Thriving in business depends on the ability to adapt to fast-changing and unforgiving circumstances. The need for good communication is one of those things that Hudson Valley organizations talk about, but few really practice with skill and consistency.
Better communication skills increase productivity and morale while reducing employee turnover and increasing customer retention. In an age of transparency, clear and timely communication is everything.
Internally, communication ensures that managers and other employees are on the same page. Externally, it keeps customers, suppliers and other stakeholders apprised of what”™s going on.
Communication isn”™t a substitute for performance. But it is essential in getting across to a company”™s customers, employees and investors how its performance affects them. Despite Jack Nicholson”™s admonition in the movie “A Few Good Men,” most leaders agree that people can handle the truth no matter where it leads. What they can”™t handle is a lack of information and the uncertainty it creates. Worse still, according to Judy Hoffman, author of “Keeping Cool on the Hot Seat,” is when organizational leaders are tempted to lie or cover up bad decisions, accidents or wrongdoing. “People tend to forgive a foul-up. What they won”™t forgive is a cover-up.”
Your loyal customers identify with you and want you to stay in touch. They”™re especially receptive to helping influence the evolution of your products and services. Before you make any changes that affect consumers, invite them to participate.
Masterfoods USA, allowed people from 78 countries to vote their choice for a new M&M color. The voting promotion was so successful that it received more media attention than most overseas elections.
In contrast, according to Joel Kurtzman, author of “Common Purpose,” “Western Union, America”™s most valuable telecommunications company of the 19th century is today on the verge of extinction and is saddled with debt. All strategic decisions were made at the very top and the leaders were suspicious of new ideas.”
When Alexander Graham Bell brought them the telephone in 1879, they passed. The radio, television and opportunity to use its infrastructure to get in on the ground floor of the Internet and the cellular businesses were all passed on. Western Union, unlike Masterfoods, makes all decisions in the ivory tower and communicates with no one.
This is a great time to communicate. Ironically, difficult economic times offer the best occasions to converse. In a recovery period, you have the undivided attention of every person in your organization. That”™s why it”™s the easiest time to change bad habits.
When the economy is in a downturn, some fear that bad news will cause employees and customers to lose confidence and they stop communicating. What the silence actually does is make customers uncertain about buying and employees uncertain about their future.
The root cause of every economic turnaround is resurgence in optimism among businesses and consumers. However, resurgence of confidence will not happen in an atmosphere of guarded news. Building trust through transparency and open dialogue is critically impotent.
In short, successful organizations don”™t just expect good things to happen. They create conditions that encourage employees to perform and keep open communication with customers and all other stakeholders.
Communicating your organization”™s purpose and objectives, reinforcing behavior, and aligning actions with customer goals will guarantee your success by making it satisfying and financially rewarding for everyone.
Questions for discussion:
Ӣ Are we willing to become more transparent, openly share information and have open dialogue in order to build more trust at every level?
Ӣ What level of communication currently permeates our organization, including that of our employees, suppliers and strategic partners? How can we increase it?
Joe Murtagh is The DreamSpeaker, an international keynote speaker, meeting facilitator and business trainer. For questions or comments, Joe@TheDreamSpeaker.com, www.TheDreamSpeaker.com or call (800) 239-0058.
