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LA TROBE UNIVERSITY

FACULTY OF LAW AND MANAGEMENT

GRADUATE SCHOOL OF MANAGEMENT

STATEMENT OF AUTHORSHIP
GROUP ASSIGNMENTS

“I/We certify that the attached is material is my/our original work. No other person’s
work has been used without due acknowledgement. Except where I/we have stated
that I/we have used some of this material elsewhere, it has not been presented by
me/us for examination in any other course of subject at this or any other institution.
I/We understand that the work submitted may be reproduced and/or communicated for
the purpose of detecting plagiarism”.

Family Name Given Student Id


Subject Signature
Name(s) number

BUI VAN HA 15910825 BUSINESS COMMUNICATION

PHAM THI VAN HA 15910802 BUSINESS COMMUNICATION

NGUYEN NGOC TRAM 15911457 BUSINESS COMMUNICATION

TRUONG HAI YEN 15911546 BUSINESS COMMUNICATION

NGUYEN THI BICH NGOC 15911150 BUSINESS COMMUNICATION

NGUYEN TIEN TRUNG 15911463 BUSINESS COMMUNICATION

NGUYEN KHANH NINH 15911291 BUSINESS COMMUNICATION

Subject: BUSINESS COMMUNICATION


Lecturer: Ms HOANG THI HUONG GIANG
Mr NGUYEN TIEN DUNG

Date: Nov 06th 2009

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TABLE OF CONTENTS

EXECUTIVE SUMMARY……………………………………………………………………………...3

I. INTRODUCTION…………………………………………………………………………4

II. CONTENT: PROBLEMS DEFINING……………………………………………………4

2.1. PROBLEMS BY CUSTOMER SERVICE SYSTEM………………………………5

2.2. PROBLEMS WITH CORPORATE WEBSITE…………………………………….6

III. RECOMMENDATIONS…………………………………………………………………..7

3.1. FOR THE CUSTOMER SERVICE SYSTEM……………………………………...7

3.2. FOR THE CORPORATE WEBSITE……………………………………………….8

IV. CONCLUSION…………………………………………………………………………….8

V. REFERENCE………………………………………………………………………………9

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EXECUTIVE SUMMARY

Understanding the importance of Business Communication in any organization, our this report aims
to clarify the problems in Business Communications that our group investigated in Eastern Life
Insurance Vietnam company – the most established insurer in Singapore and Malaysia with 100 years
of insurance experience but has just operated in Vietnam for about more than 1 year - then
recommend some solutions to solve the problems and improve the Business Communication there.

The research more focuses on external business communication and found out the problems as below:

 Problems in term of working with customers by their Customers Services System.

 Problems with their corporate website which is considered as one of the long term, official
Public Relations channel of the company.

Therefore, the group has given some recommendations for changes:

 Localize the Customer Service System and pay more attention on staff education

 Building other alternatives for Customer Service such as blog, instant messenger, and mobile
phone hot lines to serve customers on the basis of 24/7.

 Change the main language of the website form English into Vietnamese

 More information and applications for the website

With the findings and recommendations for changes, the report is to help Great Eastern Life
Vietnam to improve their Business Communication to meet the target to be the preferred financial
provider in Vietnam for the next 10 years.

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I. INTRODUCTION

Business communication is any communication used to build partnerships, intellectual resources, to


promote an idea, a product, service, or an organization – with the objective of creating value for
organizations.

Understanding the importance of Business Communication in any organization, Our group is try to
apply the theory that we have collected from lecturer and the textbook into practice, for this reason,
this report aims to clarify the problems in Business Communications that we investigated in Eastern
Life Insurance Vietnam then recommend some solutions to solve the problems and improve the
Business Communication.

Great Eastern is the most established insurer in Singapore and Malaysia with 100 years of insurance
experience. Great Eastern was granted the License to operate in Vietnam in November 2007 by the
Ministry of Finance. That means Great Eastern has been operating in Vietnam for more than 1 year.
Great Eastern is committed to contribute long-term in the development of Vietnamese economy and
society. We wish to bring great life to each and every Vietnamese.

