KŌNAE AKO 4
Seminar: Business Communication
HE PAEMAHI KŌWHIRINGA THE ELECTIVE PROJECT
Introduction
“You can have brilliant ideas but if you can’t get them across, your ideas won’t get you anywhere.”
– Lee Iacocca
Many entrepreneurs go into business because they have an idea, invention, or solution to a problem that they believe can be turned into product or service that consumers want or desire. Others go into business to provide an income and a better life for themselves and their whānau, or to turn a passion, interest, or skill into an occupation. Regardless of their intentions, products, and technical expertise, the success of the business may hinge on communication skills.
Running a successful business requires the ability to communicate with customers (current and potential), suppliers, employees, and other stakeholders such as the local council, your accountant, and even other owners in the business. Although the method by which we communicate with these stakeholders has changed over time with the introduction of the internet, computers, software, and mobile technologies, the basic processes of communication have remained the same.
Together, all parts of this seminar will help you to communicate your messages in a manner which increases the likelihood of others understanding them, and responding to them in the way you want, while at the same time remaining professional. This will improve your negotiation skills, and the ability to form successful business relationships.
Thus, to begin with (in Part A) we look at the overall principles for effective communication. This includes discussing what communication is, and some of the reasons why communication can go wrong. Part B then looks at the broad types of communication – verbal, written, and non-verbal. The focus of this part of the seminar is on effective verbal communication, especially in the context of liaising with customers.
Since culture strongly influences what is, and is not, considered acceptable behaviour, Part C of this seminar looks at the impact of culture on business communication. Here in New Zealand, we have largely been influenced by Western ways of doing business. However, these do not necessarily fit well with our Indigenous culture, especially in regards to relationship building. Furthermore, as New Zealand is becoming increasingly multi-cultural, business owners need to be aware that nonverbal communication can be interpreted very differently by people from cultures other than their own.
Finally, in Part D we focus on electronic forms of communication. In the past, it was generally considered inappropriate to use social forms of communication for business. However, nowadays, with social media being the main form of communication for many segments of the population, it is often expected that businesses communicate in this way. Business owners therefore need to give considerable thought to their etiquette in doing so.
Contents
This seminar will cover the following topics:
Part A: Introduction to Effective Communication
• Components of the Communication Process
• Getting Communication Wrong
• Principles of Effective Communication
Part B: Ways to Communicate
• Verbal Communication
• Written Communication
• Nonverbal Communication
Part C: Intercultural Communication
• High Context vs. Low Context Cultures
• Task-focused Cultures vs. Relationship-focussed Cultures
Part D: Business Communication Tools
• Restrictions on Electronic Messages
• Emails
• Text Messaging
• Social Media
• Web Conferencing
Part A: Introduction to Effective Communication
“The single biggest problem in communication is the illusion that it has taken place.”
– George Bernard Shaw
All business people have the ability to communicate. Speaking is the main method most of us use, but writing and the use of images, as well as the position of our body, are also important. However, in business it is not enough to just be ‘okay’ at communicating – we need to communicate clearly and effectively. To do so requires an understanding of:
• the different components of the communication process,
• how communication can go wrong,
• different types of communication,
• the qualities of effective communication, and
• cross-cultural communication.
At a basic level, communication is the process of transmitting information between participants, however, successful communication requires those participants to reach a mutual understanding of that information. To better understand communication, we must closely look at the process of communications.
DEFINITION:
Communication (whakawhitinga): The exchange of information, ideas or beliefs. This may be done verbally (by speaking) or non-verbally (written means or through body language etc.).
Business Terms in Aotearoa. (2012).
Components of the Communication Process
The five main components of the communication process are outlined in Figure 1.
The process of communication typically starts with a sender (creator of the message or idea) who decides to send a message to the recipient or receiver of the message. This may, for example, be a business owner who needs to tell employees about a change of roster, or who needs to send a product order by email to a supplier. The sender must decide how to encode the message to be sent. ‘Encoding’ is the process of changing a body of information from one form into another. The process of taking an idea in your mind and converting it to a spoken instruction is an example of encoding.
DEFINITION:
Encoding: To convert (something, such as a body of information) from one system of communication into another.1
Merriam-Webster. (n.d.).
This requires the sender to decide how the message is to be delivered. The method of delivery is known as the ‘channel’. Channels may include:
` Speaking: Presentations, face to face, telephone, or radio, etc
` Writing: Memo, business letter, emails, texts, tweets, or social media
` Visual: Pictures, videos, television, YouTube, Skype, Instagram, etc
` Nonverbal communication: Appearance, body language, eye contact, posture, etc
1 Merriam-Webster. (n.d.a).
Figure 1: Components of Communication Process
The receiver (the target of the message) receives the message. However, to understand the message, the receiver must be able to decode it. Decoding is process of taking the message and interpreting the message for understanding or meaning. Decoding is important to the process of communication. Should the message be sent in a foreign language, for example, which the receiver does not understand and cannot decode, the communication process will fail as a result. Even when speaking and writing in the same language, miscommunications often occur. As such, an important component of the communication process is feedback.
Feedback is the process of the receiver sending a message back to the sender. The importance of feedback is that it provides the sender with information on how well the message was received, and the effectiveness of the intent of the message. In other words, was the message received and did it create the desired behavioural change? For example, did the employee show up on the appropriate day noted on the roster change notice? Was the order filled by the manufacturer correctly? Although feedback is often initiated by the receiver, effective communicators encourage, and where possible, build into their communication strategies, opportunities for feedback.
