Master of Business Administration- MBA Semester 1

MB0039 Business Communication- 4 Credits

(Book ID: B1622)
Assignment Set- 1 (60 Marks)

Q1. List the barriers to effective communication. What are the ways in which an
organization can overcome the barriers to communication?
A AN NS SW WE ER R: - Communication fails when the message received is not identical to the message that is sent.
Several factors could interfere with the exchange of messages.
Noise refers to all these factors that disrupt the communication and can be classified under the following types:
Physical noise Distracting sounds, poor acoustics, or just information overload could interfere with
the listening process.
Physiological noise Hearing or other disabilities, fatigue, or physical illness could come in the way of
both speaking and listening.
Psychological noise Sometimes emotions within the sender or receiver such as preoccupations,
hostility, fear or lack of interest could interfere the speaking or listening process.
There are many other barriers to communication, an understanding and analysis of which are needed before
coming up with ways to eliminate or minimize them.
Depicts the barriers to communication.

Overcoming the barriers to communication
Certain steps can be taken, both at the organizational level, as well as at the individual level, to effectively deal
with the barriers to communication, in order to try to minimize them, if not eliminate them entirely.
Organizational action
Employees of an organization accomplish workplace communication through several communication channels.
One of the commonly cited problems in organisations is the poor workplace communication. Hence
organisations need to take few steps to ensure effective communication. Some of the steps which an
organisation can take to overcome the barriers to effective communication are as follows:
Encourage feedback Organisations should try to improve the communication system by getting feedback
for the messages already sent. Feedback can tell the managers whether the message has reached the receiver in
the intended way or not.
Create a climate of openness A climate of trust and openness can go a long way in removing organisational
barriers to communication. All subordinates or junior employees should be allowed to air their opinions and
differences without fear of being penalised.

Use multiple channels of communication Organisations should encourage the use of multiple channels of
communication, in order to make sure that messages reach the intended receivers without fail. This means
using a combination of both oral and written channels, as well as formal (official) and informal (unofficial)
channels of communication.

Individual action
An individual can take certain actions to overcome the communication barriers. These actions will help to
improve interpersonal relationships with others both in ones personal and business life. Some of the actions
that an individual can take are:
Active listening This means listening to the meaning of the speakers words, rather than listening without
hearing, or passive listening. Passive listening is a barrier to communication, whereas real communication
takes place when we listen actively, with understanding. Listening is a skill which can be developed through
proper training.

Careful wording of messages Messages should be worded clearly and without ambiguity, to make sure that
the message that is received is the same as the message that is sent.
Selection of appropriate channels Individuals should be competent enough to choose the right
communication channel, depending on the situation. Channels of communication and the criteria for selection
of channels will be discussed in detail in unit 2
Avoidance of technical language The language used in communication must be as clear as possible. Usage
of unnecessary technical terms can lead to misunderstandings. Hence, an individual has to use technical words
only when necessary.

Right feedback Feedback is an important communication skill. The correct feedback can elicit the correct
action. The feedback given must be a proper combination of criticism and information sharing.

Q2. Explain the different types of verbal communication.
A AN NS SW WE ER R: - Broadly, communication may be divided into two types, they are:

-verbal communication

Let us briefly discuss Verbal communication.
Verbal communication This type of communication occurs with the help of words. It provides the
opportunity for personal contact and two-way flow of information. A large part of our communication,
whether at work or outside, is verbal in nature. Verbal communication may be divided into two types. They
are:
Oral communication This type of communication may be defined as a process in which a speaker
interacts verbally with one or more listeners, in order to influence the latters behaviour in some way or
the other. Oral communication in a business context can take the form of meetings, presentations, one-
to-one meetings, performance reviews, etc.
Written communication This type of communication is the correspondence made in writing. It can be
handwritten, printed or typed. For example, a manager writing a letter of apology in response to a
customers complaint regarding poor service. Written communication at the workplace can take several
forms such as letters, memos, circulars, notices, reports and email.
Usage of verbal communication:-
We communicate most of our ideas to others through verbal messages, i.e., through spoken or written
messages. However, verbal messages have some drawbacks such as the message may not be properly worded,
or the message may be misunderstood, or interpreted differently from its intended meaning.
For example, even a simple statement like lets discuss this matter tomorrow might be interpreted by one
person as lets meet tomorrow and by another as lets discuss this over the phone.
Miscommunication through verbal messages could be avoided by following a few simple guidelines. The
guidelines are as follows:



language and offensive words
Let us now discuss these guidelines in detail.
Avoid words with multiple meanings
Words sometimes tend to have different meanings in different cultures. Therefore, when communicating in a
cross-cultural context, it is particularly important to avoid literal translation of words, since they might have a
negative meaning in another culture.
Even simple words used in the same cultural context could have multiple meanings and be interpreted
differently.

