Better Customer Service Knowledge

Author: Katherine Kidder

Corporate Communications and Communication Theory

There has been a shift in corporate communications to eitherdeny or forget communication theory as the fundamental key tounderstanding audiences. Communication theory provides the toolsfor corporate communicators to effectively provide two-waycommunication.
As the pendulum swings to focus on a more financially soundinstitutions, audiences are increasingly frustrated with thedecline in customer service. The organization's focus is onbottom line and "business", versus the priorities of thecustomers. The following are a few necessary theories that canhelp your organization better understand and serve their publics.
1. Understand that each individual is always shaped by fourelements.
People will make judgments based off of four characteristics:their culture and shared meanings, the nature of the episode orsituation, the relationship between them and the other(s)involved, and finally, how they view themselves. Therefore, asyou are communicating, understand the culture that they use tocommunicate so that you can better tailor your messages. Buildthe episode and situation of the communication to be as positiveas possible. Use your relationship with the audience member(s)to build a constructive environment to reinforce your concernfor their voice. And finally, encourage their self-worth.
2. Recognize that people make decisions to appear consistentwith their values and opinions.
Have you ever bought something and afterwards you felt guilty,overwhelmed or confused? These feelings are caused by aninconsistency with your behavior and thoughts.
Once an individual acts out against an organization they willcontinue to either shift their focus or their behavior so thatthey seem consistent to themselves.
This can be a harmful, yet helpful tool when communicating. Tryto offer an outlet of consistency for your publics, so that theydo not have to search or even turn on you to get it.
3. Remember that your publics are just as important to you asyou are to them.
Think of the Lion King and The Circle of Life. We shape eachother and need each other. No "man" or organization can be an"island unto himself." It is vital to remember that as wecommunicate we continue to shape and co-create with the othersaround us. As they speak, their words construct what we willsay. An organization can never forget how important they are totheir publics. And never quit letting your publics know howimportant they are to your organization.
4. Manage your audiences uncertainty levels.
It is becoming a consistent characteristic in people to haveskepticism for most all communication. Any time an organizationdoes something good for a community, there are always thequestions: What did they do? What are they trying to hide? Whatdo they want?
The thinker behind this theory, Charles Berger, suggests thatthere are eight key variables to explain uncertainty: verbaloutput, nonverbal warmth, information seeking, self-disclosure,reciprocity, similarity, liking and shared networks.
As your audience loses trust and faith in your organization theabove variables will be begin to shift. As they begin todecrease or turn negative, it is at the detriment of theorganization to try to manage these variables. As they begin toquestion your verbal output as too much or too little, continueto ask questions and provide for information for them to feelconnected. Demonstrate positive and consistent nonverbal warmth.Whether the setting is a press conference, a community meetingor other location. Smile and illustrate a confident and pleasantappearance.
These above insights are only a few effective, communicationtheory tools. An organization can not afford to mis-read orignore the importance of their audience members. It is moreimportant to take a little time investigating your audience andhow they communicate, than losing their trust and confidencebecause an organization cannot or will not communicate properly.
For more insight into Communication Theory, A First Look atCommunication Theory by Em Griffin can give you moreinformation. View http://www.InceptCorp.comwww.InceptCorp.com to start a cost-effective, communicationplan with your customers today.

About the author :Public Relations and Marketing Manager at Incept Corporation.Incept is a direct marketing firm in Canton, Ohio. We specializein developing marketing and communication resources forbusiness, agencies, call centers and blood banks