Getting Communication Wrong
As noted above, an error in the communication process can result in the message failing to be received, understood, or acted on in the desired manner. Figure 2 notes some of the factors which can cause a message to fail in each step of the process.
Reasons for Communication Failure
• Might assume the reader has the same level of understanding of information or same background knowledge
THE SENDER
THE MESSAGE
THE CHANNEL
THE RECEIVER
FEEDBACK
• May use the wrong tone, pitch, or inflection of voice
• May encode the message in a manner that is incorrect
• Language that is too difficult or not easily understood by the receiver
• Content may be incorrect
• Structure may be wrong
• May be presented in an unclear way
• May be inappropriate for the message, e.g. giving sad news by text message
• Language barriers can make it difficult to understand
• Technical or physical issues may interrupt or prevent the receiver receiving the message
• May not be paying attention to the message
• May not have access to the channel (could be hearing or visually disabled, or not have access to the technology required)
• Unable to decode the message received (language, culture, or knowledge barrier)
• Inability to provide feedback (channel barriers: presentations, videos, prerecorded media)
• The sender might not check for understanding from the receiver
Figure 2: Reasons for Communication Failure
HEI TAUIRA:
Example: Hēnare
Hēnare is the owner of a small retail store in Hastings. He says to Andrea, his office administrator: “We need to prepare our staff rosters for the next two months. Could you please help with this?” Andrea agrees, but is resentful and upset when she finds out she has to complete the task herself without Hēnare’s assistance.
The way Hēnare asked the question indicated to Andrea that they would be working together in preparing the rosters, but Hēnare thought he had politely asked Andrea to prepare the rosters for him.
Principles of Effective Communication
Whether communicating in person, by phone, or another medium, these are some basic principles that can help to deliver your message effectively. They are outlined in Figure 3.
7 Cs of Effective Communication
1. Clear
2. Concise
3. Concrete
4. Correct
5. Consideration
6. Complete
7. Courteous
Explanation
When communicating, it is important that your message is clear and easily understandable. It is important to understand what your purpose is in communicating to a person or group. Do not cover too much information or too many topics in one discussion, conversation, email, or letter.
Keep your message brief and to the point. Use simple direct language. Excessive talking (long windedness) can have a negative impact on communication. Keep sentences short and replace wordy phrases with one or two words. For example, “in the event that there is a fire” can be replaced with “if there is a fire”.
Concreteness means the message is specific and definite, rather than general and vague. Where possible, use precise statements rather than vague discussions or ideas. For example, “the car is a navy-blue 1983 Ford Mustang”, rather than “the car is a blue vehicle”.
Information sent in a letter, email, or other form of business communication should be factually correct. It should also be grammatically correct. Be aware of potentially offensive words such as ‘fireman’ or ‘chairman’, and use more appropriate words such as ‘firefighter’, or ‘chair-person’. If you have difficulty with writing, getting another person to proof read or taking a writing course can be useful.
This means the ability to communicate with an understanding of the receiver’s knowledge, background, and opinions.
Use the Five W’s (Who?, What?, Where?, When?, and Why?) to make sure your message is complete.
When communicating, it is important to express a sincere degree of politeness and respect. In verbal communication, nonverbal cues and body postures can influence the message that is being communicated.
Figure 3: Effective Communication Principles
USEFUL WEBSITES:
There are many YouTube videos which can help with writing clear and concise sentences. Below are some examples:
• Writing Concise Sentences – https://www.youtube.com/watch?v=slFHFdf9Gqg
• English Writing Workshop – Clear and Concise Sentences – https://www.youtube.com/ watch?v=rVPsO5-WW8Y&t=19s
Discussion Questions:
• Why is the principle of consideration important? Can you give some examples of how this can be applied?
• How can your attitude towards a subject influence your writing style? Is this a problem?
Part B: Ways to Communicate
“Seek first to understand, then to be understood.”
– Stephen R. Covey
As we have previously mentioned, speaking is one of the most common and most valuable communication methods in business. Either by phone or in person, as a business owner you can expect speech to be one of your most useful communication tools. However, other methods are still important. Being able to write clearly and effectively is of critical importance as well, especially as agreements with customers, employees, and suppliers usually need to be put in writing for both parties to refer to at a later time.
While electronic methods of communication (such as social media, emails, and text messages) are becoming increasingly important, they do not follow the same rules as other forms of communication. It is also important to remember that the way you use them for business is different to how they are used in your personal life. Make sure you use all the communication tools you have available to you effectively, efficiently, and in a way that takes into account the culture and context in which they take place.
Verbal Communication
Verbal communication is one of the most common forms of communication found in the workplace. This may take the form of a discussion with co-workers, a face-to-face meeting, a phone conversation, or perhaps a presentation or speech to many people.
Although the ability to communicate across distances has become easier with the use of electronic technologies, a recent study has shown that face-to-face requests are 34 times more effective than email.2 An explanation for this is the ability of receivers to read the nonverbal clues of the senders. This signifies the importance of the information we convey nonverbally (which will be discussed further in the Nonverbal Communication section), and serves as a reminder that face-to-face conversations continue to be an effective form of communication.
Given the wide range of communication options available today, it is sometimes easy to forget that the use of a phone for verbal communication is also an effective means to communicate. All too often, people resort to sending quick messages via email, instant messaging, or text which could have been much more effective if they had used the phone to make an old-fashioned phone call instead.
