Unit 4.

3 Communication Skills

Level 4 15 Credits

The Senior Management Team (SMT) of a local medium sized organisation has become aware of
communication problems within their organisation. Customers have been complaining of poor
service, the Managing Director is appalled to see spelling errors in letters and now suppliers have
refused to deliver further goods until they receive a response to their emails and phone calls about
their outstanding invoices.

You work with a training consultancy, Training Solutions. An experienced colleague, Asha Cumari,
has established what the problems are and you have been asked to deliver the proposed solutions.

You receive the following email and attached report from Asha.
Student’s Work

Institution

Name: HASSAAN SHAHID

Course: Building Customer Relationships

Date: 3 February 2019

SHDE HOLDINGS

COMMUNICATION SKILLS

Introduction

Communication is an important technique used in business promotion. In the business

world, communication is defined as the process of sharing information between various parties.

Communication serves the main purpose of providing or seeking information, which extra

functions such as persuading individuals toward taking action or influence their behavior as well

as attitudes. Successful as well as effective internal communication within an organization has a

crucial role about the success of any business. A failure to have an effective or appropriate

channel for communication within a company makes such a company ends up encountering

various issue or problems with its organizational operation.

SHDE Holding is an electrical company operating locally. They have been established for

ten years. However, it is only in the past three years that their market has grown rapidly. Their

turnover and payroll have tripled within the last year. One of the main problem resulting from

inappropriate means of communication is a significant drop in the sales of an organization.

Increase in the turnover rates is also a company face as a result of ineffective channels of

communication. Consequently, with increased rates of turnover the customers turn out to be

ineffective. The company is currently facing such serious challenges as a result of having

ineffective communication. Hence, it is vital to comprehend the need for effective internal

communication within the organization as the barriers to communication has resulted in under

the satisfaction of customers following the complaints of poor services. It is against this

background that the company is required to enhance its process of communication within the

organization.

a) The process of communication (AC 1.1)

Communication itself is a process that entails parties taking part in the transmission of the

information within the cycle of communication. Through comprehending the communication

process within an organization result in effective ways of communication. A formal

communication process entails four main communication goals, especially within the business

world. The components involved in this form of communication include the source of the

communication, the encoding process of the communication, the channel of communication, and

the decoding process of communication, the receiver, and context.

 The source is a stage of communication that entails the planning of the message through

knowing of what the message entails and the manner in which it can be conveyed and who

receives the message. The source of the message uses the rule of thumb “Keep it simple and

straightforward” which makes the message simple but with heavy impact. The second main

phase of the communication process is encoding, which entails the transmission of the

information in a manner that the recipient of the message can easily comprehend. The encoding

process of communication entails the choice of the appropriate tone of voice, the body language,

punctuation and grammar, and the rights words. In the encoding stage, a considerable number of

factors must be put into consideration such as the language barrier, cultural barriers, and the oral

or written aspect. The consideration of this is critical as it highly contributes to

miscommunication if it is not well considered in advance.

The third stage of the communication process is a channel. This involves selecting the

best channel to be used in communication. Such channel includes verbal, the written channel,

video conferencing, telephone, and meeting. The channel of communication depends on the

nature of the message being conveyed. The fourth phase of the communication process is

decoding which involve the process of the manner in which a part receive or interpret the

message. For instance, when reading a message apart should consider time and distraction. When

the parties involved in the process of communication are giving instruction, paying attention as

well as active listening to the source of the message is critical.

Another phase involved in the communication process is the receiver. Each party within

the communication process have different reactions when receiving information. Therefore,

keeping into consideration the feelings and ideas of the receiver have a huge influence on the

comprehension of the message.

 The communication process also involves the feedback element. This is a critical

component of the communication process since it offers the provision of information, especially

when the receiver of the message understand the information. When misunderstanding takes

place, there is a change of conveying the message again. The last element of the communication

process is the context. This entails the condition in which the message is being conveyed. This

put into consideration the culture and environment alongside other factors. It is important that

the proficiency of the people involved in the management of communication portray proficiency

in delivering and receiving of the information. Hence, maintaining efficiency and effectiveness

in the communication process is critical within an organization.

b) Why communication within organizations is sometimes not effective (AC1.3)

Ineffective communication within an organization is contributed by barriers to effective

communication. There exist physical barriers of communication between the source and receiver

of the information. The things that larger contributions to such barrier is emotional responses, in

which the encoding and decoding of the message are different between the parties involved

resulting in poor communication. About the SHDE Holdings, the communication issues being

faced are as a result of the absence of an effective communication system between the senior

management and the employees, which has in turned affected the customer relationship with the

organization. This has contributed to the general poor communication between various

stakeholders of the company.