Therefore, when communicating verbally, it is important to use words that are precise, unambiguous and have
a single accepted meaning.
Ensure clarity through highly specific statements
Instead of describing an object or idea in general terms or in abstract language, use highly specific language to
avoid a variety of interpretations.
Avoid overuse of jargons
Jargon refers to technical terms or specialised vocabulary. Every profession has its own jargon which only
experts in that field can understand. For example, IT experts use terms like computer architecture which the
layperson may not understand. The use of jargon depends on the audience with whom you are communicating.
A certain amount of jargon may be permissible when writing a technical report but should be avoided when
communicating with a general audience, since the terms may not be understood. Most importantly, never use
jargon just to impress your audience.
Avoid biased language and offensive words
Biased language is language that makes use of expressions that humiliate or exclude people on the basis of their
age, gender, race, ethnicity, social class, or specific mental or physical characteristics. Language has the power
to arouse negative feelings, if it is not used with care. This can happen when the words used seem to be
objective, but actually contain an intentional or unintentional bias.


Q3. Write short notes on:
a) SQ3R technique of reading: -
SQ3R technique of reading was developed by Robinson in his book "Effective Study" (1970). SQ3R stands
for the initial letters of the five steps shown in the table...
Steps of SQ3R :-
Let us briefly go through these steps in the given order mentioned in table.
1. Survey
Survey refers to a quick glance through the title page, preface and chapter headings of a text.
It helps you to gauge the main ideas of the text.
A survey of the index or bibliography tells you immediately whether the book contains what you need.

