W1 BA541 Asign Behavior vs Communication - Essay Example

ranch of knowledge that deals with the creation and use of technical means and their interrelation with life, society, and the environment” (Dictionary.com Unabridged, n.d.). As such, it could be deduced that interactive technologies, in the context of organizations and customers, mean the field of discipline that uses continuous two-way exchange or sharing of information between customers and the organization, on matters pertaining to the products or services offered and purchased by the clientele.

As indicated, the emergence of new interactive technologies; meaning, the use of digital media (“combinations of electronic text, graphics, moving images, and sound, into a structured digital computerised environment that allows people to interact with the data for appropriate purposes” (England & Finney, 2011, p. 2), is not sufficient to presume that a solid bond is established between customers and the organization. The mere existence of these diverse kinds of interactive technologies does not firmly confirm that customers are able to grasp what the organization offers – if these are not effectively communicated to them.

create new processes that are oriented around the coordination of all these newly possible customer interactions. And they must ensure that the interactions themselves not only run efficiently but are effective at building more solid, profitable relationships with customers” (p. 193). The key element that would allegedly enhance the knowledge on their products and services being offered; as well as on the organization’s ability to address the customers’ needs, is through effective communication.

It was thereby emphasized that “the enterprise has to integrate all of its customer-directed communication channels so that it can accurately identify each customer no matter how an individual customer or a customer company contacts the enterprise” (Peppers & Rogers, 2010, p. 193). Concurrently, communication alone is still not enough.