essential means of communication in a business enterprise is written communication.Written documents in a business are collectively known as business documents.

    For you to draft business documents that portray clarity and are easily understood by your audience, you need to have good writing skills. These include:

    • Message that is clear, brief and to the point.
    • Good grammar and sentence construction.
    • Polite business like language.
    • Simple and easy to understand language and vocabulary.
    • Good discipline in writing such as ensuring correct spelling, proof reading documents before sending them and ensuring copies of documents sent out are filed.
    Business Documents

    The most commonly used business documents associated with written communication in an enterprise include: standard letters, memos, reports, notices, e-mails, fax and advertisements. Other enterprises may have many other communication documents depending on their size and nature of business they do.

    The main business documents are explained below:

    a. Standard letters: These are also known as business letters or business correspondence.They are used in communicating business information. A business letter is a letter written in the course of conducting a business activity such as making an inquiry, making a purchase order or asking a customer to pay his or her debt. An official letter is any letter written on behalf of the business enterprise. Such a letter binds the business organisation to the information contained in the letter.

    Business letters are preferred in business communication because:

    • They can include diagrams and charts to reinforce the written information.
    • They can be stored in files either in electronic form or physical form.
    • They constitute a permanent record.
    • They carry as much details as may be necessary.
    A standard business letter contains the following parts:

    • Date − use standard format for date, i.e, month/day/year format.
    • Sender’s address − include your company’s address if not on the headed paper.
    • Receiver’s address − include the address of the party to whom you are writing the letter to.
    • Salutation − use the colon at the end of the name.
    • Body text − this includes why you are writing.
    • Closing remarks − inform the receiver any other thing s/he needs to do.
    • Signature − sign off your letter using your signature.
    • Enclosure − use this if you have any enclosures.
    b. Memos (Memoranda): A memo is a short form for the term memorandum. The plural of memorandum is memoranda. A memorandum is similar to an official letter. It is used to communicate information within the organisation. Thus, it is used in the organisation mainly to pass information to staff on various issues affecting the organisation such as;

    • Informing staff about meetings and other general information.
    • Giving instructions to a specific employee in the organisation on a task he or she is expected to carry out.
                                          An example of a memo
        

    A standard memo should include the following parts:

    • Company name.
    • Date.
    • To (the intended receiver).
    • From (the sender).
    • Subject - the main purpose of the memo.
    • Body text - a brief explanation what the memo is about.#Signature -the person writing the memo should sign off with his/her name.
    c. Reports:These are documents containing detailed information concerning topical issues such as special topics of interest to the business. Such reports are usually generated from within the business enterprise. For example, a report may be made as a result of a specific challenge or problem affecting the business.
    Such a report will give detailed information on the problem including;

    • The nature of the problem or challenge investigated.
    • The investigation made.
    • Findings of the investigation.
    • Recommendations made.
    • Conclusion of the report.
    d. Advertisements: This is the transmission of information informing the public about the existence of goods or services for sale through various means. In a business enterprise, advertisements are often transmitted through posters and billboards.Posters are large visual drawings or texts made with the aim of explaining or passing on an important message. It could be in form of cartoons or pictures. Posters are displayed in certain strategic places to remind the public about the goods or services being advertised. An example of a poster with advertising message is shown below:


    e. Fax (Facsmile): Fax involves the transmission of messages on paper through a fax or facsimile machine. This is made possible by the installation of a fax machine at both the sender’s and the receiver’s premises. The fax machines are connected to the telephone network. To transmit messages, the sender inserts the document containing the message through the sending machine.The sending machine scans a photo image of the message to the receiving machine through the telephone network. At the receiving machine, an image of the message is received similar to a photocopy of the document at the sending machine.Fax is used to transmit all kinds of messages including letters, maps, diagrams and photographs. This service is very fast, almost instant.

    f. Notices: These are usually single leaf sheets of paper containing some special information to be passed or shared to staff or a group of staff members for their attention and information. They are intended to create awareness among staff in the organisation. The notice may usually be placed on a notice board strategically placed in the organisation for all to read. Such information may concern events or information for general interest. Notices may also be placed on walls, trees and any other suitable public places if the information contained is for public interest and consumption.

    g. E-Mails: These are business letters made in an electronic format. They serve the same purpose as business letters. They have an advantage over the manual business letters as they are transmitted instantly. They are therefore very fast. They are now more popular than the standard letters.

