In organizations, communication is immersed in customer service and is a basic tool for making the customer-company relationship strong and lasting. Due to the nature of the study, it leads us to review the matter of organizational communication. We know that communication in organizations occurs in two aspects: internal and external.
Having this premise, we will indicate that the new customer service services in Sedapal are new trends in communication in companies (remember that Advertising, Public Relations, Marketing, for example are traditional forms of external communication) that organizations must use to meet the needs of customers, know what their requirements are and satisfy their demands, as well as gather relevant information from them for the benefit of the organization.
Gerald Goldhaber points to three definitions of organizational communication:
- “It is the act of sending and receiving information within the framework of a complex organization.” “It is the flow of information or the exchange of information and the transmission of meaningful messages within the framework of the organization.” “It is that flow of data that it serves the communication and intercommunication processes in the organization. Within the organization, it identifies three communication systems: operational (data related to tasks or operations), regulatory (orders, rules and instructions) and maintenance / development (public and employee relations, advertising, training) ”.
For María Quintana, organizational communication is “a flow of messages within a network of interdependent relationships”. This flow of messages is a constant activity (input and output of information, exchange of messages) this exchange carries vital messages for the company and the customer.
Quintana proposes four factors that influence the effectiveness of communication in organizations: formal communication channels, the authority structure of the organization, the specialization of the work and the ownership of information.
Since organizational communication is defined as the flow of messages, it is essential to conceptualize what the message is.
Goldhaber defines the message as the information that is perceived and to which the recipients give a meaning (who could also be the source) is called the message.
Goldhaber points out that messages deal with significant information about people, objects and events generated during human interaction and are capable of being evaluated in the following way: modality of language (differentiates between verbal and non-verbal messages. Receptive assumptions: include people that are inside and outside the organization, includes internal messages: memoranda, meetings, external messages: advertising campaigns, public relations, sales, civic tasks, etc. Dissemination method: identifies the communication activity used during the sending of messages to other people, it implies that messages are spread within the organization, they can be divided into two categories: Software method: includes oral communication activities (face to face) such as conversations, meetings,interviews, discussions, and written activities such as memos, letters, newsletters, reports, manuals, policies, etc. Hardware method: they can be technological activities such as the telephone, teletypewriter, microfilm, radio, video tape, computer. Flow Purpose: refers to the reason why a message is sent and received within the organization as well as the specific function it fulfills. In turn, there are three reasons to explain the message flows: task message: they are related to those products, services or activities that have a specific importance for the organization, for example messages to improve sales, markets, and the quality of services, the quality of the products, etc. Maintenance messages:Such as policy and regulatory messages help the organization stay alive and perpetuate itself. Human messages: they are directed to the people of the organization, they affect their attitudes, morals, satisfactions and achievements.
The important thing is that the flow of messages within the organization is to inform, regulate, persuade and integrate. Messages to inform and persuade can be included in task messages. Regulatory functions resemble maintenance messages, and integration messages perform functions similar to human messages.
Goldhaber indicates that networks is the flow of messages between people follows a path called communication network. A communication network can exist with only two people, a few or the entire organization. Network management has traditionally been divided into up, down and horizontal communications, depending on who initiates the message and who receives it. Top-down communications are those messages that flow from superiors to subordinates.
Most top-down communications involve task or maintenance messages related to guidelines, objectives, discipline, orders, or questions. Upward communications are those that flow from subordinates to superiors used to receive feedback, ask questions or make suggestions. It has the effect of improving employee morale and attitudes, including human or integration messages.
Horizontal communication is the lateral exchange of messages between individuals who are at the same level of authority within the organization. They are related to the resolution of problems, conflicts or rumors.
