Propulsion SystemsConsultancy report: internal and external

communication

Maarten Cant, Jantje Hellema, Lisanne Kedde, Willem Pijffers

Index

1. Cultural and communication differences1.1 Case study1.2 Multicultural environment

2. Customer Relationship Management System

3. Recommendations 3.1 Intercultural communication3.2 Customer communication

2|29

1. Cultural and communicative differences3|29

1.1 Case study: Air France - KLM4|29

Case study: Air France - KLM

1. Cultural differences

Decision-making process: KLM: Consensus Air France: Hierarchy

Solution: workshop designed to increase awareness of cultural differences

5|29

Case study: Air France - KLM

2. Communicative differences:

Business language(s): KLM: Dutch and English Air France: French

Solution: Business English Lingua Franca (BELF)

6|29

1.2 Multicultural environment7|29

Multicultural environment

Cross-cultural communication:

Verbal communication (words and language itself, BELF)

Non-verbal communication (body language and gestures)

Do's and don'ts, like clothing, gift-giving and habits like dining

8|29

Multicultural environment

Three countries where Propulsion Systems is active:

China

Australia

United States

9|29

Asia – focus on China10|29

Asia - Focus on China

Cultural dimensions:

Collectivistic culture

Large power distance

Communication style:

Top-down

Task-oriented

Indirect communication style11|29

Asia- Focus on China

Few do’s and don’ts China

Don’t…. lose face always speak your mind directly say no point or use your finger leave out the presentation forget your table manners

Do… mind your business card keep your small change give gifts

12|29

Australia

2|29

13|29

Australia Individualistic A culture which is hard to impress Direct communication Eye contact

14|29

United States

United States15|29

United States

Dimensions are quite the same in comparison to Australia

Focussed on time controlling Personal questions

16|29

2. Customer Relationship Management

17|29

Customer Relationship Management

What is CRM? Technological process Improve business relations Central location

18|29

19|29

Customer Relationship Management

Customer Relationship Management

20|29

Customer Relationship Management

Advantages for Propulsion Systems Improve cooperation between departments Customer information more accessible and visible Shorten sales cycles Easily focus on customer trends and patterns

What should Propulsion Systems do? Constant improvement of their business processes

21|29

3. Recommendations22|29

3.1 Intercultural communication23|29

Intercultural communication

Global corporate culture

Shared group identity Shared work values Shared language Shared communication guidelines

24|29

Intercultural communication

Intercultural communication training

Diversity training Intercultural collaboration International communication team

25|29

3.2 Customer communication26|29

Customer communication

CRM system

Improve customer-company communication Introducing the system

27|29

Customer communication

Online media

First impression Use of online media Multiple communication channels Improving the customer service

28|29

Thank you for your attention