There are number of simple etiquette tips to use when speaking on the phone.
• If receiving a call, identify yourself at the beginning of the call. In New Zealand, a typical way to answer the phone may be “Mōrena (Good Morning), ABC Electronics (business name), Bob (your name) speaking. How may I help you?”
• When calling, a typical statement may be “Kia ora (Hello), my name is Tāne (your name) from ABC Electronics (business name). May I please speak to Mr Hiko?”
• When speaking, be aware of your tone of voice. A good tip is to sit upright and smile when talking. This can affect the tone and quality of your voice.
• It is important to speak clearly and slowly, especially when leaving a message.
• When joining teleconferences, is important to announce who you are, and to introduce others in the room as well.
• When ending a call, a typical statement may be “I am glad that I could help you. Thank you for calling ABC Electronics (business name) today. Goodbye.”
2 Roghanizad & Bohns. (2017).
As seen previously (in Figure 2) there are many ways in which communication can go wrong. Fortunately, there are also things you can do to make sure you are communicating more effectively. This includes active listening, attentive speaking, and planning.
Active Listening
One way of becoming an effective communicator is to use the skill of active listening. Active listening is the act of listening intently, with the goal of correctly comprehending the meaning of the message sent.
DEFINITION:
Active Listening (whakarongotanga kakama): To listen intently with interest, evaluating what is being said instead of simply hearing the words. Business Terms in Aotearoa. (2012).
Active listening requires patience, and the ability to remain neutral and non-judgmental while the person is speaking. In most informal conversations, many listeners tend to form opinions and thoughts very quickly and attempt to respond immediately, either with questions or comments, before or just after the speaker has finished. Active listening requires the ability to overcome the desire to interrupt and to wait until the person has finished speaking, while still paying full attention to what is being said. It is also important to consciously block out distractions, and delay making mental judgements.
Feedback (such as nodding, or verbal cues encouraging the speaker to continue) can be used if you believe you understand the meaning of the message. This allows the sender to know you are listening and that they are (at least to some extent) being understood. Use of body posture such as leaning forward, and keeping an open and inviting body posture (again culturally determined) can help in concentrating.
Feedback is an important component of active listening, because our assumptions, formed opinions, and beliefs can interfere with the meaning of the message. The use of feedback can be used to clarify the message of the sender. Try paraphrasing the message back by saying “What I am hearing is …” or “What I understood you to mean is…”. This gives the sender the opportunity to understand, from your perspective, the meaning of the message sent, and correct it if necessary. Summarising the sender’s comment occasionally (if appropriate) during the discussion, can help in understanding. It is important to provide feedback in a manner that does not necessarily indicate that you agree with the message, just that you understand the message being sent.3 Make sure you take the time to understand the message before giving a response, other than in the form of feedback to clarify what has been said.
3 Mind Tools. (n.d.).
Attentive Speaking
Attentive speaking is another tool or technique that aids in effective verbal communication. Attentive speaking means paying attention to both what you are saying, and how the other person or group perceives it.
Just as in active listening, it is important to gauge and adjust the environment in order to optimise the interaction between the sender and the receiver. This means that you should be close enough to the receiver so they can hear properly, but not too close as to appear inappropriate. There should be a natural level of eye contact (as is culturally appropriate) during the exchange. It is important to pay attention to nonverbal clues from the receiver(s), such as facial expressions indicating level of interest, anger, or confusion. Body posture can be a valuable indication of how your message is being received. Therefore, look at factors such as whether the receiver is leaning forward, nodding, and smiling, which indicates interest; or slouching, yawning, and looking away, which can be an indication of boredom or disagreement.
If the receiver is losing interest, you can attempt to engage them with a question, i.e. “Does this seem to be your experience of the situation I described?” or “Have you had a similar experience?”. If there appears to be some confusion or expression of anger (based on facial expressions or other nonverbal clues), it is important to stop and investigate the reason. Making changes in the use of language, speed, or tone of the discussion can help to make the discussion more effective.
Planning
An area often overlooked when communicating verbally is planning. Giving thought to a conversation in advance helps to avoid communication failure.
Areas to consider when planning are:
• the content of the message,
• word usage and the level of language complexity suitable for the receiver,
• body language, tone of voice, pace of speech,
• the environment in which the communication will occur.
This last point is especially important, because it is very easy for communication to be disrupted by environmental factors. If you have the chance, try to find a place to talk where you will not be interrupted and the noise levels allow both parties to be easily heard. Depending on what is to be discussed, and how many people you will be speaking to, you may also want to think about lighting, seating, and other facilities.
In addition to the physical environment, consider the mental environment too. If someone is very happy and excited, they may miss details in what you say. On the other hand, if they are anxious or depressed, they may feel attacked if you have suggestions for them. Cultural differences can also significantly affect communications, and will be discussed further in the section of Intercultural Communication.
Verbal Communication in Common Business Situations
In business there are several situations in which verbal communication skills are particularly important:
• Customers’ first impressions
• Dealing with customer complaints
1. Customers’ First Impressions
• Presentations
• Sales
The ability to verbally communicate effectively with customers can mean the difference between the success and failure of your business. However, customer communication begins before any words are ever spoken and affects the first impression your customers have of your business. The appearance and facilities of your business, as well as staff appearance, and body language (nonverbal communication) begins the customer experience before any verbal exchange takes place. For example, consider going to a restaurant for a meal. How often have you gone somewhere and decided, based on the appearances of the environment and staff, to go elsewhere? For many people this is a common experience.