There is the presence of physical barriers within the communication process, which leads

to distraction especially in oral communication resulting in the ineffective transmission of

information or message within an organization. For instance, SHDE Holdings lack an effective

channel for intercommunication within its various departments. This is demonstrated by a failure
to have improper planning of the information conveyed within an organization. The company

failures to a standard protocol, which should be defined by the organizational management in the

communication process, which has resulted in high turnover rates within the organization. The

organization does not have verbal communication process. The company is failing to clarify its

ideas to some of the employees assuming that they are aware of the issues.

Another reason for ineffective communication within an organization is semantic

distortion. Some of the phrases or emotions can be interpreted in various ways. For instance,

words such as increased productivity can have a different meaning to the employees and the

managers of the organization, which is the situation causing high turnover rates within the

organization.

Premature evaluation, as well as poor listening, is another cause of ineffective

communication within an organisation in which there is a high tendency beginning to evaluate

the information without listening to issues affecting the company. This has caused SHDE

Holdings to experience internal conflict resulting in poor communication and turn to high

turnover rates. Also, less impersonal communication is another cause of an ineffective

communication within an organization. In SHDE Holdings, there is less impersonal

communication between the employees and the line managers which has created a conflict

within the internal environment of the organization. Within the organization, the communication

between the staffs and the line managers within the organization is random and is marred with

irregular communication and meetings held at the company. The other issues are non-verbal

communication which is associated with the failure of not using the general body language, the

posture, gestures, and non-verbal clues which makes communication within the company less

effective.
 c) Modes of communication (AC 1.2)

There are different modes of communication, which take the form of non-verbal or verbal.

From this perspective verbal communication entails a communication that is conveyed through

the use of language or words. This form of communication includes:

Speaking, which is a form a communication that is largely used in sending orders, attending

meetings, and offering interviews. A huge number of business organisations carry out meeting

with the employees to perform evaluation of the organisation process and to conduct discussion

of its problems.

Writing is another form of non-verbal communication that is largely used for complex

messages, such as placing order by the means of teeters. It also largely used formal ways of

informing employees of an organisation through the mean of memos, reports, and circulars.

Commonly, the senior management of an organisation ask the employees to make a submission

of a written report that reflect collection of data about issues and proposing solution for those

issues.

Listening is a form of verbal communication that entails spending time in gaining

information as opposed to transmission of the information. Therefore, this form communication

is important especially for the SHDE Holdings.

Non-verbal communication is described as a way of communicating through the use of body

language including eyes, hand, face, gestures or postures. For instance, personal facial

expressions can disclose a person hidden fear or sorrow.

 d) How organizations portray themselves through their communication. What image

does SHDE Holdings currently have? Give an assessment of other organizations

and the images they portray through their communications (AC 2.3)

Communication is an important element in organizational operations, which play an

important role within a company and help in creating a brand name and reputation, which

ultimately contribute to the success of an organization. For a considerable amount of time, the

communication structure of the SHDE Holdings Company has not been effective, as the

employee’s failures to comprehend the instructions of the senior management. Also, the

inadequate communication skills within the organization have made communication conflict as a

significant number of employees do not apprehend a good relationship with the customers. Lack

of proper communication skills causes companies to develop classes in which the department of

management can develop communication skills.

Communication plays an important role in the organisation and with the help of proper

communication organisation can create their success. From last few decades the structure of

communication in SHDE Holdings company is not so good (Guffey and Loewy, 2010). Due to

this the staff members do not understand the instruction of their senior management. Further, due

to lack of communication skills, staff members are not able to attend the customers properly. For

5 this, company provide development classes where management department develop their

communication skills. By adopting formal communication skills organization can easily maintain

their business relationship with their business partners.