2. Question The second step in the SQ3R technique of reading is question.
A survey of the text will surely raise a few questions in your mind regarding the text. Some of the
questions could be: - a). Is the book useful or relevant to my study? & b).Does it provide some
guidelines/information on the subject at hand?
You will be surprised to see how your questions are answered in the process of reading and
understanding the text.
It has to be conscious and deliberate, with a definite purpose, where you interact with the topic and the
author.
3. Reading After surveying and questioning, you begin the actual reading. You need to develop a critical
approach to reading anything for that matter.
Read the text over and over again, each time with a different question and a different purpose in mind.
While reading for the first time, you must just focus on the main points or ideas and supporting details
Make a note of the important points that you have read.
4. Recall
Recalling or reciting follows reading level. In this level, the reader recalls or recites the content after
reading some portion of text.
It enables you to connect and relate the content with the previous and future learning of the subject.
5. Review
It is the process of checking whether we have followed the earlier stages promptly and efficiently.
These are questions that must be asked in the final stage of reading.
Review will sharpen your critical ability, enable you to form your own opinions on the topic and
express them to others.
b) Memo: -
Written communications include memos, notices, circulars, organisation periodicals, etc communicated via e-
mails, bulletin boards, etc.
Written communication is preferred over other forms of communication as it provides a tangible and
verifiable record of the information that was exchanged.
The record can be stored for an indefinite period and hence, in-case of any concern on the communicated
message, it is physically available for verification.
Written communication can be used for both informal to formal communication.
Written communications include memos, notices, circulars, organisation periodicals, etc communicated via e-
mails, bulletin boards, etc.
Written communication is preferred over other forms of communication as it provides a tangible and
verifiable record of the information that was exchanged.
The record can be stored for an indefinite period and hence, in-case of any concern on the communicated
message, it is physically available for verification.
Written communication can be used for both informal to formal communication.
Components of a memo
As shown in the first figure below, depicts a figure of memo in full block format.
Memo in full block format
Many companies have their own printed format in which the message is written and sent. The format is
similar to a letter as shown in figure of Memo in full block format
Let us now study the components that form the structure or format of a memo. Figure below depicts the
components that form the structure of a memo.
1. Header: This is a compact block of information which appears at the top of the memo that includes the To,
From, Date and Subject headings, which is similar to the title page of a longer and more formal report.
2. Body: This is the text of the memo which contains the details and major topics. Unlike letters, the memo need
not have a formal salutation such as, Hi, Respected, Dear, etc. Unlike a formal report which has to be
completely objective, personal pronouns such as I and you are acceptable in a memo.
3. Close/ Action: Usually, unlike formal letters, memos did not have a formal close for example, Sincerely and
a signature line. It is up to the organisation standards which define the memo structure. Therefore, it is very
important to know standard template of the organisation to know the organisation standard.
4. Courtesy copy: This is widely known as cc and earlier stood for carbon copy. Sometimes a copy of the
memo may go to another person(s). This is indicated by cc., followed by the name(s) of the person(s) to whom
the memo is being sent.
Q4. Explain some of the approaches for handling customer complaints and listening to
customers.
A AN NS SW WE ER R: - How To Handle Customer Complaints
Follow these 7 steps for Handling Customer Complaints and Improving Customer Service:-
In today's services oriented industries, it is extremely important for employees to demonstrate a consistently
high level of customer satisfaction. An important element of achieving this goal is the ability to handle and
resolve customer complaints efficiently and effectively. Addressing customer complaints and providing
exemplary customer service is critical in nearly every business environment, from local restaurants and small
businesses to large companies with many call center agents and support staff.
Handling customer complaints often provide an opportunity for a company to learn about deficiencies in their
product, process or service delivery -- and to take steps towards improvement. Handling customer complaint
properly and effectively, either in person, on the phone or via email, often results in a satisfied customer who
will use your product or service again. A satisfied customer is also likely to share their positive experience with
others.
The following tips will help to increase your skills in handling customer complaints.
Step 1: Allow the customer to speak, and then listen to the customer's complaints
Do not interrupt the customer, which can increase the customer's anger further and lead to additional conflict.
Allowing the customer to fully describe the reasons for their dissatisfaction is key to deflating and ultimately
resolving their issues.
Even if the customer is irate and yelling, do not take their comments personally. Try to remember that the
customer is angry at the situation -- not at you personally -- and you are there to help address their concerns
and to resolve the problem.
If angry customer is not clearly describing their problem, try asking open ended questions to draw out more
usable information. Asking qualifying questions can have a calming effect as the irate customer begins to
understand that you are truly interested in their problem -- and in trying to find a solution.
Step 2: Ask the customer if it is okay to repeat the complaints back to them in your own words
Asking for permission is a subtle but important step towards gaining the customer's trust in your willingness to
address their concerns, and helps to ensure that the customer is now listening to you. Do not include their
terms of frustration, but summarize the list of problems including any specific details.
Step 3: Speak clearly and calmly
When dealing with a customer over the phone, it is especially important to demonstrate your capability and
professionalism, and your voice and demeanor are your best tools. Do not exhibit signs of uncertainty or
nervousness. Even if the customer is very irate, responding in a cool and collected manner is essential to
defusing the situation.
Step 4: Look at the situation from the customer's perspective
Put yourself in your customer's position, and try to empathize with their situation and their frustrations. Then,
respond appropriately to their concerns. In many situations, an apology is appropriate on behalf of your
company - even if you did not have any personal involvement in the issue.
Step 5: Take responsibility for the customer complaint
An angry customer is looking to you for resolution to their issues, and it is important to show the customer that
you can assist them quickly and effectively. Unless it is absolutely unavoidable, do not infuriate the customer
further by transferring the call to another person in a different department. If a call must be transferred, stay on
the call until the other party answers, introduce the caller and transition the situation. Do not just blindly
transfer an angry caller -- if the call is forwarded to a voicemail box or gets disconnected, the customer will be
even more irate when they call back.
Step 6: Take action
Find out from the customer what they feel is an appropriate resolution to their problem. If their request is
reasonable and within your area of authority, then provide a prompt solution for the customer. If the request is
unreasonable, calmly explain your company's position and offer an alternative solution. In many instances, a
credit, refund, or discount on a future purchase may satisfactorily resolve the issue for both parties.
If the request is reasonable but beyond your level of authority to approve, explain the approval process to the
customer including the expected timeframe for a response. Be sure to gather the customer's contact information
and their preferred method of communication (telephone number or email).
Step 7: Follow up with the customer
After reaching a resolution, follow up afterwards with the customer to ensure that the issue was resolved to
their satisfaction. This small step is essential to verify that the issue is truly resolved, and often makes a huge
difference in how the customer feels about how their issue was addressed. This small step is worth the extra
effort, and can often lead to repeat business and a loyal customer who will recommend your business to others.
Listening to customers
Organisations today are beginning to recognise the importance of being customer oriented.
Customer orientation means identifying and then satisfying customer needs, which in turn involves listening
to what the customer really wants.
A dissatisfied customer can create negative word-of-mouth publicity for your product and company.
Some approaches for handling customer complaints and listening to customers.
We will discuss some approaches for handling customer complaints and listening to customers. The different
approaches are as follows:
Believe the customer There is a saying that The customer is the king. Therefore it is important to take the
customers at their word, even though they may not be telling the truth, rather than doubt what they are saying.
Even if the customers complaint may not be justified, it is important to make an attempt to solve their problem.
Listen actively Make your customers feel that you are showing empathy, or putting yourself in their place.
When a customer starts to complain, it is important to hear out the complaint completely, before responding or
offering a solution. Sometimes a customer may be rude, angry and frustrated, but he/she needs to be handled
tactfully. Once he/she has vented his/her feelings, it would be a good strategy to repeat the problem in an
objective manner, to show that you have heard and understood clearly. Consider the following example of how
a sales assistant in a medical shop deals with an angry customer: What you are saying is that you entered the
shop, asked for and paid for 20 headache pills. When you got home, you discovered that you had been given
only 10, is that correct? This is the best way to show the customer that you have listened to and registered the
complaint.
Apologies Even if the customer and not the company are at fault, it is always a good idea to apologies to
your complaining customer. From the customers perspective, he/she is right and therefore expects an apology.
A sincere apology will go a long way in calming down an angry customer. A general statement of apology such
as We are sorry for the inconvenience caused to you will be sufficient in such a situation. A written letter of
apology would also be effective in regaining the customers trust and confidence in the company.
Satisfy There is a saying that A satisfied customer is the best advertisement for your product. This is
because such a customer will spread positive word-of-mouth publicity about your product to others. Therefore,
it is important to identify your most valuable customers, listen to them and make efforts to retain them, by
offering them special privileges from time to time.
Thank Even if the customer has launched a complaint, it is important to thank the customer for bringing it
to your attention, so that a solution can be found. A customer complaint should be looked at in a positive way -
as an opportunity to solve a problem that did not exist earlier. In the absence of the complaint, you may not
have been aware of the problem in the first place and this could have damaged the reputation of the
organisation.
Q5. What are some of the consequences of spelling and punctuation errors, redundancies, clichs
and misuse of words?
A AN NS SW WE ER R: - Spelling and punctuation
The important point to remember with regard to spelling is the difference between British English
and American English. Certain words are spelt differently in British and American English. Table
illustrates some of these differences
Some Differences in Spellings between British and American English
British American
Humour Humor
Colour Color
Analyse Analyze
Organisation Organization
Programme Program
Centre Center
Cheque Check
Generally British spellings should be used, unless you are addressing an American audience. In any
case, either British or American spellings should be uniformly used and not mixed together, in order
to ensure greater readability.
Another common mistake made with spellings is to confuse the noun form with the verb form. Table
shows the differences in spellings of the noun and verb form of some words.
Differences in Spellings of Noun and Verb Form
Noun Verb
Licence License
Advice Advise
Practice Practise

