Communications should be two-way. Do we have a fear of these five words?

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Communications should be two-way. Do we have a fear of these five words?

Flicked through any company literature or websites recently? Chances are that you spotted a statement about their commitment to excellent service standards or product quality.


And why not?


Communication, however, is a two-way process. It's not simply a case of putting messages out, however sincere those messages might be. If corporate communication is to fulfil its true potential as a strategic management function, it needs to encourage the ongoing intake of information.


However hardworking their teams are, organisations must still adopt mechanisms to check that their well-intentioned pledges are actually hitting the mark. At the most basic level, they need to ask their customers:

"How are we really doing?"


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