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I recently read a great article that discussed balancing efficiency and the human touch. The article, by Alex Blythdrew attention to an important decision that businesses face in marketing and customer service — whether to use traditional or digital channels or the right mix of both for communication with existing and prospective customers.
Traditional channels e. Companies believe that they must free up lots of resources and devote an entire internal team to manage them.
And commonly, this is indeed the case. Digital channels e. What Alex, quite rightly, points out in his article is that we can balance the human element of traditional channels and the efficiency of digital. New technology and better automation software means that marketers and customer service agents are able to reach more consumers in a shorter space of time. They want personal interactions that allow them to build a relationship.
So you should be building relationships to make your customers and your bottom line happier.
What Is Traditional Communication?
This means you lose the opportunity to build an emotional bond and find out what customers want. As Alex says, technology should not replace human interactions. Automated social media SaaS providers such as Edgar even say for themselves that real live humans will always win on digital channels like social media. But how do you find enough resources to write each and every personal, human message? There is the outsourcing option.
If you choose the right provider for youthis can produce a much better ROI than operating in-house. Banks offshoring their call centres only to bring them back when they realised we wanted a real conversation with the people handling our money — without a language gapleft a bit of a bad taste in our mouths.
Find an organisation with agents that have the same native tongue as your customers and can provide quality human interactions via digital channels though and problem solved. A better experience for your customers that creates a much greater ROI for your marketing and customer service activities. More leads and more loyal customers. Whether you choose digital or traditional channels, you need to remember that building relationships and human emotion is key.
Scripted conversations that lack a little passion miss the mark. You need to make sure that people use their personalities too. Some traditional channels, such as telephone support, really are inefficient.The benefits of digital communication for society in general are nicely stated by Mitchell Kapor  :.
Digital communications media are inherently capable of being more interactive, more participatory, more egalitarian, more decentralized, and less hierarchical.
As such, the types of social relations and communities which can be built on these media share these characteristics. For the professional business environment, the four primary benefits of digital communication methods are as follows:. Communication using digital techniques is instant.
As soon as the sender hits the SubmitEnteror Send key, the message is available to the audience in a matter of microseconds.
The business benefit of instant communication is obvious—little to no delay of valuable information being sent to individuals, customers, or the organization.
Another benefit of digital business communication is that it is extensive. One email message or text message can be easily routed to thousands of employees at the same time. A post on social media can be seen by millions of customers.
Digital business communication is convenient, which serves to foster better communication. For example, computer programmers can relay information to their development team with a few mouse clicks, which means that they are more likely to do so. Additionally, the fact that digital communication is instant and extensive also contributes to the convenience of using these techniques for anyone relaying information.
Finally, the advent of digital communication in the business environment has contributed to positive social change and served to change the environment itself. Always being connected may not seem to be a benefit at first glance, but if that factors into more flexible work hours, employees may be happier at work. A team-oriented workforce, which tends to foster sharing and support among team members, has been shown to contribute to greater employee productivity and success. And who does not appreciate a shorter—or even non-existent—commute?
Virtual and remote offices have also been credited with tangible benefits to employees. Traditional methods of business communication tend to mean paper-based messages such as formal letters, brochures, reports, proposals, and notes. Based on the advantages of using digital communication discussed above, why would we wish to continue to use traditional means? One of most important elements of any type of communication is how effective the message is.
Communication is most effective when the message is clearly received by the intended audience.
History of Communication Traditional to Modern
Some people prefer to read information from a sheet of paper rather than a device screen or prefer to read a novel from a hard-bound book versus a on a tablet device. Human senses come into play in communication, and touch is a very strong human trait. Another advantage of traditional communication methods is in the storage of documents.
Many organizations today believe in having a hard-copy document to back up electronic records. Servers and mainframes have been known to crash with an ensuing loss of data. Despite the fact that emails, texts and other digital communication have been found to be legally binding, the storage and archiving of paper documents continues to be important since electronic storage is not foolproof. A third advantage of traditional communication techniques is closely related to data storage: data security.
Data breaches and malicious hacker attacks have shown that no electronic record is completely safe, even with firewalls and cyber-security software.We take a look at how in a highly connected and digitally communicative world, traditional forms of communication remain as integral as ever to being successful.
It puts a human face to your business, it offers a more personable experience and it delivers much more by way of insight. Executives are certainly of this opinion. However, this is an appreciation that these days, where other factors have much more of an influence on the decision-making process — namely cost — the opportunity and practicality of regular face-to-face communication is less realistic.
Meetings therefore need to be focused and used sparingly. Moreover, each time this form of communication is delivered, it has to achieve — if not exceed — all objectives such as building trust, reinforcing commitment, explaining new strategies and problem-solving. More relevant than ever in this day and age, voice, which also delivers the human touch, is perhaps just as important as face-to-face contact. Indeed, it is reasonable to state that it is conceivably more important for the fact that it is the dominant form of communication in business and the key link between traditional and more modern methods of engagement and working.
