Managing Communications, Information and Knowledge - Essay Example

Communication is among the vital components of an organisation as the personnel need to have effective systems for exchange of information and knowledge about the customers and market. Knowledge and communication can be categorised as vital elements towards ensuring that the business organisation is running at a smooth pace. Both internal and external communication must be efficient so that the right message is communicated to everyone (Kebede, 2010). However, the absence of an integrate intra organisation system will impact the performance of the company in the long-run. Hence, it is crucial for the managers of a corporation to monitor the effectiveness of communication systems so that the desired results can be successfully attained (Parson & Urbanski, 2012). Proper cooperation and coordination should be ensured in the organisation regarding work and communication procedures. Information and knowledge system at Tesco One of the leading corporations in UK is Tesco, and Tesco has been dominating the retail sector for decades. The key drivers of achieving the level of success for the retail giant are based on its excellent operational philosophy that is among the core competencies of the company (API case study, 2009). In order to ensure appropriate coordination among the widespread outlets of Tesco, the store managers have to monitor the operational needs at every outlet so that the customers are provided with an amazing shopping experience. The store managers and customers are the main stakeholders of the organisation who are an important part of its business efficiency. The store manager is the person who has the requirement of having quick access to the latest information about the market trends and the satisfaction level of customers with the store’s products and service offerings. The store manager also needs to ensure that all the work procedures are communicated in a clear and an unbiased manner to all the sales staff of the store. Presently, Tesco has availed the system development offering of Cisco and has implemented an entire network of IT system in accordance to the demands of the firm. The system is updated frequently by IT experts and all the information is collected and stored in the database. The managers can access the data easily and get the market analysis and store performance reports on a daily basis (Cisco, 2009). The managers may constantly need to review the data to make different types of decision for the store and hence this system is very useful for the managers in retrieving immediate information. One drawback that is evident from the analysis of API case study (2009) is that the sales and customer representatives who are in direct contact with the customers are not provided feedback opportunities. Since these members are in close contact with the target market, their input can allow the store to make necessary improvements for enhancing the customer’s shopping experience. The employees dealing with the client end need to be constantly associated with the decisions taken by the organisation as they are in a better position to shed light upon the demands and requirements of the customer. Personal Networking at ONUS At ONUS, the communication strategy is ineffective as the recent changes in the industry are causing negative impact on its business operations. The direct stakeholders who are affected by the change in the communication framework are the senior managers and staff members. As a result of decline in performance of the key personnel, the students are dissatisfied with the service quality of the organisation. The service standards need to be improvised so that all the stakeholders are pleased with the new system and are willing to make effective contribution in ONUS business activities. If the communication activities are impacted, then there would be unclear goals and objectives in the minds of the employees, and this would further lead towards non accomplishment of desired results for the firm. Since one of the effective communication methods is the two-way technique, ONUS has to implement this framework which will provide ample opportunities to the staff personnel for ensuring that the institution’s performance is enhanced. Both the staff and the students needs to have proper communication so that they both understand the needs and requirements of each other and accordingly perform their roles. In order to develop productive relationships with the administration and teaching staff, the Director of Studies will hold weekly meetings with them to get the information about the progress made by the administration and the teaching staff. The weekly meetings will keep the Director updated on the changes taking place and the requirements that need to be fulfilled for the staff so that goals are accomplished in a successful manner. During these meetings, the teaching staff and other employees will be encouraged to suggest ways of improving the institution’s operational mechanisms. Workplace operations are conducted by the employees and they are in a better position to suggest improvements as they have to perform the job roles and know the loopholes that need to be addressed. The recommendations may be received of different types and the one which seems to be feasible will be implemented so that the motivation level of the employees is enhanced and they are willing to demonstrate productive working attitudes and behaviours. In addition to these formal meetings, the teachers will be asked to provide the latest information about the happenings of the educational sector so that any relevant action can be taken on time. All latest happenings and changes need to be implemented in the educational sector and hence the information gained from the teachers would be beneficial for ONUS. Any beneficial contribution made by the staff members will be appreciated and rewarded so that their morale is boosted and they are given an indication that they are a valuable part of ONUS. Rewarding the staff members would be a competitive