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The bosses' secret meetings become the source for wild rumors; rumors that, if unchecked, can be damaging to employee morale, and can even cause public misunderstandings that can do immense damage in the marketplace. Management must listen to workers' concerns, and correct misunderstandings. Lucidity and openness are essential.
Angela Sinickas makes reference to a situation in which Blue Cross of California promoted a new program of guaranteed coverage. All the newspapers carried the story, and customer service workers at Blue Cross were deluged with calls about the new policy. Unfortunately, management forgot to inform customer service of the changes. As a result, Blue Cross's image was seriously damaged. This communications debacle affected only one company, in one state. But, imagine if this had been an international blunder. Imagine if, say, General Motors had advertised a new rebate plan for all new car purchasers. Imagine if - all over the world - potential customers had poured into GM dealerships, only to be told that no such rebate existed. Think of the damage to General Motors international reputation once global media got a hold of the story. One can think of other examples as well. Different nations have different ways of doing business, different methods for communicating with clients, and different methods of appealing to the public. Workers in the global marketplace must understand these differences if they are to do their jobs effectively....
Market researchers can describe these variant characteristics, but these non-American manners and mores may not be fully understood by the company rank-and-file. Even within the United States there exist widely differing approaches to company/client relations. For example, a salesman in New York will get right down to business with a potential customer. However in the South, this "direct approach" is considered rude. Southerners expect to engage in a bit of banter first; questions about family and local affairs giving them a sense of camaraderie with the person with whom they are dealing. Jump right in with a Southerner, and you will be seen as excessively forward or, to put it another way... you will lose the sale. Situations such as these are common throughout the world. What is acceptable in one area is wholly unacceptable in another. In matters like these, good communication between all of a company's parts can go a very long way to building rapports - and profits. Communication is not just a matter of sending e-mails, making phone calls, and writing letters. It is the essential foundation for the informed and competent employee. Good communication is the key to success in the global marketplace.
References
Sinickas, Angela. "Communicating is not Optional." Harvard Business School Publishing Corporation, 2001.
Angela Sinickas, "Communicating is not Optional," Harvard Business School Publishing Corporation, 2001.
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