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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 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
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