Establishing a rapport with customers, through an open and friendly acknowledgement and greeting, is generally the first verbal form of communication. An advantage of small to medium-sized enterprises is the ability to create a more personalised shopping experience. Taking time to know customers by name can help create customer loyalty. In addition, studies have shown that 68% of customers who leave a store do so because they feel they are not valued.4 Greeting customers can also help to reduce theft, as shoplifters want to remain anonymous.5
2. Dealing with Customer Complaints
Active listening is a particularly important skill when dealing with customer complaints. It is vital to maintain a neutral and non-judgemental attitude, both verbally and nonverbally (be aware of your body language and facial expressions) when listening to the customer. Do not interrupt the customer while they are speaking, as it may be taken as a sign of being argumentative. Remain calm and summarise the customer’s complaint to ensure that you understand the reasons why the customer is complaining. It is also important to acknowledge and empathise with the customer as to how they are feeling.
Let the customer know that you understand by saying “I can appreciate why you are upset” or “That must be very frustrating”. This does not mean you are agreeing the customer is right; it just means you are sympathetic to their frustration. The next step is to find a solution to the problem. It may be that you can offer several solutions and work with customer to find the best one for their situation. Finally, analyse the complaint and take the opportunity to find ways to prevent the problem occurring in the future.
These steps are important even if the problem the customer experienced is not your fault. You do not have to accept responsibility for things that are not caused by your business, but you can still help the customer find a solution. A short time spent working with the customer, helping them to resolve their situation, can turn an unhappy customer into a loyal supporter of your business. For example, you may need to help go through the user manual that came with their purchase, so they understand how to use and maintain their purchase properly. Or perhaps you can help them identify and approach another person or business who can help with their situation.
Regardless of whether the problem was your fault, it is still likely that you will be able to learn something from the situation. Perhaps you will learn to foresee common problems and advise customers on how to avoid them, or see mistakes another business is making and ensure you do not make them yourself! Customer complaints are a resource: they show you what customers are dissatisfied about. It is always worth considering what you can learn from them.
4 CSAT Stat of the Month. (2016).
5 Gregory. (2013).
3. Presentations
The use of active speaking skills is of clear importance in business presentations. Although business presentations are covered in a seminar on that subject, some basic tips to keep in mind include:6
• Establish credibility at the beginning of the presentation – people will listen if they know you are credible.
• The main points or goals of the presentation should be mentioned early in the presentation.
• Focus more on what you will say and less on trying to get everything on slides.
• Be aware of how body language can affect your presentation and use it to your advantage (see Nonverbal Communication).
• Prepare for tough questions.
• Have some of your own questions prepared in case no one has questions during the question and answer period.
• Know your audience – it is important to adapt your presentation and the way you speak to the audience’s needs.
4. Sales
A good salesperson will first seek to establish trust with the customer, and then seek to understand the customer’s problem. This requires active listening, and quite possibly much more listening than speaking. Taking the time to actively listen to a customer and really attempt to understand their problem (as opposed to assuming you know what it is), will enable you to find the best solution for it. Furthermore, it will help to work out what you should say, when it is eventually time for you to lead the conversation.
A customer does not necessarily want to know every detail about the product. Instead, they want to know that the product will solve their problem (which may not be what they think it is!). When listening to a customer, you therefore need to be making note of:
• what their actual problem is,
• which particular benefits of your product and service would appeal most to them, and
• what type of language they use, so you can respond in a manner in which they are likely to understand and relate to.
Use this information to plan the way in which you respond. Then, when delivering your ‘pitch’, use attentive speaking skills to gauge how the potential customer feels about what you are saying. You can then alter your approach if needed. At some stage, it will be time to close the sale. It may sound strange, but new salespeople will often forget to ask the customer if they would like to purchase the product, or may simply feel uncomfortable doing so. This can easily be the difference between making the sale (and potentially gaining a life-long customer), or losing the sale to another business.
6 Theriault. (2013).
Written Communication
Writing is an important skill used in daily business operations. Some common forms of written communication that you will encounter as a business owner include providing written instructions to employees for work to be carried out, preparing invoices, placing stock orders, writing reports, and preparing business letters and emails.
Although email has become the standard form of written communication for most businesses (this will be discussed further in Part D of the seminar), writing business letters is still an important skill. Business letters are more formal than emails and are used when communicating with customers and other stakeholders. They can even be attached to an email. For example, a business owner may send a new client an email with several attachments, one of them being a formal letter which welcomes them as a customer and lets them know about the customer services on offer.
Business letter templates are available in many office software packages, and can be easily downloaded. The templates are organised according to different themes and uses, such as customer thank you, apology, complaint, etc. The templates have various letterhead styles and blank fields that can be filled in with personal information.
USEFUL WEBSITES:
WikiHow has an excellent article on writing business letters and provides examples and detailed instructions.
• How to Write a Business Letter – http://www.wikihow.com/Write-a-Business-Letter
Microsoft provides a variety of downloadable business letter templates.
• Microsoft Office Business Letter Templates – https://templates.office.com/en-us/Letters
Nonverbal Communication
Nonverbal communication plays a significant role in how we interpret meaning when we communicate. Our appearance, eye contact, facial expressions, and hand and body gestures can positively or negatively affect the communication process. Nonverbal communication is strongly influenced by culture, which can cause misunderstandings when working in cross-cultural situations.
