Communication should be a two way street, not
a dead end road
Perhaps I am just cynical, but I get very suspicious when
an organisation announces that it is developing a new ‘Customer Access Strategy’.
In real terms, to my mind, this means that they will be
looking at ways to prevent customers getting to speak to real live people who
might be able to answer their queries or concerns in person, instead reverting
to the press 1 for, 2 for.... the ‘your call is in a queue and will be answered
shortly’ or ‘to find out more information access our website at ....’, scenarios,
often at the customer’s expense, and usually to no avail.
As a customer service trainer I continually bang about staff
taking ownership and responsibility for their customers, but increasingly it is
difficult to find a specific person to speak to, and very often e-mail contact
will only be by using a pro-forma of the organisation’s choosing.
This brings to mind the whole concept of modern day
communication, where no matter what the organisation, whether public, private
or charitable, the one key factor that is proving a barrier to progress is poor
communication, both internally and externally. Recent research has shown that
this is also one of the biggest complaints amongst employees when surveyed
about their views.
With the advent of computers, almost 50 years ago, we
were promised a paperless revolution, which has clearly not happened. What has
replaced it though is the e-mail equivalent of junk mail, where we are
bombarded day and night, whether we like it or not, with messages and attachments
that take forever to open, and which we, the recipients, are expected to print
off, at our own expense.
Communication can take many other forms but nowadays gone
is the expectation that we will do so by letter, long since consigned to the ‘snail
mail’ bin by many.
To replace it, in addition to e-mail, we have the
invidious creep of texting, social media, Facebook, Twitter and others;
constant but often meaningless sound bites, the communication equivalent of the
ubiquitous Japanese knot weed, invading everything within its orbit.
If I were to be a willing communicant (which I am not) via
all of the various websites I am expected to access, I’d spend most of my time glued
to a computer or similar device, going from one site to another; in addition to
trying to recall different passwords and access codes.
We are all expected to be proficient at communicating, but
what increasingly seems to be missing is the vital link between the sender and
the recipient, where at the touch of a button we can convey our message, however
irrelevant, to any number of people.
This is clearly not GOOD communication, where there is
little opportunity or expectation of both parties to engage in meaningful two
way dialogue.
Increasingly communication in large organisations is from
the top down, when they choose, and to their agenda. There appears to be very
little that is initiated or readily accepted from the bottom up.
I believe that what is needed is a fundamental shift away
from this approach, particularly when dealing with customers. If by using your
goods or services I am contributing to your pay packet then the least you can
do is to allow me the opportunity to contact you when I want, on my terms, not
yours. Of interest to readers will be this
website which has captured the personal contact details of many top CEOs www.ceoemail.com.