    3.6: Customer Care

    3.6.1: Meaning of Customer Care


    ACTIVITY 3.14

    1. What do you understand by the term:
       (a) customer?
       (b) customer care?

    2. Describe any two experiences of:
      (a) good customer service. What made it good?
      (b) bad customer service. What made it good?

    3. Which of the two figures below A and B below displays:
    (a) good customer service? Support your answer.
    (b) bad customer service? Support your answer.


    ACTIVITY 3.15 Communicating with Customers

    Analyse the following extract and answer the questions that follow:

    Umugwaneza is an office assistant at a certain organisation in Gasabo district. One day a customer called the office and Umugwaneza picked up the phone and “did not say her name or organisation, yawned and sounded bored”. She asked the customer “What do you want?”. The customer wanted to know if they sell a particular item. Umugwaneza was rude in her response. The customer hang up.

    Questions

    1. What happened in the extract?
    2. Was this good customer service? Justify your answer.
    3. What could Umugwaneza have done differently?
    4. What are some of the things one should do while speaking on the phone to a customer?

    A customer is a person or an organisation that buys goods or services from a business. The wish of every business is to have as many customers as possible buying as much goods or services as possible from the business. Often whether a customer will make repeated purchases from the business or not is influenced by the buying experience he or she gets during his or her encounter with the seller.

    Businesses with a desire to influence customers to make repeated purchases make an effort to ensure that the customer’s buying encounter is a memorable experience that will influence the customer to come again and thereby form the habit of buying from the same shop at all times. The activities that a seller does towards a customer to influence the customer to make repeated purchases or feel appreciated and valued by the seller are referred to as customer care.

    Customer care can therefore be defined as the activities that a seller does to influence customers to make repeated purchases. Customer care is intended to ensure that the customer does not become dissatisfied with the seller’s services. Good customer care results in many customers remaining loyal to the business resulting to increased sales and profit.

    3.6.2: Levels of Customer Service


    ACTIVITY 3.16

    Exceptional Customer Service

    Read and answer the following questions:

    1. What is important to you when you go out to a restaurant?
    2. What determines “exceptional service”?
    3. How would you define the following terms:
      (a) Poor service?
      (b) Mediocre service?
      (c) Exceptional service?
    4. What can a restaurant/organisation do to provide exceptional service?

    ACTIVITY 3.17

    Resolving conflicts with customers and dealing with difficult situations.

    1. How would you describe an angry customer?

    2. What would you do if you were faced with an angry customer?

    3. Read the following scenario and answer the questions that follow:SANGWA canteen is located in your school. It sells refreshments and edibles to learners and teachers. One day,many customers (learners and teachers) were there for break and complaining about bad customer service,refreshment delays and poor refreshment quality.The customers were angry and called over Nadine,a canteen attendant,to explain what was happening. The problems were happening because the canteen attendant forgot to restock refreshments and there were no refreshments left in the fridge. One client ate sausages and refused to pay for them.

     (a) If you were Nandine what would you do to handle this problem with customers?

      (b) What should SANGWA canteen do to handle this situation and make sure that this problem will not happen again?

    Business enterprises differ greatly in customer care activities they provide to their customers. Some business enterprises do not do much to influence customers to be attracted to the business while others invest a lot of money in ensuring good customer care.Some have established customer care departments dedicated to ensuring that customers receive the best attention during their purchase encounter with the business.

    Customer service is how you meet the needs of the people who use your services.