DEFINITION:
Nonverbal Communication (reo kore kupu): Communication that takes place without exchanging words. Examples include written communication, body language, sign language, etc.
Business Terms in Aotearoa (2012).
Nonverbal communication includes such aspects as:
` Appearance: Consider what you wear, and the situation. In New Zealand business contexts, it will usually be better to dress tidily unless there is a good reason not to. Hair and nails should be clean and trimmed, and in most cases, jewellery and makeup should be subtle. If you have tattoos with strong personal meaning for you (such as tā moko) it is okay to display them – otherwise, it is often best to cover them up. However, what is appropriate will depend on the nature of your business and on customer expectations and preferences.
` Eye Contact: Direct eye contact is encouraged when speaking in most Western cultures.
` Facial expressions: Smiling, with eyebrows raised and head tilted, is often seen as a gesture of friendship.
` Body posture and hand gestures: Having an upright, forward facing, and confident stance with open palms towards the audience or person we are talking to is often seen as a sign of friendliness. Be especially careful when drawing attention to things, as pointing can often be seen as impolite, or even a sign of aggression. It is better to gesture with an open palm if you need to do this.
` Touch: The appropriateness of touch can vary considerably based on cultures and countries. A hongi (nose press), handshake, and / or kissing on the side of the face are common ways to greet amongst Māori and within New Zealand culture, although not all segments of the population feel comfortable with touch. If communicating with people from the United States, a brief but firm handshake is usually appropriate. On the other hand, some countries are considered ‘high touch’. For instance, in Mexico, Spain, and France, a pat on the back or a hug could be expected.7 In Japan, where public touching and showing signs of affection is inappropriate, bowing is considered polite (although a handshake is also generally accepted in business settings).8
` Space: The appropriate distance between sender and receiver when communicating is culturally determined. Personal or social space is the desired distance that individuals maintain and feel comfortable during conversation. In Western cultures, this is usually between 1.2 and 3.7 metres.9 When speaking with people from other cultures, though, be aware that standing at a distance could represent a sign of respect and honour.
Nonverbal cues can help or hinder how our message is received. When making presentations, using friendly types of body language (such as open body gestures, open palms, and smiling) can help to engage and influence the audience. As with other types of communication, nonverbal communication is heavily influenced by culture. Pay attention to the culture of the people you are doing business with!
Discussion Questions:
• Why is feedback a crucial part of verbal communication?
• What are some business situations in which active listening skills are particularly useful?
7 Goldman. (2007).
8 Williams. (n.d.).
9 Ibid, p.270
NGOHE:
There will often be occasions where, after discussing a task or process with someone, you will want to get feedback from the individual to make sure that they understand the task or process they must follow. This can be particularly important where getting the task or process wrong could result in lost time or money, or if there is a safety issue to be aware of. This may feel unnatural or awkward, so it is best to practise before facing a situation where feedback is needed.
To practise this, you could go to a food recipe website (a couple of example websites are listed below) and print or copy a recipe from the site.
• Watties, Food in a Minute – http://www.foodinaminute.co.nz/Recipes
• 20 Fast Dinner Recipes – https://www.realsimple.com/food-recipes/recipe-collections-favorites/quickeasy/fast-dinner-recipes-0
Find someone to help you with this exercise. One of you (the sender) will discuss the list of ingredients and explain the procedure to make the food based in the recipe. The other person (the receiver) can choose to take notes or simply listen. While the sender is explaining the necessary ingredients and process of making the food, the receiver should not interrupt.
Once the discussion has taken place, the sender will ask the receiver to explain what ingredients are required and how to make the food item. This request for feedback could be something like, “Thank you for agreeing to help me with this recipe today, (receiver’s name). Just so we are clear on what we are doing, can you please explain back to me the necessary ingredients and process?”. The sender and receiver should discuss the ingredients and process until the sender is satisfied that the receiver understands how to make the food item. The sender and receiver should then switch roles and repeat the process.
Instead of using food recipes, you could use a simple process within your business. For example, it could be the sales process, or the process for setting up a new customer on all relevant software systems (e.g. accounting software or email database).
Part C: Intercultural Communication
“If you want to know about water, do not ask a fish.”
– Chinese Proverb
The New Zealand workforce is becoming more culturally diverse, and technological changes enable businesses to compete in a global market. As a business owner, you will often have to communicate between diverse cultural groups. These may be internal or external stakeholders in your business, perhaps staff members or potential customers of your business or even funders.
This means it is increasingly important to be able to communicate effectively with people and groups from cultures other than your own. This is called ‘intercultural communication’.
DEFINITION:
Intercultural communication: Intercultural communication involves interaction between people whose cultural perspective and symbol systems are distinct enough to alter the communication event.10
Communication Between Cultures. (2010). p.12
The difficulty of communicating between cultures is not simply a matter of overcoming the challenges of a language barrier. Communication is based on rules, which are culturally determined. These rules are generally unspoken and unwritten, and determine the nature and manner of communication. Sometimes they can be quite complex.
For example, consider the nonverbal use of eye contact. In most Western cultures, direct eye contact is considered important as a way of showing attentiveness and respect. However, in some North American Indigenous cultures, eye contact is guided by considerations to age and social status. Indigenous youth often do not make eye contact with elders and those in positions of authority when communicating, as a sign of respect. Teachers who are only familiar with Western cultures will often mistakenly take non-eye contact as a signal that students are being disrespectful or rude, when in fact it is the opposite!