Great Eastern’s products include all protection, whole life, family protection, major illness, female
coverage, child coverage, personal accident, health, disability income, term assurance, long-term care
with the distribution channel of the tied – agency force.2

II. CONTENT: PROBLEMS DEFINING

Business Communication encompasses a huge body of knowledge both internal and external for
organizations. Internal communication depends on the day - to - day exchange of information among
employees including communication of corporate vision, strategies, plans, corporate culture, shared
values and guiding principles, employee motivation, cross-pollination of ideas while External
communication builds goodwill, brings in orders and ensures continued existence and growth
including sale calls, new releases, branding, marketing, advertising, customer relations, public
relations, media relations, business negotiations3

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For the case of Great Eastern Life Insurance Vietnam, we more focused on External communication
and have found out these following problems:

a. Problems in term of working with customers by their Customers Services


System.

b. Problems with their corporate website which is considered as one of the long
term, official Public Relations channel of the company

2.1. Problems by Customer Service System

In the first stage of operation, service quality in which Customer Service System is one of the most
important as it helps to provide customer service to policyholders and basic administrative support to
Life Planners, such as proposal submissions, policy administration, feedback & enquiries, etc.
Customer Service Centres can also serve as business centres for Life Planners to meet Clients.
However, their Customer Service still has these below problems:

a. Customer Service System is duplicated from their parent company in Singapore: In Singapore, the
people awareness on the importance of life insurance is very high; people as well deeply
understand the life insurance products while in Vietnam, people awareness on life insurance
product is very low. According to the statistics of the Association of Vietnamese Insurers, in
Singapore, there are about 6 million policies for 4 million people while in Vietnam, just 7 million
for 86 million people of population. Although the people knowledge in insurance is different from
Singapore and Vietnam, the Customer service system is the same leading to the lack of
understanding of cultures in Customer Service

b. Customer Service staffs are in lacks of life insurance knowledge and also do not fully understand
about their company’s products: As the new company in Vietnam, the customer service staffs are
new and not fully understand about the company’s products in particular and the nature of life
insurance products in general which lead to the uncomfortable feeling from the customers as they
are not satisfied with the answers or solutions for their problems.

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c. Serving time is too long which lasts for about 10 minutes for each call in or walk in customer:
Due to the fact that Customer Service staffs are not professional enough, it takes their time to
serve the customers as they need to check around for queries provided which cause the bad image
for the company and its service quality.

d. Only Customer services through office telephone and at counter are applied, no service through
internet such as email and online messenger: While these traditional channel of Customer service
is limited as it can be applied during office hours, internet communications such as instant
messaging make contacts worth customers possible on a 24/7 basis 4 . This prevents the customers
from the feeling that they are enjoying a good service, from the feeling that they can be served
whenever they need, from the feeling that they are being protected 24/7 as promised by the
company.

2.2. Problems with the Corporate Website

Nowadays website becomes an essential part of every profession, it is the official public
communication channel for any company. Website makes strong impact on the image of the
company. The benefits of having a website are immense as it is the prime connection between
company and the all-important customer base, upon which every business relies. Although Great
Eastern’s website is quite well designed with follow strictly their corporate identity but we still
see some problems about it:

a. The main language in this website is English while English is just the popular foreign language in
Vietnam. As mentioned in the text book 5, language may be a barrier to communication; Great
Eastern has some problems as their website is not in the local language. Entering the website,
people can see the home page in English and they need to click into Vietnamese button if they
want to see it in Vietnamese which cause people a feeling that they are not entering a website of
the company operating in Vietnam, this company is not familiar to them, to their culture.
Moreover, the address of the website which is www.lifeisgreat.com.vn is also in English and not
easy to remember. People can not remember it as it is not in their own language and they fail to
visit the website again.

