Consultancy report: internal and external communication Propulsion Systems Consultancy report: internal and external communication Maarten Cant, Jantje Hellema, Lisanne Kedde, Willem Pijffers

Index Cultural and communication differences 1.1 Case study 1.2 Multicultural environment Customer Relationship Management System 3. Recommendations 3.1 Intercultural communication 3.2 Customer communication 2|29

1. Cultural and communicative differences 3|29

1.1 Case study: Air France - KLM 4|29

Case study: Air France - KLM Cultural differences Decision-making process: KLM: Consensus Air France: Hierarchy Solution: workshop designed to increase awareness of cultural differences 5|29

Case study: Air France - KLM Communicative differences: Business language(s): KLM: Dutch and English Air France: French Solution: Business English Lingua Franca (BELF) 6|29

1.2 Multicultural environment 7|29

Multicultural environment Cross-cultural communication: Verbal communication (words and language itself, BELF) Non-verbal communication (body language and gestures) Do's and don'ts, like clothing, gift-giving and habits like dining 8|29

Multicultural environment Three countries where Propulsion Systems is active: China Australia United States 9|29

Asia – focus on China 10|29

Asia - Focus on China Cultural dimensions: Communication style: Collectivistic culture Large power distance Communication style: Top-down Task-oriented Indirect communication style 11|29

Asia- Focus on China Few do’s and don’ts China Don’t…. Do… lose face always speak your mind directly say no point or use your finger leave out the presentation forget your table manners Do… mind your business card keep your small change give gifts 12|29

2|29 Australia 13|29

Australia Individualistic A culture which is hard to impress Direct communication Eye contact 14|29

United States United States 15|29

United States Dimensions are quite the same in comparison to Australia Focussed on time controlling Personal questions 16|29

2. Customer Relationship Management 17|29

Customer Relationship Management What is CRM? Technological process Improve business relations Central location 18|29

Customer Relationship Management 19|29

Customer Relationship Management 20|29

Customer Relationship Management Advantages for Propulsion Systems Improve cooperation between departments Customer information more accessible and visible Shorten sales cycles Easily focus on customer trends and patterns What should Propulsion Systems do? Constant improvement of their business processes 21|29

3. Recommendations 22|29

3.1 Intercultural communication 23|29

Intercultural communication Global corporate culture Shared group identity Shared work values Shared language Shared communication guidelines 24|29

Intercultural communication Intercultural communication training Diversity training Intercultural collaboration International communication team 25|29

3.2 Customer communication 26|29

Customer communication CRM system Improve customer-company communication Introducing the system 27|29

Customer communication Online media First impression Use of online media Multiple communication channels Improving the customer service 28|29

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