Furthermore, through meeting and conference board of directors of SHDE Holdings

company easily convey their message to them. When communication process are clear between

the business and its customers so this thing affect the sales percentage of the organisation (Ting-
Toomey and Chung, 2012). Good communication also boost up their bottom line of business.

For better understanding, senior manager time to time take a feedback from their employees and

according to their reviews firm changes their strategies and management skills

Through the process of adopting formal skills of communication within the organization

result in an increased relationship with business partners. Also, the holding of conferences and

meetings between the organization business partners and the boards of director can easily create

effective flow of communication. Good communication within an organization enhances a boost

of the organization bottom line of its organizational operations.

Task 2

a) Formal communications systems should be used to communicate with customers.

Please evaluate different systems. (AC 2.1)

Any business organization should have a formal communication process that adheres to the

standard format of communication. Also, the process of communication is built on some

standards and rules. The modes of communication applicable in various organizations include

telephones, formal letters, meeting, and conference, etc.

One of the modes for communication is meeting and conference, which takes the form of a

formal communication process. This mode of communication happens between external business

stakeholders and the internal stakeholders, especially the management of an organization. This is

one mode of communication applications in the SHDE Holding and is not commonly used within

the organization. Therefore, the company needs to use by using the process of the company

board of director and senior authority such as suppliers to share views and ideas concerning their
relationship. The application of this process can help the company in sharing all information in

meeting and conference through the means of powerpoint presentations and charts.

Emails is another mode of communication. Emails are effective in communicate with

employees on critical issues affecting the company. This use of email can form a backbone

channel of replying to the queries of the customer promptly on critical issues concerning their

products.

Print media is another mode of communication, which is effectively used in formal

communication. The does not use print media such as postcard and brochures to stay connected

with their customers, which has caused decreased profitability due to reduced sales. This will

offer the company with means of advertising their products to customers and should this

alongside coupon strategy toward enticing their customers.

Face to face conversation with a customer is also critical as it creates loyalty between the

organization and the customers. The organization should take this advantage as it helps in

building customer trust.

a) An analysis of the effectiveness of social media to communicate with customers.

Please use current examples (AC 2.2)

Social media platforms are not only largely employed in the communication or interaction

between friends, but they are effective tool for business promotions technique of communication.

Social media platforms especially Facebook has been used to serve various business functions.

Social media platforms such as Twitter, Instagram, and Facebook, etc. are largely used in

forming networking, which is critical in developing customer relationships with the organisation.

A huge number of organizations have gained from social media in improving their relationship
with the customer, which has created more business opportunities for the business organization.

A huge number of individuals are using this platform to inquire detailed information about the

products of a company before deciding on purchasing them. Therefore, social media platform

have functioned as effective ways of pursuing information from the organisation.

A huge number of customer are inclined toward looking for information about the products

of the companies, which has formed a good feedback loop for a business organization. In

addition, it has established a good relationship with the customers. Social media platforms have

given companies a chance of putting a face to their brands, as they have been able to demonstrate

their interest, their innovativeness, and creativity.

Social media platforms have acted as a means of generating businesses. For instance, social

media platforms have been applied to by organization to raise the visibility of their brand. With

the advancement in technology and the increased mobile device and use of the internet, social

media platform have functioned as mean effective mean of covering brand and promoting it to a

huge potential audience. As a result, it has opened online shopping for a huge number of

businesses across the world. Because the SHDE Holdings Company is encountering a huge loss

its sales as a result of poor promotion skills, it can use various social networking platforms to

remain relevant and up-to-date in the electronics industry. Employing various social media

platforms such as Facebook and Twitter, the organization can constantly stay connected to its

customers with the provision of regular updates about their products and providing feedback on

the consumer complaints. This can help the organization toward engaging the customers and

responding to criticism as well as offering feedback to the inquiries of the customers. Therefore,

it can use these social media platforms to resolves a huge number of its current issues.
 Personal relation between the company and individual customers can be improved through

the use of social media platforms. Social media is one of the modern tools for business

promotion and a tool to enhancing public relation, which a huge number of businesses across the

world are relying on it. This is because it has enabled the business organization to build a good

reputation with the customer through the provision of the need information. Social media has

helped organization toward portraying a good image of their communication as it offers instant

means of providing feedback to the clients. It has made customers become personally aware of

companies’ products and services. For instance, despite the business being in the industry for

more than ten years, it has made name and brand in the last three years. Therefore, when the

company makes use of the social media platforms to offer a constant update about their products

and new products, there will increase the visibility of their brand name and improve its

reputation in the electronic market.

