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• Module overview
• 1.Introduction to communication
  • 1.1 Overview of communication
  • 1.2 Forms & types of communication
  • 1.3 Communication models and theories
    • 1.3.1 The transmission model
    • 1.3.2 The process models
    • 1.3.3 More recent models and theories
  • 1.4 The role of perception in the communication process
  • 1.5 Communication barriers
  • 1.6 Communication in the workplace

• 2. Written communication: Business writing

  • 2.1 Overview of written communication
  • 2.2 Planning
  • 2.3 The components of a plain english writing style
    • 2.3.1 Language
    • 2.3.2 Sentence structure
    • 2.3.3 Paragraph structure
    • 2.3.4 Rhythm
  • 2.4 Evaluating your writing
  • 2.5 Letters, memoranda and reports
    • 2.5.1 Letters
    • 2.5.2 Memoranda
    • 2.5.3 Reports
  • 2.6 Applying written communication to business writing
    • 2.6.1 Good news letter/memo - eg granting a request
    • 2.6.2 Bad news letters/memos - eg declining a credit application
    • 2.6.3 Structure for persuasive messages eg sales letters
    • 2.6.4 Online writing

• 3. Written communication: research and academic writing

  • 3.1 Overview of academic writing
    • 3.1.1 The research process
    • 3.1.2 Notations
    • 3.1.3 Strategies for sorting information
  • 3.2 Clear and logical thinking in academic writing
  • 3.3 Structure and content of academic writing
  • 3.4 Writing techniques

• 4. Intercultural communication

  • 4.1 Overview of culture
  • 4.2 Intercultural, cross-cultural and intracultural communication
  • 4.3 Enculturation, acculturation, ethnocentrism and cultural relativism
  • 4.4 Globalisation and intercultural business communication
  • 4.5 Cultural variables
  • 4.6 Barriers to effective intercultural communication
  • 4.7 Intercultural communication competence

• 5. Interpersonal communication

  • 5.1 Overview of interpersonal communication
  • 5.2 Creating a positive communication climate
    • 5.2.1 Empathy
    • 5.2.2 Judgmental behaviour and stereotyping
    • 5.2.3 Self disclosure
    • 5.2.4 Interpersonal effectiveness
  • 5.3 Self-concept
    • 5.3.1 Developing a positive self-concept
  • 5.4 Techniques for effective communication
    • 5.4.1 Assertive behaviour
    • 5.4.2 'I' Statements
    • 5.4.3 Feedback
    • 5.4.4 Feedfoward
    • 5.4.5 Networking
    • 5.4.6 Delegating

• 6. Non-verbal communication

  • 6.1 Overview of non-verbal communication
  • 6.2 Types of non-verbal communication
  • 6.3 Aspects of non-verbal behaviour
    • 6.3.1 Kinesics
    • 6.3.2 Touch
    • 6.3.3 Paralanguage
    • 6.3.4 Proxemics
    • 6.3.5 Time
    • 6.3.6 Type
  • 6.4 The role of non-verbal communication
  • 6.5 Conflict between verbal and non-verbal

• 7. Listening

  • 7.1 Overview of listening
  • 7.2 The listening process
  • 7.3 Approaches to listening
    • 7.3.1 Active listening
    • 7.3.2 Informational listening
    • 7.3.3 Evaluative listening
    • 7.3.4 Conversational listening
  • 7.4 Barriers to listening
    • 7.4.1 Becoming an effective listener

• 8. Public presentations and visual aids

  • 8.1 Overview of public presentations
  • 8.2 Planning and delivering the presentation
    • 8.2.1 Planning
    • 8.2.2 Delivery
  • 8.3 Visual aids and technology in presentations
    • 8.3.1 Selecting the right visual aid
    • 8.3.2 Types of visual aids
    • 8.3.3 Modes of delivery

• 9. Conflict and negotiation skills

  • 9.1 Overview of conflict: types, approaches and levels
  • 9.2 Types of conflict
  • 9.3 How to deal with conflict
  • 9.4 The twelve skills of conflict resolution
  • 9.5 Overview of negotiation
  • 9.6 Negotiation styles and strategies
  • 9.7 Personal styles in negotiation
  • 9.8 Principled negotiation

• 10. Organisational communication

  • 10.1 Overview of organisational communication
  • 10.2 Formal communication channels and networks
    • 10.2.1 Formal communication: problems and solutions
  • 10.3 Informal communication
  • 10.4 Improving organisational communication
  • 10.5 Meetings
    • 10.5.1 The purpose of a meeting
    • 10.5.2 The stages of a meeting
    • 10.5.3 Communication skill for effective meetings
  • 10.6 Interviews
    • 10.6.1 The purposes of an interview
    • 10.6.1 The purposes of an interview

• 11. Groups and teams in organisations

  • 11.1 Overview of groups and teams
  • 11.2 The nature of groups
  • 11.3 Group development
  • 11.4 The advantages and disadvantages of groups
  • 11.5 Improving group performance
  • 11.6 Decision making in groups
  • 11.7 Communication in groups

• 12. Customer service and public relations

  • 12.1 Overview of customer service
  • 12.2 Developing a working relationship with clients
  • 12.3 Customer relations and communication skills
    • 12.3.1 Communication barriers in customer relations
    • 12.3.2 Your role in customer relations
  • 12.4 Handling difficult situations
  • 12.5 Public Relations

12.3.2 Your role in customer relations

A summary of the communication skills involved in good customer relations will provide an overview of your role in good customer service (Dwyer 1993):

1. Acknowledge the customer and show empathy
   Empathy allows you to understand the position and needs of the customer. The customer should be shown respect by using positive statements.
   
2. Listen and provide feedback
   Listen to identify customer concerns and solve their problems.
   
3. Use appropriate verbal and nonverbal behaviour
   Non-verbal behaviour should complement your words. An assertive and positive attitude should be used to provide a positive climate while an aggressive attitude creates a defensive and uncomfortable climate and a submissive attitude may make the customer feel that you are not confident in your position.
   
4. Solve problems
   Apologize for any misunderstandings. Deal with problems expediently and aim for resolution of a problem (win/win).
   
5. Advertise
   Advertise your organization when dealing with customers by knowing your customer needs and how these match what the organization offers. Also, know your competitive advantage: that is, what makes you better than the competition? You need not state this explicitly to the customer, but it is worthwhile knowing what makes your products or service different.
   
6. Maintain customer records
   Listen and ask the customer questions about their needs. Record these and any feedback from the customer. The records should be accurate, consistent in format for all customers and confidential. Customer records are not kept for all types of customers: they are more suited to specialized customer service such as a dentist or lawyer who may keep records for legal purposes. A specialist hi-fi equipment business may keep records for a different reason: it needs to know what their customers have bought so that it can advise on any updates for the equipment.
   
7. Consult customers
   Before provision of the service or before the customer buys a product, ensure that both parties (that is, the customer and you) understand the situation. You should provide accurate information about the service or product and discuss any implications of the service.

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