Communication in Wal-Mart, Best Buy, and K-Mart - Essay Example

?Communication While theorists and researchers speak of effective communication, one of the most important considerations within these analyses is the context in which the communication occurs. Indeed, one could argue that it is impossible to speak of effective or ineffective communication without consideration of the context. One prominent context where communication occurs is in retail environments. While there are a number of universal best practices for customer service, communication may differ markedly between different retail environments. This essay examines communication in three Philadelphia retail environments: Wal-Mart, Best Buy, and K-Mart. The first organization that was observed was Wal-Mart. This research recognizes that most individuals are at least cursorily familiar with Wal-Mart, however insights can be gained from in-depth observational investigation. One of the most overarching considerations is Wal-Mart’s organizational model. In these regards, the organization is the country’s largest retailer, selling both household items as well as groceries. There are large numbers of employees working at Wal-Mart. There is a management level of employees, another group of employees who work the cash registers, other groups of employees who work in specific department – for instance electronics or the seafood departments -- finally other groups of employees work stocking the shelves. The specific observation of these employees revealed a number of elements. While the employees are easy to locate oftentimes they operate in a very business environment and as such their roles are less defined as customer service, than in the service of their specific tasks. I observed one interaction where a customer asked an employee where measuring tape was. Rather than bring the customer to the location the employee vaguely pointed at an area and said they believe it was in that direction. While one could attribute such a communication approach to the specific employee, this behavior was also witnessed in the electronics department. In this situation a customer asked about what the specific figures on one of the computer advertisements meant. The employee responded that they weren’t sure about the specific elements on that computer. It seems that to a great degree these employees’ verbal communication skills were a necessary byproduct of the organizational culture that had been established at Wal-Mart. Namely, the commitment to low-cost goods has necessitated that customer service be sacrificed. As I was checking out of the store I waited in line for five minutes. Suddenly the cashier looked to the others in the line and informed them that this line was closed. While she could have informed the customers waiting earlier, he non-verbal communication carried on as normal. The situation demonstrated that the employee had a lack of pride in her job. Ultimately, it seems that such actions may also be a product of necessary sacrifice for low prices. The next retailer that was observed was Best Buy. Best Buy is a large-scale electronics retailer specializing in virtually all major electronics and games. Upon entering the store I immediately recognized a number of disparate elements between this organizational model and that of Wal-Mart. While both retailers are large-scale chains Best Buy’s focuses on electronics, as well as their subsequent approach to customer service. While Wal-Mart’s employee communication styles are very detached, Best Buy’s approach is almost overly helpful. Employees were both verbally and non-verbally approachable through body language. In walking around the store I was approached numerous times by employees asking if I needed help or had any questions. While it seems to a degree this was motivated out of the need to help customers with the complexity of the electronics it is seems a comprehensively different approach to the organizational model. The specific breakdown of employees was the same as Wal-Mart’s with individuals stocking shelves, cashiers, and managers; however, Best Buy is differentiated in the amount of employees with free time willing to aid the customers. Additionally, Best Buy has a Geek Squad department with individuals specifically willing to aid customers with technology issues. In terms of specific observational elements I recognized many customers communicate with the Geek Squad employees. While these employees were verbally receptive to questions, it’s highly notable that they charge for their services. Additionally, however, the in-store employees’ body language was open and receptive to customer questions. The final retail store that was visited was K-Mart. While K-Mart was once one of the country’s leading retailers it has since been largely supplanted by Wal-Mart. To a large degree K-Mart’s organizational model mirrors that of Wal-Mart. Both retailers sell many of the same products and implement employees in similar contexts. There were a number of communication differences between K-Mart and the previously observed retailers. The specific K-Mart I visited had very limited customers in comparison to the Wal-Mart and Best Buy; indeed, walking through the aisles it almost felt like a ghost town, with the contrast between the expansive store and empty aisles. Correspondingly there were limited amounts of employees in the store. However, the relative emptiness of the store created at atmosphere when one encountered an employee their body language and non-verbal communication was more receptive than in Wal-Mart. In one instances I asked an employee if they sold a specific type of spatula I was searching for and rather than pointing me to a disparate direction they walked with me to the location and engaged in random small talk along the way. On my way the check out I observed the cashier leaning against the machine in a lackadaisical attitude. The ultimate implication of the environment was that the lack of heavy customer traffic made employee communication more receptive, yet an organizational environment of sloppiness. In conclusion, this essay has examined communication in three retail environments. Specifically, the essay has considered Wal-Mart, Best Buy, and K-Mart. The essay has demonstrated that all three environments implement different communication styles. The argument is made that the employee’s communication styles are less a product of their own personality, and more structured in relation to the retail store’s specific organizational culture. Ultimately, while Wal-Mart’s employees offer limited communication, Best Buy’s active, and K-Mart’s apathetic, such approaches are linked to the organization’s specific business approach. Read More