Managers benefit from communication in carrying out their duties and obligations. Planning is built on a foundation of communication. The managers must receive all the information before they can explain the plans and carry them out. This is why organizational communication is important and always will be.
See our article to learn more about communication in What is organizational communication.
However in this article let’s see the main reasons why organizational communication is important.
Importance of organizational communication
The following three crucial elements of an organization are greatly impacted by organizational communication:
- Employee engagement
- Customer satisfaction
- Public perceptions
The accomplishment of an organization depends on all three of these. Unhappy consumers are an organization’s collapse, disengaged staff are a burden, and a negative public image is the deciding factor. You’re truly disregarding your organization’s capacity to prosper if you don’t recognize the value of organizational communication.
Employee engagement can be defined as how eagerly and enthusiastically a company’s staff focuses solely on the task at hand. Engagement is directly related to how appreciated your employees feel, going beyond commitment and dedication, which might be linked to duty.
Investigating your communication with employees is the best method to make them feel valued. What language do you use, what does your voice sound like, and when do you respond to emails? Do you consider the situation at hand, and perhaps more significantly, are you able to speak with empathy?
You can get more from each employee, lower the likelihood of turnover, and favorably impact the bottom line of your company by implementing communication strategies that make workers feel appreciated.
Customer satisfaction measures a person’s level of satisfaction with a business, including their interactions, service, and/or product.
The happiness of customers is essential to an organization’s existence and success, as we all know. Even if you offer the best product or service available, your chances of losing a customer drastically rise if they feel unappreciated by your business. It all boils down to how effectively your company communicates, once more. Their perception of value will be based on it.
Customers are happy when they feel heard, understood, and that their experience is important. Customers are satisfied when they feel valued in their organizational interactions, which, as research has shown, can outweigh any negative product or customer service experiences they may have.
Errors in services and products are unavoidable, but how your business handles them will ultimately determine how satisfied customers are.
You probably still have an opinion about a lot of companies, for better or worse, even though you haven’t done business with them. The most amazing thing about how we form these impressions is that they are not derived from any direct experience. It frequently draws inspiration from the tales we’ve heard, the writings we’ve read, the ads we’ve seen, or the social media platforms we’ve visited.
Observe how each of these examples of secondhand information has the same impact as firsthand knowledge.
All of this second-hand information, outside of the news and advertisements, is based on the first-hand accounts of people who are disseminating it. There are horrifying statistics that demonstrate how much more frequently people share their negative experiences with an organization than their positive ones.
Therefore, it should go without saying that if your company’s communication is resulting in terrible direct experiences, those direct experiences will have a negative impact on how potential consumers, clients, guests, or workers perceive your company. This consequently affects your organization’s capacity to expand and prosper.
Organizational communication is one of the main processes that can improve your company’s success. The way it impacts employee engagement, customer satisfaction and organizational perception is more evidence that you need to enhance organizational communication in order to foster a sense of “being appreciated.”
What is your process then? How do you do it?
The answer to that you’ll find in our article How to improve organizational communication.