Some words may sound the same but have different meanings when spelt differently. Some words
may include a single vowel that makes them sound different and have very different meanings. It is
important not to get confused with the spellings of such words.
For example,
1. Compliment means to praise someone, whereas complement means to go with (for example,
your jewellery complements your outfit).
2. Stationery refers to paper, pencils, etc., whereas stationary means still or not moving.
Punctuation
Correct use of punctuation is important in both general writing and business writing. Let us now
discuss the main categories of punctuation and their uses.
Apostrophe
Apostrophe is used to form the possessive singular form of words. For example, the Companys
profits.
ins. For example, the dealers margin.
rship. For example, last years record.
Parentheses or Brackets
Parentheses or brackets can be used to separate a phrase from the main section of a sentence, when it
is not related to it grammatically. For example, The Indian team tried their best (God knows it) but
lost in the finals.
Colon
Colon is used to suggest that a list will follow a statement in sentence form. For example,For three
reasons, we have decided to expand our market: 1) 2) 3).
Comma
Comma is used for the following purposes:
comma, the colon, the semi colon and the apostrophe.
separate two adjectives that modifies the same noun. For example, The MBA exam is a long,
difficult and objective type exam.
Dash
Dash is used to separate the words in a sentence which are not necessary for its structure. For
example,
His answer the correct answer was supported by examples drawn from his own experience.
Full stop or period
Full stop or period is used:
At the end of a sentence.
After abbreviations. For example, Dr., No., Jr., etc.
Quotation marks
Quotation marks are used for the following purposes:
to enclose what is stated by others, verbatim. For example, the manager said, I will review your
progress every month.
Research.
Semicolon
Semicolon is used to express a pause that is longer than that expressed by a comma and is used to
separate clauses of a compound sentence when they have a comma.
For example, We would like the material to be delivered in the morning hours, but before 5 pm will
also be convenient. (Without using semicolon)
We would like the material to be delivered in the morning hours; but if this is not possible for you,
before 5 pm will also be convenient. (Using semicolon)
Common errors in English
Indian English tends to be prone to some common mistakes which should be avoided, in order to
make the communication clear and easily understood by the receiver. Some of these mistakes include
redundancies, clichs and frequently misused words. We will discuss each of these briefly.
Redundancies
Redundancies refer to phrases which contain repetitive or unnecessary words to express the same
meaning. This is a common mistake that occurs across the world and must be avoided.
A few more examples are:





