Human relationships are the source of business success. These relationships can happen in many places. They occur among staff members, they develop between your company’s representatives and guests, and they serve as the backbone of customer referrals. The human connection is the most valuable part of your business.
Every facet of business matters. To succeed in business, one must be constantly striving, working to improve in every area without leaving any aspect of the business behind to stagnate. That’s why it is so important to work on communication skills. There is always space for improvement.
Consider the hotel industry. Hotel employees deal with guests from all over the world, perhaps with the majority of visitors coming from one or two foreign countries. Operators work very hard for years to select the best quality linens and furnishings for the accommodations, and staff works tirelessly around the clock to provide guests with other special features that make a stay at the hotel an unforgettable experience.
What so many business operators overlook, unfortunately, is the crucial importance of communication skills. After all, hotels and other service-oriented businesses rely on the customer experience more than anything else. Customers can experience the best in activities and accommodations, but if their interactions with staff are less than stellar, then they will be significantly less likely to refer others to the hotel.
Negative experiences are memorable. Studies show that we remember them more than positive experiences, and with greater detail. In fact, guests are more likely to talk about their negative interactions with the staff than they are to rave about the excellent quality of the Egyptian cotton bath towels or the LED temperature controls for water fixtures in the bathroom. We have to work harder to provide memorable positive experiences.
Particularly when dealing with guests from other cultures, we come up against cultural expectations that we often do not even know about. These cultural expectations can occur in the unlikeliest and most mundane of interactions, such as a server checking on dining guests. When these expectations are violated, people notice, and they remember.
The best way to prevent individuals from your organization from inadvertently violating guests’ expectations is to educate yourself in cultural communication. Just as you make an effort to stay on top of industry news through publications, networking, and working with consultants, if you are in a service industry behooves you to work on communication skills. Especially if you provide services for international guests, communication is one area you do not want to leave behind to stagnate.
What matter most in the service industries are the connections forged between people. Read any business book and you’ll find countless examples of companies that sell product at higher prices than competitors, but still experience success due to an unwavering commitment to customer service. The companies that are able to persevere through tough times and turn profits, year after year, are not the ones that base their basic operations on shrewd economic principles with dead-eyed employees fulfilling job duties, nothing more, nothing less. The companies that are able to find true longevity and success are the ones that focus on people – that means both the customers they serve and the individuals they employ.
In order to provide value to your customers and excellent customer service to your guests, you must invest in your employees. Part of their training in operations and company culture should include a section on communication skills. If you serve international clients, special training in cultural communication can set your organization apart from the competition.
We all want to be the best at what we do. Employee training in cultural communication can be extremely valuable to your organization. Have a consultant train your staff once and you’ll see lasting customer service improvements that quickly recover the cost of the service. Companies of all sizes reap the rewards of communication skills training through better, more responsive customer service.
If you are interested in learning more about how you can increase profit margins with cultural communication training for employees, contact us. We provide consulting services to select organizations looking to build customer relationships through effective cross-cultural communication. Help your company make a name for itself through the human connection.
 Mickley, K. & Kensinger, E. (2008). Emotional valence influences the neural correlates associated with remembering and knowing. Cognitive, Affective, and behavioral Neuroscience, 8, 143-152.
Mickley Steinmetz, K. & Kensinger, E. (2009). The effects of valence and arousal on the neural activity leading to subsequent memory. Psychopsyiology, 46, 1190-1199.