It is hard to imagine a world without technology. Technology has improved work processes in every industry – be it Finance, Health Care, Energy and many others. It has changed the way several industries function
- Business communication is one such domain that has seen massive transformation due to technology. Companies are heavily reliant on a wide range of communication technologies now more than ever. There is a growing demand for information and communication technologies that facilitate companywide internal and external collaboration. Fortunately, many of the latest technological developments offer organizations a pool of choices to choose from.
Importance of effective business communication
Business communication is the process of how employees and management to share information within and outside the organization. An effective business communication strategy is critical:- To ensure that information is shared through the right channel
- To enable employees and management to work towards common company goals
- To ensure that information is shared at the right time and manner
- To plan and make decisions effectively
- To avoid unnecessary miscommunication among stakeholders like employees, customers, or suppliers
Companies can decide what technologies suit their requirements best. But the efficiency of the tools and easy accessibility must be vital deciding factors.
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How Technology transformed business communication in the last decade
Effective business communication is one of the key factors for organizational success. Consistent improvements in business communication are not just for seamless communication and collaboration. It is also crucial for driving employee engagement and maintaining a smooth workflow.
Pumble’s statistical study revealed that teams who communicate effectively might increase their productivity by as much as 25%. Technology is the bedrock of effective business communication and collaboration. It has changed the way businesses work. The transformation is so rapid, and it is only getting better and better!
Here are some of the biggest technological shifts in business communication that have come about in the last decades:
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Emails to instant messaging
A study by Radicati revealed that nearly 50 per cent of the world’s population still use emails. The major benefit of emails is their immediacy. Unlike letters, it doesn’t take a couple of days or weeks to pass a message to a person on the other side of the world. All it takes is a click of a button. Emails have been used as a standard business communication tool for documenting information. It is used for internal and communication with clients, suppliers and other parties.
Though emails remained a constant in the workplace, instant messaging (IM) broke into the scene much later. With hybrid working, instant messaging tools have become a necessity in the realm of business communication. It served as a more spontaneous and informal communication option compared to emails. Platforms like Slack changed the perspective of business communication. Instant messaging platforms gave employees a chance to communicate in real-time or even asynchronously. It provided a space for informal conversations and personal bonding. Over time, even instant messaging platforms have become versatile. Users can make video/audio calls and even share files in real time.
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From physical offices to remote collaboration
Thanks to the pandemic, the meaning of a ‘workplace’ has been redefined. Technology has played a vital part in this transformation. Flexible workspaces became a reality with the help of several business communication technologies like Zoom and Microsoft Teams. These tools enabled dispersed teams to communicate seamlessly with just a stable network connection and a compatible electronic device.
Moreover, as remote working became a norm, better technologies were needed to suit the needs of the new market. Major tech giants updated their software with new features and appliances. For example, Zoom launched a new range of meeting room appliances to make hybrid meeting experiences seamless.
Remote team collaboration is one of the biggest benefits of new communication tech. Teams could collaborate from any place in real time. This is one of the greatest developments in business communication. It has greatly benefited companies and employees alike. Companies can now hire talent from anywhere, and job seekers can find better opportunities without the need to relocate.
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A shift to AI-powered customer experiences
Artificial Intelligence (AI) has improved how customers interact with a brand. Technology plays a great role in improving customer interactions. It helps brands in providing an equitable experience to all customers. Also, demand for AI skilled people is scarce, a lot of people, especially graduates tend to attain those skills by enrolling in some Artificial Intelligence certification offered by any reputed institute and easily land up in high paying Jobs
With the help of AI, businesses can work on a system that actively engages customers with the brand. Chatbots offer immediate or 24/7 communication services. It has enabled businesses to handle a large number of queries with great ease and speed. An IBM study shows that AI chatbots are capable of answering up to 80 per cent of routine questions. Chatbots have enabled businesses to enhance the quality of their customer service while also saving time and resources.
Technology unifies communication. It allows customers to interact with brands through outlets of their choice- by chat, a live call or even by SMS or mail. Good customer service has often generated sales, retained customers, and helped businesses penetrate new markets.
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Social media and Marketing automation
Social media is no longer a personal communication platform. It has become a medium where brands interact with their customers up-close. Brands reach out to customers on social media platforms including Instagram, Twitter, Facebook and many others It allows a free exchange of perspectives and opinions.
Social media is an ideal platform for businesses to study their target audience. It gives companies an idea of what the market likes, dislikes and expects from the brand.
Marketing Automation helps businesses reach out to a large customer base by using tools to automate repetitive marketing tasks. For example, it can perform tedious tasks like bulk email delivery or Omni channel marketing. Digital marketers also have many analytical tools to track and measure campaign performance. Advanced tools provide companies with the required market information to make informed business decisions.
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The advent of all-in-one communication and productivity tools
Choosing the right technologies for the company can be a hassle. There is a wide variety of options available in the market. Every tool is different from the others in terms of functionality. Businesses may need tools to fulfil many functions like project management, knowledge management, and team communication. Effective communication is achieved as a result of using a set of tools. But studies have shown that using too many work tools affects employee productivity.
Tech companies are striving to offer versatility to meet the growing demands of the changing workforce. There are quite a few technologies that offer a one-stop solution for business communication. Tools like Clariti offer multiple features in one app. Clariti combines emails and chats in Workspaces allowing users to have context-based communication. This helps users find information faster and collaborate with teams in an organized manner.
Digitalization: The key to effective business communication
Today, the authenticity and efficiency of a business are showcased in the way it communicates. An effective business communication plan can help a company accomplish its goals effectively. A planned digital transformation makes hybrid or remote communication an effortless task. Companies must update their communication technologies and policies according to the changing needs. This will drive employee engagement leading to better work performance. Take the business to new heights with new technologies, for history has shown that using technology makes everything easier and faster.
Physical Communication: It Still Has A Place
Although digital communication has taken over, physical still has a place. This is primarily because it sets you apart from those who only use digital communication methods. For example, you can use photo books to draw up impressive business tools like a portfolio, recipe book, or a standard picture album. Being able to hand these out really sets you apart from the competition. Imagine going to a prospective client and leaving them with a high-quality photo book full of pictures highlighting the great work you’ve been doing for other clients. You can keep a batch of them ready to go, or you can get photo books set up for individual clients and situations. Sure, digital communication is the norm now, but it doesn’t mean physical doesn’t have a place.
