Perception versus reality

In the world of communication in business, everything appears to be logical and well-organized. This perception even extends to the belief that acquisition strategy follows well defined processes to ensure that "excellent" selection selections are made or, at the very least, that the communication solutions bought are cost effective and "fit for purpose" in some tangible way. Is this, however, what happens in the real world, and what role does human "perception" play when it comes to Communication services?

Freeform Dynamics is a research firm that specializes in determining what is going on in real-world business when it comes to communication. It depicts some research we conducted on how well business professionals believe the services they provide meet the needs of their "clients," and how those customers feel about doing business with their company. The on-display trends, as well as an interpretation of the underlying perceptions, provide enough of fodder for thought.

There is strong evidence that business as a whole is doing a reasonably excellent job of offering the services of communication require to run their operations. Approximately 70% of respondents in large organizations believe that the department's operations are either very well matched with company's objectives or typically reasonably well balanced. The percentage is much greater for mid-sized organizations, and it exceeds 80% for small and medium-sized businesses (SMB). According to the report, such alignment looks to be improving with time, something that people in charge of delivering business services are not always given credit for.

Which leads us to the question of how well this apparent communication service with business requirement matches up with business customers' perceptions.

The personnel believe their users do not totally agree that communication is achieving their business needs, or at least their expectations. Organization respondents believe their customers are either extremely positive or at least happy with communication (sales/marketing) service performance. The legal barrier between business tycoon personnel and customers appears to be an obstructing element in setting service delivery attitudes, as this distinction it clearly illustrates one of the primary issues faced by staffs and employees in large businesses.

The existence of formal support systems may limit Marketing and sales staff's capacity to guarantee that both customers and prospects are satisfied with service delivery and, perhaps more crucially, to assist mold expectations early in the process. Small firms are inherently closer to their clients, which means expectations are easier to shape and it's easier to accommodate changing business requirements as soon as they arise. However, the results demonstrate that things are once again moving in the right direction.

The value of communication between the dealer and the business consumers, particularly when it comes to managing expectations, is a crucial point to remember, and thus the perception of communication helps to influence the thoughts of its customers. In many domains, perception is more important than fact, as the saying goes, yet business communication is still undervalued. At large scale, a substantially higher proportion of senior managers than ordinary staff feel very good or satisfied with the communication department in organizations of all sizes. This finding may indicate that senior corporate executives are becoming more aware of the communication and technological services they utilize.

However, one finding leaps out, and it isn't the percentage of respondents who say they are "dissatisfied" with communication. Routine conversations between technology and customers when things are going well, rather than simply when problems need to be resolved, will help improve communication perception. Improved communication should also aid in further aligning service delivery with business requirements. Of course, because humans are people, there's a risk that when service quality improves and technology/business communications improves, users will just become accustomed to the better service quality. Any disruption in service delivery will stand out in these conditions. As a result, strengthening communications is critical for maintaining business quality, establishing perceptions, and managing expectations.

-Sarvesh SJB Rana
PhD in Political Science



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