A redundancy does not serve any purpose and is a mistake since it wastes words.
Clichs
Clichs are phrases that are overused and should be avoided, since they make reading monotonous.
They should be substituted with more original expressions.
Some commonly used clichs are:
1. Last but not least, I would like to thank all the students for attending this session.
2. Thanking you in advance, I remain .
3. Looking forward to meeting and discussing this with you at an early date.
4. No problem.
Frequently misused words
Certain words which sound similar or are spelt slightly different, tend to be used in the wrong
context. Some examples are as follows:
1. All together and altogether All together means in one group, whereas altogether
means completely. For example, The answer is altogether wrong. The students were all
together
2. Already and all ready Already means at a previous time, whereas all ready means
everything is ready.
For example,
He had already left when I called.
The computers are all ready to be used.

Q6. Explain the different delivery styles that speakers can select for their presentation.

A AN NS SW WE ER R: - Once your presentation is adequately prepared in terms of content, you also need to
ensure that it will be delivered effectively, by selecting an appropriate style of delivery. Figure
depicts the five different delivery styles available to speakers
Presentation Delivery Styles
Speaking impromptu In this case, the speaker is called upon to say a few words without any
warning or advance notice. Since there is little or no time given for preparation, it is suited for only
expert speakers. Impromptu speeches must be brief, simple and direct, compared to prepared
speeches.
Speaking extemporaneously This is different from speaking impromptu. While impromptu
speeches are delivered on the spot and not rehearsed, an extemporaneous speech is prepared and
rehearsed in advance. However, the speech is delivered naturally, without the support of notes or
other aids. This is the delivery style used by experienced professionals, who have sufficient
knowledge of the subject to be able to speak without relying on notes.
Memorising the presentation This is the least appealing style of delivery, as it comes across as
unnatural and monotonous to the audience. Speakers who memorise and deliver presentations word
for word will also be at a disadvantage if they forget a part of the speech, as they will be unable to
speak naturally.
Reading from written notes This involves reading the entire presentation from notes. It is a
method used by government or business officials and may be appropriate when the material to be
presented is highly technical or complex. However, it has some limitations. First, it gives the
impression that the speech is very long and heavy. Secondly, it prevents the presenter from making
eye contact with the audience.
Speaking from notes This is generally the most effective style of delivery. It involves jotting down
the main ideas in point form on index cards and then referring to these cards merely as a trigger
while speaking. If the main ideas are put down briefly on the cards, the speakers can elaborate on
these ideas in their own words and speak for any length of time. The presentation is likely to be more
effective, since it comes across as natural and permits eye contact with the audience.
Along with these elements the speaker must also ensure to maintain good voice quality during oral
communication, as it creates a stage for healthy communication. As a speaker you must ensure that
you are audible to the listeners. Therefore, you must adjust the pitch and loudness of your voice
accordingly.
Using visual aids to support presentations
The use of visual aids enhances the effectiveness of a presentation and involves the audience more
than a pure oral presentation. As the saying goes, A picture is worth a thousand words. Several
studies have indicated that presentations made with visual support have been more successful in
persuading audiences than presentations without visuals. Visuals have also been found to make the
information in presentations more memorable. In addition, graphics help speakers to illustrate ideas
and to answer questions. However, visual aids must be used only where it is relevant and not just for
the sake of using it. Since, they may distract the attention of the audience from the speakers main
message.
A speaker has a wide variety of visual aids to choose from. Some of the commonly used types of
visual aids are:
Product demonstrations Since seeing believes, a sales presentation can be more effective and
convince a prospective customer to try a product, if the product is shown in actual use.
Photographs Photographs are true to life and are an effective way of illustrating products. They
are highly credible and can be used as proof to support facts.
Diagrams These are two dimensional drawings which can convey information about size, shape
and structure for example, floor plans.
Lists and tables These are an effective way of highlighting facts and figures and of making
comparisons for example, comparing last years profits with this years profits.
Pie charts and graphs Pie charts help to illustrate percentages of a single item for example, the
percentage of the total students in each area of specialisation of an MBA programme. Graphs are
good for illustrating trends or growth in sales and profits over time.
Once the type of visual aid has been decided, the medium for presenting the visual aid needs to be
selected. Again, a variety of media are available to the presenter. They are:




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