Indeed, the company can use various social media sites to provide effective means of

addressing the increased number of customer complaints concerning the recent delivery of

products. This also can be a good platform for giving the customer a channel of reporting bad

behaviors of the company’s employees.

b) An assessment of the impact of personal relationships on communications (AC 3.1)

Personal relation has a huge effect on the communication process of any organization. When

there is a presence of good interpersonal relationships between the employees and the

organization, the organization as well as the employees are in a position of accomplishing

individual goals and organizational targets within the stipulated time. Interpersonal relations

have significant value in the performance and productivity of an organization as it helps in

boosting and enhancing betterment of the organization communication flow or the flow of
information within an organization. This is resulting in the creation of conducive and healthy

work environment for the employees, which in turn improve the external environment of the

organization. Personal relation has both constructive and destructive impact on the performance

and profitability of an organisation. It is directly related to interpersonal interaction, which

entails the exchange of ideas and innovative concept between various teams and departments in

the company. The overall effect of such is that it dictates on the communication, which in turn

has a huge impact on the operational efficiency of a company. For instance, the deteriorated

interpersonal relationship between the senior managers and staff of the SHDE Holdings has

resulted into poor operational services and operational efficiency, which has, in turn, influenced

the communication between the company and its external stakeholders.

Therefore, interpersonal communication within an organization influences the interchange of

ideas. Mostly, this has an impact of the non-verbal communication as it interferes with the body

posture, the facial expression, the voice tone, gestures and words that influence the flow of

communication between the department and between the organization and outside stakeholders

such as supplier and employees, which is a case with SHDE Holdings. For any organization,

investing in interpersonal skills within the organization internal environment is crucial in the

success of a company as its functions as the lifeblood of an organization. This is important as it

dictates the facilitation and function of teamwork. Interpersonal relations and skills increase

communication within the organization and the absence of effective interpersonal skills within an

organization is the cause or limitation of organizational efficiency as it kills the morale of

employees.

c) An assessment of the impact of non-verbal communication on oral communications

(AC 3.2)
 Oral communication entails the use of sound and words that come out of mouth when

speaking including things like groans, sighs, and voice tone. On the other hand, non-verbal

communication entail the use of signs a messages that people communing using such as facial

movement, gestures, and body language.

Non-verbal communication helps in facilitating an effective relationship between

stakeholders of an organization. Non-verbal communication can be described as the use of

gestures, the postures, and body language in conveying information or message from one party to

another. Non-verbal communication has both a positive and negative effect on the receiver of

the conveyed information. Some the instance can be considered in this scenario when employees

make use of their body movement as well as gesture and speaking concurrently to other

employees, the receiver of the message or information tend to be more powerful. Individuals

react of the body, and if a person does not have how to control or manage it there, attitudes

denote various signs either through their facial expression or gestures, which adversely impact on

the individuals around them.

Despite the fact that people depends mostly on the words people use for conveying their

message, non-verbal communication such as body language bring a huge impact on verbal

communication. Body language entails things like the use of movement, positions, and gestures

to send message. For instance, non-verbal communication such as rolling of eyes or tapping

impatiently on a thing or arm folding in locked postures or showing signs of yawning

demonstrate an adverse effect on oral communication. Therefore, non-verbal communication that

entails demonstration of friendly gestures, good posture, and smiling when making presentation

shows a good impression on the others.

 In addition, body language have a huge impact on the way people communicate. For instance

use of handshake, eyes contact, and smiles when introducing a person shows politeness and the

other person will communicate orally with a lot of enthusiasm. This brings an atmosphere of

friendliness during the verbal communication between two persons. Adding body language to

verbal or oral communication bring as an aspect of trust and genuine message. Easily

acknowledgeable body language such as broad smile while speaking is always seen by others as

a way of communicating a particular emotion and message.

Non-verbal communication especially through the use of the body language, has the impact

of accenting oral communication. For instance, when oral communication is more forcefully on

an issue, the person speaking might baton their head up and down to actually drive a point home.

