Be it audio or visual, communication tools are not just about the underlying technology. They’re also about people. With a “human-centric” approach, communication tools can enable employee communications – rather than restrict them.
But can technology hamper effective communication? Absolutely yes. A Kappa Omicron study found that mobile technology can adversely impact face-to-face communication and social skills. External factors like slow Internet and outdated systems can also create technological barriers in communications.
Adding to that, the 2020 global pandemic ensured that many organisations have a growing team of remote workers located in different cities – or even countries. With the increasing geographical distances, experienced managers (or leads) find it difficult to engage and motivate their teams through communication tools.
Without the right technology and training support, employees do face communication barriers that can hamper their growth and productivity.
That brings us to the questions – how do tech-based communication barriers impact organisations? And how to alleviate these barriers. Let’s discuss.
Impact of Communication Barriers on Organisations
Technological disruptions in business communication can impact both employee and business productivity. Here are some business areas impacted by communication barriers within organisations:
1. Customer Service
Maggie Jones, in her book, “Customer Communications” explains how communication barriers can create gaps that stop customer service agents from decoding customer information. Owing to these barriers, customer service teams cannot accurately convey accurate information to calling customers. This can lead to a drop in customer satisfaction and an increase in their frustration.
2. Production Bottlenecks
Communication barriers can impact both formal and non-formal communication in production facilities. For instance, fake information or rumours are passed between workers, thus creating production bottlenecks or inefficiencies. Besides, a lack of communication from higher management to workers can develop a feeling of apathy or fear of job loss.
3. Environmental Barriers
Physical or environmental barriers like workplace noise or low-quality audiovisual tools can prevent organisations from effectively communicating with their employees and customers. These barriers also impact peer-to-peer communications, which can lead to problems in project management and decision-making.
4. Business Vision
In her book, “Business Communication: Process and Product,” author Kathleen Rhodes explains how communication barriers can restrict companies from conveying their business vision and goals. Along with poor language skills, tech-driven disruptions can inhibit the free flow and exchange of information.
Next, let’s discuss how a human-centric approach in business communication can overcome these problems.
A Human-Centric Approach to Effective Communication
With a human-centric approach, organisations ensure that communication technology is an enabler and not a barrier. With this approach, companies can implement a people-centric focal point for improving marketing and business communication. A human-centric approach conveys that the brand cares about its people and customers.
So, how does a human-centric approach improve communication? Here are 4 effective ways:
1. AI-based Bots or Virtual Humans
With the popularity of video marketing, brands can now create a “virtual” human as their brand ambassador or mascot. This virtual “influencer” can promote the brand and increase customer loyalty.
2. Personalised Customer Interaction
With their human-led approach, brands can nurture personalised interaction with their customer base. No matter the location, video communication tools can be leveraged to build personalised interactions that are more engaging than advertising. Further, organisations can develop healthier employee relationships using a personalised approach to addressing their concerns and understanding their needs.
3. Empathy in Customer Communication
Whenever customers communicate with a brand, they expect the brand to show empathy and understanding of their needs. It means that the brand is willing to listen and care about customers. Empathy is always effective in improving customer loyalty and attracting new customers.
4. Narrative-based Video Marketing
Storytelling and narratives are the best ways for brands to capture their audience’s attention. A narrative-based approach builds brand interest no matter which technology. For instance, brands can now interact and engage customers on a one-to-one basis by installing communication tools at multiple touchpoints and locations.
How Resurgent Provides a Human-Centric Approach Through Audiovisual Technology
Through end-to-end audiovisual integration, Resurgent has enabled a “human-centric” approach by putting people at the centre of AV solutions. For example, as a cloud-powered AV communication platform, Surge+ is enabling companies to interact virtually and engage with customers.
More profoundly, here are some of the ways in which our Surge+ platform overcomes communication barriers within organisations:
- End-user training support (including hand-holding) ensures that they are comfortable with complex communication technology
- Automation of various customer service functions, including remote assistance, visitor management, and product guidance
- Increase in the number of customer touchpoints and installations across locations
- Interactive helpdesk support for resolving customer queries and problems
In the age of remote working and online communication, effective AV solutions are enabling employee communication – and not breaking them down.
At Resurgent, we believe that a human-centric approach is the best way to build business communication across every industry. To that end, an end-to-end AV solution like Surge+ can improve your business productivity through seamless connectivity.
So, are you looking for the right AV solution to improve your business communication? Our team of professionals can help. Book a free consultation with us today.