    There are different levels of customer service:

    a. Poor service: those giving service do not seem to care, do not make effort to please customers (example: a server in a restaurant who does not bring the menu, does not tell you when food is not available, does not ask if you need anything).

    b. Mediocre service: The service provided is okay. Those providing service care about customers but might not be able to provide the customer with his needs. (Example: the waitress in the restaurant who is polite but cannot give information about the food).

    c. Exceptional service: The quality of service is always excellent, the customer always feels happy and well taken care of and recommends the service to other people. (Example: a server in a restaurant who shows up to the table with the menu, explains what is available, gives recommendations, explains why food is late...).

    Exceptional Customer Service does the following:ƒ

    • anticipates the customer’s needs,ƒ
    • tries to understand what the customer is thinking,
    • andƒmeets and exceeds the customer’s highest expectations.
    Basic Customer Needs

    A customer needs to feel:ƒ
          Welcomeƒ
          Understood
          ƒImportantƒ
          Comfortable

    Meeting Basic Customer Needs - To make a customer feel:

    Welcome:ƒBe friendly to the customer.ƒ
                     Greet the customer.ƒIntroduce yourself.ƒ
                     Use a positive tone of voice while communicating with the customer.
                     ƒSmile/lighten up while communicating with the customer.

    Understood:
                         ƒListen carefully to the customer.ƒ
                         Repeat or rephrase after the customer speaks to make things clearer.

    Important:ƒ
                   Refer to customer by name if you know his/her name.ƒ
                   Show interest in the customer’s needs.ƒ
                   Ask open-ended questions to understand the customer’s needs.ƒ
                  Thank the customer buying company products or services.

    Comfortable:
                     ƒUse open body language.ƒ
                     Show concern.
    Most customers (68%) stop doing business with a company due to rudeness or indifference. A business should always strive for exceptional service!

    3.6.3: Customer Care Principles


    The customer is boss! All products, goods and services must be designed to meet customer’s needs. It is therefore the customer who dictates the design and nature of goods or services to be produced and provided. Never argue with a customer.

    A customer is the only one who deserves the right of choice. Do not confront a customer. Confronting a customer is the act of threatening a customer.

    Always be respectful and listen to the needs of the customer by doing the following:

    a. Listen carefully: Like any other relationship, a client’s relationship is very important for work. The service provider should learn to listen very carefully. Listen not only to the words that the customers says, but also to the ideas they are trying to give.

    b. Respond quickly: Service providers should respond to the message of the customer very fast, this promotes a good relationship between the customer and the business. This also shows that the service provider respects the customers.

    c. Be patient: Expect the customer to be unfamiliar with the terminology. Expect the customer to not really understand what can, and cannot be done. Be patient when you explain what you are doing to the client.

    d. Exercise courtesy: The bottom line is that no one loses a customer because of being polite, respectful and thoughtful. Attend to all customers personally and show humour.

    e. Be a team player: A service provider has to think of her/himself as part of a team with the client, s/he has to naturally start to work towards meeting the customers’ needs and desires.

    f. Care about the customers and their projects: This last principle gets to the heart of what customer service is all about. Your customer is more than just money. Customers can tell when you don’t really care about them or their business and decide to abandon your business and look for a better option which can satisfy their needs and desires.

    3.6.4: Importance of Customer Service


    Good customer service will have the following positive effects:

    • Attracts new customers through referrals and retains old ones.
    • The business stands out and out performs its competitors.
    • It makes the workplace more enjoyable to the employees and leads to a high employee productivity and retention.
    • It shows your customers that they are important.
    • Customers will enjoy visiting your business and will buy more.
    • Customer service if done right will create word of mouth advertising.
    • It is the cheapest form of positive advertising.

    3.6.5: Costs of Poor Customer Service


    Bad customer service will have the following negative effects:

    • Bad reputation.
    • Loss of confidence and trust.
    • Ends positive relationships with existing and new customers.
    • Bad reference for a career.
    • Ends relationships between the business and its customers.
    • A business may incur losses and decline in its sales and revenue as a result of poor customer service.
    • Loss of contracts from other businesses and suppliers.