In this scenario, the gesture of baton functions as a way of punctuating the finality of the opinion

of that person.

Non-verbal communication plays a huge role in regulating verbal communication. for

instance, nodding of head up and down communicate that a person is being heard and the

audience want to hear more from the speaker. In situation where the nodding of head up and

down is done more quickly, then it shows that there is a desire to interject. Therefore, non-verbal

communication aids in maintaining the efficiency of communication alongside the flow of

communication.

Non –verbal communication acts as a means of complimenting oral communication. When a

person is retelling about their bad day at place of work while holding his or her shoulders

slumped compliment oral communication. The message of non-verbal communication of

slumped shoulders indicate depression or fatigue and when it is used with a conversion tend to

strengthen the message or information being conveyed.

TASK 4

a) Assess the effectiveness of your oral presentation skills (AC 4.4)

I enhanced the effectiveness of my oral presentation skills through some steps or procedures.

The effective skills of my presentation overall played the purpose of effectively informing,

educating, entertaining, inspiring, and convincing the audience. Hence, it was important to

acknowledge the meaning of the presentation that made the structure of oral presentation plays

its role accordingly.

The information about the internal communication within the organization was effectively

achieved through my oral presentation planning, which include selecting and limiting the subject,

analyzing of the situation and the audience, determining the overall purpose, creating a speech

outline, and practicing before delivery.

Prior to the actual presentation, I was able to control my anxiety through giving a

conversation to myself and imaging myself as the subject matter expert. Through developing

atmosphere of positive thoughts I achieved effective control of my nervousness, which could

have been created because of fear of talking before the audience and sharing the information

about internal communication.

The skills that helped me achieve a successful presentation entailed the determination of the

overall purpose of presentation. In this case, the overall purpose of in this case entailed giving

reasons for the presentation which I demonstrated and stressed through the use non-verbal

communications. While giving the reasons for the presentation, I employed eye contact to attract

the attention of the audience and engaged them into the reasons for effective internal
communication within the organisation. Through the body movement and gestures, I was able to

comfortably present which helped me to avoid any signs of nervousness.

I was able to of which included informing the audience, educating the audience, inspiring, and

convincing them on the needs for effective internal communication. Hence, I was vital to

understand the aim so that to evaluate the structure accordingly. For instance, the aim of the

company under consideration in presentation and in this case, was to effectively bring a sense of

the need to enhance the process of communication among its key stakeholders effectively.

The second skills entail the selection and limitation of the subject, which enhanced the

effectiveness of my communication. It was important to determine the duration of the

presentation to ensure all the relevant information was covered within the provided time. Being

concise in delivering all the information was important because it ensured a calm atmosphere.

The third aspect of the effective oral presentation was analyzing the situation and the audience

during the oral presentation. To ensure a successful presentation, it was crucial to make

consideration of the anticipated nature of the potential audience and their expectation from the

presentation. The mistake of not addressing the level of interests as well as the needs of the

audience hinder the oral presentation. The fourth consideration of oral presentation skills was the

creation of the outline of the speech. The outline of a speech was put into consideration a number

of things such as the opening information, the body, and the conclusion. From this perspective,

the opening of the speech denoted the introduction as this determined the direction of the

audience. Good introductory remarks capture the attention and mood of the audience. The body

of the presentation entailed the main reason for the internal communication within the

organisation and carries the main point of the presentation, which was achieved through the

visual aid. Conclusion entailed the summary of the key points of the presentation.
 The firth point entailed the practicing before the presentation, which was achieved through the

sharpening of the visual aid skills. The use of visual aid helped me to make an effective

presentation that captured the interest, attention, and mood of the audience. Use Visual Aid to

support presentation skills Visual aids helped me in attracting the attention of the audience, but it

is important that they must be relevant to the overall purpose. An uncaring design or use of slide

can delay the presentation. Some of the instances of visual aid that I used them was during the

performance; Overhead projection transparencies mm slides Computer projections (powering,

applications like excel, etc.) Video and films Blackboard or flip -charts. Make sure to keep it

simple, and one should know in advance how to operate it.

b) Review your written communication (AC 5.4) including the conventions you have used

(AC 3.4).

