Unit 1: Understanding Communication
A model is not just a pretty person in a suit or a dress; a model can also be a representation of something complex that shows you how its parts successfully function by working together or fail by falling apart. Fifty years ago, Claude Elwood Shannon and Warren Weaver created a model of communication that remains one of the most popular representations of the parts – or elements – that good communicators use to produce effective messages and to respond appropriately to messages they receive. In this unit, you will examine the elements of effective communication and then apply Shannon and Weaver's model – your blank stage upon which you will eventually perform the role of customer service expert – to plan and practice the way you interact with your audience – your customers.
American author and cartoonist James Thurber stated: "Precision of communication is important, more important than ever in our era of hair-trigger balances, when a false or misunderstood word may create as much disaster as a sudden thoughtless act".
Completing this unit should take you approximately 5 hours.
Upon successful completion of this unit, you will be able to:
- explain the importance of effective business communication practices;
- list and describe the eight essential components of communication;
- differentiate among communication contexts; and
- illustrate the impact of verbal and nonverbal communication on business situations.
- explain the importance of effective business communication practices;
1.1: What is Communication?
Read these sections, which emphasize how communication forms a part of your self-concept, helping you to understand yourself and others, solve problems, learn new things, and build your career. When you have finished reading the introduction to Chapter 1, you can click the Next Section arrow at the top right to continue on to sections 1.1 and 1.2. Make sure to attempt the exercises at the end of section 1.1.
Read this article, which relates your previous readings from the textbook Business Communication for Success to the specific challenges of interacting with customers. Make sure you have a clear understanding of the terms used in the textbook so that you can relate to the customer service exchanges described in this article.
1.2: Types of Communication that Impact Customer Service Exchanges
This reading describes five types of communication contexts that can be encountered, directly or indirectly, in the customer service environment. To absorb this information most effectively, think about your own experiences interacting with people in these communication contexts. At the end of the reading, complete some of the exercises to help you better understand and absorb the information.
Complete this self-assessment of your interpersonal communication skills. After you have responded to all 40 questions, follow the instructions on the last two pages to calculate and interpret your score. This activity will help you assess your interpersonal communication skills and point to areas where you are strong and areas where you may need to improve.
Take this quiz to check your understanding of each type of communication and how each can impact customer service.
1.3: The Two Modes of Communication
This article emphasizes the importance of verbal and nonverbal communication in customer service. You will revisit this topic and resource in Unit 5 when we connect visual communication to nonverbal communication in the customer service environment.
1.3.1: Verbal Communication
This chapter focuses on customer service in the food industry, where communication is an integral part of a restaurant's success. Consider the elements noted in the chapter from the viewpoint of both a restaurant worker and a customer. At the end of the chapter, you will find tips for how to be a better worker. Think about how you can apply these concepts in any professional field.
Using the information you learned in the previous resources, download and complete this worksheet with appropriate alternative phrases. This activity will help you connect the verbal examples of positive and negative communication covered in the readings with statements you might use in actual customer service exchanges. When you have finished, you may check your responses against this answer key.
1.3.2: Nonverbal Communication
- This section describes in depth the many types of nonverbal communication contexts you may encounter. As a result, it will increase your awareness of the prevalence of this form of communication. At the end of the reading, respond to questions 3, 4, and 5 in the exercise section to recognize how nonverbal communication affects your own communication effectiveness. You will revisit this subject in Unit 6 when we examine the impact of visual communication on customer service.
Watch this video to learn how people you are communicating with may interpret your body language through common postures and movements, called cues. Consider how small changes can impact the ways in which you are viewed by others.
