by Bill Steele

Created on: September 04, 2008

Global communication problem solving model for businesses

It is clear that global communications have become considerably easier in the past few decades, through technology. From the days when the telex was the leading edge technology (which made a difference in its time) to the days of webcasts is a huge step. Also, business visits have become much easier when you can get from London to your supplier in Australia for a negotiation and back in the same week.

The internet has also magnified the potential for many businesses. Products can now be shown on the internet and ordered and paid for electronically. It also has the advantage that it makes controlling and therefore taxing this trade by governments significantly harder.

However, the problems solved by this technology are only those to do with time. Communication has become much quicker, but not necessarily better. Difficulties arise in particular when things go wrong. Let's consider two scenarios, and then we'll go on to think about a solution.

Suppose I'm in the UK and I want some extra special Belgian chocolates. I can walk the streets of London and probably find the major brands. I can also now research the internet and buy, using a credit card, the more unusual, local brands. Great communication!

What do I do if my chocolates don't arrive? I can email them great communication, but it would be in English. As a local company, unused to international trade, their English is likely to be poor. Yes, they do exist! Result? No chocolates.

Second scenario. Suppose I'm a senior manager in an international company, with a subsidiary overseas. I call them, because their monthly accounts show a profit dip last month and I want to know why.

I'm talking to a local person who has probably learned English at school, and may even have used it consistently in his professional life. However, although he might know the words to use in English, his understanding of the concepts the words describe is coloured by his upbringing, his education and his culture. Global communication may well make for understanding, but a lack of comprehension.

He does not know the answer to my questions. Because he is the accountant, I expect him to. But he says it is a problem for the sales director. Sales were not high enough. Our concepts of the word accountant are different.

I have known many businesses to take advantage of technology internationally, but to fail to communicate because of a lack of comprehension. In one office I went into, a request for a quote for a significant piece of equipment was sitting on someone's desk for three months. He didn't know what to do with it. It was in German, and he couldn't read it.

Any business wishing to operate overseas will often research the sales and profit opportunities, without adding the communication skills language and cultural - which will enable them to take advantage of those opportunities. There needs to be a focus on specific geographic markets where you know you are going to be able to operate successfully because you have the skills. It is not enough just to put pictures of your products on a website and wait for the emails.

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