This is an in-depth essay about communication relating to my chosen contrasting companies, 'Sony' and 'The BHF'. this assignment can be used as a framework to assist with your work as it has met the distinction criterion.
Introduction
In this essay, I will be going through the various communications in the two private and not-
for-profit/ public organisations I chose; Sony and The British Heart Foundation and will be
talking about the benefits and drawbacks of how different stakeholders in Sony and the BHF
communicate, the shape and forms of communication, how it’s presented, purpose of it,
factors impacting how stakeholders communicate among each other and how
communications with stakeholders depends on certain aspects (like interest/time).
What is communication?
This is the transferring of data and information between stakeholders in a business through
different methods/ presentations and deliveries such as written presentation which include
components like; fax, letters, texts, and emails, Verbal presentation which include
components like; video conference, telephones, and group/one-to-one meetings. Effective
communication must include smooth transfer of deliveries from the sender to the receiver,
feedback (when necessary) and active listening between peers. These can in place in
numerous forms; informal/formal, one way and two ways (two way meaning both receivers
and senders may have a thread of conversation - potentially started from a question
regarding an answer by the sender, one way meaning the sender does not desire for an
answer but intends to inform or command their peers of certain events such as annual staff
meetings. Additionally, stakeholders within not just Sony or The British Heart Organisation
but other organisation communicate to maximise work progress and efficiency as well as
other reasons such as negotiate, build loyalty, and provide advice for instructing procedures
and operations. Moreover, the diverse ways how stakeholders communicate with each other
hinges on the closeness and superiority of stakeholders. E.g., close employees may have
informal communication whilst an influential owner may have formal communication with the
staff. Overall, communications with stakeholders depends on their interest and engagement,
time available and level of formality.
How is communication expressed between stakeholders in Sony?
Sony is a renowned company known for technology, electronics and entertainment. As most
multinational, colossal companies, Sony has put sheer dedication and resilient work to
progress into the Sony we know today. However, most of Sony’s success wouldn't have
been possible if there was lack of communication among the stakeholders.
Here, I will be addressing which three pairs of stakeholders that communicates had had the
most impact for Sony’s success.
Customers and customer service
Customers of Sony may seek for assistance from customer service or even personally talk to
employees in Sony retail shops. These can be regarding their problems that they
experienced when using Sony’s manufactured goods. As a result, the customer service may
provide instruction procedures to assist the customers. Common ways where these two
stakeholders communicate are through chat, email, phone calls and customer service offices
within Sony retail shops. The best method of communication for customers and customer
service are through support hotlines/phone calls. This is because customers can verbally
, receive help quicker, rather than chat support where customers may not fully comprehend
terms and words, typing may also waste time as it takes longer than talking. Hereby, the
customer service may provide instruction procedures to assist the customers. The tone
expressed through talking may help give a better understanding of where the problem lies
and how to fix it for customers. Customers may talk in a form of open communication and
sometimes formal tone where both parties are actively engaging with one another. Customer
service have higher influence than customers hence why there should be formal
expressions. This may depend as some customers may be familiar with employees from
customer service. Communication opportunities also depend on the level of interest by
customer service/customers and the time available.
Overall, the advantage of support hotlines is that it’s convenient for customers; they can
access it easily, there are quick responses. The disadvantage of support hotlines is that
waiting times may take long if volume of customers on the waiting list are heavy.
Subsequently, customers aim for better performance or function of their electronic whilst the
customer service aim for customer satisfaction which will lead to more regular customer
sales and loyalty.
Employees and Managers
Communication between employees and managers are significant for Sony’s progress as a
business. They supply info, form complaints and try to influence opinions which can improve
the state of the company as well as maximise efficiency from feedback shared among staff.
This is important because it will improve relationship between them as well as improve
business coordination. Communication among each other may take in the form of formal
conversation and open/ closed (closed meaning only one staff is talking to a group e.g., a
presentation. However, this depends on communication preference and level of formality.
Both stakeholders may address each other with a range of communication methods varying
from; one-on-one timed interviews, group meetings and two-way/one-way emails. The best
method may be group meetings where all staff cooperate and volunteer their ideas and
opinions to improve Sony’s wellbeing. An advantage is that group meetings create
opportunities for every employee to contribute and freely express their preferred changes
which should occur in the business. Debates may be expected leading to more critical and
productive/active thinking. A disadvantage is that team meetings may be time consuming
and other staff may not be 100% engaged during these meetings. Some employees may not
arrive on time, let alone arrive to the meeting due to difficulties in schedule.
Subsequently, managers and employees share the same aim for Sony- to succeed and
expand as a company
Owners and suppliers
Owners/shareholders and suppliers must have communications of some sort to negotiate,
supply info and instruct procedures. This will improve relationships with suppliers and
increase customer sales for Sony in the long run due to loyalty and reliability built and
scaffolded through communicating and coordinating. Since Sony is a multinational
electronic/manufacturing company, it is essential for the owner to give information and data
to the suppliers so then they can receive their desired components specialised to build e.g.,
a phone. Plus, negotiations must benefit both parties so then either of them will have good
relationships with each other hence the increase in owner profit, employee morale and
customer satisfaction. Communication can take in the form of internal and external
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