move by the firm as by gaining rewards and recognition employees tend to become loyal and highly dedicated to the firm. Communication processes at ONUS Since it is explicitly mentioned in the ONUS case study that the present communication system is highly ineffective and there is a huge gap between the senior managers and the staff people, it is imperative to revamp the system that is prevailing within the institution. In order to have effective exchange of communication, information and knowledge, the foremost step that has to be done is get suggestions from the internal stakeholders. It will show that the institution values the input of its personnel and will ensure that realistic and feasible options are evaluated and implemented within its operations. Once there will be open communication between the staff and senior managers, the communication gap between the two levels will be reduced by a significant level. Open communication will allow both the staff and the senior managers to be clear on the work required from them and with coordination the required roles can be completed by both parties. It will provide a platform for openly discussing the matters in hand and arriving at a solution on a consensus basis (Sethi & Seth, 2009). When employees are made part of a decision making process, there is a high probability that they will ensure that the decision is properly implemented and the targeted results are efficiently achieved (Banihashmi, 2011). Employees would feel valuable when the management asks their opinion and view for taking decisions regarding any matter of the firm. Hence, the weekly meetings and the open door policy will ensure that the communication process is effective at ONUS. Simultaneously, the latest and well-integrated IT system will be implemented for ensuring that the information about the institution and business environment is properly stored and disseminated among the institution’s personnel. Hence, ONUS will be able to flourish within its market by implementing the best communication techniques within its business operations. In order to enhance my communication skills, I will ensure that I get enrolled in the communication training programs. These programs have been designed with the aim of enhancing a person’s complete set of communication skills ranging from listening, written to verbal so that the individual can deploy a highly integrated communication framework within its business operations. I would practice my communication skills with friends and family under role play sessions so that I can improve my confidence level as well. Improving systems at Tesco Presently, Tesco IT system is highly integrated and it has been developed in a customised way by Cisco so that the store can efficiently manage its business operations. All the data related to Tesco is collected, stored, formatted and made available through this system. However, it has to work on its website that is lagging behind in the performance criteria set up by the organisation (Cole, 2012). Since the customers are looking for online stores to make their purchases on these mediums, Tesco will have to reconsider its online system so that it can meet the expectation level of its customers. In order to enhance the digital performance of the store, a separate department will have to be established. The personnel of this online store division will ensure that the customers are provided a sensational virtual shopping experience and they are willing to become the loyal customers of the store. All customer problems and queries will be addressed via this department so that things take place smoothly. It is recommended that it develops a separate IT system for this website which is integrated with the existing system so that the information can be shared easily with all the stakeholders. Even the store managers will be able to review the online store performance and ensure that there is proper alignment between the strategies of physical and online stores. Conclusion In every organisation, the communication process is highly dependent on the quality of information and knowledge system installed within the business operations. IT systems are becoming part of all small and big organisations due to the huge number of benefits it provides and make the operations of businesses easier and faster. Since the business environment keeps on changing quickly, the personnel of a company need to have quick access to the latest information about the environment and target market. Therefore information should be readily available with the management and all concerned professionals of the firm should be able to access it without any delay. In times of crucial decision making, retrieving company information timely is a very important element. With efficient management of the communications, information and knowledge, an organisation is able to make proactive decisions with accuracy and there are less chances of negative effect of facing the unfavourable market conditions on the company’s targeted objectives. References API case study, 2009. Delivering success: How Tesco is managing, measuring and maximising its performance. [Online] Available at: [Accessed 15 April 2013] Banihashmi, S.A., 2011. The role of communication to improve organizational process. European Journal of Humanities and Social Science, 1(1), pp. 13-24. Cisco, 2009. Tesco uses collaboration tools to support rapid international growth. [Online] Available at: [Accessed 15 April 2013] Cole, P., 2012. How Tesco intends to improve its UK business. [Online] Available at: [Accessed 15 April 2013] Kebede, G., 2010. Knowledge Management: An information science perspective. International Journal of Information Management, 30, pp. 416-424. Parson, M. and Urbanski, S., 2012. Recognizing dysfunctional communications as a means of improving organizational practices. Journal of Communication and Media Technologies, 2(4), pp. 155-175. Sethi, D. and Seth, M., 2009. Interpersonal Communication: Lifeblood of an organization. The IUP Journal of soft skills, 3(3/4), pp. 32-40. Read More