    Note
    Customers need exceptional services in return for their money paid. So when handling customers, consider the following:

    • Customer perceptions: Perception is how one sees,hears or understands a situation. No two people see a situation exactly the same! A customer does NOT always think the way you do. S/he may therefore not see a situation the way you do. Always check to see what the customer is thinking. Never make assumptions!
    • Meeting and exceeding expectations: Make sure you know your customer’s attitudes,beliefs,ideas & feelings. Try to see things the way your customer does. This will help you meet & exceed his expectations.
    • Get feedback on the service you provided: Find out from customers how they liked your service and what can be done to make it better.

    Unit Summary


    • Communication is a process of exchanging information,ideas,thoughts,feelings and emotions through speech, signals, writing, or behaviour.
    • In the communication process, a sender (encoder) encodes a message and then using a medium/channel sends it to the receiver (decoder) who decodes the message and after processing information, sends back appropriate feedback/reply using an appropriate medium/channel.
    • Internal communication is the exchange of information and ideas within the organisation itself. It occurs when messages are sent between people working within the same enterprise.
    • External communication is the exchange of information from the organisation to the outside of the organisation. This is the type of communication where information flows from the organisation to the external parties outside the organisation.
    • Verbal communication is simply sending a message through a spoken language that is understood by both the sender and receiver of the message.
    • You can say that communication other than oral and written, such as gesture, body Language, posture, tone of voice or facial expressions, is called non-verbal communication.
    • Written communication is sending a message by the use of symbols that are understood by both the sender and receiver of the message.
    • Visual communication is the form of communication which involves the visual display of information, wherein the message is understood or expressed with the help of visual aids.
    Factors considered when choosing a method of communication:

    • Speed and urgency
    • Length of the message
    • Confidentiality
    • Complexity
    • Availability of the means of communication.
    • Cost of the means of communication Distance.
    • Accuracy of the message
    • Reliability
    • Record evidence
    • Impression
    • Security of the message

    Effective Listening Skills & Strategies

    • Use appropriate body language to show you are listening (eye contact, sit upright, nod head, etc.).
    • Listen to the speaker without interrupting.
    • Repeat what the speaker has said to make sure you have understood correctly.
    • Ask questions for clarification when you do not understand something.
    • Avoid being distracted by noise, mobile phones (turn it off!), what other people are doing, etc.
    • Avoid being distracted by the mannerisms, speaking style, clothing of the person speaking.
    • Truly listen without thinking about how you are going to respond until the person has finished speaking.
    • Be aware of your own attitude and avoid being judgemental.

    Effective Speaking Skills & Strategies

    • Be clear, brief, concise- to the point
    • Use examples to get to the point
    • Be polite/friendly
    • Be honest
    • Be respectful
    • When you need to be direct,speak with respect.
    • Speak with confidence but not arrogance.
    • Be flexible- check the mood and attitudes of others and adjust accordingly.

    Recording a message

    When taking messages over the phone, write down:

    • the caller’s name,
    • the caller’s telephone number, the date and time,
    • what the caller needs,
    • any additional information.

    Make sure the message is accurate. Repeat information such as phone numbers, spelling of a name, or addresses back to the caller.

    Resolving conflicts with upset/difficult customers

    Conflict is disagreement between people.
    Resolving conflict means finding a way to take care of the problem that everyone can agree to.

    To handle conflicts, you may have to follow the steps listed below.

    • Stay calm and listen.
    • Deal with the person’s feelings first. Ask questions.
    • Give feedback. Summarise the problem.
    • Deal with the problem.
    • Be aware of body language-your own and that of others.


    Unit 3 Assessment


    1. (a) Explain the meaning of communication.
        (b) Distinguish between “external communication” and “internal communication”.
        (c) Explain the importance of communication in a business.

    2. (a) What do you understand by the term customer care?
        (b) As a business manager, what are the benefits of customer care to a business?

    3. (a) How should a customer care service officer handle customer complaints?
        (b) How can a customer care service official provide customer care to his/her customer






    ◄Unit 2: Career OpportunitiesUnit 4: Forms of Enterprises►