Ideas about how conversations should be conducted also differ between cultures. In many Western cultures, engaging in discussion often involves a quick succession of comments by all parties. It is common for participants to press their points of discussion and to try to gain the attention to speak. In some Indigenous cultures, this is considered rude and impolite. Instead, the unspoken rule is to allow each person the opportunity to speak followed by silence, allowing for the thoughts of the first speaker to be considered, before the discussion proceeds.
In that context, silence is seen as a mark of respect and not simply an opportunity for someone else to immediately enter the conversation. The same is true of many cultures around the world, where speaking immediately after someone else is culturally inappropriate. As such, in situations such as meetings with both Western and Indigenous people present, the conversation may be overwhelmingly dominated by Western speakers. The reason for this is that the speed of the conversation does not permit other speakers the opportunity to engage in the dialogue.
Cultural distinctions also occur in dress, concept of time, language, manners, and other nonverbal behaviours.11 For instance, the way people understand and view time is also culturally determined. Western cultures tend to look at time as monochronic (linear and segmented, task oriented), whereas some other cultures see time as polychronic (plentiful, flexible, and people oriented).
10 Samovar, Porter, & McDaniel. (2010).
11 Ibid. p.287
The desire to move negotiations forward by people familiar with Western (monochronic) views of time can cause frustration for all involved when they attempt to do business in polychronic countries, such as China. Another example of this is the difficulty of conducting business in rural Alaskan Native communities during certain periods of the summer. When salmon migrations occur, people in these areas are unavailable to meet.
High Context vs. Low Context Cultures
To better explain communication patterns and differences between cultures, we can think of cultures as being either ‘high context’ or ‘low context’ cultures.12 Figure 4 shows some of the characteristics of high and low context cultures.
High Context Low Context
Cultures that have a high body of shared knowledge, values and understanding. Often monocultural. The assumption is a high level of shared context.
Communication is implicit, vague, and indirect, as it is assumed that others share the same understanding.
Nonverbal communication has a significant impact on the message, i.e. facial expression, tone. Silence is a form of communication.
Cultures are not as similar and do not necessarily share the same knowledge and values. The assumption is a low level of shared context.
Communication is explicit or detailed, because of a lack of shared understanding.
Verbal communication and the spoken word is highly important. Communication is explicit and direct.
Group oriented: family, iwi, tribe, relationship centred. Independent, individualistic, task centred.
The concept of ‘saving face’ or preserving one’s reputation or honour (mana) is a significant component and is group based.
Polychronic: time is cyclical (following seasonal cycles) and flexible. Less order. Multitasking acceptable and interruptions are normal. Past oriented. Time is plentiful and relationships form the basis of doing business.
Cultural examples: Māori, Native American, Hawaiian, Latin American, Japanese, Korean, Chinese, African, and Arab.
Confrontation is a sign of strength and may be encouraged.
Monochronic: time is linear. People are expected to do one thing at a time. Lateness and interruptions are not tolerated. Future oriented. Short-term view, no time to work on relationships.
Cultural examples: European, New Zealand European, Australian, English, American, German, Scandinavian, and Swiss.
It is important to consider how your own cultural worldview, as well as the worldview of the person or group you are communicating with, affects the understanding and intent of your message. However, the challenge of intercultural communication is very like that of a fish and its inability to understand the concept of ‘water’. Many people know of no other existence because they only have experience of their own culture and are immersed in it every day. It can therefore be very difficult to understand our own cultural influences and behaviours because we are so familiar with them that we do not really notice them. This is not necessarily the case for many Māori businesses, as the need to operate in both the Māori and European-influenced New Zealand culture is a common experience.
12 Hall. (1976).
Figure 4: High Context vs. Low Context Cultures
Task-focused Cultures vs. Relationship-focused Cultures
A task-focused culture is a culture where getting the task of business done is the primary focus, whereas cultures that emphasise the importance of familiarity with people they do business with are known as ‘relationship-based cultures’. The United States is an example of a country with a strongly task-based business culture. Relationships may be short lived, and are often secondary to the goals of the business or organisation. However, many other countries and cultures in the world, such as Mexico, China, and Japan, are relationship-focused.
We are familiar with both cultural approaches in New Zealand. Since the business environment is often very influenced by Western cultures, a task-focused approach is common. However, this does not mean you should take this approach. In fact, taking a relationship-focused approach to doing business is very appealing to some customers.
As Māori have traditionally been a high context culture, it is worth considering how your business is positioned in terms of its focus on either task or relationship. Both approaches can work well. However, because the New Zealand business environment is often very Western influenced, being able to take advantage of a focus on relationships could be a useful point of difference from your competitors.
If your culture is generally task-focused, and you want to do business with another business which has a strong focus on relationships, the initial contact can be difficult. A key aspect of any business relationship is the establishment of trust. Businesses in Western cultures generally seek to quickly proceed past the phases of initial contact and into the phase of doing a business ‘deal’. This desire to move promptly into the ‘business deal phase’ can be regarded as ‘aggressive’ or ‘assertive’ by people from high context cultures. In comparison, in other cultures, more time is spent on establishing trust. In fact, some relationship-focused cultures do not find it acceptable to simply make contact with a business without having an intermediary (someone who can introduce you) or a formal introduction. This is all part of developing trust.