The application of convections in the process of written communication is crucial. In this

perspective, the term convection has been applied to denote the spelling, the grammar as well as

punctuations. Writing is about communicating ideas, in which sentences help in packaging them.

Every sentence consist of a conclusive thought, which demonstrate the writer intend to be

comprehended by the reader. However, readers cannot comprehend the information being

conveyed if the readers cannot figure out where it commence as well as where it conclude. This

means that is where conventions are essential. The convention is the term which is used to

describe the punctuations, grammar, and spelling. For example in the indent as well as usage

periods in addition commas

Letter- In this I used business letter for my organization. By using this letter I sent the

information of the organization and some important documents to my clients. When I wrote a

business letter I ensured each and every thing like the format of the business letter and specially
my content. Before sending my letter I proof read my whole content then send it to my client. I

used the letter as a still one way communication approach. I believe the recipient provided the

recipient of the information with a means of seeking immediate clarification and further

information. I kept the content of the letter lucid and complete and in a well thought out manner. I

also made sure there was an attempt of possible questions that the recipient (company) could have

and I went ahead to provide solutions. I used punctuation as it was important element of written

information, in which it provided meaning to the text and it was an essential prerequisite.

Report- For written communication sometimes I used report format where I give the brief

information of my work and organization to my clients. Then according to their feedback I

continue my work. The convections that I have used in the reports include the headings and

subheadings, which enhanced my skills in effective organisational technique of the report. The

headings and subheadings as used in the report helped the staffs and managers of the

organisation to locate the information. It was easier for them to locate elements of the reports

such as forms of communication. Through the use of headings and subheadings helped in

breaking of the text and provided the staffs and managers with visual stopping points. I believe

the visual stopping help in keeping the managers and staffs’ attention focused on my content as

opposed to where they are in the report.

Email communication- In my organization I communication my colleges by using e mails.

The main benefit of this communication process it is fast as compare to other methods and by this

I can make the quality of my communication method. The subject convection was involved in

the email. I believe this was crucial as it provided a brief but precise indication of the information

contained in the email. I located heading to the attached files in the email have, which I believed

it indicated the relevance of the message. I believe this helped in minimising the automatic
deletion and suspicion. I kept the emails message short as possible, which helped in attracting the

attention of the recipient.

Further, the main benefit of this communication process is by using this method I can make a

storage of all my chat and mails. For my better convinces most of time I used email for written

communication. Further, in some case when my clients and business partners want some legal

communication format so I use business letter for this.

c) Assess the impact of technology on both oral and written communications (AC 3.3)

The advancement of technology across has enhanced the lifestyle of individuals across the

world. With the advancement in technology, communication has been made quicker a well as

more comfortable because of such. However, everything has two sides, negative and positive.

The consequent of technology on the process of communication has also caused mixed baggage.

A constructive side of technology is associated with the technology being a means of connecting

the gaps across the world. It has conveyed this big creation into a tiny worldwide village.

Because of the technology a persona can currently and effortlessly convey message directly to

someone over electronic mail or phones.

Negative Impact: The most significant negative impact of technology is that we have lost the

charm of the good old world. The letters and face-face to the conversation have gone away and

have en replaced by chatting, emailing, and twitting and the dependency on technology for

making presentations or meetings have also increased which results in creating a stressful

environment for the employees.

In order to orally communicate with the customers, technological services can be used in

organisation in effective manner. In this context, to communicate with the customers, telephonic

services can be used which helps to communicate them (Arnold and Boggs,2015). With the help
of this telephone, customers are able to discuss and share the things. Along with this, video and

teleconferences services can also be used by organisation in order to make the communication

process more effectively (Ting-Toomey and Chung, 2012). In order to convey the information it

is important to have proper gesture so that one will b able to convey the information which one

wants to deliver.

In respect to improve the written communication in named organisation, technological services

can be use in effective manner. In order to convey or deliver the information to all customers,

electronic mail facility is very effective (Levinson, Lesser and Epstein, 2010). With the help of

this method, customers which present in different areas and cities can be effectively

communicated. Form this method, I am able to convey the important information to them such as

information related to their queries, status of their delivery products and launching new product

etc (Knollmann, 2011). It reduces the chances of misinterpretation of information. In addition to

this, with the help of technology important information can be note down in word document

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