UNIT-I

COMMUNICATION
Information
Information is an assemblage of data recorded on paper & other medium of
communication.
COMMUNICATION DFINITION
According to Keith Davis communication is the process of passing the
information & understands from one person to other it is essential Bridge of
meaning between the people by using the bridge a person can safely cross the river
of mis-understanding.

Need of communication

To
To
To
To
To
To
To
To
To
To
To
To

receive and give Information

convey right message
co-ordinate the efforts
maintain the Industrial relation
develop mange skills
provide advice
receive suggestion
motive people
give order and instruction
Import education & training
give carring
improve displain.

Nature of communication/feature of important

Communication is an universal process

It is an continuous process
It is an two way process
Communication short like process
It needs proper understanding
It leads to attainment of objectives
It helps to avoid miss understanding

Process of communication
Source/
sender

Encodin
g

Chann
el

Receiv
er
Feedba
ck

Levels of communication

Decodi
ng

Interpersonal communication
Intrapersonal communication
Extra personal communication
Organizational communication
Mass personal communication

Principles of communication
7cs of communication

Conciseness
Clarity
Concreteness
Completeness
Consideration
Correctness
Courtesy

Types of communication

On the basics of organization structure

Formal communication
Informal communication

On the basics of direction

Vertical

Down ward communication

Upward communication

Horizontal
Diagnol

The communication occur same category that is horizontal

Ex:

F.M

M.M

HRM

Ass
tF.
M

Asst
M.M

HR
Ass
t

Channels of communication

Internal channel of communication

External channel of communication
Formal channel of communication

Types of formal
a)
b)
c)
d)
e)

Single chain
Wheel type
Circular
Free flow
Inverted

Types of informal communication

Single stand chain

A

B
C
5
Grossip chain
D

B
A

E
C
Cluster chain
B

Probability chain

H
C

D
A

Merits of formal communication network.

It ensures authority & accountability

It helps develop the cordial relation between superior & subordinate.

It keeps uniform it in the domination at information.

It an official from of communication.

Demerits of formal communication network

It increase the work load

Communication gap between superior & subordinates it leads to affects there
relationship.
It dilutes accuracy of information

Merits of informal communication

Quick transmission is possible

Effective feed back possible.
It act as an supplement to another channel.

Demerits

It consist incompletes.
Problem in fixing responsibility.
The information transfer in advances.

Barriers of communication
1.

2.

3.

4.

5.

Physical Barriers
Noise
Improper time
Distance
Semantic Barriers
Language
Different words
Picture
Action
vocabulary
Emotional Psychological Barring loss in transmission
Distrust of communicatio
In attention of receivers.
Organization Barriers
Policy
Rules & regulation
Facilities available
Choice of channels
Structure of the organization
Technological Barriers
Use of technological which not
Lack of technological knowledge
Technical noise


6.

7.

8.

9.

Barriers at deciding stage

Personal Barriers on the part of superiors
Attitudes of superiors
Fear of changes to authority
Water estimation of subordinate
Ignoring juniors
On the of subordinates
unwillingness to communicate
Lack of proper incentives
Poor usage
Egoism
Emotion
Selective perception
Socio-psychological Barriers
Attitude and
Closed mind
States consiousness
Culture Barriers

Merits of oral communication

It is lass expensive
Immediate feed back is possible
It least time saving\

Demerits of oral communication

Lack of retention
No legal formalities
Possibility of miss

Listening skills

Process of listening skills

Sensing stage or
selecting stage
Interpreting
stage
Evaluation
Responding
stage
Memory stage

Purpose of listening

To again new information

To improve overall communication

Principles of effective writing

Place the reader first

Keep to the point
Set the right tone
Write a strong opening
Write a strong closed

Stages of effective writing

Prewriting phase one

Prewriting phase
Analyse
Anticipate
adopt
Writing phase
Objective statement
Subjective statement

Revising phase
Revise proof reading & evaluate

Essential of business letters

The companys name & address

Date
Inside address
Salutation
Subject
Body of the text
Closing notes or closure
Complimentary close
Signature & Designation

Optional features in BL

Attention line
Enclosure

Copy to

KEY FACTORS FOR DRAFRTING BL

Keep readers interest in mind

Tone should be correct
Be sincere to the point
Prefer active voice
Be consistent
Concisnence (very small)
Salesmanship
Positive and present approach