Discussion Questions:
• Do high context / low context cultural differences have an impact on your business or trade? If so, in what way?
• If you operate in New Zealand and focus on the local market, to what extent do you need to be aware of the various cultures in your area?
Part D: Business Communication Tools
“I fear the day that technology will surpass our human interaction.”
– Albert Einstein
Technology has changed how we communicate with both internal and external stakeholders. The use of different forms of communication such as emails, text messaging, social media, and web conferencing is changing the nature of how businesses operate and interact with customers, staff, and suppliers.
Whilst it is much less formal to communicate with customers via social media, some segments of the population use this as their preferred method of contacting a business. For instance, instead of finding a business’s phone number and calling them, it is easier for a customer to find their social media page and message them. As such, special consideration needs to be given to what is (and what is not) appropriate business etiquette when communicating through less formal channels.
Restrictions on Electronic Messages
Whenever you send an electronic message, you need to abide by the rules and regulations in the Unsolicited Electronic Messages Act 2007, also known as the ‘anti-spam’ law. The main purpose of the Act is to restrict the sending of commercial messages without the consent of the recipient. It is very important to note that this Act applies to all forms of electronic messages – not just emails. Therefore, if you are using social media and SMS (text) messaging to contact customers or potential customers, you must have their permission to do so.
The Act states that the following types of message between businesses and customers or clients are not considered to be commercial messages (and therefore do not require specific permission to be sent):
• Responses to a quote or estimates for good or services
• Messages that facilitate, complete, or confirm a previously agreed commercial transaction by the person receiving the message
• Warranty information, product recalls, and safety or security information about goods and services used or purchased by the recipient
• Information about a subscription, membership, account, loan, or other ongoing relationship
• Information related to employment or a related benefit plan in which the recipient’s involvement is ongoing
• Deliveries of goods or services, including product updates or upgrades, that the recipient is entitled to receive in relation to a previous transaction
A commercial message can only be sent if the recipient has consented to the message being sent. There are three types of consent that must be considered:
` Expressed consent: This is a direct indication that the person wishes to receive emails. It can be accomplished by using a form to fill in, or clicking a box on a website, indicating that the recipient would like to receive email. It is important to keep a record of consents, should a concern arise later. Gaining consent electronically is often done through a ‘double opt-in’ process, where a recipient clicks a box to subscribe to the website and another message with a link is sent to the email address which must be clicked on, to ensure that permission has been received to send emails to the address.
` Inferred consent: This is when a customer whom you have had a business transaction with or an ongoing business relationship gives you their email address, with the expectation that an email will be sent. This is generally understood to be limited to the extent of the transaction, and not indefinitely.
` Deemed consent: This is the case where someone clearly publishes their email address on a website, brochure, or in a directory with the intent of being contacted.
When commercial messages are sent, they must clearly identify the person who sent or authorised the sending of the message and contain accurate contact information that is likely to be valid for at least thirty days after the message is sent.13 Messages must also have a clear unsubscribe facility which allows the receiver to unsubscribe and no longer receive messages from your business. It can be as easy as a sentence stating that the recipient can unsubscribe by sending an email with the word ‘unsubscribe’ in the subject line. Furthermore, you must then act on that request to unsubscribe them within five working days!
USEFUL WEBSITE:
• Department of Internal Affairs, What is spam? – https://www.dia.govt.nz/Spam-What-is-spam
Emails
Emails are generally less formal than business letters. Regardless of this, it is important to remember that poorly written emails or use of unprofessional language or remarks in an email can reflect negatively on the business that sends them. Emails (particularly business emails) should not be regarded as private communication and should be written with that in mind.
Some basic rules of behaviour when sending emails include:
` Use a useful subject line. Emails should have a subject line that relates to the main point of the email. It can help the reader determine when and how to respond to the email.
` Use appropriate language. Do not use ‘text’ language in business emails. Spell out the words: for example, use ‘I do not know’ rather than ‘IDK’.
` Keep messages to the point. An email should maintain one line or thread of thought and be direct, clear, and coherent. It can be difficult to read, understand, and reply to an email that ‘rambles’ and has too many subjects or topics.
` Write in an organised fashion. In the same way as you write a business letter, emails should be organised into paragraphs. They should open with a greeting, followed by a blank space and then to the body of the message. You may wish to consider using bullet-points to make your points clear. Therefore, take particular care if you are writing an email from a mobile phone – a common mistake is to write all content in one block as opposed to setting it out in paragraphs.
13 Parliamentary Counsel Office. (n.d.).
` Maintain a professional, but respectful tone. Be aware of the tone of the email and use appropriate language. It is often difficult to gauge emotional content in an email, and what seems like a joke to you may be interpreted very differently to the person reading it. Also be careful that your emails do not sound abrupt – sometimes when attempting to be professional, the tone of your message may be interpreted as being authoritative, disrespectful, or impolite.
Remember that emails are a permanent form of communication! Therefore, take the time to read over your email before you send it to check the tone of the email. Be especially careful about sending an email when you are emotional. Sending an angry email can have negative implications long after you have calmed down. If you are upset about something, it is best to leave the response until you have calmed down, or write a draft and revise it later before sending.
` Careful use of ‘CC’, ‘BCC’, and ‘reply all’. Consider carefully who needs to be included in email messages. Generally, emails should only be a communication between the sender and the receiver unless it is generally agreed amongst all parties that others need to be included in communications.
