Thai Airway

BUW 123
BUSINESS COMMUNICATION
ABDUL RAHMAN ABDUL MANAF
 Introduction
Communication is an aid used in everyday life. In the business
world, good communication is important for the daily operation of the
company

The two primary forms of communication are one-way

communication and two-way communication.

One-way communication is important because it allows the

business to share information with the customers

Two-way communication occurs when customers can also respond

to the company in business communication. Social media marketing
is a form of two-way communication has gained in popularity
 One of the objectives in this assignment is to
know how Thai Airways use their communication
in business. It is because communication is also
important within the business.

Effective communication can help to foster a

good working relationship between leaders and
staffs, which can in turn improve morale and
efficiency.
 Company Profile
Thai Airways International Public Company Limited is the national carrier of the
Kingdom of Thailand.

Thai Airways International Public Co. It is a national enterprise subordinated to the

Ministry of Transport. It is a public company registered in The Securities Exchange of
Thailand since 1991 with the Ministry of Finance as a dominance shareholder at more
than 50%.

Visions

The Companys vision is to be the First Choices Carrier with Touches of Thai.

THAI has strived to be the airline that the customers select in their first priority by
creating the most satisfaction beyond the customers expectation, building up
sustainable commitment between the Company and its customers, ensuring smooth as
silk travel experience, emphasizing Thai touch service excellence and consistency at all
customer touch point to maximize overall customer satisfaction.
Missions

Provide integrated air transportation in both domestic and international levels

with a focus on safety standards, convenience, and quality service with Thai
individuality so as to make a good impression and relationship with the
customers.

Provide good corporate governance under the international standards to ensure

sustainable corporate growth and high return on investment to the shareholders.

Strengthen itself as a learning organization that is aware of elaborating

customers importance; enhancing employees capabilities, skills, responsibilities
and commitment to the corporation so as to work at their full capacity.

Assist, support and express responsibilities to society and environment as the

national airline.
Type of Communication practice at Thai Airway
Customer Relation Communication

Customer relation is very important in airway business. At Thai airway

customer services form an important ingredient in running a successful
business.

Touches of Thai service at every customer touch point starting with pre-
flight services, in-flight services and ending with post-flight services.

As customer experience is considered to be the most important in

building brand loyalty, THAI is focused on providing such level of
service that would deserve word of mouth advertisement especially
through the various brand advocates via social media.
The Step of development of customer services is as follow.

Pre-flight Services

For pre-flight services, THAIs internet, electronic and mobile services have been enhanced to
facilitate customers with quick access to various travel information including flight details and
timetables, online ticketing, SMS check-in, 2D barcode check-in and home print boarding pass.

In-flight Services

Improvements to in-flight services emphasize on consistency in standard of service rendered by

cabin crew. THAI has continuously improved its services to meet customers satisfaction and
continues to enhance THAIs overall competitiveness.

Installation of Business and Communication Devices

THAI launched Thai Sky Connect on its new 7 aircrafts A330-300, 6 new aircrafts A380-800 to
enable its passengers to communicate with the ground using personal mobile equipment.
Board of Directors Meeting Communication.

Board meetings have been scheduled ahead of the fiscal year

with monthly meetings and special rounds of meetings are called
as necessary with a clear agenda and a follow up round to
evaluate performance on a regular basis.

The Corporate Secretariat Department will send invitation,

agenda and supporting documents to each director for 7 days
prior to the meeting.

For the year 2014, the Board convened 19 times with

attendance details for each Board member provided in the Board
of Directors Shareholding and Meeting Attendance.
Government Sector, Society and Community
Communication

Promoting on environmental conservation and environmental

awareness as regards to the impact resulting from the
Companys business activities.

Stimulate, support and re-emphasize awareness of each and

every employee in regards to their duties and responsibilities
towards society, the environment and communities.

Management with awareness of responsibilities towards the

environment, society and communities as per all relevant laws
and regulation.
Employees to Employees Communication

Emphasize, support and promote development of human resource,

organizational loyalty and ensure a clear succession pelan

Ensure a pleasant working environment to motivate employees and

provide employees with the necessary skills and competencies to
enhance the Companys overall operating efficiency.

Encourage and support knowledge, information sharing and learning

to improve overall operating standard.

Respect employees personal privacy and rights by ensuring non-

disclosure of employees personel information.
 DISCUSSION
Analysis of communication system in Thai Airways
Firstly, in customer relation communication, customer service efforts are designed to
ensure the prompt and efficient delivery of quality products and services to customers, as
well as the effective recovery from any service-related issues that may arise.

Effective communication is a critical component of customer service for large

organizations.

Communication also comes into play when dealing with customers questions and
complaints, a reality of this type of work.

When it comes to customer service sector like transportation, information is very

important element to be considered. Customers of Thai Airways need information regarding
the flight hours, price, location and ticket purchasing procedures and so on.

Therefore, the employee of Thai Airways must be able to communicate this

information to the customers in a proper and effective way.
 Secondly, in board of directors meeting communication, Meetings
can help bring employees and colleagues together and make them feel
part of the company. It is important to encourage open
communication in the meetings, so that employees feel that they are
heard and that what they say matters.

Since Thai Airways are dealing directly with their customers, it is

very important for them to maintain their standard and also their
reputation.

By conducting weekly and special round of meetings, the higher

official can evaluate the performance of their employees by looking at
the amount of profits their company incurring and also by looking at
their customers feedback.
 The third point is government, society and community
communication which is a social unit of any size that
shares common values.

These three sectors interact through specific social

media, potentially crossing geographical and political
boundaries in order to pursue mutual interests or goals..

Besides that, when we relate this communication with

Thai Airway, we believe that it encourage interaction,
sometimes focusing around a particular interest or just to
communicate.
 The fourth point is employees to employees communication is one of the main
focused point because it helps kept up to date with key information about the
company, team, key projects, training and fully understand the role they play
within the team, the company and delivery of strategy and plans.

Besides that, effective employee communication can represent a strategic

business advantage for companies that take the time to communicate effectively
with staff members.

Employees represent an important audience not only in terms of their

contributions in the workplace, but also in terms of their ability to serve as
ambassadors and cheerleaders for the companies they work for.

Furthermore, it helps to plan ahead and be prepared because a successful

response to a business crisis typically demands making and effectively
communicating far-reaching and emotionally difficult decisions while under
pressure and perhaps lacking complete or fully accurate information.
CONCLUSION

Business communication can also refer to how a company shares

information to promote its product or services to potential consumers.

As the Thai Airways, they use the communication in 4 major types of

communication which are customer relation communication, board of
directors meeting communication, government sector, society and
community communication and employees to employees
communication.

Communication is very important to run the business. In all

organization, communication is the one thing that be need to be one
transaction to make a clear or can help many solution to settle anything
in the business organizational.
THE END