Unit-II
CONCEPT OF ASPECT
Elements of CRM
The CRM consists of 3 elements

Customers

Internal
External
Relationship co-ordinal relationship
Management

Definition of CRM
CRM is a business strategy designed to optimize profitability review &
customer satisfaction gather.
Objectives of CRM

To
To
To
To
To
To

provide updated information

anticipation problems
resolve problem of mechanism
assess customer interest
attract new customer
retain existing customer

Features of CRM

Share of customer
Life time value of customer

Customer delight maximum satisfaction

Created greater focus on high value customer

Components of CRM

Customer needs
Customer responds & influences
Customer knowledge
Customer services
Relationship strategies
Customer satisfaction
Customer loyalty
Reclaiming lost customer
Customer compliant
Communication

Process of CRM

Customer acquisition
Enquiry
Interaction
Exchange
Coordinates
Adopt
Customer interaction management
Customer retraction
Attrition
Defections

Benefits of CRM

Increased sales revenue and reduce cost of sales

Increased win rates
Increased margins
Increased customer satisfaction ratings
Decrease general sales &marketing administrative cost.
Lower cost of recruiting customers
Increased customer retention & loyality
Evaluation of customer profitability

Steps of process of CRM

Acquire customer
Activities to gain your customer satisfaction
Customer satisfaction

customer Dis-satisfaction

Customer loyality
Customer retention

Attrition
CRM activities
Requisation

No CRM activities
Defection

Types of CRM

Operational CRM
Analtical CRM
Collabrative CRM

CRM strategy
Reasons of adopting CRM strategy

Competition
Customer expectation
Technology
Diminishing impact of Advertisement

Types of CRM strategy

Operational excellence
Product leadership
Customer intimacy

Concept of CRM
Personalization refers to pay more attention to loyal customer special
treatment

Communication
Rewards
Customization
Customer retention
Customer acquisition

Building CRM strategies

1.
2.
3.
4.
5.
6.
7.

Situation analysis
Customer (or) segmentations
Channels of distribution
Commencements of CRM educations
Developing a CRM vision
Goals & objectives
Setting priorities

8. Identifying people process technology need.\

Implementation of CRM strategies
Step 1- Identification of key customer
Step 2- Differentiation of service
Step 3- Interaction with customers
Step 4 Customisation of product service
Essentials of CRM strategy

Re-alligning & Re-invent Business process

Using full range of technology
Selling the company product CRM
Using technology to make most of the customer contact

Using CRM to gain competitive advantage.

CRM builds partnering

It products emotional well being
Understanding customer psyche
CRM improves profitability.

Customer life cycle

Reach
Inspire

Reach

Retain

Acquire
Deliver

Reaching the customer life cycle in business to customer selling one can
reach customer by:
Mass media
Display
One by one
Indirect method

Three corner stones of CRM

Customer orientation
Relationship marketing
Database marketing

C
R

Right paths for CRM success

You should remember the culture is supreme

Set realistic goals
Obtain & maintain of management commitement
Analyse working process.

Characteristic of public relations

Relatively low cost

It can be targeted
Creditability
Relatively controllable

Objectives of PR:

To promote companies image

Building product image
Creates interest
Providing information
Stimulating demand
Reinforcing the brand

Types of PR
Types of PR

Co-operate
Internal PR
Public PR
Finance PR
Media PR
Tools for public relations.

Marketing PR

Press, radio, Tv or media relation

Media tool
News letter
Special events
Speaking engagements
Sponsorship
Employee communication & relation
Opinion building
Market monitoring
Community service
Customer service

Challenges of P.R

Globalization
Growth of IT
Knowledge workers

Merits of PR

Target audiyans is high

Low cost
High efficiency

Demerits of PR

May not appear in media

Fail to achieve the objective
BRIEF LIFE (short)
Incapable to changing precribtion

Image building
(word-of-mouth) it is like a marketing
Definition of image building
Brand image could be defined as the clusters of attributes and
association that consumer connects to the Brand name
-Biel
Brand image as not to be created but it is automatically form
It is the current view of the customer about a brand
So0urces of Brand image

Provider driven image

Product driven image

Process of Building image

Introduction
Elaboration (superiorty)
Fortification

Key factors for image building/Brand image

Well blood communication
Creditability
pers[ective

quality

BRAND
Internal markets

position ship

Repositioning
Long term