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b. Website is not informative enough: In the website, people can see the information about the
product and product promotion only. They can not see there the information about life insurance
market, about the company marketing campaign and other activities. Great Eastern has a lot of
Corporate Social Responsibility activities such as education support for students in Hanoi and Ho
Chi Minh City, donation to children living with dioxide but they do not update this news in the
website frequently. Therefore, people do not know about their active response to the local society.

c. No value added applications for the website: The website does not have forum, games or any
other value added applications to attract people to visit the website. People also want to frequently
visit a website because it can meet their need and bring value to them and Great Eastern fails to do
that in this case.

III. RECOMMENDATION

Understood the problems of Business Communication that Great Eastern is facing with, we would
like to recommend some solutions to solve these problems as followings:

1. For the Customer Service System

a. Localize the Customer Service System and pay more attention on staff education. We propose a
value-added “WOW” service to delight all customers by education Customer Service staffs
these below:

 Customer Retention through proactive service excellence & Life Planner Partnership in
which the staffs can satisfy all customers’ problem with well educated knowledge on
life insurance products and also can give sound advices to the customers.

 Process Excellence through continual Improvement of workflows to achieve straight


through processing in which each call in or walk in customer can be served within 5
minutes.

 Service Excellence & Convenience to customers through high satisfaction rate, easy
access to information through automation and first time resolution approach
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 Benchmarking with local industry standard but still obey parent company’s identity

b. Building other alternatives for Customer Service such as blog, instant messenger, and mobile
phone hot lines to serve customers on the basis of 24/7 to retain and attract more and more
customers.

2. For the Corporate Website

a. Change the main language of the website form English into Vietnamese to make it easier,
friendlier, and more familiar to the local customers. The address of the website can be change
from www.lifeisgreat.com.vn to www.cuocsongtuyetvoi.com.vn. With this change, they still
not only keep the same concept with their corporate slogan of “life is great” which is very
emotional touching but also make it touch Vietnamese people hearts.

b. More information and applications for the website: Even though in the life insurance market in
Vietnam, website of all other life insurance companies do not have much information about the
market and other value added applications, Great Eastern should pay more attention on building
them in the corporate website. For instance, they can have RSS to link to the web of the
websites on insurance market such as the website of the Association of Vietnamese Insurers;
moreover, they can have forum and games to attract more and more people to visit their
website.

IV. CONCLUSION

With the mission is to be the preferred financial provider in Vietnam in the next 10 years, Great
Eastern will be facing with many difficulties, pressure and challenges from tough competitors.
Currently, more and more foreign life insurance companies would like to joint Vietnamese
insurance market, the competition is intense which requires the higher service quality. With the
problems mentioned above, if Great Eastern does not have any changes for improvement and
development, they can not meet the planned target and may lose the current and potential
customers. And our group does hope that our recommendations for changes can help Great

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Eastern to improve their business communication to be the financial provider of Vietnamese
people in the next 10 years.

V. REFERENCE

1. Communications skills at work, Business Communications. [internet]. Available at:


http://www.selfleadership.com/services/business_communication/
[Accessed 10 October 2009].

2. Internal Document

3. A.C. “Buddy” Krizan, Patricia Merrier, Joyce Logan, Karen Williams, 2008. Business
Communication, 7th ed, Business Communication Foundations.Ch.1, pp.3 Canada:Thomson South
– Western.

4. A.C. “Buddy” Krizan, Patricia Merrier, Joyce Logan, Karen Williams, 2008. Business
Communication, 7th ed, Technological, Legal, and Ethical Consideration.Ch3, pp.55.
Canada:Thomson South – Western.

5. A.C. “Buddy” Krizan, Patricia Merrier, Joyce Logan, Karen Williams, 2008. Business
Communication, 7th ed, Multicultural and Global Communication.Ch2, pp.31. Canada:Thomson
South – Western.

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