` Put in the email address last. When writing an email, it is best to put the email in last, to avoid accidently sending an incomplete email. It is also important to double check the correct address so that you are sure you are sending your email to the intended recipient.
` Professional addresses. Business email addresses should have the name of the person sending the message, so the recipient knows who they are communicating with.
` Use a signature block. The use of a signature block, which states your name, title, business name and contact details should be added.
As a final note, be aware that, although emails have become a standard form of communication in many industries, they are not appropriate in all situations. Some industries, such as health-based organisations, are selective in their use of emails to protect patient privacy. When using email, it is important to consider if emails are the appropriate channel for sensitive or complex issues.
Text Messaging
Text messaging, also known as ‘Short Message Service (SMS)’, can be used to send a message of up to 160 characters to mobile devices. As mentioned at the beginning of Part D, text messaging is also covered under the ‘anti-spam’ law and the same rules apply as with the use of emails. The recipient must also have the ability to unsubscribe from text messaging as well. It is also worth noting that unsubscribing must be free. If your text provider cannot provide this service, then you cannot send commercial text messages to your customers.14
Although it is becoming more popular, the use of text messages in business is still not widely accepted. The general rule has been that text messages should not be used if an email can be used instead. However, this depends on the situation, and the way in which the person you are communicating with prefers to be contacted. For instance, if a customer contacts you via text message, it is appropriate to reply via text.
Other business situations where text messaging is highly appropriate include reminders and urgent updates to schedules. For instance, businesses that have time sensitive information, such as airlines and transportation companies (e.g. Uber), use text messaging to inform customers of changes to schedules and vehicle locations. Other businesses use texting to serve as reminders for appointments, and to quickly communicate with colleagues when not in the office or when travelling.
Many of the email rules of behaviour also apply to the use of text messages for business communication. In addition, avoid the use of emoticons (emoji), which are representations of facial expressions to convey the mood or tone of a message.
14 Department of Internal Affairs. (n.d.)
Social Media
A key reason to use social media is the ability to gain an understanding of your customer and form a business relationship leading (hopefully) to new business opportunities. It can be used to quickly get feedback, provide better customer service, and create customer loyalty through the development of an online community. However, it is increasingly used for other forms of business communication.
DEFINITION:
Social Media: Forms of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages and other content (such as videos).15
Merriam-Webster. (n.d.b).
For many people, social media is their main form of communication. It is not uncommon for people to be ‘logged in’ to three or more social media accounts on their mobile phone at any time. This, together with the fact that internet access may be free or very cheap, makes it convenient to use social media to contact others. Now that many businesses have social media pages, many people simply contact businesses via social media in the same way they would contact their friends and family.
What this means for businesses is that they need to think carefully about the manner in which they communicate via social media. Although users of social media expect a less formal response to instant messages and comments, they still expect a degree of professionalism. A good rule of thumb is to use a friendlier, more social, tone than in other forms of written communication, yet still use proper grammar. This is the case regardless of the language and grammar used by those contacting the business.
More information about using social media for business purposes can be found in the seminar on Social Media Marketing.
15 Merriam-Webster. (n.d.b).
Web Conferencing
The use of web conferencing (web-based videoconferencing) is now a common business practice, with the ease of Microsoft Skype, Zoom, and other software applications providing advantages to many businesses. It is important to understand some basic rules when using videoconferencing. Examples of acceptable and unacceptable practices are listed in Figure 5.
Acceptable
Understand and practise set-up procedures prior to the videoconferencing meeting.
Look presentable and professional. This applies to the individual and the scene behind the camera.
Prepare files / presentations for use during the meeting.
Begin meeting on time, introduce yourself, and take note of the names of other conference participants.
Adjust camera view to proper angle and lighting to appropriate brightness.
Place video screen window as close as possible to the computer camera, to allow for more direct eye contact into camera.
Have an agenda.
Speak clearly and with an even volume.
Introduce all participants.
Mute yourself unless you are speaking.
USEFUL WEBSITES:
Unacceptable
Adjusting clothing or eating during the meeting. Scratching, itching, sneezing, coughing, etc.
High pattern clothing can be distracting.
Lots of jewellery can affect audio quality.
Placing anything in front of the camera other than your face, or positioning the camera so it is centred on another part of your body (other than your face).
Personal grooming, brushing hair, putting on lipstick during the videoconference.
Leaving the room (unless it is an emergency).
Excessive hand and body movement.
Interrupting other speakers.
Distractions (side conversations) and interferences (it is best to put mobile phones on ‘meeting’ or ‘silence’ modes).
Information on Videoconferencing websites can be found at the following websites.
• Zoom videoconferencing website can be found at https://zoom.us/
• Skype is part of the Microsoft software package found on many personal computers. More information on signing in and out of Skype for business can be found at: https://support.office.com/en-us/article/ Video-Sign-in-and-out-of-Skype-for-Business-8abed4b3-ac48-493e-9d76-0e10140e9451
Discussion Questions:
• Is social media a significant part of your communication strategy? Why or why not?
• As your business grows, you may need to delegate tasks such as responding to social media messages to your employees. What can you do to reduce the risks associated with unprofessional communication?
Figure 5: Video Conferencing Guidelines
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Disclaimer
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This publication was revised in October 2021.
Business
He Paemahi Kōwhiringa –