1. ICBC 202: Business Communication 2
Unit 1—Building Goodwill and Staying Customer-Focused

2. What is the cost of poor communication?
Wasted time
Harder to understand.
“ping-pong” effect
May need to be redone
Wasted efforts
Lost goodwill
Every instance of communication serves to either build or undermine a person’s/organization’s image.

3. What are the criteria for effective communication?
Effective messages are.…
Clear
Concise
Correct
Customer-focused
Positive

4. What are the benefits of effective communication?
Saves time (everyone’s)
Builds goodwill
Makes you look professional

5. What should be considered when communicating?
What’s at stake—to whom?
Should you send a message?
What channel should you use?
What should you say?
How should you say it?

6. Business Communication 2—
Building Goodwill.

7. Building Goodwill
Customer-focused
Positive
Complete and concise

8. Staying Customer-Focused. (1)
Talk about the reader, not about yourself
X Mahidol has negotiated an agreement with Siam Paragon that gives you a discount on purchases over 3,000 baht.
☺ As a Mahidol student, you can now get a 10% discount when you buy goods worth 3,000 baht or more at Siam Paragon.

9. Complete and Concise. (2)
Refer to the reader’s request or order specifically
X We are shipping your order No. 007 of September 21 this afternoon.
☺ The five Sony 3D TVs (model TV27) you ordered will be shipped this afternoon and should reach you by Friday June 30.

10. Staying Customer-Focused. (4)
In positive situations, use ‘you’ more often than ‘I’. Use ‘we’ when it includes the reader.
X We provide health insurance to all employees.
☺ You receive health insurance as a Procter & Gamble employee.

11. Staying Customer-Focused. (5a)
In negative situations, avoid the word ‘you’. It accuses the reader.
X You must get approval from the director before you publish any articles or memoirs based on your work in the agency.
☺ Agency personnel must get approval from the director to publish any articles or memoirs based on their work at the agency.

12. Staying Customer-Focused. (5b)
In negative situations, avoid the word ‘you’. Protect their ego.
X You made no allowance for inflation in your estimate.
☺ No allowance for inflation has been made in this estimate.
☺ The estimate makes no allowance for inflation.

13. Emphasize the Positive. (1a)
Avoid negative words and words with negative connotations.

14. Emphasize the positive. (1b)
X We have failed to finish taking inventory.
☺ We will be finished taking inventory Friday.
X If you can’t understand this explanation, feel free to call me.
☺ You can call at any time should you have any questions.

15. Emphasize the positive. (1c)
Beware of hidden negatives
X I hope this is the information you wanted. (Implication: I’m not sure)
☺ Enclosed is a brochure about road repairs scheduled for

16. Emphasize the positive. (1d)
Beware of hidden negatives
X Please be patient as we switch to the automated system. (Implication: you can expect problems.)
☺ You’ll be able to get information instantly about any house on the market when the automated system is in place. If you have any questions during the transition, you can call Melissa Morgan.

17. Emphasize the positive. (2)
Focus on what the reader can do rather than on limitations.
X You will not qualify for the student membership rate of $25 a year unless you are a full-time student.
☺ You will get the benefits of membership for only $25 if you’re a full-time student.

18. Emphasize the positive. (3)
Justify negative information (reason/benefit).
X We cannot sell laptops in lots of less than 10.
☺ To keep down packaging costs and to help you save on shipping and handling costs, we sell laptops in lots of ten or more.

19. Emphasize the positive. (4)
If the negative is truly unimportant, omit it.
X A one-year subscription to PC Magazine is 1,299 baht. That is not as low as the rates charged for some similar magazines.
☺ A one-year subscription to PC Magazine is 1,299 baht.
☺☺A one-year subscription to PC Magazine is 1,299 baht. You save 49% off the newsstand price of 2,547 baht.

20. Emphasize the positive. (5)
When you must convey negative information…
Put it in the middle
Only mention it once
Do not list it vertically

21. Business Communication 2—
heading: KMD Training Contract Clarification (1)
Dear Miss Peerawan
Let’s clear up the situation regarding the KMD Training contract (2)
Rollins will receive a cheque for 100,000 baht for completion of the 12 modules of the Programme (no later than April 21, 2011) (3)
In addition, please submit the final needs analysis and feedback spreadsheet, as discussed at our meeting on 5 July, in order to facilitate the final payment (4)
As regards the scheduling for the fast-track advanced course. This could begin either in November or in January of next year (2012)
Let me know which works best for you (5)
I look forward to hearing from you
Bobby Moore

22. Business Communication 2—
Making Your Writing Easy to Read.

23. Three techniques to make your writing easier to read.
Use words that are accurate, appropriate, and familiar.
Positive word Negative word
Assume guess
Cautious fearful
Flexible wishy-washy
Formal and stuffy Short and simple
Ameliorate improve
Commence begin
Enumerate list

24. Three techniques to make your writing easier to read. (continued)
Revise sentences using parallel structure.
X Equipment can be reserved by calling the equipment office at (05) or send an to
☺ Equipment can be reserved by calling the main office at (05) or by sending an to
☺ Equipment can be reserved by…
1) calling the equipment office at (05) 345
8091.
2) sending an to

25. Three techniques to make your writing easier to read. (continued)
Put your readers in your sentences.
X Funds in a participating employee’s account at the end of each six months will automatically be used to buy more stock unless a “Notice of Election Not to Exercise Purchase Rights” form is received from the employee.
☺ Once you begin to participate, funds in your account at the end of each six months will automatically be used to buy more stock unless you turn in a “Notice of Election Not to Exercise Purchase Rights” form.