Digital transformation and communication
Given the digitalization and globalization of the business world, as well as the important role of business communication which brings together the means and methods- used by a company to get in touch with its environment and to pass information on it, establish its notoriety or to strengthen its brand image with its internal and external partners- this cannot be achieved without having a good command of technology, and the strong relationship between these two which appears on the internal level of the organization only at its external level with its environmental partners, this relationship which enables companies today to carry out their work more efficiently, quickly and above all with more comfort, also to build solid relationships between employees as well as with customers and external partners. Although everyone knows the importance of technology but it is only now that we have come to really understand its importance during the Coronavirus crisis, hence the appearance of the telecommuting and distance education platforms.
In this article, we will tackle the impact of technology on an organization, the change towards the culture of telecommuting and the impact of the Coronavirus on the evolution of the latter, likewise the role of intercultural management in the efficiency of the company. We will also make a comparison between communication then and now, thanks to technology, to conclude with recommendations on the situation.
We all know the role and the importance of technology in an organization; and within the framework of the external growth of companies on a global level, technological tools (IT, telecommunications) are at the heart of the projects, we know that they have revolutionized companies for a few years and more precisely, the organization of work. So in order for a business to face competitors it has to organize itself. Today, the integration of these technologies within companies is present for the sole purpose of providing solutions and to make life easier for employees, and these technologies allow them to work in easier conditions than before with a certain efficiency and productivity. So thanks to these technologies, for example software and electronic messaging that facilitate the management of work with security and speed, as well as systems which subsequently lead to the smooth running of the business. As a result, people no longer have to see each other to work together thanks to all these means of networking. But there are still some obscure points which can hinder the proper use of these tools made available, and that physical contact is still important, for example emails are useful, but used wrongly or improperly, therefore they can become completely useless, so they can produce information overload, blurring the boundaries between work and non-work, a feeling of isolation. Besides, a strong use of technology destroys interpersonal relationships and can be a source of stress, without forgetting their impacts on health such as musculoskeletal disorders (MSDs).
Nowadays, digital transformation has several effects on human practices, habits and behavior. It consists of developing new information and communication technologies, and helps the companies to bring innovative working methods and tools. In this sense, the telecommuting is one of this digital revolution’s benefits. It is an organizational working way, which allows the employee, but also the company, to gain in terms of time, efficiency, flexibility and, above all, productivity. In other words, by telecommuting, the employee can exercise remotely his/her missions, relaying on new technological working methods. In the context of Coronavirus, companies operating in several business sectors use this practice to work online without moving to the workplace. It also aims at limiting the spread of the virus by avoiding the human direct contact. However, the adaptation with this new working method seems difficult, because it’s available only for the service sector, while the industrial one remains incompatible with the telecommuting. Moreover, this practice can in some cases demotivate employees, decrease the feeling of belonging to the company and degrades the collective projects. All these elements impact negatively the development of the employee’s career and productivity in the company.
Cross-cultural business communication
In a professional world, cross-cultural management can be benefic for the business communication of the company facing the globalized world, and a good company is a company that knows where to include technology in negotiating and when to be there as a person, this can affect its sales figures positively, knowing that a successful transaction only in Europe is different from a country to another, in France for example, highlighting the concept, that is to say the originality, the history and the innovative character of the product, is an effective way to sell a product, because the relational and the emotional aspect are decisive in the conclusion of a sale. But in Germany, it’s totally the opposite; it is the sales pitch and the quality of the product and the service that prevail. To sell effectively in Germany, you must not neglect to provide the customer with additional information such as: market trends, competition, the technical presentation of the product; the salesperson who wants to sell in Germany is therefore not in a seductive approach like in France, but puts forward rational and verifiable arguments, by putting forward the quality of the product above all. In addition, for a company that is interested in dealing with other countries, it should take into consideration the cross-cultural factors, like in United States, it is recommended to be punctual, meet deadlines, to always get straight to the point, to be efficient and honest in the negotiation process. Americans are, however, adept at small talk in order to create a relaxed working atmosphere, so do not hesitate to maintain these informal exchanges while minimizing physical contact, which Americans generally do not appreciate.
But in China, trust founded relations are really important to make different transactions with Chinese population, it is essential never to lose face of your Chinese partners when you want to sell effectively in China, it means never show a position of weakness or shame. Moving to Russia, it may be relevant to take into account certain well-marked cultural traits: Adopt an informal tone, sometimes be theatrical and accentuate your emotions, do not interrupt your interlocutor and ask questions at the end of the negotiation, do not use the term “compromise” (synonymous with defeat, for the Russians) accept invitations to dinner or to the Sauna, bring a gift on first contact.
In conclusion, communication is the most important element in business, it is critical to the success of each organization. Without strong communication, businesses will face significant problems. This is especially true in today’s business environment. The organizational structures and cultures are changing, and this has added a new dimension to the challenges organizations face with communication. Communicating within the global economy has an impact on the business communication and the workplace, so the use of technical communication tools has become necessary. This is especially in our current situation.
Authors
- MOUSSAFIR Hakima
- SIDKI Mounia
- KAIZAR Chaimae
- N’AITOBRAH Youssef
- KRIMI BENCHEQROUN Chaimaa
Resources
- https://owl-ge.ch/travaux-d-eleves/2011-2012/article/impact-des-nouvelles-technologies-sur-l-entreprise
- https://magajo.com/limpact-nouvelles-technologies-lentreprise/
- https://lematin.ma/journal/2019/teletravail-mal-decoller-maroc/318615.html
- https://www.communicaid.fr/blog/formation-interculturelle/vendre-a-travers-les-cultures/
- http://jrnledcompresearch.com/technology-and-its-impact-in-business-communication/