Usually, voice is the first point of contact either from an organisational point of view or a stakeholder — you either dial out or receive a call. Beyond that, custom dictates taking the relationship further with face-to-face contact, but once a rapport has been achieved, you once again return to voice. Fascinatingly, this form of communication has been bolstered by technology. What is vital these days is for voice to be of the highest quality.
Investing in voice so that audio is superior, contact time is more immediate and engagement more empathetic will help define the right kind of environment to support your business efforts.
Site by Interlockdigital. Top of page.Traditional project communication took place within a clearly defined structure, using channels such as internal mail, telephones, memos and formal meetings. Modern project communications utilize technology such as email, intranet and social media to share information within a more flexible team structure.
Communication needs have changed in line with the emergence of new approaches to project management and the need to inform a wider group of stakeholders. A traditional project team processed the project in separate stages, completing each stage before starting the next.Modern Communication Methods: Effective Communication - ifz.realtekrtl8111carnati.pw
The team documented each stage and obtained a sign-off before progressing. According to Project Smart, the modern practice is to adopt an agile project methodology in which project stages can overlap as team members process individual cycles, modifying them in line with any feedback.
This complicates communication, putting the emphasis on status updates and easy access to the latest project information. A modern project team includes a wide group of permanent and temporary members. In addition to internal staff members, a team may also include consultants, suppliers, business partners and firms supplying IT services.
The project manager must ensure that all team members have secure access to project communication for the period of their involvement. According to Project Place, a project is a temporary social system where success depends on collaboration, communication and commitment through transparent information sharing.
Modern projects have a much wider group of stakeholders. In addition to communicating with team members and sponsors, project managers recognize the importance of keeping all stakeholders, including the community, regulators, government agencies and investors fully informed.
According to the Cornwell management consulting firm, ineffective communications contribute to the lack of success in more than 65 percent of failed projects. Modern project communication takes advantage of networked communications to improve collaboration. Email and instant messaging enable team members to share information quickly and easily, rather than rely on paper-based channels such as internal memos or faxes. Project portals provide a single secure access point for all project information and documentation via the Internet.
Videoconferencing makes it possible for team members to set up progress meetings, even when team members are in different locations.
Technologies such as blogs and social networks enhance project communications even further, creating a sense of community and enabling stakeholders to provide feedback that can influence the project. Based in the United Kingdom, Ian Linton has been a professional writer since He holds a Bachelor of Arts in history and economics from Bristol University. Share It. About the Author.Traditional communication involves using basic local resources, such as poems, storytelling, singing, dancing and games, to convey realistic messages that citizens can relate to.
Traditional communication serves the purpose of delivering a concise and effective message to a small group of people, usually those people who live in towns and small communities. Traditional communication is generally more simplistic and basic than alternative modern forms of communication. Traditional communication serves the primary purpose of relating to individuals through emotional appeal by basing events on situations encountered in the daily lives of people living in the vicinity.
Traditional communication conveys simple messages and beliefs to people on a basic level, usually one that requires little, if any, formal education to understand.
Traditional communication is used to convey positive messages as well as more serious issues, such as problems that exist within the surrounding community. Traditional communication is sometimes used to provide local populations with a source of entertainment, but it is also used as a tool to encourage people to examine their personal behaviors and make changes to their behaviors and attitudes if necessary.
Regardless of whether they are funny, sad, short, long or dramatic, traditional means of communication are generally used to create popular events for citizens; these events typically cost little or no money to attend. Home World View. What Does "transactional Communication" Mean? How Does Education Benefit Society?Modern communication allows people to interact directly with people from all over the world, creating a more global society.
Web cameras allow people to have face-to-face conversations with people no matter their location, which removes many boundaries in social and business life. Forum boards bring people of common interest together to share ideas and viewpoints.
Face-to-face communication is essential to get the full impact of the conversation. In the past, it was not possible to have a visual conversation with someone living in another location. Growing popularity and increasing quality of Web cameras has made it is easy to communicate with one or more people across great distances from the comfort of home.
This helps businesses find potential hires from other locations, and connects friends and family across the world. Forum boards are other great places to connect with people who have a common interest. For example, someone who writes for a living has many options, including both freelance and creative writing boards. This modern type of communication is typically text-based, and allows people to share a lot of information in an organized manner.
In addition, the content of the board is saved for future reference, unlike many other forms of communication. Modern communication is constantly evolving, providing innovative ways to communicate using technology.
What Is Horizontal Communication?Why don't fictional characters say "goodbye" when they hang up a phone? If we can't tunnel through the Earth, how do we know what's at its center?
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Traditional vs Digital Communication Channels
Traditional communication took place face-to-face, on the telephone, and through "snail" mail. It was not instantaneous usually. Though those modes are still used, modern communication is more instantaneous and takes place in emails, instant messengers, text messages, on social sites, in conference calls, and other features on the Internet.
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